The Future of TV: Cloud based Broadcasting

Cloud computing has introduced numerous advantages to the IT industry by reducing the commercial and operational cost. It is no longer required to have dedicated hardware for specific task execution; rather, with the use of virtualized operating system it has become easier to utilize the hardware resources to the fullest. Over the years, the technology has evolved significantly where the benefits of cloud computing could be reaped by the broadcasting industry effectively.

The introduction of cloud based solutions has enabled broadcasters to save on the huge CAPEX of traditional broadcast models and simplify workflows for globally distributed teams. Nowadays, cloud-based solutions are serving its their purpose on different fronts in media broadcasting domain and are being extensively used for Media Asset Management and for linear and non-linear broadcasting, supporting SD, HD and 4K UHD playout.

Cloud broadcasting has multiple benefits over the traditional broadcasting such as:

a.      Scalability: The cloud-based solutions can be scaled on demand to serve the dynamic requirements of the business.

For example, scaling up the server to support multiple RTMP streams targeted to multiple MSOs across the globe as the need arises; spinning up virtual servers to share the load and satisfy the high demand of processing power required for quick repurposing (transcoding) of media assets for multiscreen delivery.

b.      Efficiency: The cloud-based services can be accessed from virtually any Internet-connected device. Hence, a globally distributed team can easily access the infrastructure at any given point of time without any difficulties.

Moreover, hardware failures do not result in data loss because of networked backups.

c.      Cost Effectiveness: The broadcaster only pays for the resources he uses on the cloud and not for the complete infrastructure, making cloud broadcasting a cost-effective solution as compared to traditional broadcasting.

d.      Turnaround time: Linear or non-linear broadcasting service can be started in a matter of hours given the content is ready. This enables the broadcaster to start and discontinue channels quickly based on business requirements.

With the introduction of smartphones and cheaper 4G connectivity, the users are turning towards OTT services. According to a forecast by the streaming media industry, the OTT viewership will exceed traditional TV viewing by 2020. Based on the tremendous response received by OTT providers such as Netflix, Amazon, HBO, YouTube etc., this forecast may not take much time to come true. To cater to this new generation of mobile video consumers, traditional broadcasters are increasingly trying to make their content available on new-age, free to use video-on demand (VOD) platforms. However, traditional delivery methods are not fully equipped to address the dynamic nature of OTT, whereas cloud-based systems are the building blocks of linear and non-linear OTT delivery.

Broadcasters can also use cloud as a single, end-to-end solution, serving multiple purposes such as:

I.        Traditional Content Delivery: At the teleport and uplink stations for a targeted reach over a geography via satellite distribution retaining quality by offering a high-bitrate master stream.

II.      Linear OTT distribution: OTT platforms can utilize the master stream to offer multiple low-bitrate streams with different resolutions which can be further distributed via CDN (Content Delivery Network) to a global audience offering lowest possible latency. These streams can be further monetized by using server-side ad-insertion making OTT distribution a profitable business.

III.    Catch-up TV: The master stream can be received and cached using cloud infrastructure to offer catch-up streams to users, distributed and monetized in the same way as the linear OTT streams.

IV.   VOD distribution: Master stream can be segmented in such a way that it retains segments (with overlaid logo and graphics branding which are further collated in the form of a complete show offered as VOD service. This content could then be monetized further as needed.

Given the flexibility and efficiency of operations, and a rapidly shrinking audience due to prominence of OTT video, we are likely to see a steady adoption of cloud technology by traditional broadcasters. As the industry gears up for eventual transition to cloud, early movers are likely to not only retain existing viewers, but also expand rapidly in newer markets.

View the article on "Broadcast and Cablesat" magazine.