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PRODUCTION AND POST that would be unavailable or too expensive to get using a commercial CDN service. TV CDN operators can also access data on user behaviour which provides valuable insight for them to continually improve services.” REVEALING RESEARCH Edgeware commissioned market research from Frost & Sullivan that looked into the costs of building and operating a private TV CDN compared to that of renting capacity within a commercial CDN. This paper presented a business case for TV CDNs and found that many operators who serve a well-defined geography and have a growing number of viewers watching every day will find that the self-built option can pay for itself within a matter of months of operation. That sounds like good news, but how much work is required by the broadcaster? “The level of involvement from customers is obviously higher than simply renting space on a CDN, but it means users can customise deployment for a much more built-to-suit infrastructure. They’re able to choose how and when to deploy hardware and software.” In January, Edgeware acquired subtitling supplier Cavena Image Products. Bolin says the acquisition expands the capability of Edgeware’s offerings. “We already have common customers that have integrated Edgeware and Cavena technologies together so it makes sense for us to embrace and further develop this common solution.” This solution also operates with an innovative range of new advertising options, allowing companies to offer targeted ads to display during the programme. It uses Edgeware’s client-side ad insertion technology, integrated with customer profiles from Google, to insert a U-shape banner around the show while it continues to play. It also allows advertisers to display personalised ads in the pause/play bar, as well as personalising and adapting the ads played during time-shifted shows. Bolin says Edgeware technology creates glitchfree viewing that enables users to experience synchronised, high-quality video, audio and subtitles without any annoying delays. And that last point raises the question of latency. “That can occur in several parts of the delivery network. Our solutions are engineered to minimise any delay, no matter where in the delivery process they are. For live, we think of latency in terms of how close to a traditional

“Hybrid CDN is the way forward for broadcasters in need of cost-optimised OTT delivery.” KYLE GOODWIN to a Cisco report, this is likely to be three to four years away. But what about five to ten years from now when the broadcast spectrum is likely reduced, telco and mobile networks have improved, and IP-connected devices are the norm? The economics are clear: Hybrid CDN is the way forward for broadcasters in need of costoptimised OTT delivery. But it is also required to achieve broadcast-quality viewing experiences.” SIGNIFICANT SHIFT Goodwin believes that broadcasting is in the midst of a seismic shift as it feels the full impact of IP and mobile technologies. Although Video on Demand is currently the dominant form of consumption and represents 90 per cent of traffic, live content is growing as audiences for major events switch to OTT with improved mobile viewing experiences. He maintains that one of the challenges facing broadcasters is that of monetising OTT video content. “Through a CDN they can deliver targeted ads on live linear OTT feeds for sports and news. Of course, this can be challenging, especially from scalability, accuracy, and user experience viewpoints. However, server-side ad insertion has emerged as a viable alternative for creating targeted advertising on multiscreen devices. Under this particular workflow, the ad insertion process is pushed upstream.” WHEN LIVE IS NOT LIVE However, that viewer experience is not helped when there are problems with latency. “Companies, especially those within the media and entertainment space, are well aware of the dangers of not implementing a CDN to support the flow and delivery of their content,” sates Goodwin. “The perfect example is to look at what happened with the FIFA World Cup last year. People in pubs and homes were simultaneously watching TV and online feeds. The online feed was often delayed to the point where people

TVBEUROPE APRIL 2019 | 41

Profile for Future PLC

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G