Producing live events traditionally demands substantial resources, including planning, time, energy, hardware, and expenses. Cloud technology is changing that equation on the production side.
The next challenge is monetization.
One largely untapped route is distribution over Free Ad Supported TV (FAST) channels.
“With broadcasters offering OTT options alongside cable, adopting a unified workflow is far more essential to reach a broader audience,” argues Kalaivani Sivasankaran, senior director of product marketing at Amagi, developer of cloud-based technologies for FAST channel integration.
“Meanwhile, viewers demand a cable-like viewing experience from their streaming services, complete with robust graphics, superior audio quality, personalization options, precise ad targeting, advanced analytics, and actionable insights.”
Sivasankaran contends that legacy hardware-centric operations are no longer up to the task.
“This renders cloud technology crucial not only for distribution, delivery, and asset management but also for content quality, monetization, and viewer engagement,” she says.
“Fortunately, cloud technology has evolved to the point where delivering single live events is becoming increasingly feasible while demonstrating immediate ROI.”
Internet-connected FAST channels can deliver data for prime “monetization and interaction opportunities” and make “the prospect of pop-up events far more feasible, profitable, and cost-effective,” Amagi’s representative argued.
In essence, the cloud’s ability to drive pop-up channels for one-off live events enables broadcasters to become more efficient with their content offerings.
“They no longer need to invest significantly in costly live production and playout systems only to justify these expenses with prolonged usage of the systems,” claims Sivasankaran. “Instead, they can scal[e] up and down as needed, maximizing both reach and revenue.”
It follows that the potential for growth within live broadcast centers on the ability to reach a massive audience while also offering curated channels for live events.
“These channels would provide a highly focused means of connecting with intended audiences, making them one of the most significant opportunities in terms of growth and precision in targeting.”
Take a pickleball channel, for instance. It may not currently represent the largest advertising opportunity, but Sivasankaran says it has massive potential to target and reach specific-yet-underrepresented audience personas directly.
“A cloud-enabled pop-up channel is a great way to test the waters — all without costly hardware investments — and see how much of an impact this niche content will make,” she says.
“Moreover, CTV-led FAST can do more than just cut to an ad break; it can also incorporate creative graphics — such as picture-in-picture viewing, overlays, and more — to promote brands seamlessly.”
The result? “Broadcasters will not only see an immediate ROI but also gain a following for their other properties,” states Sivasankaran, “thereby ensuring greater reach and monetization in [the] future.”
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