Asia-Pacific Broadcasting (APB) Systems Integration 2016 | Page 12

Redefining
‘systems integration’
Over the past few years, we have seen “emerging
markets” rapidly developing their broadcast facilities
and capabilities throughout Asia. We have seen
a growing trend in which local broadcasters are
transforming from consumers of international and
Pan-Asian content to producers of localised and often
unique programme formats. BY DENNIS BRECKENRIDGE
There has also been a rapid explosion
of the types of programmes from
news, sports and local events
into growing segments including
entertainment, reality, dramas and
series. International formats and
programmes such as South Korean
dramas, Bollywood movies and
English Premier League football are
still undeniably popular but more
and more, statistics are showing
that localised content is capturing
the audience’s attention and time.
Channels embarking on programing
“close” to the viewer are beginning to
dominate the market.
In conjunction with this content
transformation, there has been a
growing need for broadcasters in
“emerging markets” to reach out and
find partners who can help them
expand their market, content and
capabilities rapidly; often, these skills
and experience are not found in-house.
Broadcasters are searching for not
only product and service suppliers

but also long-term relationships and
business partnerships, which can help
lead them through their technology
transformation. Broadcasters are
taking into consideration more and
more often workflows, operational
efficiencies, and even facility design to
assure their roadmap and technology
strategy, which when adopted, can
adapt to their creative, programme
and business development goals.
This is where the role of the
classic “systems integrator” is
transforming and a new definition
is emerging. Today’s systems
integrators must change from the
classic system design and wiring
teams hired to cobble together a
facility. Today, customers are seeking
partnerships with organisations who
can be integral to their business as
consultants, operations experts and
technology roadmap designers. A
new paradigm or business type is
emerging to meet these needs, giving
birth to the “Broadcast Technology

Advanced Broadcast Solutions works with their customers to achieve full efficiency of systems through complete
planning and roll-out of end-to-end workflows.

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“The role of the classic ‘systems
integrator’ is transforming and
a new definition is emerging. ”
— DENNIS BRECKENRIDGE
Managing Director, Advanced Broadcast
Solutions, Asia

and Operations Consultant” (BTOC).
The BTOC is embarking on a new
mission to help realise the dreams
and ambitions of business owners in
the broadcast segment, by coming
alongside broadcasters to develop
and roll out business strategies across
organisations.
For example, as broadcasters
look at the emergence of over-thetop (OTT) or IP technologies in their
operations, they require assistance not
simply to install or purchase a system.
Instead, they need guidance over their
business practices and technology
choices across multiple business units
and over multiple project phases of
the project. They need a business
consultant who intimately knows their
facilities and operations to help steer
their long-term plans. Yes, the BTOC
often provides the hardware, software,
configuration and training for project
phases — however, the BTOC’s role is
not limited to these.
OTT, for example, is not a product
but is a new delivery method that
demands complete business operation
changes in order to efficiently create
and deliver online content to viewers.
To achieve cost-effective operations,
a strategy often starts as early as the
content ingest, through production and
promos, and all the way down to the
playout and encoding systems chosen.
Ultimately, this holistic examination
of broadcasters’ requirements,
products, workflows and systems
selection is critical. Proper choices can
help to minimise staffing, accelerate
time-to-air, and lower overall cost of
each phase and, ultimately, ongoing
business operations expenses. On the
other hand, when OTT is taken as a