InBroadcast - InReview 2021 - 50

50
www.inbroadcast.com | Vol: 11 - Issue 12 | InReview 2021
InForm
IP Video Delivery in a 2021-22 Snapshot
SaaS adoption and the
rate of technology refresh,
it
Cerberus' Livelink
merchants identifying shopping and
browsing behaviour and filling users'
screens with preferred products and
entertainment choices. While we are
still exploring this brand-new space,
there appears to be no limits regarding
what can be achieved over the next
few years. "
Exterity,
Colin Farquhar, SVP Sales
" In 2021, we've observed increased
demand for secure distribution, which
has encouraged us to focus on the
expansion of Secure Reliable Transport
(SRT) support across products. There's
also been greater interest surrounding
enhanced codec capabilities, with
partners looking to benefit from
improved quality, reduced bitrates
and robust content security as they
integrate into new applications.
Once again, we saw a continued
ramping up of video consumption this
year, which has boosted demand for
transcoding and CDN interfacing to
deliver content to more devices.
VITEC's acquisition of Exterity made
big news in the industry. We firmly
believe this is a real positive for the
market and our customers, and it has
allowed us to expand our range of
integrated products available. It's an
exciting time and we look forward to
2022 with optimism.
An issue making global headlines
during these past 12 months has been
that of climate change, emissions, and
sustainability. VITEC has committed to
Colin Farquhar
changing the trajectory of its carbon
footprint, and 'net-zero' has been a
key focus. VITEC products now deliver
more for less, with dedicated hardware
optimising both performance and
power consumption. This is a huge
topic, and we expect to hear more
about it from across the industry in
2022. "
MediaKind,
Stuart Boorn, VP Product
Management
" IP video adoption is increasing
at pace. Whenever a customer
is fitting out a production studio
or building a contribution
infrastructure,
IP technology is
always present. Broadcasters are
enabling more of their services for live
streaming, or even streaming-only for
some services using technologies like
HbbTV.
At MediaKind our deployments
around SMPTE 2022 -5 and SMPTE
ST 2110 with NMOS are becoming
increasingly
is inevitable. This will
lead to an acceleration in
the adoption of IP across
the entire video chain,
from the headend to
production and playout.
Our challenge is to
ensure our customers
get the commercial and
flexibility benefits of IP
and cloud for live video as
this technology adoption
accelerates. "
Net Insight,
Per Lindgren, CTO
" In 2021, we saw the media industry
building on the innovation in remote
and distributed production that
was delivered in 2020. Over the last
year, media companies continued to
transform both technologically and
culturally. Following the challenges of
2020, organizations embraced flexible
production workflows that give them
the agility and scalability to produce
a bigger volume of content more
efficiently.
Our customers tell us they want
cutting-edge
technology
that
commonplace in the
market. It's not essential for every
deployment but what was a technology
discussion three years ago, is
becoming
standard
infrastructure.
Interoperability is much more reliable
after
the initial days of intensive
interoperability sessions to ensure we
could work with other vendors.
As the world of production and
playout evolves to the cloud, the IP
headend is
following. Although this
has extra dependencies on cloud costs,
Stuart Boorn
transforms their business today and
gets them ready for the future. They
want to ensure business continuity
under challenging circumstances and
a remote and distributed production
model can give them peace of mind.
In 2022, IP and cloud acceleration
will continue. We'll see more IP
studios and the combination of highend
ST 2110 and NDI production
environments. Remote and
distributed production will continue
to rise, enabling media companies to
transition to OPEX, work with the best
talent across the world, save on costs,
and increase efficiencies. Viewers can
also expect richer content experiences
powered by 4K and AI-controlled
autonomous cameras that bring
consumers to the centre of action.
2020 was the year of challenges and
transition, 2021 the year of recovery,
Per Lindgren
cont'd...
and 2022 will be the year when media
companies will embrace innovation
and strategize about their future. "
Telestream,
Luann Linnebur, Product
Marketing and SMPTE Fellow
" During 2021 live OTT events have
become possible through lower
latency, increased reliability
of
delivery, and enhanced monitoring.
In addition to OTT live delivery,
content creation technologies have
evolved.
De-centralized production of
content has become more common,
allowing creatives broader choices,
and lowering costs through shared
use of production tools. The ability
to validate and monitor content as it
moves through production and LAN/
WAN domains has helped to drive this
adoption and will become even more
important going forward.
Next
year and
beyond,
we'll
see an increase in interoperable,
bookable, cloud-based solutions.
Content creators and service provers
will continue to utilize hardware,
virtualized or cloud native tools,
and be able to manage and monitor
them through common interfaces.
As content is delivered, the need for
a global view, in light of increased
content viewing options, will mean
an increase not only in the need to
monitor and validate that the correct
content ran when intended, but that
the quality intended reaches the
audience that has selected it, and that
ad fill rates improve.
The OTT advertising market is in
a period of sharp growth. US AVOD
revenues will reportedly triple
between 2020 and 2026 to $31bn.
Through correlated data that looks at
viewer experience along with content
at every step in the delivery process,
issues can be resolved before viewers
seek alternate offerings and revenues
can
be
improved
through
more
targeted ad delivery and better proofs
of performance. Visibility and quick
issue resolution will be key to these
complex new offerings. "
Luann Linnebur
http://www.inbroadcast.com
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