37 SPONSORED CONTENT Grass Valley
can extend the life of that technology and get even further benefit from it,” says Lovely. The platform also offers a variety of elastic media applications, like multiviewers or master control, which users can spin up as they need to and stitch together to create different customised workflows. Grass Valley is also partnering with other companies to integrate third-party technology into the AMPP ecosystem marketplace. One of the central pillars of the GV Media Universe is to reduce the cost of entry to powerful, scaleable broadcast tools. Its pay-as-you-go model means you only pay for what you use. “AMPP is set up to be scaleable, from the smallest operation to large enterprises. It’s targeted at making the technology available to everybody and eliminating the friction of integrating third parties and having to spend all that money up front. It allows people to get on board with a lower entry cost than was possible before,” concludes Lovely.
THE SCARCE COMMODITY IS NO LONGER THE CHANNEL TO THE CONSUMER – ANYONE CANDO THAT USING YOUTUBE. TODAY, THE SCARCECOMMODITY IS LIVECONTENT
events. But why would a broadcaster need 500 more channels? Regionalising content or tailoring it for specific audiences is a great way to maximise the value in a single piece of content. When language, location, demographics and device are taken into account, the number of channels can balloon. “This kind of scaleability might allow you, during the Olympics for example, to send games of Czech volleyball to the Czech Republic, with localised branding, commentary and advertising,” says Lovely. “There are very targeted things you can do with the elastic power of AMPP that just wouldn’t make sense with traditional, rigid technology. Plus, it would cost a ton to put
up 500 traditional channels, and then what do you do when the event is over?” Control interfaces for broadcast, for switching, replay and shading are also being virtualised into the AMPP solution and its browser-based UI, but many engineers and operators still want the feel and feedback in physical, hardware-based control surfaces, so Grass Valley’s traditional hardware controls can integrate easily with AMPP as well. “A lot of our customers have big investments in Grass Valley hardware, from enterprise class playout systems to production switchers. AMPP connects their existing technology and gives them a path to more flexible cloud-based production. They
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