Imagine

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.