I recently had the chance to share a tradeshow stage with Borika Vucinic, VP of Network & Technology Services at Bell Media, to discuss the company’s ambitious journey toward a modernized broadcast infrastructure — one that bridges the flexibility of the cloud with the control of multisite operations. We talked about how this hybrid approach combines centralization with geodiversity to enable both operational efficiency and creation of new revenue streams.
If your broadcast organization is considering a similar model, read on for highlights from our conversation during the IBC2024 session titled, “Bell Media Drives Business Transformation with Innovative Technology.” Find out how the company became a successful early adopter of hybrid/multisite channel origination and playout, integrating next-gen on-prem and cloud solutions, future-proofing for streaming, and launching and monetizing new services.
Driving business efficiencies and enhancing revenue
“Our goal was to simplify, optimize, and automate,” Borika explained at the outset of our conversation, recalling the initial steps of Bell Media’s journey, which began more than three years ago. “We wanted to move from manual workflows to automated ones, making the most of technology both on-prem and in the cloud.”
Bell Media aimed to evolve from reliance on five separate master control locations across Canada to working from two fully redundant, geo-diverse facilities. In doing so, Borika said, the company realized millions in operational savings through resourcing, space, and HVAC efficiencies. She further noted that Bell Media’s multisite project was not only a technological transformation, but also a strategic business move. The vision was dual-pronged: operational efficiency alongside business delivery.
“We had a business project in mind — to enable targeted ads on our platform, and that’s what really drove executive buy-in,” said Borika. “The capital investment from our business team wasn’t just about reducing costs; it was about enhancing revenue.”
In launching Canada’s first addressable TV ads, Bell Media created new revenue streams, reaching targeted consumers through linear broadcast. The approach also aligned Bell Media’s operational efficiency with business goals, allowing Bell Media’s executives to see the initiative as more than a cost-saver.
Taking transformation step by step
Bell Media’s strategy for success involved introducing change in phases, minimizing risk by building confidence incrementally. “We started with an MVP (minimum viable product) approach,” Borika noted, describing initial testing on a small channel to work out any issues and test geodiversity before scaling up. “We knew that if any issues arose, we could solve them without risking high-stakes broadcasts.”
This phased approach enabled the Bell Media team to learn and adapt gradually. Simpler playout scenarios allowed the company to train staff members effectively and get them thinking about how various tasks could be automated. As the company moved from smaller channels such as the Comedy Channel to CTV’s main network channels, the workflow grew stronger with each step, a strategy that paid off in handling complex channels.
Adapting to a radically new workflow required Bell Media’s operators to embrace a steep learning curve. Borika was surprised by their enthusiastic response, but she found that the project’s clear business case motivated staff, as they understood that their efforts were tied directly to Bell Media’s success in the competitive TV advertising market. Through a mix of training and redesigned workflows, Bell Media created multiskilled operators who could manage tasks across the network, sports, and news verticals.
“The transition would not have been possible without our team’s willingness to adapt,” she said. “We sometimes assume people are reluctant to change, but our operators were excited to work with new technology.”
Using virtualization to power operational agility
Underpinned by virtualization, Bell Media’s multisite project enabled the company to deploy infrastructure in the cloud or on premises as needed. This setup has reduced dependence on costly hardware replacements, allowing for updates through software alone. With flexible virtualized infrastructure, Bell Media also has been able to adapt quickly to changes in demand, location, or resource availability.
“The technology side involved a shift to IP ST 2110 standards and virtualization,” Borika explained. “It was essential not just for compatibility but also for cost efficiency.”
Imagine Communications played an instrumental role in Bell Media’s multisite project by supporting the company’s virtual infrastructure. Collaborative real-time problem-solving proved to be critical in navigating the intricacies of virtualization and automation.
“Having Imagine Communications on site with us meant we didn’t have to go through the traditional slow ticketing process,” Borika said. “They saw issues as they happened, which saved us valuable time in resolving them.”
Real-world resilience: floods, failover, and geodiversity
Borika gave a real-world example of the value delivered by Bell Media’s transformation, describing how an unexpected flood threatened one of the company’s primary locations in Montreal. The water main burst right beside the master control facility, and with equipment in the building’s basement under 10 feet of water, Bell Media had only two hours to shut down before the power went out entirely. Thanks to its geo-diverse setup, Bell Media was able to shift operations to its Scarborough, Ontario, site seamlessly.
“We were back on-air without skipping a beat,” Borika shared, noting that Bell Media’s multisite redundancy provided a critical safeguard. The automation that facilitates rapid transitions between locations also enhances daily operations, enabling operators to assess issues on the go.
Just getting started
Moving forward, Bell Media plans to explore further cloud-based opportunities, which Borika believes will enable even more customized features. “Within six months, I anticipate we’ll have more functionality on cloud than on-prem, giving operators more tools and flexibility,” she said, underscoring the potential of this next phase.
By bringing business strategy and technical innovation together, Bell Media has not only transformed its operational capabilities but also set a new standard for resilient and adaptive broadcasting. As Borika put it, “The proof is in the pudding — and we’re just getting started.”
Get the whole story
These are highlights from the conversation between Bell Media’s Borika Vucinic and Imagine Communications CEO Steve Reynolds. Check out the full 30-minute replay to hear more about Bell Media’s multisite transformation.
