Asia-Pacific Broadcasting (APB) June 2018 Volume 35, Issue 5 - Page 22

22 Marshall Electronics is introducing the Marshall VMV-402-SH, a quad-viewer and switcher designed to allow users to view up to four 3G HD-SDI video signals in resolutions up to 1920x1080p, and switch between the inputs to select a single view for output. The company recommends the Marshall VMV-402-SH for broadcasters who want to add more cameras to a production while switching between the different camera feeds to create “even more compelling video content”. Next Issue @ Management Server and Playout Systems 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 W hile viewed by some as a novelty that will struggle in the long term, to gain longevity, 360-degree content can pro- vide a depth of context and immersive- ness that 2D content never could. Viewers watching a live football match in 360-degree from the comfort of their own homes, for instance, feel as if they are in the stadium themselves, soaking in every sight and sound. As far as “immersive viewing experiences” go, that is perhaps as close to the zenith of what broadcasters can offer. What, then, if the roles are reversed, and broadcasters themselves want a constant 360-degree view of what their viewers are watching, in order to most effectively reach out to them? For Singapore terrestrial broad- caster Mediacorp, the answer can be found by unifying all its media curren- cies internally to gather a single view of its audiences — via the Customer360 platform. Launched in 2016, Customer360 is a cross-platform solution that integrates disparate audience currencies across TV, print, radio, out-of-home and digital on a single planning platform. Calling the launch of Customer360 a “critical milestone”, Parminder Singh, chief commercial and digital officer, Mediacorp, told APB: “We are the first media company in the world to fuse currency data across five media plat- forms. This is particularly important to our advertisers as it gives them a more holistic view of audiences across different media touch points, to enable more effective media planning.” This, Singh highlights, is on top of the silo media currencies Media- corp previously put in place, such as SG-TAM (Singapore Television Audi- ence Measurement) for TV and Nielsen Radio Wave for radio. “As the leading multi-platform media company in Singapore, we are constantly evaluating and looking for innovative best-in-class audience measurement methodologies for both online and offline media,” he adds. “We are actively engaged in industry discussions on how best to evolve our measurement approaches, and to achieve consensus around a single measurement framework that could be adopted by the trade.” As digitisation increasingly become an imperative, Mediacorp is also hoping to turn a ripple into a wave — where measuring digital audiences from both a user and content perspective is concerned. While some traditional measure- ment metrics may be backward-looking instead of forward-looking, Mediacorp deploys RIPPLE (Real-time Interest, ❝ We are the first media company in the world to fuse currency data across five media platforms. This is particularly important to our advertisers as it gives them a more holistic view of audiences across different media touch points, to enable more effective media planning. ❞ — Parminder Singh, Chief Commercial and Digital Officer, Mediacorp Participation and Popularity Learning Engine), a content analytics hub that provides its newsroom with a real- time view of audience behaviours and consumption patterns across the entire Mediacorp network. Singh describes: “For example, RIPPLE provides a forecast of how an article is likely to perform in the next 72 hours after publication. 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