Object Based Broadcasting heralds the next phase in video delivery for those broadcasters that want to stay ahead of the competition
Dublin-based start-up Axonista has revealed a new technology that helps linear broadcasters compete in a content world transformed by mobile devices, streaming, OTT and VR, turning linear content into richer content.
Axonista’s latest technology, Ediflo Pro, is the first platform of its kind to be engineered from the ground up for Object-Based Broadcasting (OBB) workflows.
Its API-based delivery model enhances rather than replaces investment in linear broadcast technology, enabling broadcasters to push rich content to devices that content is being viewed on from smartphones to tablets and smart TVs.
‘We believe that Object Based Broadcasting heralds the next phase in video delivery for those broadcasters that want to stay ahead of the competition’
– CLAIRE MCHUGH, AXONISTA
“For decades, TV has used graphics systems to enhance the primary broadcast with captions, tickers, stats tables, charts, photos, additional video footage, you name it,” said Claire McHugh, CEO of Axonista.
“But, up to now, the graphics have always been ‘baked in’ to the picture. This, of course, is fine on the big screen in the living room, but it’s a big disconnect for viewers, especially millennials and those using touchscreen devices, where the expectation is that graphics are tappable and interactive.
“Ediflo has been designed to address this disconnect, and help broadcasters move away from broken TV experiences on mobile and instead create intuitive experiences which are inherently richer, more personalised and much more engaging.”
Linear broadcasters struggle with shift to mobile age
Axonista is a previous Siliconrepublic.com Start-up of the Week.
The shift to the mobile age, characterised by ubiquitous mobile broadband and rocketing smartphone ownership that is predicted to reach 2.5 billion by 2019, has reshaped the media landscape.
Consumers expect access to content on any type of screen, and to be able to view and interact with it in ways that make sense on the device they’re using.With Ediflo, Axonista is enabling its customers to respond to this trend by powering the delivery of more engaging, personalised and monetisable video experiences across mobile, OTT (over-the-top) and VR (virtual reality) platforms.
“We believe that Object Based Broadcasting heralds the next phase in video delivery for those broadcasters that want to stay ahead of the competition,” McHugh said.
“Our solution is a proven technology which allows video companies and new digital natives to develop interactive experiences for viewers without altering the editorial of the show or impacting existing workflows.”
Main image via Shutterstock
