By: Ephraim Barrett, Sales Director, Rascular
After decades of operating within the same fundamental model, the walls around our world – what was the broadcast world, or “vertical”, in marketing terms – are crumbling. NAB 2016 clearly showed this and IBC 2016 took it one step further:momentum is strengthening as we push towards an IP future.The TVB2020 conference last year also reflected this. Chris Exelby, Chairman of the UK Regional Council of the IABM, wrote an excellent piece in a newsletter, highlighting the “perfect storm”, as he terms it, of “financial, technical and structural” changes. He added, “The move to IP heralds a fundamental change in the infrastructure and opens the doors to new suppliers from the IT sector.” And that is really the nub of the issue.
It’s important at this point that we distinguish between content production/playout and distribution. As we all know, in markets around the world – though at massively varying speeds and penetration – viewers can now increasingly select how they want to watch what they want to watch courtesy of internet-delivered content. This has led to a very fractured market where maintaining or growing an audience is a massive challenge for broadcasters; for viewers finding the right services and therefore content is challenging and potentially expensive. We’re dealing with hybrid world for sure, but the shift continues.
NAB and IBC both clearly showed that what has been a drip-drip effect is now, while not a torrent, the start of a paradigm shift on the content production and playout sides. As has been noted by many others, SDI isn’t dead but if you aren’t now truly preparing for this IP-based future across relevant products then ignorance won’t be bliss.
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