The introduction of technologies such as the mobile Internet and cloud computing has drastically changed the way people access the media. It has allowed consumers to access interactive and personalized media content at anytime, anywhere. To address evolving consumer needs, the media industry including TV stations can no longer be driven by content only and must become consumer-centric. The information and communication technology (ICT) systems of media organizations will play a key role in the transformation process, especially for TV stations, due to the complex nature of TV content creation and distribution. To support a customer-centric approach and the operations of TV stations in a digital age, an advanced ICT infrastructure built on leading technologies will be required.
Leveraging Cloud Computing to Build a Centralized Content Production Platform
Today, the majority of TV stations are still focused on producing content for TV distribution rather than for new media platforms such as Twitter, Facebook, YouTube, Weibo and WeChat. While some TV stations have already been exploring and investing in new media distribution channels, resources have not being used effectively as the content for the traditional and new media channels are still produced separately.
To address this challenge, media organizations need a converged and cloud-based omnimedia content production platform. The platform will be able to streamline the process of raw material collection, content production and programme distribution. Through an integrated media library, it can effectively store and manage rawmaterial, stock content, edited and completed programmes for distribution across multiple traditional and new media channels. This is particularly important for TV stations that need to centralize, gather and piece together footage and other videos from multiple news -agency.
The cloud-based platform also enables the efficient roll out of new services by adding computing or storage devices without restructuring the TV station's IT infrastructure. In addition, the platform can also make use of idle computing and storage resources to support high-traffic services that would usually be constrained by system performance bottlenecks during peak hours.
Deploying a Distributed Data Centre for Omnimedia Channels
In the era of omnimedia, TV stations have been offering interactive services such as video on demand (VoD) and live broadcast using IP networks. To ensure a smooth user experience, TV stations, as they play a bigger role of "content providers" or "content integrators" in the future, need to deploy content distribution nodes globally to provide consumers in different countries with access to content through the shortest and fastest path. Reliable connection can be provided with distributed data centres as users will be linked to different nodes according to their location to prevent service interruption caused by single node failure.
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