17 ADVERTISEMENT FEATURE AWS
he cloud is becoming an increasingly viable option for broadcasters livestreaming. The technology is opening up new
Nine Network, which has been steadily broadcasting since 1956, started livestreaming its channels two years ago. As Nine Network gained more and better rights, including popular sports, its streaming viewership really took off. As a result, so did its technology needs. From only a few thousand streams a month at launch, the channel now averages around four million. The fact that extremely popular reality TV show Love Island had substantially higher views through Nine Network’s livestreaming than on its linear offering is an indicator that online has taken the front seat for its consumers.
ways of delivering content and advances in the type and depth of content available. “Traditionally, the broadcast chain was one of rights holders sending content to broadcast channels who sent content to distributors who then talked to the customers,” notes Mike Callahan, head of Media Solutions Marketing at AWS Elemental. “But over the last few years, especially with the evolution of OTT broadcasting, these players are now able to talk directly to the customer. Consumers now have the ability to pick the viewing experience that fits them the best. Anyone who wants to talk to that consumer really has to plan how they do that and work to provide the best experience.” Cloud-enabled video allows content owners to connect – or reconnect – to consumers. Top Australian broadcaster
CONSUMERS CAN NOW PICK THE VIEWING EXPERIENCE THAT FITS THEMBEST
feedzine feed.zine feedmagazine.tv
Powered by FlippingBook