THE NEW WORLD OF CLOUD BROADCASTING
The Cloud has transformed the face of computing, reshaping how information is stored and consumed. As businesses around the world double down on their digital transformation initiatives, Cloud adoption is accelerating. Analyst firm IDC predicts that 32% of IT budgets will be allocated to Cloud computing this year, growing to 63.6% by 2024.
A changing media landscape
With its flexibility, scalability, and cost advantages, the Cloud is similarly revolutionising the media and broadcast industry. This comes at an important crossroad, at a time where the video consumption experience is undergoing massive shifts, and broadcasters are looking to broaden their revenue base and optimise costs amid a rapidly changing media landscape.
Consumers are moving away from watching content on a handful of prime networks to multiple channels. Where a single pay-TV platform was the norm previously, consumers today subscribe to multiple streaming services alongside linear TV packages. With greater demand for niche content than ever, the result is explosive growth in direct-to-customer offerings.
The growth of niche channels offers new opportunities, starting with increased demand for fresh, relevant content by customers. It is also changing how broadcasters operate and deliver value to customers, with some looking at marrying traditional linear distribution with OTT distribution to create compelling new offerings.
Successfully harnessing these new opportunities call for a deeper understanding of viewing habits and the ability to launch new channels cost-efficiently. Against a backdrop of change and fluid content preferences, broadcasters must not only deliver a cohesive experience across multiple channels but to do so quickly.
The Cloud can make an impact on several fronts. By sidestepping the traditional on-premises paradigm of procuring new hardware, shipping it on-site, and installing and configuring it for use, broadcasters avoid significant upfront investments and lengthy deployment times. Crucially, the Cloud gives them a significant boost in operational agility with new Cloud instances that can be spun up within minutes.
Moreover, broadcasters also gain the agility to meet quickly evolving media requirements for faster monetisation. With the Cloud, broadcasters can optimise content for different devices and user experiences much quicker than before, launching a new playoff in as little as a week or two.
The broadcast Cloud with SES
SES is focused on helping broadcasters and content owners better differentiate and monetise their content in a highly competitive market, as well as address critical steps in the video value chain between content generation and distribution to end-users.
Recognising the potential of the Cloud, SES partnered with the world’s leading Cloud service providers to reimagine an ecosystem where video channels can be created, managed, and distributed. With more than 30 years serving the video industry, SES recognises that broadcast and media companies have unique approaches to content management, distribution, and broadcast workflows.
SES’s approach is hence not focused on locking them into one system, technology or even Cloud provider, but rather to customise a hybrid solution to meet differing needs and business requirements. To that end, our solutions range from a fully managed broadcast-grade service encompassing the whole value chain, to specific capabilities around content aggregation and ingestion, channel management, content distribution and orchestration via our SES 360 platform, hybrid delivery, and even an OVP platform.
On its part, SES Cloud Playout leverages the Cloud’s inherent flexibility, scale, and cost advantages to let broadcasters spin up a solution regardless of where they are, enabling them to adapt business models and workflows to the Cloud.
As viewers’ expectations and appetite for more content surge in Asia and elsewhere, broadcasters are changing and adapting existing workflows to address both linear and OTT platforms by using the Cloud. Regardless of the requirement, SES has the Cloud-based service that can integrate with existing content infrastructure and media workflows to deliver on the promises of the broadcast Cloud[JRH1] .
Key to this is SES’s flexible platform that marries the delivery of content to both traditional linear and OTT environments. The robust technology infrastructure platform brings everything together – a broadcast grade Cloud service, strategically located data centres, and teleports to SES’s own cloud makes it possible to deliver a fully managed service that is flexible, scalable, and cost-effective.
Find out more
John Huddle, Director, Market Development, Asia-Pacific, SES Video, will be sharing about “Cloud Technology in Broadcasting” on 14 July 2021 at 4:15 pm as part of BroadcastAsia. He will talk about the top Cloud trends in the broadcast industry and how the Cloud ecosystem offers opportunities for broadcasters to reach new audiences and new markets.
SES will also be at Asia Tech x Singapore, which is a virtual conference this year. Visit us to see our latest video delivery offerings and Cloud-based capabilities designed to help broadcasters and media organisations meet evolving consumer demands.