The cloud revolution behind the OTT boom in Indian broadcasting

The content consumption landscape in India has undergone a strong transformation in recent years, spurred by advancements in technology and evolving consumer preferences. The surge of over-the-top (OTT) platforms has triggered a fundamental need to prioritise the cloud shift. In fact, India’s OTT market is set to reach INR 30,000 crore by 2030.

However, in most instances, traditional Indian broadcasters rely heavily on on-premises infrastructure for handling and distributing content. A primary cause for not shifting their operations to cloud-based systems stems from doubts about control, security, and content reach.

However, by not embracing this transition, they are overlooking significant opportunities. First, relying solely on physical broadcast playout systems (hardware) at the local broadcast station to manage the scheduling and delivery of content at scale can lead to unique problems.

These include differentiated workflows, duplication in media operations, management of multiple different playout systems, and high costs in fixed architectures that take time and effort to adapt to business requirements. Cloud integration empowers broadcasters to navigate the rapidly changing media landscape, improves operational efficiency, and delivers content to audiences more seamlessly and cost-effectively.

Broadcasters should consider embracing cloud integration due to the following compelling reasons:

Evolving consumer choices: Consumers no longer rely solely on traditional broadcasting channels. They consume content across various platforms, such as smartphones, tablets, smart TVs, laptops, and gaming consoles. Broadcasting companies must ensure their content is accessible and optimised for each platform, providing a consistent user experience regardless of the device. Additionally, they should invest in technologies that leverage algorithms to curate personalised recommendations, enhance the user experience, and increase viewer satisfaction.

Emerging business models: With rising consumer demand for content and diverse delivery methods, emerging players in the market are swiftly adopting direct-to-consumer models using various forms of OTT streaming. These encompass subscription-based VOD (SVOD), transactional VOD (TVOD), advertising-supported VOD (AVOD), premium video on demand (PVOD), and Free Ad-supported Streaming TV (FAST). The transition to cloud technology is essential for effectively facilitating all these streaming modes.

Mitigating revenue threats: While media consumption expands, capturing and retaining viewer attention has become more challenging. Simultaneously, the rise of subscription-based services presents appealing content options, intensifying the competition for viewers' time. Embracing cloud solutions is crucial for achieving multi-platform accessibility (MPA), allowing content providers to diversify their offerings.

Moreover, adopting cloud technology empowers broadcasters to expand their business reach across different geographical regions.  For instance, multiple linear TV broadcasters in the United States rapidly diversified their audiences using cloud services. News provider, Gannett (USA Today) relaunched its services on OTT to reach multi-screen audiences using cloud technology.

Similarly, weather broadcasters like AccuWeather have taken full advantage of cloud services. It released their content backed by advanced graphic-rendering capabilities, better channel delivery management systems, and ad-masking, among other things.

Bearing that in mind, Indian broadcasters should diversify their offerings by transitioning to the cloud. Cloud integration revolutionises broadcasters' workflows by replacing complex on-premises setups with flexible, scalable solutions. The transition empowers remote collaboration, accelerates content delivery, and minimises errors through automation.

Moreover, cloud platforms ensure data security and enable seamless disaster recovery. This transformation liberates broadcasters to prioritise content creation and audience engagement, elevating the efficiency, flexibility, and quality of broadcasting services.

Choosing a cloud service provider

Selecting a cloud service provider for a broadcasting company involves a comprehensive evaluation of technical capabilities, business requirements, and potential for long-term partnerships. Broadcasters should focus on selecting vendors with media and entertainment (M&E) industry knowledge and proven technologies as an important first step.

Opting for providers with a deep understanding of the M&E landscape brings numerous benefits, which include identifying the unique challenges and requirements of broadcasting, streaming, and content delivery. Depending on their needs and budget, they can offer tailored solutions that address industry-specific complexities, such as high-quality video streaming, live event broadcasting, and monetisation opportunities for broadcasters.

Secondly, they should ensure that the cloud provider's infrastructure can handle the scalability demands of broadcasting. Assessing the track record of successful implementations and case studies within the media and entertainment sector indicates a provider's ability to deliver results.

Demonstrated expertise in handling large-scale content delivery, ensuring low latency streaming and securing sensitive media assets is essential. Broadcasters can leverage these technologies to enhance the viewer experience, streamline operations, and achieve content distribution goals.

Lastly, the broadcaster should evaluate the cloud provider's security measures, encryption protocols, access controls, and compliance with industry standards. On top of that, it should be ensured that the provider adheres to data protection and privacy regulations applicable to the broadcasting industry.

The future is in the cloud

Embracing the cloud represents far more than a mere technological shift for Indian broadcast companies; it constitutes a strategic decision with the potential to reshape the entire broadcasting landscape in the country. Adopting cloud solutions allows these companies to transition from resource-intensive, traditional infrastructure to agile and scalable systems, eliminating the need for physical data centers and associated maintenance costs.

Cloud technology empowers these companies to enhance content delivery, refine user interfaces for cross-platform compatibility, personalise content recommendations, adapt to varying resource demands, and optimise cost-efficiency. Broadcasters can not only modernise their operations but also elevate the quality of experiences they offer to viewers. By doing so, they can effectively position themselves at the forefront of the industry's ongoing evolution.

- Jay Ganesan, senior vice president-APAC, Amagi.