Roger Franklin | TVTechnology.com | May 18, 2018
Distributing linear content over the internet is considerably more complex than OTT VOD or TVE distribution
There is nothing new in the distribution of linear TV over the internet; TV Everywhere (TVE) is pretty much demanded by consumers and is now considered the norm. Traditional broadcasters are forced to keep up with evolving viewer habits by making content available online pretty much immediately and on any device.
But in almost all cases, they are doing so without inserting the necessary signalling which indicates where within a linear stream advertising and other content segments begin and end, and which segments can, must, or must not be replaced with alternate content. Broadcasters already consider providing content Over-The-Top (OTT) a cost of doing business–they know it is part of their future. However, without the right signalling, it is virtually impossible to realize the maximum monetization OTT has to offer broadcasters. Moreover, without the right signalling it is extremely difficult to provide the seamless professional viewing experience broadcasters and viewers expect.