Virtualisation

Virtualisation

Ciaran Doran, executive VP, Pixel Power (TVBEurope- January 2018)

In all the noise about technology, it is easy to forget that the object of the media industry is to enable great talent to create compelling programmes, then present it to the people who want to see it. The underlying technology is just there to allow the creative people to get on and create.

Last year we spoke about 2017 as being the year of virtualisation . That certainly happened. The industry realised that the move to IP connectivity was not interesting in itself; it was the key enabler that opened up virtualisation, which is the real win in efficiency.

Virtualisation means you can redesign the architecture to use modular, software-defined solutions that can quickly start - and just as quickly be cleared away - to perform specific tasks, when you need them.

The traditional broadcast hardware box meant you had to pay 100 per cent of the price, even if you are only using 60 per cent of the functionality for 40 per cent of the time. Virtualisation means you only pay for a function when you actually use it.

2018 will take the growth of virtualisation and transform the business of content. We are already seeing broadcasters using Pixel Power technology to automatically create content for VoD, catch-up and OTT services based on business intelligence. Automated, virtualised workflows slash the cost per channel.

With this new economic model, broadcasters will be able to respond instantly to the demands of viewers. Advertising revenues follow the audience, so being able to create customised content tailored to the viewer's specific preferences makes for happy advertisers as well as happy customers.

Advertising can even be linked to the content. Machine learning could see who is winning a football match, or performing well in a talent contest, and put the most appropriate commercials into breaks live. Another way to boost revenues!

Extract from TVBEurope feature 2018: TRENDSPOTTING, TVBEurope asks a number of industry figures to gaze into their crystal balls and give us their predictions for some key topics the industry will be talking about in 2018. Read this article online (Page 28)

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