Customer demand for personalized TV services is spurring majority of broadcasters to offer tailored ads

Over half of broadcasters are investing up to 20% of their budget in trialing new customer content or services.

Four-fifths (80%) of broadcasters are considering implementing ads tailored to the consumer but are increasingly falling behind streaming services due to hesitance around adopting cloud technologies, according to research carried out on behalf of ATEME, the emerging leader in video delivery solutions for broadcast, cable, DTH, IPTV and OTT.

The survey of those in middle management positions or above within the realms of TV and broadcast also found that 96% of broadcasters feel there is a demand from customers for more personalized services. As over a third (34%) of broadcasters currently generate revenue through adverts, offering personalized adverts could help them increase this revenue. Consequently, over a quarter (26%) are currently looking into how to offer these services to customers.

“Our research found that more than half (58%) of broadcasters are investing up to 20% of their budget in trialing new customer content or services as they prioritize personalization to offer customers enhanced viewing experiences,” said Remi Beaudouin, Chief Strategy Officer, ATEME. “By using technology and the data available to them to tap into this trend, traditional broadcasters will be able to create a tailor-made viewing experience and potentially open up new revenue streams,” he added.

As broadcasters look to adopt the latest technologies, 66% say they would consider moving to the cloud, while 28% have already done so, in a move that would allow them to store their content catalogue more effectively and add more personalized services, as is the case with streaming platforms.

The speed of cloud will also allow broadcasters to innovate faster, using virtual broadcasting to create new one-off channels in a matter of hours to capitalize on events and develop offerings to appeal to more niche audiences. This technology is currently being used by almost two-thirds (60%) of broadcasters, while of the broadcasters not currently doing virtual broadcasting 70% said they will do so within a year. However, despite the use of cloud becoming more commonplace in broadcasting, 44% cited a perceived lack of control over their content as their biggest concern about this development.

“Cloud has been surrounded by many misconceptions over the years which have deterred broadcasters from adopting it. However, as broadcasters get to grips with the potential impact of cloud on their business and the services they are able to offer, we are seeing its adoption increase,” added Beaudouin. “Moving to the cloud will allow broadcasters to adopt new technologies and make more effective use of their data so that they can begin to offer the level of personalization more often associated with streaming platforms and their algorithms.”

GatesAir Exclusive TV Transmission Deal with Doordarshan Expands to Northern India

India’s national broadcaster will deliver six GatesAir Maxiva liquid-cooled, digital-ready UHF transmitters to equip three greenfield sites in the Jammu region

GatesAir, a global leader in wireless, over-the-air content delivery solutions for TV and radio broadcasters, has received a new TV transmission order from Doordarshan, India’s national broadcaster, to strengthen analog UHF television coverage in the Jammu region. GatesAir, Doordarshan’s exclusive TV transmission supplier since 2012, will deliver six digital-ready Maxiva ULX liquid-cooled transmitters by the end of 2019. The transmitters integrate GatesAir’s APEX M2X multi-standard Exciter, allowing Doordarshan to convert the transmitters to DVB-T2 or DVB-T2-Lite at any time.

GatesAir has delivered more than 30 digital-ready Maxiva TV transmitters to Doordarshan over the past seven years. The six new 10kW transmitters will be deployed in redundant 1+1 configurations at three sites in Jammu, Srinagar and Leh, and will especially improve coverage along India’s northwest border.

Doordarshan selected GatesAir due to the continued reliability of its existing transmitter fleet, which is particularly important in the Jammu region due to its dynamic climate and mountainous terrain. GatesAir was also the only vendor able to meet Doordarshan’s exacting technical requirements outlined in the tender document. The broadcaster’s testing and evaluation standards were met with 100 percent compliance upon a recent visit of Doordarshan executives to GatesAir’s Quincy, Illinois manufacturing center.

“GatesAir has been careful to meet our technical and design requirements for all transmitter deliveries to date, and their systems have worked reliably and beyond expectations since going on the air,” said Mr. D P Singh, Deputy Director General for Doordarshan. “Our recent visit to Quincy also proved the dedication of the people that work at GatesAir, and the commitment they show to their jobs and their craft. The GatesAir team clearly communicated the functionality and high quality of their transmitters during our visit, and we look forward to continuing our relationship.”

GatesAir has long had a strong transmission presence and market share in India. Beyond its long-term relationship with Doordarshan, GatesAir continues to win business associated with India’s private FM licensing initiatives. The company announced two major FM radio deals earlier this year.

“GatesAir is proud to continue its long-term relationship with Doordarshan, and is uniquely prepared to offer guidance, service and support through its continued DTV transitions while reliably supporting its analog TV initiatives today,” said Rich Redmond, President and Managing Director, International for GatesAir. “Furthermore, our high-efficiency Maxiva systems will provide Doordarshan with the lowest total cost of ownership over their lifecycle by reducing power consumption, simplifying maintenance, and optimizing performance and reliability for analog and digital broadcasts over many years.”