Tata Communications has launched its cloud-based broadcast quality video transcoding and delivery service. The new content transformation service has already been selected by Viacom18, a joint venture between Viacom and the Network18, to provide HD content transcoding and delivery via the cloud. Developed in partnership with Harmonic, the service allows Viacom18 to maximise its return on investments made in creative programming and to tackle piracy by enabling simultaneous syndication play-out anywhere in the world.
The new service offers content creators, service providers and media professionals an integrated end-to-end workflow for moving content files to the cloud and transcoding them into broadcast quality formats ready for immediate delivery and transmission globally. This drastically reduces the delivery time compared with traditional solutions that rely on the physical transport of media.
Viacom18 is currently using the service for the daily transcoding and delivery of HD Masters of leading Indian soap programmes to its customers in Pakistan for same-day syndicated play-out. Before, Viacom18’s customers had to broadcast content from previous soap seasons, leaving a gap where some viewers could only obtain content from unauthorised sources to stay up-to-date with their favourite shows. Same-day distribution of play-out eliminates this problem, and maximises the value of the content for the broadcaster. In addition, this increases the value of the rights owned by Viacom18, allowing it to maximise the revenue generated from each show.
Rajasekharan Harikrishnan, Chief Technical Officer at Viacom18, says, “Tata Communications’ cost-effective and intuitive service has meant that our shows are picked up and transcoded to formats as required by our international customers, all delivered in a seamless manner. Authorised content available for simulcast in HD format has resulted in more revenue for us while also discouraging piracy.”