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Online Video Industry Forecast 2012: Grass Valley

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[This sponsored article appeared in the December 2011/January 2012 issue of Streaming Media magazine.]

In talking with Grass Valley customers, we find that most television media providers have accepted the reality that to keep viewers engaged with their primary broadcast product they have to add non-broadcast engagement as well - and they're making strides in getting content to their viewer's Internet and mobile devices. The challenge they now face is how to turn providing that content from an extra overhead expense subsidized by their primary broadcast into a profitable venture of its own.

We expect to see additional demand for tools that take existing content and not just reformat it, but also repackage it in timely, creative ways with supplemental content - long format video, archive footage, and related topics as well as non-video assets - that encourage additional viewer engagement. Any good retail website is doing that now with their products and the media industry will follow. That localized customized content can be a good source of additional advertising revenue, particularly when segmented reports of that viewership are a part of the package sold to advertisers.

From a manufacturer standpoint, at Grass Valley we are focusing on equipment that streams custom channels to all devices without requiring a full new team to support them. We are doing that by ensuring those systems make the repackaging process both simplified and automated, and efficiently deal with greater amounts of metadata like text stories, closed captioning and still imagery. The complex systems used today for repurposing content are not sustainable in the long term.


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