Win the OTT challenge, say goodbye to the pinwheel

And do it with content-aware networking.

The world is watching, and it has a voracious appetite. Media consumption has shifted violently from broadcast to unicast as consumers embrace a la carte consumption. Media is now consumed on PCs, smartphones and other devices, as well as the traditional TV.

This isn’t a George Orwell novel, it’s the straight truth that demand for a la carte video content has increased exponentially. This increase in interest for video content and the subsequent rise in diverse media available are exciting for many consumers, but it’s a difficult pill to swallow for many service providers. Addressing the demand raises questions about how to keep operational costs at a reasonable level, increase profits, and still offer customers the fast and affordable service they have come to expect. Service providers are challenged to find new ways to adjust to the demand while keeping their networks from buckling under the pressure of increasing broadband traffic.

The shift in media consumption is being delivered in two models: Service providers are extending their existing video delivery networks with video-ondemand and “TV Everywhere,” but more importantly, an entirely new commercial model is emerging called over the top. OTT is a term for a service used by a consumer that is delivered over a network where the service is not offered by the network operator. The service rides on top of the network the consumer already gets and doesn’t require any business or technology affiliations with the network operator. OTT growth is being fueled by social networking, size of content, ease of accessing content (e.g., Netflix) and the currency of content. By Gary Southwell, CTO of BTI Systems
CedMagazine.com - May 01, 2011


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