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Sponsored Blog: TV stations embrace omnimedia through innovative ICT

Yunpeng Xie and Hanson Xu, Huawei | July 3, 2014
To address evolving consumer needs, the media industry including TV stations can no longer be driven by content only and must become consumer-centric. To address this challenge, media organizations, especially TV stations, need a converged and cloud-based omnimedia content production platform, to deploy content distribution nodes globally to provide consumers in different countries with access to content through the shortest and fastest path, and to implement big data analytics to optimize omnimedia operations. Huawei's innovative omnimedia solutions could support TV stations to embrace omnimedia era.


Implementing Big Data Analytics to Optimize Omnimedia Operations

With consumers constantly looking for diversified and personalized content and services, media organizations are finding it increasingly difficult to maintain high levels of customer satisfaction. However, through implementing a hardware platform with in-memory processing capabilities, media organizations can leverage big data analysis technology and interactive distribution channels and devices to collect useful information. The insights generated from big data analyses can help media organizations understand its audience's reading or watching patterns, identify topics that draw significant interest and define different market segments. Using this information, TV stations will be able to develop tailored content for their audience.


Innovative ICT as a Driving Force of Omnimedia

Many TV stations have recognized that enhancing its existing ICT infrastructure and embracing new technologies such as cloud computing and big data is essential to achieve business success in the omnimedia era.

An example is Phoenix TV, which is in the process of implementing its 2+7 omnimedia production centres worldwide. The station has two main bases in Beijing and Hong Kong and seven news bureaus in Los Angeles, Washington D.C., London, Paris, Shanghai, Shenzhen and Taipei. Built on Huawei's Distributed Cloud Data Centre (DC2) and cloud computing infrastructure, the omnimedia production centres support distributed physical resources deployment and enables centralized resources scheduling. This enables Phoenix TV to deliver news on key events from around the world in just 5 minutes. In addition, the station has deployed Huawei's cloud-based Universal Distributed Storage (UDS) system to replace traditional tape archiving devices. With the cloud storage system, it can manage its existing media assets according to current hot topics and consumer needs for effective customer-centric operations.

Shenzhen Media Group (SZMG) has also adopted a similar approach with its twelve TV channels and four radio stations. To build a consumer-centric omnimedia news centre, it has implemented Huawei's FusionSphere cloud computing architecture to facilitate centralized data storage and virtualized computing capabilities. The system ensures low latency, eliminates packet loss for high-definition streams and allows SMG to maximize the utilization of its resources.

Yunpeng Xie is System Architecture, Huawei and Hanson Xu is Chief Engineer, ISP&ME Solution Plan, Huawei.

(Brought to you by Huawei)



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