161 MEDIA & COMMUNICATIONS new standards such as ATSC 3.0, DVB-I and TV 3.0. This forces a convergence of standards for broadcast and streaming technologies, mostly aligning with ROUTE and DASH protocols. As these new protocols gain traction, cloud processing will become even more attractive, offering a bridge to 5G broadcast and low-earth-orbit satellite broadband. Another incentive for the media industry to go cloud-native is to keep up with consumer expectations. Viewers have come to expect all the conveniences that streaming offers, in pristine quality and especially for premium content. Content providers such as Disney and Zee Entertainment are ramping up their direct-to-consumer efforts and scaling up platforms for millions of users all over the world within a matter of a few years. This is only made possible by transitioning to an extensive cloud-native infrastructure. In the meantime, service providers require a return on their large investments in traditional distribution networks. And they must leverage their associated customer base by offering their viewers more personalisation and interactivity. Ateme supports this convergence of content contribution, distribution and consumption experiences by enabling operators with multiple platforms to distribute cloud-native free advert-supported television channels over traditional networks. This allows cable and terrestrial operators with an over-thetop (OTT) service the ability to experiment with their streaming services, gather data and broadcast their most popular OTT programmes over their legacy networks at minimal cost. Ateme was at IBC in Amsterdam, the Netherlands, in September where we showcased our future-ready end-to-end solutions. François Guilleautot is director of cloud solutions at Ateme Photo: Unsplash/Gordon Cowie
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