Success comes to those who go with open architecture based solutions
By Paul Pastor
There’s no one route to the future of OTT – especially in an AI world – but if you build your platform on open architecture, you can get there successfully.
A hot topic in recent weeks has been how open architectures provide access to continuous new innovations: feature integrations, best of breed solutions, and today, the power of AI and AI marketplaces. At IBC2023 and APOS Live, we learned how India’s aha “glocal” strategy is expanding, built on our open platform, to new languages, gaming, and even a coming Tik Tok-like “aha Mini” to capture younger viewers. Philippines’ Cignal TV are using Quickplay’s open-architected platform to stay ahead of consumer trends, creating Pilipinas Live sports service for Filipinos worldwide with enhanced viewing features that drive engagement. The team at Caretta Research championed “super aggregation” strategies, built on cloud native, open architected platforms, which can make MVPDs streaming winners in the next decade. And Quickplay demonstrated how our open architecture allowed us to leverage AI marketplaces to create new opportunities to engage, satisfy and monetize audiences.
This last point is important – with the race on to capitalize on the power of AI, the cost, flexibility and time-to-market advantages of open architectures are more important than ever. While others are talking about the promise of AI, our platform has already integrated with AI marketplaces. Through our partnership with Google Cloud, we used Vertex AI to produce a proof-of-concept in just a sprint; it streamlines the rocky path of search and discovery by:
- Plugging into Generative AI marketplaces and leveraging their Large Learning Models (LLMs) to improve metadate and ultimately the entire search and discovery process for consumers; and
- Using the power of our CMS – where data and open architecture converge – to make iterative queries relevant by applying results to cohorts and maximization strategies such as promotions, engagement and monetization.
Our search and discovery proof-of-concept is the tip of the AI iceberg. We’re already adapting it to expedite discovery across radio, podcasts and multi-brand video libraries, and we’re working with our partners to identify and leverage AI ecosystem tools that can vault our customers ahead of competitors.
We’ll leave it for the team at Caretta Research to put their finger on the pulse of what this means for the OTT industry. Caretta predicts that to survive an impending thinning of the ranks, that the winners need to build on “cloud-native, open architectures enabling strategic optionality and AI-based technologies. Those that survive, and thrive, will be those that focus on technology enablement strategies that position them to win now and far into the future.”
We couldn’t agree more.
