The broadcast industry is under increasing pressure to modernize its technology infrastructure. The expansion of content delivery across multiple platforms has exposed limitations in existing systems, forcing organizations to seek more integrated solutions. This isn't just about format conversion; it's about efficiently delivering content to diverse destinations in various formats, amidst evolving specifications and often stagnant budgets.
“Content must be delivered to multiple destinations, in various formats, while keeping up with frequently changing delivery specifications; meanwhile, budgets remain flat or are even shrinking in some cases,” noted Jon Finegold, CMO at Signiant. This situation necessitates a complete rethinking of technology stacks, favoring modern, adaptable systems that enhance efficiency and simplify workflows.
Media companies have addressed consumer demand for multi-platform content through various technologies, creating a fragmented media supply chain. “We have seen media companies respond to their consumer’s demand for content across multiple platforms by organically implementing disparate technology tools, each addressing a small part of the media supply chain puzzle,” explained Bea Alonso, strategic marketing lead, Projective. A more integrated approach is becoming essential for operational effectiveness.
The challenge extends beyond simple software. Organizations need to support varied hardware deployments while integrating cloud and on-premises systems. “There are far more variables, such as cloud vs. on-prem, or dealing with different hardware deployments; it is a painful and expensive journey — but there’s no choice, vendors must develop solutions acceptable to broadcasters who must invest in multiplatform solutions,” stated Kevin Joyce, zero friction officer at TAG Video Systems. This highlights the complex transition to integrated production environments.
The move towards standardized solutions is gaining momentum. “This reality is driving broadcasters to rethink their technology stacks — seeking modern, adaptable solutions that simplify workflows and maximize efficiency. Off-the-shelf, multi-tenant SaaS products are playing a critical role in meeting these demands, signaling the end of single-tenant, custom-built systems,” Finegold added. The emphasis is now on balancing operational needs with cost optimization.
“The main area of innovation in content delivery infrastructure is enabling broadcasters to leverage the infrastructure that best meets their operational requirements while optimizing costs,” said Neil Maycock, CCO at Pebble. A common playout solution across hybrid infrastructures offers the needed flexibility, efficiency, and cost-effectiveness.
Content creation workflows also require adaptation. “Flexible workflows and tools are critical to seamlessly adapting to these demands,” emphasized Bob Caniglia, director of sales operations, North America at Blackmagic Design. Tools incorporating live streaming and next-gen collaboration are key.
The industry's ultimate goal is a cohesive solution managing the complexities of modern multi-platform delivery while maintaining efficiency. “There are far more variables, such as cloud vs. on-prem, or dealing with different hardware deployments; it is a painful and expensive journey — but there’s no choice, vendors must develop solutions acceptable to broadcasters who must invest in multiplatform solutions. There will be multiple ways to do something, but at some point, they are going to have to come together, speak to each other, and provide a seamless solution,” Joyce concluded.