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Amagi reaches for the cloud to “revolutionise” broadcasting
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Amagi reaches for the cloud to “revolutionise” broadcasting - 29-August-2012, 15:20

Amagi reaches for the cloud to “revolutionise” broadcasting

Editor | 29-08-2012

Cloud-based broadcast infrastructure provider Amagi has revealed that it will mark its international debut at the forthcoming IBC next month with the launch of next generation services for broadcasters and content owners.

Using its transmission infrastructure as a globe secure private cloud to push and store content ahead of time to broadcast headends, the company claims that it will do no less than “revolutionise” the international broadcasting landscape by using the cloud to change the way TV networks distribute their content. This includes allowing content owners to address multiple geographies with reduced operational costs, whilst navigating regulatory and licensing restrictions. Amagi also claims that it can allow advertisers with specific regional needs to deliver ads which are directly targeted at a specific geographical zone.

“Building this platform as a cloud solution has enabled us to overcome many of the issues normally associated with traditional means of broadcasting,” insisted Baskar Subramanian, co-Founder and CEO of Amagi. “The challenge was to persuade the networks of the intrinsic benefits of using cloud architecture; we wanted to leverage the flexibility and scalability afforded by the cloud to allow TV networks to efficiently and reliably manage and transmit content to different geographies. Our cloud based broadcast services are already being trialled by a few international TV networks.”

Of the features to be shown at IBC will be what Amagi describes as the world's first barcode system for audio-video content that can enable identification of specific content assets with 100% accuracy. Inaudible and invisible barcodes are watermarked on the content to uniquely identify any of the assets on the network feed. Such technology is designed to see use in localisation services enabling broadcasters and content owners to localise programming and ads in different regions covered by a common satellite feed, without the need for additional, expensive satellite transponder costs.

Also demonstrated will be a “cloudporting” facility which enables 24/7 playout of a TV channel across multiple head-ends using the cloud-based transmission infrastructure and which is marketed as a cost-effective alternative to satellite based delivery with a “pay as you reach” business model. It will be aimed at new and expanding TV channels wishing to reach and develop their footprint in new regions.

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