Content Awareness And Metadata Cannot Be Overlooked
Metadata is an important factor in the world of asset distribution and management from the content provider all the way to the set-top box. Metadata is like the license plate on a car except it describes much more than who owns the car or what state it may originate from. The information provided in the metadata is the key to moving the asset to its rightful place in the large networks and ensuring it gets managed and handled in the appropriate manner, according to Bar.
"In the on-demand world there are multiple tiers of services," says Bar. "Some are more broadcast-oriented, such as push VOD via satellite, which places assets on a subscriber's hard drive in the set-top box. Others are focused on session-based systems. The latter is definitely the trend of the future. Consumers are becoming more and more accustomed to receiving content and information when and where they see fit, which requires session-based systems," he says.
Harmonic specializes in session-based systems with products including its Network Services Gateway platform for VOD services which has been deployed in hundreds of sites to date. "Content providers are interested in metadata as a tool to bring value to their video archives. Using metadata tags, consumers could easily search current and archived content without consuming vast amounts of bandwidth, allowing satellite to serve as the pipe through which content providers are able to continue profiting from older content," says Modarresse.
Content awareness technology or the ability to instantly find TV programming through user-specified search criteria is still in the early stages of development, so many providers have yet to implement it in their on-demand strategies, according to Modarresse. "By tracking what titles have already been viewed, the automatic refreshing of content is possible, ensuring positive viewing experiences and allowing providers to more effectively tailor content for individual users," he says.
Because content awareness is driven by the popularity of the show and the network brand it is associated with, the networks are striving to help consumers find their favorite shows. This may entail the use of network branded pages and screens on the presentation of available titles. "Metadata is key, and it will require us to make sure that we have the manpower and systems in place to support the various platforms we are on with the right specifications for each," says Cheng.
Finding a cost-effective way to implement metadata tags poses a challenge, according to Modarresse. "Until the technology surrounding metadata improves, it will have no definite impact on satellite network operations," he says.
"It is very important to know which subscriber is watching which content on what device," says Bugir. "It is with this finer control, or awareness, of the content that provides the only true way to derive the value of one's media inventory and the value of your technology.
On Demand Not A Done Deal
It is hard to get a handle on which of the emerging on demand business models will prosper because it is so early in the game. There are unproven elements galore, including how the actual distribution process will unfold, not just from the standpoint of technology but from the standpoint of distribution partners as well. "It is not just about moving content or cutting costs, but rather, 'How do I value the content in light of new or untapped revenue opportunities that will drive future business?'" says Bugir.
For TV stations, the focus remains on content. "Their value as a distribution network is decreasing rapidly," says Kishore. "Look to broadband, partnering with the local cable operator, for on-demand content. Localized programming should be the number one priority for them." The networks need to use their local presence and production capabilities to generate more local content and then leverage cable and satellite operators, broadband, mobile carriers and even retail to deliver it to their viewers, according to Kishore. "They should also think outside of pure video or audio content - information, texts, graphics - anything they can add to their value proposition on any of these platforms should be considered," he says.
The on-demand train has left the station and is gaining speed at the same time that everyone is trying to cut costs and increase storage capacity. The satellites are in place, and eager viewers just want the change to happen - the sooner the better. Add it all up, and it seems like that the on-demand arrows are pointing up.
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