Comcast Technology Solutions (CTS) announced the availability of its next-gen Cloud TV platform designed for global broadcasters and video service providers. Cloud TV provides companies with a system for delivering a multi-platform TV experience across broadcast and OTT via the cloud. The company promises a streamlined experience that will help broadcasters, content owners and distributors “limit costs, reduce duplicative efforts, and monetize more effectively.” In addition to tools for transcoding, content processing, distribution, and managing metadata, Cloud TV also addresses areas such as advertising, subscriptions and analytics.

“Cloud TV provides a highly flexible and scalable framework to unify live linear TV, FAST Channel, SVOD, AVOD, and TVOD into blended experiences for viewers,” according to the Comcast press release.

“Cloud TV provides centralized ingest, transcoding, and processing of live and on-demand video; metadata management; content protection and rights enforcement; advanced VideoAI applications; content recommendations; server-side and contextual advertising; commerce and subscription management; content delivery and OTT distribution; advanced analytics and insights; and a managed user experience for playout across connected devices and apps.”

“With Cloud TV, our customers gain access to a next-gen premium platform that lets them manage and monetize their content seamlessly across global streaming, broadcast and advertising audiences — reliably, securely, and at scale,” explained Bart Spriester, SVP and GM of streaming, broadcast and advertising for CTS.

“We’ve also incorporated the best partner technologies, and launched a new managed UX service, so they can benefit from the latest cutting-edge innovations,” he added. “Cloud TV unites the best of our SaaS services and cloud-based linear playout technology to deliver the kind of fully featured, modular, and flexible TV solution that only CTS can offer.”

According to the news release, the key capabilities of Cloud TV address client needs for:

• Modeling, enforcement, and monetization of business policies and distribution rights
• FAST channels, cloud distribution and playout
• New content and subscription bundling enablement
• Blended live linear and direct-to-consumer OTT experiences
• Managing packages and bundles to mitigate churn with microtransactions
• Personalization and VideoAI for discovery and contextual advertising
• A new managed user experience (UX) with a range of development options including custom mobile and web UIs; a self-build application platform; and templated set-top box and TV solutions
• Alignment for carbon neutral video delivery and sustainability objectives

CTS collaborates with global tech providers to provide customized solutions, writes Radio & Television Business Report. For example, CTS “incorporates personalization and analytics from Jump and Mux, and advanced advertising services from Broadpeak as part of Cloud TV.”

“The online video market of $367 billion, coupled with the traditional TV market of $345 billion, represents the bulk of a nearly one trillion-dollar media and entertainment market in 2024,” said Maria Rua Aguete, senior research director at Omdia. “Our research shows that pay TV is here to stay, and ad-based online video is where we expect to see the most growth, so those able to efficiently offer both are in the best position to succeed long-term.”