What is multi-screen video distribution? This is a technology wherein the single content used for promotion across various devices may be a TV, net or mobile. This is becoming increasingly necessary given the fact that the viewer is not limiting his interest to one device, but he wants to enjoy the content on multiple devices. Multi-screen distribution simply defined as ‘access anywhere, anytime and any platform’. When we talk of multi-screen video distribution, this comes with lot more challenges, and if those challenges properly tackled they will be turning to be opportunities.
A quick look at the gradual evolution of the relevant technologies indicates that previously there was TV offering most of the entertainment including the news, sports and of course the ads for the promotion of products/services (to be used by the marketers). There came an era where the focus is mainly on content marketing. There appeared (and still operating) many channels offering an online content promotion like YouTube, Periscope, LinkedIn etc.
With the technical changes adding more and more features to mobiles phones, the customers started demanding that they should also be able to enjoy the content on their mobiles as well–in addition to online platforms.
While this is an attraction for the marketer (as he can promote his content amongst many viewers with different devices), this is a challenge for the marketer. This given the fact that the functionality of different devices is different. While the PC offers wider screen the mobile has a limitation about the size of the screen where the content can view.
Similarly, the PC has better connectivity as the same is stationary whereas the mobile has a very limitation in this regard. While many users share the PC there are many preferences about content to be promoted (as each of the users will have his preferences), mobile users have a lesser variety of preference as the number of users of mobile is mostly limited to one.
Coming to advantages PC offers over mobile, PC can present the variety of colours (thereby increasing the effectiveness of the content), mobile has limited capability to present more and more colours and special effects. Another advantage of PC over mobile is that the PC can have larger storage capacity thereby enabling the user to save the content for the future view (subject to the guidelines of the platform offering the content). The mobile phone, on the other hand, is always coming with lesser storage capacity.
Now that the challenges are clear about multi-screen video distribution, the marketer has to handle these challenges to convert them into opportunities. There are a lot more ways by which he can achieve this object.
There are online tools that provide the marketer with an advantage whereby he can ‘create (the content) once and use various screens’. The marketer is also required to establish a truly collaborative environment, where all these screens (across various platforms) are inter-connected. The market has to ensure consistency of the user experience.
As a beginning in this direction, the marketer needs to develop multi-role user production platforms. Unified toolsets (that present themselves in different ways) need to adopt through the end product might slightly be different. Media asset management systems clubbed with high capacity storage need to be adopted to ensure reliable retrieval speed. As a combined effort towards this end, there is a framework called Integrated Media Enterprises (IME). While on the subject, it may not be out of place to mention that IME has three main criteria that it needs-to agile, to be collaborative & to be open. The marketer also needs to take help of system integrator and professional service providers.
The multi-screen video distribution is a challenge as well as an opportunity for the marketer to promote his products/services to viewers across various platforms and also promote the goodwill of his company.