Some TV broadcasters are beginning to embrace cloud-based tools and services for graphics, asset management, back-office functions and document and video storage.
While these broadcasters are attracted by cost savings and increased efficiency, others reportedly remain skeptical, citing security concerns when services are tapped via the public Web.
Among the early adopters, according to TVNewsCheck: “Gannett Broadcasting and Scripps Television. Both use Chyron’s AXIS cloud-based system for all their news-producing stations and both report that the service works reliably, saves money and has helped speed production and distribution of graphics among the stations.”
John King, Bitcentral’s VP of engineering, predicts broadcasters’ reluctance to use the cloud for all applications will dissipate. “Eighteen months ago I’d hear the term cloud every two months. Today, I hear the term multiple times a day,” says King. “I predict it will be accepted in three years … and we’ll see widespread deployment in less than five years.”
Most media and entertainment company senior execs believe they are not fully leveraging customer data that would make it possible to deliver customized content, suggests a new study by consulting firm Accenture.
The research indicates that 91 percent of these executives are not taking full advantage of the data, and as a result, are not adequately prepared to identify revenue opportunities related to current and future digital technologies. Additionally, 95 percent do not have strong digital customer relationship management capabilities.
If fewer than 10 percent of the companies have a fully integrated view of their digital consumers, a new operating model may be necessary for sustainable digital growth (Accenture recommends a shift from legacy vertical, channel-oriented structures toward a horizontally-layered operating model).
Only 55 percent said their companies had a clearly defined social networking strategy in place, while 80 percent believe the industry is still in a state of flux. And 42 percent anticipate that advertising will serve as their main source of revenue in the next two years.
Accenture’s “Global Media & Entertainment High Performance Study” canvassed 130 executives across Europe, North America, South America and Asia Pacific from industries including television, gaming, film, music, publishing, portals and advertising.
Georgia Tech researchers have developed an energy-harvesting device that can collect power from various sources including radio and television transmitters, cell phone networks and satellite communications systems.
“We are using an ultra-wideband antenna that lets us exploit a variety of signals in different frequency ranges, giving us greatly increased power-gathering capability,” explains Manos Tentzeris of Georgia Tech’s School of Electrical and Computer Engineering.
The device has the ability to capture energy from a range of banks, convert the energy from AC to DC power, and then subsequently store it in capacitors and batteries.
The team hopes that the device could provide a new means of powering networks of wireless sensors, microprocessors and communications chips.
Virtual advertising is making its way into re-runs.
An episode of “How I Met Your Mother” (that originally ran on CBS in March 2007) recently aired in syndication featuring a magazine cover that mentions a new movie, “Zookeeper.”
The Kevin James comedy that appears in the four-year-old episode premieres today.
The digital ad is an example of “virtual advertising” that inserts messages into video that wasn’t originally there — not a new technology, but perhaps an interesting approach for repurposed content.
The article includes links to images before and after the digital insertion.
Microsoft’s ad division has created a research partnership with Nielsen dubbed the Television Online Effect program.
The project’s primary goal is to better learn how consumers are influenced by TV and the Web in terms of engagement with marketing messages.
The research, which begins in August, will use Nielsen’s TV/Internet Fusion panel and customized research Microsoft will develop.
The pilot will initially launch with entertainment advertisers, but will most likely expand in the future.
“If advertisers are looking to capture food enthusiasts for the launch of a new cooking show or networks are looking to drive Moms to primetime programming, they can leverage our exciting new service,” commented Microsoft’s Joslyn Moore in a blog post.
