LTN – How to secure your IP-based future the simple way
Rick Young, SVP, Global Products
The unbelievable pace with which our industry is changing requires media companies to think ahead and develop robust strategies that help them stay ahead of the curve. As audiences consume content in new and ever-changing ways, there are now many tough challenges and exciting opportunities that all media companies need to be ready for. We are seeing more and more organizations evolving their workforce and workflows to survive and thrive.
Future-proofing a video distribution strategy does not have to be complicated. Here are four simple steps to consider in today’s constantly shifting business environment.
Step 1: Getting comfortable with IP-based video distribution
Every day, Tier 1 organizations harness IP transport for the contribution and distribution of high-value content feeds — both for full-time channels and premium live events.
Fully managed IP-based video distribution has been tested and proven for the highest-value scenarios. Major media organizations, broadcast networks, and consulting firms have run extensive testing, evaluation, and proof-of-concept projects to explore managed IP transport as a reliable, flexible, and scalable alternative to legacy satellite workflows — meeting stringent criteria such as:
- Reliability
- Quality
- Latency
- Failover and redundancy
- Disaster recovery
Step 2: Develop a long-term media strategy
Evaluating your organization’s future needs is critical. A robust strategy must incorporate smart technology choices that provide the flexibility to adapt quickly and easily harness emerging opportunities in the future. This approach lays the foundation for unlocking growing revenues, including via versioning of live event content, targeted advertising, and achieving scale.
Live sports is a prime example, as it draws in viewers and keeps them signed up for a service. It’s a critical piece of an overall content strategy that reduces churn while driving value. Forward-thinking content owners should aim for a more intelligent, agile, and flexible distribution model. Leaving complex business rules to basic edge devices like Integrated Receiver Decoder (IRDs) is too limiting and inflexible. With live sports, the stakes couldn’t be higher. Efficiently delivering an ever-increasing amount of live content, with more versions of that content, and enabling 4K and UHD quality, requires reliable, scalable video transport infrastructure.
Step 3: Tailored planning for a seamless migration
As the old saying goes: “Fail to prepare, prepare to fail.” When it comes to planning, this couldn’t be more important. But, there isn’t ‘one way’ or ‘the right way’ to kickstart an IP migration. Different organizations and channel types will require varied processes, and technology providers need to take a tailored approach to ensure a seamless transition.
To achieve this, media companies need to consider the following:
- Deploying IP as a backup mechanism in initial phases
- Running a dual illumination period to allow an extended transition for affiliates, endpoints, and partners
- A faster launch and transition to maximize time and cost efficiencies
Step 4: The right partner for an IP-based future
Media companies shifting to IP need assurances they will have a stress-free changeover and ongoing reliability as new services drive new opportunities. Working alongside a trusted provider with proven expertise, end-to-end management, and always-on support gives content owners the peace of mind to make the full IP transition a simple, frictionless process.
It’s vital not to underestimate the moving parts required for a strong project management organization. It may include internal training, affiliate coordination, hardware deployment, and software configuration, along with the need to deploy or manage internet service provider (ISP) services. On top of that, in today’s hybrid media ecosystem, media customers need interoperable solutions that can slot in seamlessly to existing workflows. They must also integrate with other protocols and standards and scale as necessary – with near-zero impact on operations and minimal CapEx investment.
Executing an IP migration requires a great deal of preparation. Still, technology partners exist that do this every day so that media leaders can stay focused on where they add the most value — content, brand, audience growth, sales, and affiliate deals across all platforms.
A technology services provider will handle all the complicated headaches as they have the experience, knowledge, and resources. Simply put, it makes good sense. In 2023, robust partnerships will be critical for content owners looking to re-imagine global media distribution for high-value live content.
