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From Broadcasting to IT Casting [Telco Iberia Magazine]


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Before beginning the article it is necessary to clarify the title. Traditionally, the term “Broadcasting” referred to distribution of radio or video signals, essentially through radio and television stations. The author uses the term “ITcasting” for all companies that distribute contents within the IT field (Information Technology); in other words, any company that uses information technology to distribute contents, including radio and television stations, content producing companies, traditional telephone operators, mobile telephone companies, any company that distributes its contents through the Internet, and even contents generated by the user (UGC, User Generated Content).

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From Broadcasting to IT Casting [Telco Iberia Magazine]

  1. 1. telco A magazine for the telecommunications sector 06 > Vodafone Czech talks about Enterprise Convergent Services 09 > Fiber to the Home: the gate to broadband 12 > The Convergent Service layer is the future 19 > From Broadcasting to ITcasting 24 > IMS business models autumn 08
  2. 2. telco autumn 08 A magazine for the telecommunications sector editor Silvia Glas art and production Ludmila Brestovanska Beatriz García Raquel Mesa contributors Christopher Dulya Ricardo López Miguel Ángel Morcuende Susana Sanjurjo guest contributor Thérèse Cory subscriptions: All rights reserved. The brands and product names in this publication are trademarks of their respective owners. The information contained in this publication is summary in nature and subject to change without notice. This publication cannot be reprinted in whole or in part without express, written permission from Atos Origin.
  3. 3. FROM “BROADCASTING” TO “ITCASTING” Before beginning the article it is necessary to clarify the title. Traditionally, the term “broadcasting” referred to distribution of radio or video signals, essentially through radio and television stations. The author uses the term “ITcasting” for all companies that distribute contents within the IT field (Information Technology); in other words, any company that uses information technology to distribute contents, including radio and television stations, content producing companies, traditional telephone operators, mobile telephone companies, any company that distributes its contents through the Internet, and even contents generated by the user (UGC, User Generated Content). So, the title is making reference to the convergence that the traditional broadcasting sector is making towards the IT world. This was confirmed in the last meeting of the broadcasting sector, called NAB show, held in Las Vegas in April ( The NAB Show is the flagship event of the sector, which brought together 105,259 people from 163 different countries with 1,296 official news media attendees. Now that we have explained the title we can continue with the article. Approximately one year ago, Atos Origin Iberia decided to create the “New Media and Entertainment Division” in its aim to focus on the Telecom and Media markets. The objective was twofold, on the one hand it would enable a unification of synergies from both sectors and on the other hand it would convert Atos Origin into a key player in the markets whose central link is video knowledge or the field of communication. The penetration of this video technology is undeniable today, especially since the introduction of You Tube, a platform that manages around 100 million videos per day with around 40 million pages visited and which supports approximately 10-15% of total Internet traffic. The aim of this venture is to offer the services of Atos Origin to any company with a technological or contents need which involves multimedia related aspects. In short, to give continuity to the model of the IT Partner of the Olympic Games, of which Atos Origin has been a technological partner since 1992, with all multimedia related aspects, while ensuring that our response takes the form of an integral service, unifying the areas of content and technology. In order to carry out this process, the “New Media and Entertainment” division is developing projects for clients that cover diverse areas of activity. These areas are as follows: 1. Content delivery, IPTV (Internet Protocol TeleVision) and Web 2.0 2. Management of multi-channel interactive contents oriented to the field of digital media. 3. Specific historical archive for the multimedia field (Media Archive), professional services for High Definition (HD) and Digital Terrestrial Television (DTT) 4. Search Engines and digital surveillance services 5. Technology oriented towards sport 6. Audience analysis and services for mobile platforms A descriptive table of the different areas can be seen in next page. 19 Miguel Ángel Morcuende. New Media Business Development Director
  4. 4. The final objective is to provide solutions to any company in any country, with the aim of unifying them, being aware that we are faced with an incipient and emerging market, namely Digital Media. We must remember that the Atos Origin group currently has a presence in 40 countries ( Locations/default.htm). As one of our corporate values is “customer dedication” and as we are a consulting, outsourcing and systems integration company, we have the obligation of sharing all of the knowledge potential of the sector with the client, so that the projects are successful for both the client and Atos Origin. In this way, we have signed strategic alliances with 20 partners and we work in the fields of New Media and Entertainment with another 40 partners specifically for the above-mentioned areas. In short, we strive to share the concerns of our clients within a sector which is changing by the day and in which systems integration has become essential as confirmed at the “AdForum Worldwide Summit”, held in New York, September 2007, where Esther Lee, CEO of Euro RSCG in the US and ex global creative director of Coca Cola said: “Integration is an obligation not an option”. On the other hand, with the objective of carrying out the maximum number of projects possible, we have several specialist centres in Spain, located in function with the activities they develop, which include: experts in J2EE; Microsoft technology (Silverlight); Adobe technology (Flash and Flex); experts in streaming processes and content distribution networks; work teams to provide accessibility and usability for web projects; multi-disciplinary teams in Web 2.0, several teams engaged in content management, digital asset management and media asset management, specialists in storage technology and historical archive, teams based on digital boardings and visual intelligence, we provide a wide range of interactive applications for DTT, we have an ad hoc team engaged in everything related to digital surveillance and manager security services, specialists in technology applied to the world of sport with work areas engaged in improving the training systems of different sports, technologies implemented in high performance centres, and lastly specialists in audience measurement systems and mobility services.
