It was only a couple of years ago that viewers went through a bunch of channels using an analogue channel changer to new and trending cloud playout services. The options were limited and each TV station had a fixed name and number.
It was easy to switch between channels from time to time just in time for our favourite shows. Most of these channels had loyal viewers depending on their reach and the content they provided.
It was quite a while ago, yet it is apparent that this infrastructure is expenditure-intensive. It required high building costs, equipment setup and management cost, and hiring expenses.
The talent set behind each channel was colossal and that contributed to the lion’s share of the expense of a network. National network infrastructures were especially complicated since people had to monitor the broadcast signal across several metro cities, states and rural areas.
During those days, these networks and their broadcast centers had unchallenged authority. There was no cloud-based streaming service that allowed people to rethink their loyalty in the event of a network blackout and interrupted broadcasting. So, the first time these viewers experienced video content on the cloud they were forced to reconsider their daily viewing habits and their loyalty.
There came a time when people could afford to miss their favourite shows on TV and watch them later frame-by-frame on another platform that they could carry with them on their way to work, or on their way home!
How is Broadcast Changing at the Dawn of Cloud Playout Services?
The era of cloud playout services has changed everything we ever knew about broadcasting and the consumption of video content. Cloud playout has given people the choice of time, platform, location and device.
There are several TV shows that are available on more than one streaming platform and that is exactly what makes broadcasting so competitive right now.
With several broadcasters either tying up with existing cloud-based channels or launching their own streaming service, the landscape of video content is rapidly changing. The fight is no longer based on the autonomy of these broadcast networks, but on the accessibility of the content as per the convenience of the viewers.
Quality Demands the Rise of the Cloud
There has been a significant shift in the priorities of these networks. Instead of acquiring new viewers by advertising and holding press conferences like they used to, a long time ago, these networks are now reaching new viewers by leveraging the power of the cloud. Commercials used to be the most annoying part of watching TV and that has driven a significant part of the population to cloud streaming.
Thus, acquiring sponsors and telecasting new TVCs is not the foolproof way of garnering viewership anymore. The cloud brings the era of dynamic ad insertion that ensures relevant advertising on the cloud to the viewers.
The all-time access and omni-platform nature of cloud playout services have shifted the focus from competitive advertising to improvement of the content quality. Server side advertisement insertion provides seamless ads within the content that does not disrupt the user experience.
Each broadcast network and the subsidiary channels are now focusing on creating value-adding content that people will watch on TV during airtime and they will go back for reruns soon on Netflix, Amazon Prime and similar cloud streaming platforms. That will not just secure their viewership, but also help these broadcasters keep their sponsors happy.
Flexibility is a Significant Catalyst
In fact, the choice of platforms among the daily video consumer has changed drastically in the last 15 years. Almost 15 years ago, people solely relied on television for their daily dose of entertainment.
Right now, YouTube and Netflix lead the fleet with Apple TV, Roku and Amazon Prime in close proximity. TV is quickly becoming an afterthought for most consumers, especially if these television sets do not come with smart Wi-Fi or Bluetooth connectivity or device casting compatibility.
Moreover, TVCs have adversely affected the user experience over the last couple of years. Dynamic ad insertion on cloud playout can do wonders to mend that. Buying a TV set without compatibility for flash drives and HDMI cables is unthinkable. This shows how much harder the yesteryear’s star broadcast networks have to work to keep their followership intact.
Cost Will Drive the Decision-Making Process
In the dawn of a new era for video broadcast, these networks are quickly adapting to the contemporary norms of broadcasting. The new channels that you see on TV today rarely have a TV station number.
They minimize the cost of the infrastructure by reducing their reliance on fixed hardware systems. They source their content from multiple internet channels, thousands of content creators and generate millions of views per month with the help of cloud-sourced content.
Therefore, adding server side ads to the content is not only easy, but also effective for reaching the new viewers. These dynamic ad insertion techniques “understand” the relevance of the ads and show the users product/services related to the shows they are watching.
The broadcasters utilize the cloud for the sourcing, editing, storage, management and delivery of video content, and the addition of relevant ads. In fact, the cloud infrastructure also helps with the streamlining of the production workflow.
The Future of Broadcasting in a Nutshell
The broadcast industry is experiencing an overhaul. The barriers to entry have been lowered significantly and there is thousands of low-budget, high-quality content sources to propel the new entrants into the game.
As a result, the traditional broadcasters have to fend off new competition every day with great content from their side. Traditional broadcasters also strive to reduce the cost and put their video content up on the cloud for uninterrupted access of the users, along with creating new technologies that telecast only relevant advertisement to the consumers.
For survival, it is imperative for all companies to lower the cost of hardware installation, equipment maintenance, and sponsor management.
Therefore, cloud is no longer just another option for these broadcasters.
The amicable cost of migrating to the cloud and the flexibility of ad insertion on the cloud playout services ensure that the large media moguls will soon forgo the burden of dedicated brick-and-mortar setups, and leverage the cloud.