Stop using duct tape and bubble gum
Online video companies, marketers and publishers need to stop using duct tape and bubble gum to solve their technical issues around collaboration and transcoding.
Workflows are painfully slow. Approval processes takes days. Stakeholders continue to use consumer tools like Dropbox and WeTransfer that ensure versions of videos are downloaded and distributed widely on multiple computers.
Scale your video services
Searching for archive should not be about plugging disks lying around the office into your computer. Publishers, agencies, creatives and content owners need to think about removing the latency from their workflows. If they truly want to scale their video services.
Jason Thibeault in Streaming Media writes:
“Think about it. The television industry has had decades to mature, to build workflows that work seamlessly. And employ technology that is based on ratified standards mandated by governmental agencies. Online video, on the contrary, is only a fraction of the age and has no guidance. Companies will solve technical streaming problems with duct tape and bubble gum if necessary. They just focus more on getting the workflow (with all its disparate components) to work together in some fashion. They should rather worry if it’s the best way to accomplish the end task at all.
“We can call this ugliness the “back end” of broadcast quality. Failing to optimize it means, ultimately, failing to provide consumers with the kind of experience they expect. Whether a user has to wait a few extra seconds for just-in-time packaging or an extra hour for content to become available because of workflow inefficiencies, latency in the workflow and value chain have adverse effects on the entirety of the experience. People don’t have to wait for TV.
Optimize the interoperability of video management
“In order to squeeze latency out of the workflow, online video technology companies need to rally around collaboration. Failing to expose APIs or enable third-party companies to work with platforms and technologies will slow down the video value chain even more. Instead of focusing on how to optimize front-end key performance indicators, perhaps OTT providers should look at how to optimize the interoperability between the different vendor technologies that comprise its publishing and delivery processes. By turning attention away from the front end and toward the back end, content distributors can probably squeeze a considerable amount of wait time out of the system while also improving the overall integrity, resiliency, and operation of their platforms.”
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