26 ADVERTISEMENT FEATURE Rohde & Schwarz
THE BENEFITS ON OFFER IN A SOFTWARE WORLD ARE MULTIPLE
software is not fit for purpose. It must be a solution that is designed software first and one that broadcasters can purchase within the framework agreement they have in place with their lead IT contractor. Cost savings: the blunt assessment of the value of automation by CFOs is by how much it cuts the headcount. The smart way to calculate so-called ‘efficiency savings’ is to start from the understanding that computers perform tasks that humans don’t do so easily or well. Instead of repetitively making a hundred versions of a piece of work, creative talents are better employed actually doing creative origination. Automation allows broadcasters to redeploy creative talent across the business and let the computers do the grunt work. Increased production value: well-designed automation can profoundly improve the consistency of the on-air look by executing control commands correctly every time. Consider a presentation requiring live graphics, video inserts, an on-set video wall or virtual set, camera moves, audio branding and multiple presenters or guests. If a director or operators have to call everything manually, it’s only human nature for there to be occasional errors of timing. Put all these elements under automation control and the risk of errors reduce dramatically. Business agility: because virtualised deployments are entirely software-based, launching new services over a broadcaster’s existing distribution system comes down to licensing. Increase your licences when you add a new content service, and reduce them when the service is shut down. Virtualisation moves the cost of new channel launches and production facility upgrades from money-intensive capital expenditures to more manageable operating expenditures. SHARING THE VISION Many of these arguments are well- rehearsed, but are not being facilitated on the ground. Whether software-based systems are operated on a broadcaster’s own data centre, a third-party data centre in one or many locations, or in the private or public cloud, virtualisation offers the potential for broadcast operations to become entirely
software-driven. In its broadest sense, this means an end to discreet pieces of proprietary hardware from content acquisition to editing, mixing, recording and commercial or programme playout to multiple platforms. But with true software-defined deployments, broadcasters can move to a content service environment where they are able to customise a studio, a control room or playout solution on demand. Virtualisation allows broadcasters to ‘spin up’ new automation systems, content channels and distribution platforms in a purely software environment; rather than having to purchase, install and service specific hardware for each new project. Broadcasters also want vendors with whom they can share and elaborate this vision. They want to work with those of a like mind – those who think in software from the moment a piece of content is created right to the end of the chain. This is the brave new world. Not every broadcaster is as progressive, but those who are seek pure software companies and the opportunity to partner with those who think in software.
With its portfolio of software solutions for broadcasters, Rohde & Schwarz supports precisely this vision, and these advantages are at its core as a software company. Deployment on COTS hardware or in the cloud, flexible solutions across studio production, post production, delivery and distribution are based on functional-block software modules. Rohde & Schwarz software solutions support classic SDI, compressed and uncompressed IP/ST-2110 infrastructures as well as bringing HDR and IMF into the broadcast arena from our successful post production Clipster mastering solution. While you may think of Rohde & Schwarz as a hardware company, think again – and think of the benefits of everything on a single software platform, and from a single source.
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