The Fast-changing Media Landscape

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Ooyala Technology, well known for its online video technology has partnered with and AdsWizz to expand opportunities for its clients to monetize content, integrated its video technology into ESPN's website partners with the sports media behemoth's streaming video content. ESPN has been able to step up its load times and increase playback quality. Sports broadcasters can now better utilize internal resources by streamlining the management of their videos and related data. Ooyala provides a real-time analytics engine, with detailed per-video and per-user reporting for on-demand and live video streaming, as well as integrations with payment systems so there is the ability to launch both paid and ad-supported video business models.

ESPN has generally lagged behind its big media competitors in terms of its utilization of social media, so the fact that Ooyala enables visitors to easily share videos via Facebook and Twitter from within the player has been a tremendous social boost for ESPN.

Market trends

According to Red Bee Media CTO Brian Levy's predictions, the next few years will evolve in the many ways such as going from using many screens to having one integrated screen. There will be enhanced personalization going from the electronics program guides (EPG) set by the industry to a more personal EPG where the user is in charge, and lastly greater interactivity that will enable all sorts of new ways for the consumer to interact with the material. He also expects there will be a larger convergence of media. Expect new value chains and logistics providers to emerge. "It will be an ecosystem where partnerships are essential, and where technology simplification - creating an outstanding user experience and customer interaction and evolution - are the important elements of success," Levy said.

For the future, expect to see more strategic media technology partnerships embraced that will make Internet radio even more accessible to advertisers by dealing with various issues such as scheduling, customer service and performance reporting. Advances in performance reporting capabilities (i.e. data describing click-through rates on banner display ads that have been synced to the audio message) will allow broadcasters to set up multiple radio channels and deliver ads across one or all of them, targeting audiences by demographic characteristics. Technology enhancement offerings are expanding with online video, social networking and mobile functionality.

Rosen is a market research analyst with Rosen Associates, Westborough, MA.

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