Three technology shifts fueling media innovation in 2023

March 30, 2023 by Malik Khan, Executive Chairman & Co-Founder

The past 12 months have been pivotal for the global media industry. 2022 was a catalyst year for innovation and adaptation as media companies adopted new technologies and business mindsets to tackle emerging and complex challenges. Digital platforms are fast becoming the go-to consumption method for many international audiences as content and rights owners shift away from traditional linear distribution models and battle for eyeballs and ad dollars on digital platforms. World-leading media brands must find ways to get their content onto newer digital platforms at scale while still serving audiences on legacy platforms, with fewer people, less capital expenditure, and shrinking budgets.

Amid more complexity than ever before from a business and technology perspective, content owners are looking for reliable, adaptable, and trusted technology strategies. Media companies need the right technology foundation to power innovation in today’s market. An IP-first approach is critical to harnessing pioneering content versioning workflows and cloud-powered automation, driving monetization beyond platforms, devices, or geography limits.

IP foundations for a future-proof roadmap

Driven by necessity and new digital opportunities, media organizations in 2023 are making bolder decisions about their IP journeys, moving away from limiting traditional satellite and fiber-based transport models. IP-based video transport enables content providers to reach newer digital consumption platforms and wider global markets efficiently and at scale. Surging demand for content and squeezed ad revenues mean media companies need to drive a far greater tonnage than ever to reach hungry audiences while achieving target returns on high-value content assets. A robust, ultra-reliable, multicast-enabled IP transport network like LTN Transport enables broadcasters and streaming companies to bring live video to any destination cost-effectively while still serving core linear audiences.

Opting for a managed, automation-driven, intelligent transport network can simplify challenging global distribution workflows and help organizations easily achieve policy-based distribution rules. Integrating advanced monitoring, content decoration, platform and geography agnostic distribution, data integration, and versioning mechanisms in a single seamless end-to-end workflow equip major broadcasters with flexible and straightforward tools to deliver content across regions while meeting complex business rules and licensing agreements.

Versioning to fuel global media monetization

Ever-increasing global demand across digital platforms means customization at scale is more critical than ever as both platforms and their audiences crave tailored content experiences. Content providers can now harness innovative, cloud-based versioning capabilities to deliver curated streams to viewers across languages, cultures, and geographies without the need for heavy additional infrastructure investment. IP-based workflows and data-based intelligent automation provide the bedrock for content versioning for full-time channels and live events, fueling monetization across an explosion of digital, OTT, and FAST platforms.

At LTN, we have our finger on the pulse. We understand our customers need tools to customize and monetize content efficiently at scale to serve streaming audiences. It’s why we launched our cloud-enabled playout solution, LTN Lift, with automated versioning capabilities to enable broadcasters to take a primary linear channel and seamlessly spin up secondary tracks bringing tailored, live, and localized programming experiences across digital platforms. LTN Arc, the fully-managed modular event decoration solution, empowers rights holders and sports broadcasters to tailor any live event for every viewer, including local language commentary, custom graphics, closed captioning, half-time local programming, pre- and post-game inserts and highlights, bringing culturally relevant live sports to fans across continents.


Breaking boundaries with cloud workflows

Global consumption trends evolve quickly, as do the innovative production workflows deployed to create breathtaking content experiences. The growing acceptance of cloud-based and remote production will continue to accelerate this year. Many organizations have moved beyond experimentation, with remote production technologies reaching maturity and proving themselves on the biggest global stages.

International broadcasters are deploying real-time centralized remote cloud-based production for high-value content daily, harnessing IP technology to drive efficient production workflows while leveraging cloud-based automation to customize live programming and drive additional revenues. Cloud technology is the key enabler for remote collaboration as content creators, contributors, producers, and curators work together from anywhere in the world to design more immersive live entertainment experiences.

We’re going through a game-changing transition period for our industry in 2023, taking great strides forward as technology opens up new monetization streams and drives mission-critical operational efficiencies. IP is the driving force helping media organizations grow their brands cost-efficiently while delivering more customized and engaging viewing experiences. The media landscape is more competitive than ever as established players and newer market entrants claim their seats at the digital-first table. However, media businesses can turn endless complexity into limitless opportunities with an IP-first roadmap and a proven, trusted technology partner.