Cloud Playout

S08E09: Game of Streams (Cloud Playout)?

As we transition into an era where more than half of television happens via streaming and online distribution, it's clear that the traditional broadcasting model is evolving. For broadcasters and television distribution the age of online-first is here, and with it comes a shift in how we think about television playout: from legacy hardware systems to cloud-based playout solutions.?

Traditionally, television playout has been dependent on heavy, costly infrastructure housed in physical facilities. These systems were built to cater to linear TV, and over the years, they’ve been patched and retrofitted to accommodate on-demand and OTT services. But with more than half of the viewing audience now consuming content online, broadcasters must design their video technology stack with streaming in the first.

Cloud playout allows broadcasters to manage the entire playout process, from content storage, scheduling, and graphics insertion to distribution, through the cloud. Whether for live events, linear channels, or VOD services, cloud playout systems offer the flexibility, scalability, and efficiency needed in today’s streaming-centric world.

Cloud playout also unlocks new possibilities for modern content formats. Interactive content, real-time overlays, multi-angle streams, and integration of social media can be more easily handled through the cloud, offering new ways to engage with viewers.

Channels (or playlists) on-demand

With cloud playout, the ability to generate linear television channels from pre-encoded, on-demand files has transformed the way broadcasters and streaming platforms operate. By stitching together already encoded files into continuous, seamless streams, broadcasters can dynamically create and schedule linear channels without the need for traditional, hardware-intensive playout systems.

This approach offers flexibility, efficiency, and cost savings, enabling broadcasters to easily manage and deliver both live and scheduled content with minimal infrastructure.

Since the content is already encoded in the desired formats, broadcasters can focus on assembling the files into linear feeds rather than re-encoding them each time they are scheduled. By leveraging existing content libraries, broadcasters can offer niche, themed, or time-sensitive channels to targeted audiences with much greater ease.

Scalability and flexibility

Another advantage of cloud playout is scalability. Cloud infrastructure allows broadcasters to scale up (or down) dynamically, depending on demand, without investing in physical infrastructure.

For example, a broadcaster can quickly launch pop-up channels or event-specific streams to meet real-time demands during live events or seasonal programming without having to overhaul their playout infrastructure.

Personalization and Targeting

Cloud playout opens for deeper viewer engagement through personalization. By integrating with data analytics and audience insights, broadcasters can tailor their content and advertising to individual viewers based on preferences, viewing habits, or demographic profiles.

Targeted advertising, personalized playlists, and interactive features allow broadcasters additional revenue streams and the potential for higher viewer retention.

Redistribution

While ABR streaming has become the backbone of online distribution, many broadcasters must still distribute content to traditional networks such as cable, satellite, or terrestrial channels. Achieving this redistribution efficiently, without losing the advantages of a cloud-based architecture, is crucial for hybrid broadcasters who need to serve both digital and traditional audiences.

Transforming ABR feeds into formats suited for delivery to traditional broadcast networks without transcoding involves remuxing the content into compatible containers, converting the delivery protocol from unicast to multicast, and ensuring that synchronization, metadata, and access control are properly handled.

This approach retains the original video quality while ensuring compatibility with traditional networks, making it efficient and cost-effective for hybrid distribution workflows.

For broadcasters that have yet to embrace a streaming-first mindset, the time to act is now. A cloud playout system not only ensures broadcasters are future-proofing their operations but also opens up a world of possibilities for cost savings, innovation, and more personalized content delivery.

To watch out for the coming months…

The adoption of new technical implementations like Server-Guided Ad Insertion (SGAI), Common Access Token (CAT), and Content Steering are expected to see increased deployment in the coming months.

Each of these standards addresses key challenges in the evolving media ecosystem, particularly in managing dynamic ad insertion, securing access to content across multiple platforms, and guiding viewers to the best available stream based on factors such as network conditions, user preferences, device capabilities, or regional restrictions.

Please reach out if you would like to learn more about these technologies or need help to implement any of them in your solution.

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Magnus Svensson is a Media Solution Specialist and partner at Eyevinn Technology. Eyevinn Technology is the leading independent consulting company specializing in video technology and media distribution.

Follow me on LinkedIn and X (@svensson00) for regular updates and news.

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