NAVIGATING THE LOCATION-BASED
CONTENT DELIVERY AND STREAMING
LANDSCAPE UNIFIED STORAGE
By Kiriki Delany, President, StreamGuys
Content is increasingly being
targeted to end-users based
on their location. Is your audi-
ence currently at home, or
travelling in a car? Are they
local, or outside of the country?
Geography-based user demo-
graphics play an important role
in streaming media, enabling
the provider to make decisions
and deliver content based on
the individual’s location.
Rich media such as news,
weather and public service
alerts can all greatly benefit
from geographic targeting.
Broadcasters delivering local
news reports need to target
the content based on audience
location. A traffic report is only
relevant to a listener when it’s
about the region they are in.
Traditional over-the-air broad-
casts don’t need to worry about
delivering irrelevant reporting
to users globally, but internet
broadcasters do. How do you
keep your content relevant to
the global marketplace?
It’s very important for content
16 • Broadcast Beat Magazine • www.broadcastbeat.com
providers to know their audi-
ence. Analytics, in the form of
real-time tracking, log-based
reporting and user registra-
tion, can provide key infor-
mation about the location of
users. Understanding where
significant audiences are locat-
ed allows content providers to
create, optimize and deliver
higher-value content. The inter-
net allows broadcasters to offer
content globally, and geograph-
ic data allows them to serve
local markets – not just one
local market, but every local