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Edgeware’s CTO talks OTT personalization with Broadcast Tech Magazine.
Broadcasters are learning from VOD providers to better engage with viewers with content suggestions based on viewing data. Netflix and Amazon has a huge advantage over broadcasters whose online service is not their primary product or output: their own delivery network. “This means they can analyse everything that’s delivered to each user,” says Göran Appelquist, CTO of Edgeware.
For broadcasters it makes sense to build their own content delivery network when an average 250,000 viewers watch content on their service for an hour a day. The BBC iPlayer has around 8 millions daily viewers, of which nearly 4 million watch an hour a day. “The BBC has the amount of requests for content that would justify building its own network,” says Appelquist. “It will have complete access to the analytics of its users, letting it compete with the likes of Netflix.”
Edgeware CTO Göran Appelquist discusses overcoming the limitations of generic CDNs
Audiences want to start, stop – even pause and rewind everything they watch. The options available are now so varied they can view TV however – and whenever – they want.
In the latest edition of Rapid TV Everywhere, the monthly publication of Rapid TV News, Edgeware CTO Göran Appelquist explains how broadcasters and OTT operators can address this customer need in a flexible, cost-effective way with a TV CDN.
By implementing your own TV CDN instead of using a general purpose CDN, content owners can deliver more amazing TV services with no buffering, no delays and no glitches.
Read Göran’s article in the digital edition of November’s Rapid TV Everywhere at www.rapidtveverywhere.com.
We’ve been in the TV-over-IP business for over 10 years now and it’s hard to think of a more exciting time for this relatively young industry. We’re witnessing the disruption of conventional distribution models, personalised ads are creating a return to higher advertising revenues and there is a complete shift in the way we consume our TV.
We are now watching whenever we want to and on any device we want to. All of this is leading to a massive change in the way our TV is delivered – as we move from broadcast to unicast.
In the ‘early days’, IPTV was still basically a broadcast service. But that time has already passed. Soon, every person watching a show will be demanding their own personalised unicast stream across the network. This would be hard enough to deliver in SD quality – but with HD, and now 4K, this puts an immense strain on the delivery network.
Of course the way much of the industry has addressed this is to distribute content over general-purpose CDN services. But one thing we really saw at IBC in Amsterdam is how many people are looking for other solutions.
We know Netflix have solved their scale problems by building their own CDN for TV delivery. And the same is true for lots of our customers. And it became evident as we spoke to broadcasters, content owners, telcos and cable operators at this year’s IBC, that this is a trend we should expect to see more often.
Why? Well a few reasons. Generic CDN services are a great solution if you don’t have too many viewers, or they are widely dispersed. But as services become more successful, and the capacity per viewer increases with 4K, there is little economy of scale to be gained by distributing across someone else’s service.
So cost is a prime factor. But perhaps even more important is quality. Customers are telling us that the only way they can take control over the quality of the viewing experience – eliminating buffering, delays and glitches – is to take control of their own delivery system. And the third reason is insight and analytics – being able to understand exactly how their programmes were experienced.
This doesn’t mean everyone is building their own fibre network – although of course telco and cable TV operators already have networks where they can easily overlay their own TV CDNs. But major TV broadcasters, like TVB in Honk Kong, are also taking the same approach, by placing their TV delivery systems closer to their viewers at internet exchange points.
We’ve been attending IBC for many years now, and seen a number of major industry shifts. But for me this year’s change was clear. Viewers are expecting amazing things from their TV. It doesn’t matter whether it’s 4K or virtual reality TV, whether it’s Cloud DVR services or personalised ads. Content is still the most valuable part of the viewers’ experience — and TV providers are looking to ensure that content is delivered in an amazing way, by taking control over their own content delivery.
First published at www.ibcce.org on October 10, 2016
Join us at BVE 2017!
Hope to see you in London, February 28th to March 2nd!
Don’t miss our speaking and panel slots:
14.30 – 14.55: Speaking Slot: Why a dedicated TV delivery network is vital to deliver OTT to large audiences.
13.15-13.45: Speaking Slot: Why a dedicated TV delivery network is vital to deliver OTT to large audiences.
By Richard Brandon, Chief Marketing Officer, Edgeware
14.45-15.30: Connected Media Europe Panel Debate 4: TV innovation and future trends: a 2020 vision.
Panelists: James Kirby, Director of Solutions Architecture, Edgeware, and participants from Alpha Networks, V-Nova Ltd., NeuLion and Norigin Media
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NAB Show is home to the world’s largest collection of vendors driving the future of media and entertainment. From content creation to consumption, a myriad of solutions await you on the Show Floor and are organized into eight Exhibit Categories to allow for efficient exploration.
Get the first look at new products, discover import/export opportunities, and experience next-generation technologies through interactive exhibits, live demonstrations and technology-focused pavilions. Prepare to meet with C-level executives, trendsetters, and technology gurus responsible for advancing the tools you need to succeed in a digital world.
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