With the introduction of a national and multiplatform programming block aimed at children, Sinclair Broadcast Group (SBG) was set to reenter a content area that has long been a staple of broadcast television. But rather than rely on traditional means for delivering content to its affiliate stations and other distribution destinations, SBG desired an approach to playout that would enable the broadcaster to better customize content and more precisely target advertising to the needs of individual affiliates.
SBG also required a technology foundation for the project that would prove economically feasible for provisioning resources that would only be in use for a few hours a day, and would easily adapt to changing market dynamics and technology refreshes. SBG’s on-air plans called for an incremental rollout of the new service to a large share of its nearly 200 affiliates, making the ability to quickly scale distribution operations another must-have attribute of the operation.
The business benefits of this boundary-breaking installation are primarily derived through the migration of traditional applications to a virtualized environment and include near limitless scalability, resource elasticity, and rapid service introduction. The almost-instantaneous provisioning of a new instance of Versio is key to enabling SBG to eventually customize content and commercial payload for each affiliate, exposing the broadcaster to fresh opportunities to increase customer loyalty and generate new revenue through richer ad targeting. The software-only approach also allows SBG to add new affiliates to the service’s distribution system without the costs and investment in time that are required with a hardware-based solution.