The broadcasting industry is undergoing a significant transformation, driven by the expanding need to deliver content across multiple platforms. Industry executives highlight the limitations of existing broadcast technology stacks in meeting these demands, leading to a search for more integrated solutions.
This shift presents significant challenges. As Jon Finegold, CMO at Signiant, notes: “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.” This pressure is forcing broadcasters to reassess their technology, seeking modern, adaptable solutions that streamline workflows and enhance efficiency.
Media companies initially responded to multi-platform consumer demand with disparate technology tools, each tackling a specific aspect of the media supply chain. Bea Alonso, strategic marketing lead at Projective, points out: “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. However, as these companies strive to implement operational efficiencies, it’s clear that a more cohesive approach is needed.”
The complexity extends beyond format conversion, encompassing diverse hardware deployments and the integration of cloud and on-premises systems. Kevin Joyce, zero friction officer at TAG Video Systems, explains: “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.”
This evolution necessitates a shift towards more integrated production environments. Finegold emphasizes the increasing importance of off-the-shelf solutions: “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.”
Cost optimization is a key factor in infrastructure decisions. Neil Maycock, CCO at Pebble, highlights the importance of balancing operational needs with cost-effectiveness: “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. Providing a common playout solution that seamlessly operates across hybrid infrastructures is becoming increasingly important, offering broadcasters the flexibility to adapt while ensuring operational efficiency and cost-effectiveness.”
The transition affects content creation workflows as well, requiring tools that adapt quickly across various formats. Bob Caniglia, director of sales operations, North America at Blackmagic Design, states: “Flexible workflows and tools are critical to seamlessly adapting to these demands. Tools like live production switchers incorporate high-quality live streaming, while our camera workflows ensure readiness for next-gen collaboration.”
The industry is actively working towards cohesive solutions that manage the complexities of modern multi-platform delivery while maintaining efficiency. Joyce concludes: “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.”