OTT, metadata and upcoming challenges

We are at a point in time in which the way audio-visual content has traditionally been consumed and distributed on television is changing dramatically. It would be fair to call it a market revolution. Until not long ago, being in front of the TV meant accessing a limited offering with a small number of competitors. It was no simple task to set up a TV channel or platform. But now, thanks to the emergence of Internet and broadband, this is no longer the case. The offer tends to infinity, and the spectator decides what they want to see in each moment. We also have new advertising trends, which pay more attention to see their offer reaching specific segments of the population instead of mass dissemination

It really is a profound change. Right now, we can see how new content is being developed; content that has a lot of drive in certain sections of the population. A good example of this is eSports, very successful among the audience and unthinkable a few years ago. There are indeed many alternatives to linear TV. This forces the trend to behave and compete as if it were one more platform among many others because VOD lets everything be more flexible. However, to gain audience, we must ensure having the best possible content. This concept has changed though. The technology behind the content has lost importance but permits doing more things in less time with a multiple option range.




Not all contents are processed in the same way for the same platforms. The challenge right now is to optimise the technology for production and distribution in the best way possible for the user. As there are so many options, we work differently, and this is coupled to that technology advances very fast. We really need to know how to adapt to the ever-changing situation to maintain high-quality standards. The demands are increasingly high and users are increasingly demanding themselves. We must always be on the ball to meet the expectations created as an industry.


In the circumstances, bandwidth will be gaining more strength and will become the largest television broadcaster around. Satellite will be used instead of fibre optics in areas that do not have the appropriate signal. Yes, television can abandon terrestrial and satellite broadcasting, thereby permitting the use of the radioelectric spectrum in other facets. If this comes true, traditional TV stations will do away with much of their infrastructure and distribution costs, which shall be carried out by other means. This will permit focusing efforts in creating the best possible content. This will be a major part of the change. Television stations will become creators of contents that will be distributed in several ways, including other types of platforms, like social networks, for instance. Besides the importance of content, we must work a lot on ensuring that the spectator actually finds what they want to watch. This will also be very important and it is not being achieved nowadays.


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TM Broadcast International

Broadcast and audiovisual digital magazine