MAD Perspectives Blog

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 Real-time Takes on New Meaning

Peggy Dau - Wednesday, April 16, 2014

The sense of immediacy that occurs at live events is now pervasive online. We expect to find information immediately. We connect to our friends via social networks with an expectation of instant response. Brands and marketers have been focused on understanding the impact of real-time data for the past few years. The broadcast industry has also been ramping up its capabilities for real-time. Where once upon a time we could wait until the evening news to review the days events, that is now unacceptable.  Social media has forever changed this paradigm. Now, broadcasters are incorporating real-time capabilities across their operations, in the form of breaking news news incorporating user-generated content, real-time voting, real-time audience engagement or real-time advertising.

There was significant focus on real-time at the NAB show last week in Las Vegas. The adoption of IT solutions such as Cloud and Big Data are in one part due to content producer and broadcaster need for real-time solutions. These solutions will help them become more efficient and advance their capabilities for audience engagement. How is real-time related to these big trends?  Let's consider a few examples.

     - Avid announced its Avid Everywhere. Recognizing the demand and need for geographically dispersed teams, while taking advantage of the best talent available, Avid Everywhere provides new ProTools capabilities in the cloud enable connectivity and collaboration with remote team members in REAL-TIME or offline.

     - Never.no, a leader in Social TV technologies, showcased new products Story and Spots. While cloud-based Story was the "big story" with its ability to integrate real-time posts from Facebook, Twitter, Instagram or Vine into live broadcasts (think chat shows or talent contests), I found Spot to be quite interesting. Social Spots provides the audience with the ability to submit its pictures to be inserted into a pre-defined advertising spot. What may have been a anonymous ad now becomes immediate and relatable due to the real-time insertion of real people.

     - Decentrix, provider of Media Business Intelligence Solutions, introduced programmatic ad buying for broadcasters. Their solution not only collects static data from traditional sources, but aggregates and correlates data from real-time sources to define the true value of ad inventory.

     - AMD's FirePro workstation graphics cards provide performance enabling creative talent to develop and edit 4K content without typical latency concerns. Their technological focus on speed and responsiveness enables the next generation of ultra-high speed visualization environments.

These solutions impact the technology and business of broadcast. They improve operational efficiency of workflows. They invite greater audience engagement through audience participation or enhanced content development. They allow broadcasters to identify opportunities to capitalize upon their own assets. Isn't this what any business desires?

The focus on real-time is the result of the world we now live in where immediate access to information is the norm. The adoption of smartphones and the availability of content via 4G LTE networks has influenced our psyche. As a result, our expectations in the workplace or at home are for solutions that support our need for instant gratification. As an industry whose fortunes are intricately dependent on its audience, the ability to provide real-time content, whatever form it takes (news, advertising, engagement, dialogue, etc.) will continue to influence the creation and advancement of enabling solutions. I expect the discussion around real-time to become as dominant as those around cloud and big data.

What's your perspective?