  5. 5. 21 > CONTENT DISTRIBUTION > IPTV > Web 2.0 Content Distribution Network (CDN) Peer to Peer (P2P) Live video streaming (live) Video on Demand streaming (VoD) Pay per use Content protection / DRM Geolocation Netstorage User generated content (UGC) Accessibility / Usability Blogs / RSS / Wikis Web analysis > MANAGEMENT OF MULTI-CHANNEL INTERACTIVE CONTENTS Management of multi-channel contents Contents Management Systems (CMS) Web Content Management (WCM) Enterprise Content Management (ECM) Digital Asset Management (DAM) Media Asset Management (MAM) Developments for media centres > HISTORICAL ARCHIVE > PROFESSIONAL SERVICES FOR BROADCASTERS Hierarchical Storage Management (HSM) Web archive Storage (NAS, SAN, CAS…) Multimedia storage Digital news reports Broadcast systems integrations Digital hoardings Visual intelligence Digital Terrestrial TV (DTT) > SEARCH ENGINES > DIGITAL SURVEILLANCE Web search engines Business search engines Search Engine Optimisation (SEO) Search Engine Marketing (SEM) Data mashups Intelligent search engines Internal and external audit External intrusion test Anti-fraud service Prevention services Managed Security Services (MSS) > TECHNOLOGY APPLIED TO SPORT Scouting Sports coaching High performance training systems Training systems (video) Physical effort measurement systems Volunteers Hospitality services Access control Ticketing Sporting infrastructures > AUDIENCE MEASUREMENT > MOBILE PLATFORMS Audience measurement Visual audience measurement SMS/MMS platforms Distribution of video in mobile phones Social network applications 3G video gateways Advertising Games Video platforms (upload) Another of our strengths is the capacity to transmit our knowledge, which is why we actively participate as speakers in the majority of forums of reference in the sector, and sometimes Atos Origin holds specific and monographic workshops exclusively for our clients. An example of this is the “Search Engines” workshop held for the first time on 26th September 2007 with a second edition being held in September 2008. We also prepare specific “business breakfasts” which focus on a particular issue which either concerns the sector or which Atos Origin has detected as an emerging technology. We do this in Madrid in a Business and Innovation Centre which is equipped with all the latest technology, in a work environment which is unequalled in terms of multimedia capacity and facilities and comfort for the users. All of this enables us to transmit exclusively to our clients, both market trends and our experience acquired in projects. The final objective of all of this is to assist our clients in their decision-making throughout the life of the project, actively participating in the process from its conception to its final implementation. The New Media and Entertainment Division works very closely with the Atos Research &
  6. 6. Innovation Division, which is engaged in research projects financed by European Union funds. This division is made up of two hundred professionals from the R&D field, and by collaborating with them and drawing from their experience, the projects become a prolongation of client projects. An example is the “Live Project” ( org/) which seeks to improve the lineal approach of TV broadcasting of live sporting events, using digital technology and content formats which enable viewers to shape their own interactive and personal viewing experience, radically changing the way sporting events are viewed. This project began in 2006 and will end with a pilot test during the 2008 Olympic Games in Beijing. One of the areas which should receive special attention over the coming months is that of Web 2.0 technology. This includes everything to do with Web TV, User Generated Contents (UGC), distribution of contents in networks Peer to Peer (P2P), etc. While on the subject of P2P, this technology is gaining in popularity due to the broadband saving achieved when using distribution techniques called Gridcasting. The reason why Web 2.0 is a special area can be divided into two arguments. On the one hand, it is due to market demand, and on the other hand, due to the data which we have available. An example lies in the leading Internet companies, such as Google, Yahoo! And Mircrosoft which purchased eighty-five Web 2.0 startup companies between 2001 and 2006 (“Web 2.0”, Antonio Fumero and Genís Roca, published by Fundación Orange, authors). Another important factor lies in the context of the user generated contents, which is illustrated by the statistics referring to the visits made to the pages of You Tube, Blogger, Myspace and Flicker, which have experienced a growth of 668% in the last 2 years. And lastly, it should be pointed out that risk capital companies invested 650 million euros in Web 2.0 in 2007 (according to el ). Another relevant aspect for the forthcoming months lies in the context of mass storage, interactive services for DTT and the evolution of High Definition (HD) Systems. The argument is clear, with the increasing number of DTT channels, with the introduction of new high definition channels in Spain and with the significant increase of user generated contents, there is an increasing need for a mass storage strategy. Some of the media reports in relation
