Tyrell Sales Director Dan Muchmore discusses how the company has partnered with Twizted Design to assist and help broadcasters talk to their audience by serving content, graphics and data by user preference, location and even device types.
Dan also gives his opinion on 5G and how he believes it has the power to change the way we manage remote productions and signal contribution.
I am sure you are very busy at the moment as Tyrell’s Take On Tour is currently underway.
Am I correct in saying that the aim of the tour is to change the way broadcasters, OB’s and sports clubs think in terms of producing 24 news and sporting content?
I would say that our aim is to help those in the sports and news production achieve more, in a more efficient way. Tradeshows are good, but they are a static once a year event. It’s a challenge for us at tradeshows to speak to all markets at the same time and for visitors to make sure they haven’t missed out on seeing something new. The idea of the upcoming Tyrell’s Take on Tour is to speak directly to anyone involved in live news and sport production, in a much more focused format. At Tyrell we are always looking at new technology and, on this tour, we are excited to be bringing to market both well established and lesser known brands; who are all innovators in their field. We want to excite the market to come and learn about a new brand or product and discover the disruptors. If as a result, we have made someone think about their workflows and considered how our partners can help them cover and distribute more content, then we will have met our aim.
Broadcasters are constantly having to change the way they produce live news and sporting content as younger audiences are spending more and more time on social and OTT services. With broadcast TV, personalisation is a lot more difficult to provide via traditional workflows due to the scale and cost of its operations. How can broadcasters find innovative ways of producing and distributing content?
The simple answer to this question is stop doing the same thing and looking at workflows in the same way. One has to ask what a younger audience wants from their content experience. Having witnessed my children become teenagers and having been a rugby coach to the same group of children for the last 10 years, it has been a real eye opener seeing how they engage with news and how they consume sporting content. As content producers we are fighting for their engagement. Even if younger audiences are watching live television content they are very often doing so with another screen in their hand. Broadcasters have to find ways of making their infrastructure more agile and have to be able to rethink their output in less time than before. The cloud is the most logical place to do this. Solutions such as ‘Videoflow’ by Twizted Design and Blackbird’s Forte and Ascent have nailed how to use the cloud to deliver personalisation to the audience. By ingesting live content via IP, Blackbird are changing the editor approach to clipping through publishing once to multiple destinations at a time. In order to do that with a traditional NLE it would require expensive licenses, internal MAM/PAM infrastructure or publishing via external automation solutions.
Tyrell are working with Twizted Design to help broadcasters speak to their audience by serving content, graphics and data by user preference, location and even device types. Rather than build a traditional infrastructure that just pushes content and graphics out to a platform, broadcasters are now able to dynamically adapt how they deliver and speak to their audience. They are also able to monetize their content all because of cloud agility.
Imagine that I just watch a live rugby game on TV being delivered in a traditional format, but my teenage son is getting a very different live output overlaid with player or game stats. He can choose his favourite player or guess the next try scorer…..I am happy sitting and shouting at the TV….the next gen expect more, we therefore have to think differently.
Remote production and 5G offer the broadcasting world opportunities to transform their operations and connect with users in different ways. How do you think this will enhance viewers experience?
I absolutely believe that 5G has the power to change the way we manage remote productions and signal contribution. Its impact on the user however will be less about the tech but more about an increase in content. 5G is another element in the next gen broadcasting experience, alongside improved streaming services to players such as Amazon. 5G will allow for more news, events or games to be covered with higher bandwidths, which will require less onsite infrastructure, resulting in cheaper production and therefore more content. The piece of reality pie however is the rollout and network slicing plans of the Telco’s. Whilst it might be great for us in broadcast, does it offer the telecom providers commercial value? When they could allocate the network bandwidth to other services that would be worth more. Technically, 5G is exciting but considering a lot of venues still struggle with 4G on game day it’s difficult to truly determine its rollout success.
Tyrell continues to lead the way in live production and partners with many leading suppliers in the industry. How does the firm continue to keep on top of the current trends?
Firstly by never relaxing! We are inquisitive and excited about clever technology. We are also lucky to have an incredibly talented team across both offices that have in depth experience in Live Broadcast, Studios and Post and they really know these markets. We are also very fortunate, that many manufacturers love how we approach the market and actively seek us out. Our customers are focused on supporting the next live event or raising the quality of their output on the infrastructure they have. Very few have the mind space to look at new technology. For Tyrell this is our every day, this is our business as usual. We have the critical mass of incoming projects that ask us to think differently on behalf of our customers and to demonstrate true value. Ultimately, it’s this that keeps us on top of current trends.
What do you think are the main challenges facing the sector in 2020?
Wow that’s a broad question. On a serious note, something that will not just affect our sector but all sectors, is what is going to happen after the December General Election. What happens if and when after we leave the European Union? What affect will currency fluctuations have on business? It’s easy to get lost in a technical rabbit hole of an answer but really, I see our biggest challenge to be how we all respond and adapt to the changing political landscape.