‘NAB is the biggest trade show in our calendar’ – digitalstudioindia

‘NAB is the biggest trade show in our calendar’

As the countdown for NAB Show 2017 begins, Digital Studio asked Raj Yadav, regional sales head (South Asia) at Imagine Communications, for his thoughts on the event. Here’s …

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As the countdown for NAB Show 2017 begins, Digital Studio asked Raj Yadav, regional sales head (South Asia) at Imagine Communications, for his thoughts on the event. Here’s what he had to say:

On the objective of participating at NAB Show 2017…

Our demonstrations at NAB this year are all around helping broadcasters and media companies develop their transition plans, and accelerate implementation, to modernise their production, playout, and distribution facilities. That includes software-defined architectures, IP connectivity, and cloud-native applications.

A critical part of the challenge is the seamless and disruption-free adoption of next generation architectures as and when broadcasters are ready to do so. Imagine has unrivalled experience in delivering proof-of-concept and final solutions for media enterprises around the world. As part of the NAB presence, experts from Imagine and its customers will be sharing this knowledge and expertise, helping everyone to realise their ambitions.

A stage on its new booth location in the South Lower hall (SL1516) will feature regular ImagineLIVE Power Sessions. Subject matter experts from the company will join partners and customers from across the industry to discuss the trends and realities facing media professionals today. Several of the sessions will focus on how Imagine Communications is leveraging its early embrace of next-generation architectures and technologies, including microservices, cloud-native applications, and unified distribution, to fully exploit the benefits of IT-based virtualised environments using commercial-off-the-shelf (COTS) platforms.

Alongside this, of course, we will also demonstrate our technologies and introduce key new products.

On the plans for this year’s show…
NAB is the biggest trade show in our calendar. It is the focus of some important new introductions of products, services, and solutions. It will also see our product, sales, and support teams from around the world on hand to discuss solutions in detail with visitors.

It is important to remember that it is not all about IP. Every media enterprise will choose its own pace of change, so our presentations will be as much about supporting legacy infrastructure as they are about the future. Allied to that is the help with the transition when the time is right for the user through hybrid SDI/IP solutions. Every company will follow a different path and timetable to next-generation architectures. At 2017 NAB, will demonstrate our ability to help customers complete their journey regardless of their starting point.

On the exciting technologies this year…
There is a huge amount to get excited about! Two key areas though.

First, the move to IP connectivity has gone, in just a few short years, from a science project to a proven platform. At NAB 2017, we will be focusing in particular on IP in live production, building on the work of AIMS, the Alliance for IP Media Systems, which we helped found and now embraces more than 60 vendors offering open solutions.

Second, we have to consider new routes to monetisation. One of the ways in which revenue will be protected and developed is through the automated placement of advertising across all platforms, including dynamic advertising replacement. Tightly integrated with and complementing Imagine’s playout and distribution portfolios is the company’s market-leading ad management solution portfolio. Imagine’s powerful and modular xG platform is a next-generation solution for managing orders, optimising inventory and executing billing across all platforms, including traditional broadcast and OTT.

On the association with NAB Show…
If you look at the lineage of Imagine, many of our constituent companies have been exhibiting at NAB Show for many decades–long before it set up a permanent home in Las Vegas.

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