Advanced Television

Content owners urged to embrace new technology

February 6, 2013

Nativ, the media management and workflow expert, has published an independent report outlining the shortcomings and challenges of Internet delivery and is setting out its vision for helping the market overcome these.

In recent years the consumption of content over Internet-enabled devices has exploded. There is a rush to dominate the Internet TV service proposition and offer TV anytime, anyplace and in high definition. For consumers, this is a great time as TV and film services become richer, more customisable and “always on”. For content owners it’s a mixed bag of increased opportunity and increased operational pain.

Fortunately, the same technologies that have enabled Internet TV have enabled file-based workflows and digital delivery that help overcome this.

The report highlights the four key challenges content owners face when delivering content to the internet:

  • Delivery – How to push bundled content to a remote internet service or have it pulled through a querying interface.
  • Service – Whether to create your own TV service; deliver it to existing internet platforms; or both.
  • Packaging and delivery technologies – How to handle file formats, metadata, subtitling and digital delivery in order to get the right content in the right format to the right player, on time.
  • Standards – Remember that for every component of VoD delivery (AV, metadata, subtitles, network delivery) there are a growing number of competing standards.

“Internet TV is exploding and content owners must sweat value from their content by leveraging multiple deals to stay in the game,” said Nativ CEO Jon Folland. “However fulfillment and delivery of content to the Internet can be incredibly painful and costly with the cost of preparation and repurposing often negating the commercial upsides for smaller deals. What the content industry needs is to embrace new software platforms that are thankfully emerging to answer these challenges.”

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