PANELLISTS
❝ Channel branding is even more important in a multi-platform world , where more and more viewers consume content in a non-linear and nontraditional fashion .❞
20
December 2017
Amp up your brand make viewers come
R & S Prismon now Dolby-certified
Dolby Laboratories has successfully tested and approved the Rohde & Schwarz Prismon system for decoding Dolby Digital Plus and Dolby E codecs . A software-based monitoring and multiviewer solution , R & S Prismon was evaluated for the following features : Support of all defined audio channel configurations up to 7.1 ; Web brower user interface ; input via ASI transport stream ; SDI , and display of Dolby metadata .
G & D strengthens Asian commitment
Frank Noelken , international sales manager , G & D , with Samuel Chen , G & D ’ s new Taiwanbased sales agent .
Germany ’ s Guntermann & Drunck ( G & D ), a provider of keyboard , video and mouse ( KVM ) solutions , has named a new sales agent in Taipei , Taiwan . According to G & D , the appointment of Samuel Chen further strengthens the company ’ s activities in Asia and allows it to better meet the needs of customers in the region . With immediate effect , Chen will support the international G & D team in providing partners and endcustomers with the consulting they require to implement KVM applications .
Next Month @ Management Business Intelligence Systems ( on top of MAM )
PANELLISTS
Fintan Mc Kiernan
CEO Ideal Systems South-east Asia
Patrick So
Regional Manager Asia Pacific Magna Systems & Engineering
Craig Johnson
Managing Director - Media Nielsen
The final decision to make a consumer purchase frequently boils down to one key factor — the brand that the product or service is associated with . While the quality of the content still plays a key factor , broadcasters are finding it increasingly important to build up the brand awareness of their channels and content in an increasingly over-cluttered marketplace . Shawn Liew reports .
I
t is perhaps the worst-kept secret in content consumption today : Because of the sheer amount of choices offered to viewers , they increasingly find it insignificant who provides the content — as long as it is the content they so desire . As a result , broadcasters are faced with the increasingly difficult challenge of making their content resonate with their audiences .
Because there are so many different delivery platforms , it is vital for broadcasters to make sure their brand is associated with the content at the point of consumption . Channel branding , Drew Hahn , senior product manager , ChyronHego , tells APB , can provide that association . “ Channel branding is even more important in a multi-platform world , where more and more viewers consume content in a non-linear and non-traditional fashion ,” he continues . “ Promotion is a big component of channel branding , enabling one platform to promote another through graphics .”
For Imagine Communications , the
ChyronHego ’ s PRIME branding package , part of the PRIME graphics platform , is a business branding system designed to deliver efficiencies to operations , engineering and management by combining branding with a clips package for playout . concept of channel branding is to make sure viewers identify the content and service they are watching with specific branding perceived value . Mark Senecal , VP product management , networking and playout , Imagine Communications , elaborates : “ This creates an attachment to the brand , which is critical to maintain subscription and make viewers return to see what other content offerings are available .
“ To maintain revenue stream , as well as to grow it through word-ofmouth , it is critical for broadcasters to appropriately brand their services not only by core channel branding but also the type of service — HD , 4K / Ultra HD ( UHD ), on-demand or streaming .”
Channel branding is the key to how people relate to the brand , and has been re-defined in the multi-platform world , suggests Aale Raza , director of systems integrator Whiteway Systems . For instance , what fits one screen may not necessarily fit another — resolutions , aspect ratios and formats are all different for each main device , or as he
❝ Channel branding is even more important in a multi-platform world , where more and more viewers consume content in a non-linear and nontraditional fashion .❞
— Drew Hahn Senior Product Manager ,
ChyronHego identifies : TV , PC , handheld , mobile .
Raza describes : “ Channel branding is like the outer covering , or the skin of the brand . It is therefore important that four types of channel branding is in place — one for each end-user device .”
He adds that , from a technical standpoint , the long-form drama has to be shortened “ quite a bit ” to fit the viewing habits of the mobile viewer on the move . “ Similarly , channel branding has to be such that it is suitable for the viewer on-the-move and it has to fit the mobile device in terms of size , aspect ratio and video format ,” Raza explains .
A critical element of channel branding , says ChyronHego ’ s Hahn , is the consistent application of the brand within each screen , on top of the consistent presentation of the brand on every screen . “ This allows consumers to create the association between the content they are watching and the channel that is presenting it .”
ChyronHego ’ s PRIME graphics platform , for example , is equipped with an optional branding package that brings “ extraordinary flexibility ” to channel branding through features designed specifically to retain viewers and lower the total cost of ownership .
However , Hahn is quick to emphasise that the PRIME branding package , part of the PRIME graphics platform , is not a traditional channel branding system , per se . Instead , it should be seen as a business branding system designed to deliver efficiencies to operations , engineering and management by combining branding with a clips package for playout .
Hahn continues : “ The PRIME branding package is a software-based system that delivers many features that have been traditional hardwaredependent , such as DVE , clips and audio mixing . It is built to support multiple software packages that can operate simultaneously from a single PRIME server .”
Channel branding can also be an important tool for broadcasters to promote upcoming shows , with little to no complications , he adds . “ It is now easy to automate the channel brand-