The Broadcaster of Tomorrow knows how to improve the current broadcasting
workflow, not duplicate it. Part 2 in this five-part blog series is all about
finding ways to integrate your existing broadcast systems into your new,
improved online distribution process.

Although traditional TV viewing is declining, traditional broadcasting isn’t
going anywhere, anytime soon. The Broadcaster of Tomorrow understands that
traditional broadcasting still remains a key revenue stream and will know how
to support both traditional and
online distribution methods.

It’s not about duplicating or replacing how you broadcast, but rather integrating
what you do for online distribution. This means future-proofing your workflows and
streamlining them for the online broadcasting world of tomorrow.

In master control centers at the world’s leading broadcasters,
inevitably you will see two key workflow components for getting program on the
air: a broadcast scheduling system and a broadcast playout system. The
scheduling system is aware of all the broadcaster’s various content sources (live
satellite feeds, tonight’s sitcom episode sitting on a server, ads, graphic
overlays, etc.) and determines when each should play over the course of the day.
The playout system receives instructions from the scheduling system and is
responsible for putting all the assets in order and distributing them to the
right destination.

Much of this process is automated. None of it was designed with the internet
in mind.

So, a few years ago, when viewers started demanding a TV-like
experience on their internet-enabled phones and tablets, broadcasters were
faced with a dilemma. Their current broadcast workflows for scheduling and
playout weren’t designed for distributing video on the internet. And they didn’t
want to recreate their entire workflow with internet-ready hardware and
software because of the high set up and maintenance costs. That’s where Verizon
Digital Media Services comes in.

Verizon’s TRANSLATE can read the instructions (e.g., BXF files) from
the broadcast scheduling system and translate it for online playout in
our platform. And what’s more, TRANSLATE enables you to use the same targeted
advertising placement rules for restricted ad content online that you have in
your traditional broadcast system. It just works.

Combined with Verizon MANAGE, which plugs into the broadcast playout
system to capture and stream the broadcast video stream using only commodity
hardware like a laptop or PC, broadcasters can now integrate with their legacy
broadcast systems to provide a comprehensive online play out workflow.

It’s really that easy to integrate legacy systems and help you make the
workflows of today ready for the consumer demands of tomorrow. A few laptops
and some metadata integration are all you need.

Best of all, Verizon TRANSLATE works for all types of broadcasters,
whether you’re a single-feed cable network or a broadcast network with
affiliate stations.
In a few days, we’ll talk about Step 3 in how to become a Broadcaster
of Tomorrow: Prepare for Scale. Check back soon!

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