Major media companies grapple with the challenge of delivering an unprecedented volume of high-value video content to global audiences across multiple platforms. As they face growing pressures to optimize resources while expanding their offerings of live events and full-time channels, business and technology leaders recognize that legacy satellite video distribution methods and isolated workflows are no longer sufficient.
Agile distribution technologies enable media providers to minimize operational burdens and drive growth. These technologies enable rapid experimentation and efficient time-to-market for new digital channels and live event feeds. The media industry is transitioning to a digital-native, IP technology future, leaving behind the age-old reliance on satellite-centric approaches.
However, media companies preparing for their IP transformation journey need to address challenges impacting their business decisions.
Complex Satellite Video Distribution Workflows
Satellite video distribution entails managing inherently complex workflows. The shift to C-Band for high-speed 5G networks exacerbates existing bandwidth limitations, putting pressure on broadcasters who rely on satellite technology. Challenges include encoding, multiplexing, radio frequency (RF) and conditional access systems, especially as content providers strive to transport more high-quality signals with decreasing bandwidth availability.
Alongside hardware and infrastructure complications, these workflows can also encounter a number of potential interferences ranging from atmospheric issues to intentional interference, meaning broadcasters often spend far too long troubleshooting, planning for the unexpected or periodically upgrading and replacing legacy workflows in line with traditional tech investment cycles.
With restricted budgets and resources, content providers have to allocate time, resources, and energy into managing and maintaining inflexible, outdated systems instead of focusing on core business differentiators like content and audience growth.
Balancing Costs And Creativity: Navigating Multiplatform Growth
Profitability has become a mission-critical priority for businesses worldwide. With a laser focus on maximizing return on investment while minimizing total cost of ownership (TCO), media companies seek streamlined operational efficiency. This is impacted by the exorbitant costs associated with managing satellite technology systems, making them unsustainable over the long term.
Beyond financial implications, high power usage for amplification, facility maintenance and cooling pose energy challenges. Safety risks also arise from intricate engineering requirements. These factors are challenging media players to re-evaluate the viability of satellite video distribution.
Satellite Video Distribution Falls Short Of Today’s Technology Needs
Fixed facilities, real estate and infrastructure investments associated with satellite distribution models can stifle growth and restrict reach. As new platforms continually emerge and evolve, flexibility becomes crucial for delivering tailored, custom feeds to various destinations such as FAST platforms and broadcast stations. With its rigidity and inefficiency, satellite video distribution falls short in supporting this multi-platform reach while also lacking the advanced advertising and customization capabilities that viewers and media businesses require.
Content providers need technology that can customize live feeds with ad profiles, graphics and local language audio to maximize ROI on high-value content and ensure nuanced viewer experiences. Adopting a managed, multicast-enabled IP video distribution roadmap is now a fundamental requirement.
IP Technology Ensures Future-Ready Video Distribution
While satellite technology has had a pivotal role in shaping our world, driving the evolution of media and telecommunications industries, it no longer makes business sense to invest in satellite technology. The widespread adoption of IP-first technologies and the emergence of digital-native production and media professionals take precedence.
The move to IP video distribution must happen now if media companies want to benefit from a more flexible, cost-efficient and reliable alternative that will drive their vision for the future. IP technology is mature and proven in the highest-value scenarios, making the transition from satellite easy and seamless. Embracing IP technology positions media companies for long-term business success.
Roger Franklin is chief strategy officer of LTN.
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