The way people consume media content is changing significantly. Like the expansion of IP, this greatly influences the convergence of media production and distribution units for radio, video and
the internet. Broadcasters, therefore, have the chance to adapt to the transitioning media-consumption behavior and use it to their advantage.
- Target group orientation: Keep in mind that besides the attractive younger audience, it‘s crucial to offer each target group the content they want, whether mobile or stationary.
- Cost and time efficiency: By treating a contribution as a cross-media project, the video, radio and internet units are no longer separated.
- Expand the value chain and encourage interaction: Cross-media content production and distribution means all playout sources can refer to each other. This leads to significantly higher coverage. Moreover, by integration on social networks, the opportunities of interaction with the audience increase. Both aspects include the chance of deploying new marketing formats.
Results of these developments include international projects such as 3GPP and 5G-Xcast. The latter is designed to build a universal and multidirectional IP network for efficient large-scale media distribution via 5G-Xcast. The project focuses on the dynamic switching between unicast, multicast and broadcast and also enables spectrum-efficient distribution of program content to a large number of simultaneous users with only one stream.
End users can receive reliable live and linear high-quality content without burdening their mobile data contingent. With a view toward the future, 5G-Xcast will allow national and private broadcasters to launch new on-demand formats or offer interacting facilities, besides classical linear content. The transformation to cross-media production can only be achieved with a solid technical foundation.
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