Globally, the media and entertainment segment produced, repurposed, and managed more than half of all enterprise digital content in 2016. Although the enterprise digital content production and management market is highly fragmented, it is primarily dominated by broadcast TV and video companies, film studios, and publishers. The emergence of new monetization avenues due to the proliferation of connected devices is pushing niche media and entertainment segments such as sports leagues (both tier-1 and tier-2) to adopt a digital-first fan engagement strategy via the preparation and distribution of unique, personalized content. According to Ovum's 2016/17 ICT Enterprise Insights survey, one-third (33%) of sports leagues report that direct-to-consumer (D2C) monetization, reduction of video logistics workflow costs, and creation of strong multiscreen brand equity will be their top three business priorities in the next 18 months. Therefore, today's teams and league owners are demanding technologies that not only offer diverse multiscreen D2C monetization avenues, but also lower the cost of video production to improve profitability. These business challenges are paving the way for niche, youth sports–centric technologies such as ClipCast to enable league owners and sports teams to meet next-generation business demands. In December 2016, ClipCast launched its rich media highlight service for iOS and Android, leveraging AWS's cloud infrastructure and services portfolio to enable users to produce real-time, multi-angle videos using connected devices such as smartphones and IoT cameras.
Developing contextual, multifaceted video highlights at a lower cost to help build brand equity
In the digital economy, as mobile becomes the primary method of media consumption, repositories of unwatched video are growing due to fragmentation of the audience base and rapidly changing preferences. This increases the need to automate the preparation and distribution of rich media highlights to enhance long-term engagement in the connected devices era. The costs of video archiving and preparation account for roughly 90% of the total content supply chain (i.e. from media capturing via cameras and the centralization of media assets [archiving], to customized graphics production and the editing and repurposing of content on networks). A good example is youth sports teams and leagues, which have allocated wafer-thin budgets to the video logistics workflow. In the connected devices era, technology will therefore need to support
- cost-effective video highlights, capturing multiple angles to enhance the personalized quality of experience (QoE)
- centralization of the video asset repository and associated metadata
- engaging short-form videos with on-the-go graphics and editing capabilities
- real-time multichannel publishing and monetization (ad insertion, subscription, and e-commerce)
- social video publishing functionality
- third-party integration with existing video CMS, CDN, and internal and shared systems to accelerate time to market
- server- and browser-side deployment flexibility.
ClipCast will follow a freemium revenue model, supported by advertising and sponsorship, offering the following:
- the ability to capture multi-angle, synchronized videos through smartphones and other connected devices
- the ability to add new devices to a video session via a six-digit alpha code or geolocation
- managed cloud storage and segmentation of content
- proprietary in-house editing of raw video streams into short-form highlights
- multichannel publishing (including social) of these short-form highlights
- server- and browser-side deployment with third-party API integration (ad exchanges, billing, e-commerce).
Although ClipCast is still in beta phase, its multifaceted video highlights workflow provides an unprecedented value proposition for margin- and budget-pressed media asset owners by reducing the total cost of ownership of short-form content. As multiscreen brand value and digital engagement become crucial, solutions such as ClipCast that offer short-form video preparation technology with real-time sharing capabilities will see strong adoption in the coming years.
Kedar Mohite, Senior Analyst, Media & Broadcast Technology