  7. 7. to this issue include: according to IDC “the contents market represents 8% of European GDP”; “the online contents market will triple in 2008”, according to Silicon News: “Spain is the third European country in terms of Web 2.0 users and has invested 4,500 million euros in the Information Society”. It is clear that contents have to be in a digital format, but it is also necessary for them to be available immediately, so that any company may carry out an agile exchange of contents, while including certain business rules. As the future lies in the digital exchange of contents, those companies which have not addressed this process will be obliged to do so if they want to survive in this digital ecosystem, whose nature will be the exchange of contents as indicated in the title of the article, ”ITcasting”, referring to the mass distribution of contents through any media and any channel, using the IT technology available at a given time. Therefore, one of the key factors of any system will be the storage of digital assets for their exchange, sale or distribution. We could even claim that an excellent digital asset management will provide a differential value for the company in question. But the way of communicating with the final user will also be a key factor in a company’s brand strategy, irrespective of its professional area. In view of the above, having a well-defined strategy in digital asset management will be fundamental in the indexing, searching and recovery of data. However, for this strategy to be successful, it is necessary to clearly define the asset storage methodology in order to ensure the immediate availability of the data, applying the appropriate business rules for each asset and allowing their distribution through any media and any channel. The result is clear: reaching final clients in the shortest period of time possible. All of this will be viable if the storage of the contents enables high availability and the distribution of the contents is optimised for multichannelling. Lastly, at Atos Origin we wish to assist all those companies which are undertaking communication projects based on video. Our goal is to provide a clear vision of where market trends are going, what the best individual solutions are for each company, and we believe that we speak a language that companies wish to hear at all times and for all projects. This language coincides with one of our corporate values “our objective: excellence in a team”. In short, “a hunger for knowledge, professional ambition and an entrepreneurial spirit are the engines of our innovation in a flexible environment with collaboration, communication and transparency, allowing the creation of value for our clients”. All of the companies in the sector seek an IT integrator of reference which understands and speaks the language of video, broadcasting, communication, business profitability, methodology… while also speaking the IT language. In other words, one which understands the control and management of projects, methodology, management of change, innovation, software development centres… At Atos Origin we feel proud of being able to assist our clients in achieving their success and business goals. Q 23 “The online contents market will triple in 2008”, according to Silicon News: “Spain is the third European country in terms of Web 2.0 users and has invested 4,500 million euros in the Information Society”
  8. 8. Content Management Congress Madrid, May 8- 9 Atos Origin sponsored this event organized by IDC and led a session developed around its expertise as a global technology provider for the Olympic Games and also reflected on the implementation of solutions within the Content Management arena. Atos Origin offers a broad portfolio of solutions ranging from traditional Content Management to Digital Asset Management, through Web Content Manegement and Enterprise Content Management. Atos Origin’s session focused on its Digital Asset Management solution, the one with more promising development prospects in coming years, according to recent market research. Next Generation TV Madrid, May 7-8 On May 7th and 8th the Next Generation TV event took place, organized by IIR and sponsored by Atos Origin. During the last day of the event, our New Media division had the chance to present its expertise and offerings to the industry. We talked about ‘’ITcasting’’, the term used to define companies related to content broadcasting within the IT arena. MVNO Executive Forum 2008 Barcelona, May 7-9 This time, Atos Origin presented, before an international professional audience, its experience regarding critical factors for the launch of new MVNOs through the success story developed around the successful launch of Asturias’ virtual operator, Telecable. 30 Launch of the Atos Origin Next Generation Network Services website pages The Atos Origin Next Generation Network Services (NGN services) website is now available and presents information on the NGIN services developed and carried out at our Expertise Center in Madrid, Spain. Atos Origin NGIN solutions enable telecom operators to become total communications providers, offering convergent voice and data services to mobile, fixed, and IP devices for enterprise and residential markets. The site describes our services portfolio that include Virtual Private Networks (VPNs), Wireless Office, VoIP/DSL, Soft phone Communicator, Home Zone, Free Divert, convergent prepaid and post-paid billing among others. Please find us at: For more information contact us at : iTV: Interactive Television – Project Live (Beijing 2008) Madrid, Atos Origin Business & Innovation Centre, July 2 Atos Origin got together its New Media customers to introduce its research project LIVE, aimed at developing new production methods. This innovative project is supported by recent intelligent tools that will facilitate the transformation of the broadcasting of large live events such as the Beijing 2008 Olympics. These new production methods will use multiple video streams during live events that will enhance the capability to react to viewers’ preferences, thus having a huge impact on production during the broadcasting of live events. Likewise, and together with our partners, we introduced our latest offer in Multichannel Interactive content Management, Mobile Interactive Solutions, Global Audiovisual Archiving Services (Outsourcing) and Video Transfer Optimization services.
  9. 9. Albarracín, 25 _ 28037 Madrid Atos Origin is the official TOP Sponsor and Worldwide IT Partner of the International Olympic Committee (IOC), for all Summer and Winter Olympic Games from 2002 to 2012. Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. November 2008.