(by Anupam Saxena and Nikhil Pahwa)
News Corp owned Indian TV broadcaster STAR India will be shifting all its software operations to the cloud by September, reports Deccan Chronicle. According to the report, content will be shot on HD, processed on the cloud (i.e. on the Internet) and broadcast over multiple platforms. The infrastructure being put into place, as per the report, also allows two changes:
– for production houses to add their content (TV shows) online
– for advertising agencies share their ads online
STAR can then repurpose and broadcast these over multiple platforms such as satellite, Internet, digital cable, mobile TV and others. The platform also allows the company to offer interactive content such as games, contests, and video-on-demand services.
While we’re not sure of what exactly the platform that STAR has moved to allows it to do, moving content and delivery to the Internet/cloud could the broadcaster the following advantages:
– Flexibility that it will get to broadcast to several platforms from one common point, and the ability to offer exclusive content for specific platforms.
– Control over the distribution of its inventory to devices. This means it will not have to go through a third party, and can keep an accurate tab on audience numbers, at least on connected devices. Earlier speaking with MediaNama, Lalit Bhagia,Vice President, New Media at Star had said that the company was working on digital apps for platforms like the iPad, iPhone and other tablet devices and on connected TV boxes such as the Apple TV, PlayStation 3, Google Tv and Roku Box to reach out to Indians who do not have access to the network overseas. Also read about what Mime360 is doing in the music business.
– Allow the broadcaster to offer more targeted advertising for specific platforms, since marketers will know viewing habits and audience profiles. This means there could be different advertisers on different distribution platforms. At present, local advertising companies like Amagi, Surewaves and Rediff owned Vubites insert advertising at a granular level. At an aggregate level, a broadcaster could perhaps allow local advertising, and distribute separate feeds to MSOs at a local level, bypassing the advertising aggregator.