Grass Valley Reduces Time to Air for VOD with iTX On-Demand
Content can now be packaged for VOD/OTT even while a program is airing live
MONTREAL, April 12, 2016 The way viewers consume content is undergoing a dramatic shift, with more of them choosing to watch shows on-demand, when they have the time. To address this trend, Grass Valley, a Belden Brand, is introducing iTX On-Demand, a new and innovative video-on-demand (VOD)/over-the-top (OTT) solution that automates the VOD process and dramatically reduces prep time for both pre-recorded and live productions available as an option with Grass Valleys iTX Integrated Playout Platform or alongside third-party playout solutions.
Customers already rely on iTX for its efficiency, quality and resilience as evidenced by the fact that iTX delivered more than 17.5 million hours of television last year, said Mike Cronk, senior vice president of strategic marketing, Grass Valley. iTX On-Demand specifically addresses nonlinear production in a way that dramatically speeds time to air. Now users will be able to save money in the production of content and make money in the growing advertising market. Its a win-win.
iTX On-Demand manages the production of VOD assets right from the start of the production process. iTX recipes within the On-Demand system contain all the assets for each VOD work order, allowing complex tasks to be automatically performed in parallel with linear production workflow, without the need for manual intervention.
iTX On-Demand creates complete broadcast masters by adding or removing commercials, promotions and programming, inserting dedicated branding, watermarks and captioning, all faster than real-time. Broadcast masters are then transcoded to create different VOD versions in parallel, with specific metadata for different platforms. The entire solution is highly automated, using a streamlined process that reduces the need for expensive duplicate operations.
For pre-recorded shows, VOD can be started hours in advance by pre-packaging assets no need to wait for the transmission time because iTX On-Demand can source all the transmission-ready media and render the VOD assets. This means broadcasters can publish content to multiple platforms in advance of playout; effectively winning back lost hours in the critical C3 window and potentially recognizing millions of dollars in lost revenue every year.
For live shows, iTX On-Demand works with growing files to generate broadcast masters with promotions, commercials and branding driven from the iTX recipes. This means broadcasters can generate on-demand versions as the show is airing, minimizing delivery time to just minutes after the show finishes, not hours as other systems require.
This will give our customers an opportunity to capitalize on the changing habits of viewers, added Cronk. Not only will they be able to serve the content for VOD, but theyll be able to do it more quickly and more cost effectively than ever before.
iTX On Demand will be demonstrated in the Grass Valley booth (SL106) at NAB.
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For information about Grass Valley solutions and services, please visit grassvalley.com.
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Grass Valley Reduces Time to Air for VOD with iTX On-Demand
