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Summary

Ovum's ICT Enterprise Insights 2018/19 survey highlights that improving time to market via robust data management, migrating video logistics workflow to IP, and developing scalable hybrid direct-to-consumer (D2C) monetization avenues are the top three business priorities for more than one-third (34–39%) of premium content owners (broadcast TV & video, digital service providers, and sports franchises) in the next 18 months. These priorities demand a highly cost-effective, personalized, multiscreen UX/UI ecosystem, and the supply of video content on IP. Thus, embracing a modular but unified cloud video platform becomes vital to safeguard market positioning in a highly fragmented multiscreen TV & video services segment globally.

In May 2018, SeaChange launched PanoramiC, a platform-as-a-service (PaaS) offering that increases RoI for single media assets and also lowers total cost of ownership (TCO) for multiplatform D2C services. Ovum believes that PanoramiC will enable tier-1 and niche (sports franchises, YouTube channels moving to pure-play OTT) premium content owners to achieve flexible, modular, and secure migration of the entire video workflow to IP (i.e., from acquisition, archiving, preparation, personalization, distribution, and monetization, to engagement).

The multifaceted personalization and flagship value propositions of SeaChange's converged cloud video offering

In the competitive multiscreen video services arena, ensuring a multidimensional, personalized UX for each audience is not only complex, but also capital-intensive. But, as live streaming becomes the most prominent media consumption format, a multidimensional, personalized UX is essential for media enterprises to improve both local and regional market penetration. Historically, a loosely coupled video content supply chain has increased multiscreen video services' TCO. Therefore, an agile, automated, and orchestrated video content supply chain, which can deliver a customized UX, is a necessity for long-term sustainability. It can also help workgroups and editorial teams collaborate on delivering a personalized user experience on both traditional digital properties (websites) and smart devices (mobile, tablet, and TV applications), and enable real-time third-party integrations, resulting in new monetization strategies that increase ARPU.

Through vertically integrated upstream and downstream video content supply chain capabilities, SeaChange can

  • accelerate multiformat video ingest and enrich metadata with tight third-party integration across operational (internal and shared), archiving, and repurposing workflows

  • scale horizontally diversified media preparation and distribution workflow support such as production asset management, editing, playlist management, localization, version creation, closed captioning, transcoding, and multichannel publishing (content delivery networks)

  • enhance multifaceted monetization support such as dynamic-ad insertion (server and client), campaign management, and placement of cue points

  • support multiscreen UX personalization covering search, syndication, and discovery recommendations, and customize user lifecycle management, digital video recorder (DVR), digital rights management (DRM), and AI-enabled voice search functionalities

  • offer professional, support (training), and 24×7 monitoring services to significantly reduce IP transformation journey lead time.

Although SeaChange has predominantly leveraged its in-house competencies, it has tied up with tier-1 technology partners such as Ateme (for single sign-on), Castlabs (for DRM), and Broadpeak (a content delivery network) to strengthen media distribution workflow capabilities. Finally, as moving the video content supply chain to IP is gradually becoming vital for the majority of premium content owners (across cable TV, satellite TV, telco-OTT, sports franchises, e-learning, and business TV), PanoramiC is well positioned to meet the changing D2C business needs, enabling these content owners to deliver multifaceted monetization and personalization to every digital user while safeguarding their profitability margins.

Appendix

Author

Kedar Mohite, Principal Consultant, Media & Broadcast Technology

kedar.mohite@ovum.com

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