Viacom 18 selects cloud-based broadcast-quality video transcoding

Viacom18, a joint venture between Viacom and Network18 Group has selected cloud-based broadcast quality video transcoding and delivery service.

Viacom18 is using Tata Communications' cloud-based broadcast quality video transcoding solution. The broadcaster is providing high-definition (HD) content transcoding and delivery via the cloud. Developed in partnership with Harmonic, the service allows Viacom18 to maximise its return on investments made in creative programming and to tackle piracy by enabling simultaneous syndication play-out anywhere in the world.

The new service offers content creators, service providers and media professionals an integrated end-to-end workflow for moving content files to the cloud and transcoding them into broadcast quality formats ready for immediate delivery and transmission globally. This drastically reduces the delivery time compared with traditional solutions that rely on the physical transport of media.

Viacom18 is currently using the service for the daily transcoding and delivery of HD Masters of leading Indian soap programs to its customers in Pakistan for same-day syndicated play-out. Before, Viacom18's customers had to broadcast content from previous soap seasons, leaving a gap where some viewers could only obtain content from unauthorized sources to stay up-to-date with their favourite shows.
Same-day distribution of play-out eliminates this problem, and maximises the value of the content for the broadcaster. In addition, this increases the value of the rights owned by Viacom18, allowing it to maximize the revenue generated from each show.

Rajasekharan Harikrishnan, chief technical officer at Viacom18 said, "Tata Communications' cost-effective and intuitive service has meant that our shows are picked up and transcoded to formats as required by our international customers, all delivered in a seamless manner. Authorised content available for simulcast in HD format has resulted in more revenue for us while also discouraging piracy."

Sameer Kanse, business head of Tata Communications' Media Services said, "By speeding up monetisation of creative content through more efficient production and distribution of digital content globally, we are helping the industry to bridge the gap between broadcast and the Internet, and to remain competitive in the rapidly evolving digital media economy."

The cloud-based content transformation service has a pay-as-you-go pricing model, making it highly scalable, cost-effective and it eliminates the need for dedicated new hardware.
Unlike many other cloud-based transcoding services - which can be used for transcoding video files into low-resolution versions for playback on devices such as smartphones, tablets and PCs only - Tata Communications' service makes it possible to transcode HD video for broadcast purposes. The service leverages Tata Communications' global datacentre facilities and expert understanding of the media ecosystem requirements to deliver an optimal solution.