Today we whiteboarded the tangled route today’s media producers, not to mention the IT teams that enable their vision, have to navigate as they look to bring video and live content to market.
Our schematic filled the entire whiteboard – and it’s one of those wall-sized whiteboards. The connecting points and functional requirements wove back and forth in many tangled directions.
To bring video and live content to market today, you basically have three options.
- Build a broadcast network. Think big when you think this: you’re probably a conglomerate that leverages the costly infrastructure at the foundation of media distribution across a number of large properties. You have to. That’s the only way to derive any ROI.
- Assemble a “broadcast stack” from an array of service providers. Think complicated when you think this. You can be a smaller content provider, like a rights holder or talent manager that can’t possibly own the hefty infrastructure needed to host and share video content. So you assemble it out of a range of providers, often cloud, stitching their capabilities together with in-house IT or systems integration. Building and sustaining this stack means constant attention to feature changes across IT suppliers and acceptance of the gaps, overlaps, and redundancies in feature sets. Total Cost of Ownership/Operation (TCO) for this set-up skews high in people costs. Although APIs are on the rise across providers, there’s no plug-and-play well to get the products to fit together. Vendors’ objectives reflect their grasp of business needs, not yours. Sometimes the fit is better than others, and people are needed to make the pieces connect.
- Use public platforms. We’ve all seen this arena explode. And it’s great to see how tech innovation always pushes the limits of what’s possible – whether or not that aligns with real business value. As we’ve all heard, “when it’s free, you’re the product” – and even when it’s not free (ad-based, etc.) the inherent business model benefits the platforms first, the content provider second.
Each of these options creates a tangled web that makes the real goal – getting live and VOD content to the right audiences, on the right devices, and with the right value propositions.
That’s a lot more complicated than we want it to be.
We see a fourth option – one that brings a forward-looking digital sensibility to an enduring challenge: connecting audiences everywhere to the content they want to see.
AerNow addresses that challenge, making on-demand and live content more discoverable, engaging, flexible and valuable than ever before.
It’s a full-stack challenge that takes a unique commitment. But when we see what it empowers – for any of the scenarios above and for audiences everywhere – we remember why we’re here.
All around us we see industries being radically transformed by clear thinking and disruptive innovation that look beyond the tangle of legacy approaches.
Video-driven business is next.
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