Discovery and ABC both rely on the cloud — one public, one private — to deliver their cable networks. Now broadcasters are looking at how the cloud can benefit not just distribution but also production, whether that means live news or sports coverage or post-production applications like editing.
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
Sales of most media technology companies are basically flat while their R&D and marketing costs continue to run high, forcing some to reexamine how they sell in a traditionally demanding and rapidly changing market. Above, a Vizrt virtual set demonstration this week at the NAB Show.