Enabling real-time conversation during broadcasting of content is an essential element in connecting with digital audiences, says head of Kiswe Mobile Europe Jorre Belpaire.
What do you think are the key developments in, or threats to, your market sector at the current time?
The industry is witnessing trends whereby linear TV is under pressure due to shifts in consumer behaviour and efficiencies in digital video. Younger audiences are spending more time on social and OTT services due to their accessibility on mobile devices. OTT also has the ability to serve customised content, which leads to increased engagement and revenue opportunities.
With broadcast TV, personalisation is much more difficult to provide via traditional workflows due to the cost and scale of its operations. Thus, broadcasters need to find innovative methods of producing and distributing content in order to stay relevant—especially as OTT players are able to quickly diversify into categories like live sports.
What are the major technology drivers for your business going forward?
Cloud technology will be a major component of propelling our business as it gives broadcasters the ability to scale efficiently at reduced costs. With remote production capabilities, we can also unlock important features like personalisation to reach digital audiences, building a bridge between linear TV and online video.
Can you briefly outline one of your latest product launches or developments?
We have developed CloudCast, which is a live, cloud-based remote production and commentary platform allowing broadcasters to super-serve content to multiple audiences. By giving the stage to remote commentators and influencers, international audiences and unique communities can watch live events and games in a new and exciting way.
An essential element in connecting with digital audiences is the creation of two-way communication experiences where they can be part of the storytelling and interact with others, as opposed to passively watching. We also provide tools that enable dynamic graphics, the use of archived content or live highlights, and integration with Twitter to include real-time conversations. Broadcasters can choose to stream on Facebook, Twitch, YouTube or on their own website or app, increasing views at scale.
What are your own observations of IBC 2019 in terms of what it suggests about new technologies and business trends?
IBC 2019 certainly focused on emerging trends in digital media, with the need for broadcasters to embrace technology to accommodate changing viewer habits. I see remote (cloud) production and personalisation as key trends that will allow the industry to stay competitive and reach more audiences in an efficient way. Additionally, an increase in 5G [network access] will drive mobile consumption, making personalisation and interactivity even more important and relevant to engaging consumers.
Jorre Belpaire is head of Kiswe Mobile Europe