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OTT Infrastructure Investment Not Matched by Financial Return

OTT Infrastructure Market Analysis and Commentary

03 May 2017 - OTT is adding greater pressures on resources and finance. Integration of disparate systems remains a major headache and metadata is an ongoing frustration and untapped opportunity for the broadcast community, finds new research from the combined forces of Futuresource Consulting and global provider of video monetisation technology and services, Ooyala.

The white paper 'The Lifecycle of Content From Production to Monetisation' uses fresh industry research to identify the current pressure points content owners are facing as they seek to optimise integration processes and work towards better utilisation of their assets.

The research, incorporating both traditional and new media operators across multiple geographies, identifies common concerns in this new era of entertainment.

For several respondents, OTT is looked at as a necessary evil; the often-limited fiscal return and increasingly complex distribution requirements being offset by its ability to sustain subscribers and audiences, and extend the viewer's choice and options.

Despite the industry's efforts to promote interoperability, integration remains one of the major headaches facing media operations today, as workflows and systems continue to increase in complexity.

Metadata continues to be an ongoing frustration for the broadcast community, from the lack of standards, the quality, or in many instances just the complete absence of it; but it is firmly appreciated as offering significant value and opportunity to fully maximise and exploit assets.

One of the issues consistently found by the research was that specific requirements and infrastructure were unique, requiring customisation of a number of different systems. Within larger organisations, dedicated in-house development teams enable detailed and specific customisation, a benefit not shared by smaller organisations such as post houses and some public broadcasters.

Many respondents reported that integration is becoming harder as solutions become more complex, while budgets become tighter. In addition to this, the rapid pace at which OTT distribution has taken hold has necessitated broadcasters to now manage, process and distribute assets across multiple platforms and services.

"Due to the many hurdles still needing to be overcome, most media and broadcast organisations are not yet fully realising the potential of integrated video solutions and automation," explains Adam Cox, Head of Broadcast Technology at Futuresource Consulting. "This is despite the benefit of coordinating both OTT and broadcast workflows being widely accepted. The continued rise of multiplatform 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 monetisation strategies, is imperative.".


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