Written by Richard Brandon
As consumers ourselves, it is clear there has already been a massive shift in the way we consume our TV over the last few years. Edgeware’s technology enables this high quality TV and video to be streamed across the internet and IP networks – and is used by TV content owners that want to scalably, securely and cost-efficiently make TV and video content available to their viewers. As we look ahead to the next 12 months, what are the key trends that will have a big impact on the TV content delivery industry?
As we look ahead to the next 12 months, what are the key trends that will have a big impact on the TV content delivery industry?
Wider 4K delivery
From a content delivery point of view, next year we’re going to see more 4K content reaching consumers. The second half of 2016 has seen a number of Edgeware clients including PCCW and TVB in Hong Kong implementing their own purpose-built TV delivery networks (CDNs) in order to control their bandwidth and deliver 4K content without buffering, delays or glitches. Over the next 12 months, more broadcasters or OTT providers will do the same.
Enhanced reality services
The introduction of IP-delivered TV services has opened a whole new world of possibilities. Take Sky’s recent announcement of its split-screen service in the UK, for example. Consumers can now watch two football games or two angles from one game at once on the same TV. And it’s this enhanced viewing experience that wouldn’t be possible without IP-delivered content. Next year we’ll see more of this kind of enriched service made available to audiences through the latest platforms as they become more important and create better viewing experiences.
As consumer devices become more popular, there’s more interest in watching VR content than ever before. The likes of the NBA have regular games delivered in VR and plenty of experiential events are using headsets to create memorable experiences. As more people look to adopt it – or even just try it out – the challenge of distributing content that essentially requires 16 times more bandwidth is more evident. To address this, content needs to be delivered by networks that are reliable, cost effective and most importantly scalable.
Personalized TV experience
It’s no secret that advertising is big business – and it won’t be slowing down. For example, next year UK advertising investments have been reported to be worth nearly £19bn and US digital advertising spend is set to grow to $82bn in 2017. To accompany this, we’ll see broadcasters and OTT operators implementing more personalized viewing experiences. More targeted digital advert insertion can be beneficial for content distributors in multiple ways. By connecting better with your specific audience, consumers will want to continue watching on your platform. At the same time, you can sell advertising spaces several times over as you target different audiences.
Taking back control
As the online delivery of content continues to grow, broadcasters and media owners will start to take back control in order to offer the best services possible. By building their own networks and implementing a purpose-built CDN – much like Netflix and TVB have done – instead of buying one from a third party operator, they will manage their own traffic, bandwidth, analytics and ad personalization.
About the author
Richard has more than thirty years’ experience in the networking, and TV technology industries, working with both operators and equipment vendors and specialising in bringing new technology solutions to market.
Richard is currently CMO at Edgeware, and has also held positions such as VP of Worldwide Marketing at Juniper Networks, where he helped to grow the business to over $4bn. He also served as CMO at Intune Networks and at MLL Telecom, a UK operator, and worked at Cisco Systems as Head of Service Provider Solutions Marketing in EMEA. Richard spent much of his earlier career in British Telecom, working on new service development and product management of network services.
He has spoken at forums such as NAB, IBC, the Broadband World Forum and at the European Parliament, and is a jury member at the UK Film Festival.
Richard holds a BSc in Physics from Imperial College, London.