Integration is key to TV’s digital transformation, according to a Futuresource consulting research report commissioned by Ooyala.
Findings from the report show that content providers seek integrated videio solutions to minimise costs, streamline processes and provide growth opportunities at every step of the video cycle.
Respondents, from both traditional and new media operators across geographies, listed primary challenges around lack of investment and increasing complexities. According to the report, key challenges included: the integration of, and interoperability between, new and legacy infrastructure, the need to produce more with limited or no increase in investment or ongoing spend and the management and distribution of an ever-rising number of Over-The-Top (OTT) video endpoints
Other issues cited were around metadata: the lack of standardisation and automation of metadat and the underutilisation of metadata to improve experiences, enable personalization and, subsequently, achieve greater monetisation, were named as issues.
Respondents are turning to automation for improved productivity in worklows and metadata insertions according to Ooyala. However, data collection from OTT viewing will reduce risk in content investment as acquisitions and commissions align with viewing preferences.
“Due to the many hurdles to still overcome, most media and broadcast organizations are not yet fully realizing the potential of integrated video solutions and automation,” said Adam Cox, head of broadcast technology, Futuresource Consulting.
“The continued rise of multi-platform content delivery is placing ever greater pressures on operations. Therefore, a successful approach to absorbing initial investment and operating costs, in addition to seeking alternative monetization strategies, is imperative,” he added.
“The report is indicative of the sheer complexity that content providers face in today's world of global audiences, global operations and global opportunities,” said Belsasar Lepe, co-founder and senior vice president of products and solutions, Ooyala.
“Achieving greater productivity for our customers is top of mind so they can maximize their resources and revenue, without letting scale burden their operations," he added.