THE STATE OF BROADCAST AUTOMATION
Dec 1, 2007 12:00 PM, By Sid Guel
Automation is surprisingly alive and well considering how many companies exist. Latest estimates show 50 broadcast automation companies worldwide. (See Figure 1.)
Figure 1. Out of an estimated 50 broadcast automation companies worldwide, 35 are in the United States, and 15 are from the rest of the world.
Veteran broadcast automation companies have been successful in keeping their system technology current to stay competitive and desirable. Also, several companies have expanded their portfolio of products and now sell into other areas of the broadcast facility.
A 2007 study done by the European organization International Association of Broadcasting Manufacturers (IABM) shows the automation segment of the broadcast market is valued at $430.9 million (see Figure 2), which is about 4 percent of the total broadcast industry. The library management segment is valued at $106.5 million, which is about 1 percent of the total broadcast industry. The storage segment is valued at $1.57 trillion, or about 14 percent of the industry.
Worldwide, the broadcast industry is reportedly worth $11 billion. It continues to grow at a solid pace of 11 percent annually, especially in the Americas and Europe. Asia is growing as well, but its gross numbers are much lower. The library management segment shows the fastest growth.
Automation companies span a wide area of the broadcast market. Some companies overlap, providing solutions across various market segments.
Types of automation
Figure 2. The automation segment of the broadcast market is valued at $430.9 million, which is about 4 percent of the total industry. The library management segment is valued at $106.5 million, or 1 percent of the total broadcast industry, and the storage segment is valued at $1.57 trillion, or about 14 percent of the industry.
Click image to enlarge.
Technology foundations for broadcast automation companies vary. The standard trend, however, is clear. Certain technologies are more popular than others, primarily broadcast automation types. The three main types of automation are:
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Standard device control
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Video server and broadcast automation combo
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Hybrid device control and video server combo.
The trend is moving toward a hybrid system in which a video server and broadcast automation combo controls more third-party devices in software plug-in form, rather than controlling external hardware boxes.
Research shows that Microsoft Windows is the operating system used most by broadcast automation companies. Figure 3 shows the types of operating systems used by broadcast automation companies. The trend is moving toward Linux-based systems because companies are finding it to be a cost-effective alternative to Windows-based systems.
Pairing video servers with automation systems
Today, most major automation players now offer video server and broadcast automation combo systems. They are basically broadcast automation software running on video servers with advanced interfaces and device control for third-party equipment. These systems are usually made up of off-the-shelf broadcast-quality video cards and off-the-shelf disk drives for storage. High-end systems use industry video cards, transcoders and RAID sets. It's a trend that's here to stay.
What's the biggest factor? Cost. The smallest TV station markets are required to switch to DTV within the next two years. Broadcast automation companies can expect good sales in the entry-level of broadcast automation.
Some industry experts question the reliability of these systems. There are many risks with having so much master control on one system.
Industry watchers advise there should be more built-in redundancy within a single system and that external redundancy should be standard in all systems. Like any product, the broadcasters ultimately decide the level of redundancy they can afford and are comfortable with.
Branding automation
Branding automation companies are coming out with their own versions of master control automation. These systems integrate a graphics playout server, animations, live video, video clips, audio, real-time external data feeds and master control automation functionality. Normally, these systems are controlled by master control automation systems as a third-party device. Today, they are being used as standalone automation systems for controlling DTV channels.
Not all broadcast automation companies are BXF-compliant, but many vowed at NAB2007 that they would be compatible this year. Some advertising agencies have also become involved in the new standard. The jury is still out on whether or not they all accept the new standard. By involving the advertising agencies, interstitials can have unique identification codes that stay with the metadata from creation to playout to reconciliation and finally affidavit and billing.
The BXF standard
Figure 3. Types of OS used by broadcast automation companies.
Click images to enlarge.
The new SMPTE (S22-10) standard is quickly being accepted by the broadcast automation community for the proper transfer of schedules and as-run logs between traffic and broadcast automation. For years, broadcast automation and traffic companies had to create a conversion application or traffic features to convert schedules and as-run logs to and from whatever traffic system they were working with. This created additional and unwanted costs to the broadcaster.
Asset management
Asset management systems have become the center of every media enterprise. To be successful, a solid asset management system should come complete with built-in transcoding features. Transcoding needs to be as transparent and cost-effective as possible. The system should also include a built-in source to a destination-intelligent management system to automatically transcode various video formats with ease.
There's money to be made by redistributing rich media assets, whether it be via new DTV channels, the Internet, IPTV or cell phone video. For the broadcast automation industry, the key is to cater to each department individually. From there, other departments can be added to the asset management system, and then wrapped together into one central enterprise-wide system. Resources, networks and storage do not need to be revamped. The infrastructure already exists. You're simply adding more capabilities to an existing system.
Fewer RU boxes, more software
A few automation companies are selling systems with broadcast hardware equipment capabilities. In previous years, manufacturers of broadcast hardware embedded their software code on chips. Now the tables have turned. Automation companies are including hardware functionality in their software systems.
Virtual master control
Hybrid and combo broadcast automation companies spur a new business model. New global broadband service providers manage the broadcasting aspects of distribution and delivery of all forms of digital content. These companies enable content creators and distributors to extend their digital media presence through physical and virtual production, broadcast and infrastructure facilities
Hybrid and combo broadcast automation companies provide virtual master control systems without the usual requirement of hardware found in today’s uplink facilities. These new service providers are targeting media and entertainment organizations worldwide.
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