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Imagine Communications Simplifying Media and Playout Functionality Migration to the Cloud

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Imagine Communications Simplifying Media and Playout Functionality Migration to the Cloud

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March 31, 2014
By Michael Guta
TMCnet Contributing Writer

With so many delivery models available in the entertainment market, organizations have to ensure they have the latest application for delivering their content across all mediums, while limiting compatibility issues with each other. Whether the content is being delivered on mobile, tablet, PC, or TV, companies have to have the flexibility to migrate media and functionality. To make this possible Imagine Communications, a software and networking solutions provider serving the global media and entertainment markets, has introduced MediaCentral.


This new platform is a service oriented framework for the industry that will ensure organizations will be able to deliver their content when new formats, innovations and delivery models are introduced.

The disparate formats currently used in the marketplace for media and play out solutions in ad sales, traffic, scheduling and automation has created a distinct, separate and premise-based platform that is not geared for industry wide collaboration. The MediaCentral platform has an architecture of module and IP-based services to improve the way in which media companies will be able to monetize and manage their assets.

"The MediaCentral framework gives customers elastic scalability that allows them to manage more stations, more networks and more distribution channels efficiently, while providing a much-improved Revenue and OpEx model. This framework is leapfrog technology that enables our customers to more effectively monetize both linear and nonlinear business, as well as integrating advanced, addressable advertising capabilities," said Charlie Vogt (News - Alert), CEO of Imagine Communications.

MediaCentral framework:

  • Allows media companies to manage their businesses across formats, delivery platforms and multiple locations
  • Optimizes the infrastructure media companies have, providing a seamless migration path to cloud-based, next-generation media and playout
  • Advanced advertising with new modules such as addressable, impression-based advertising can be easily added into existing services to create customizable campaigns
  • Makes inventory available across a range of devices and platforms including linear TV, mobile devices, video on demand and OTT can be accessed to create cross-platform campaigns

The company is using its MultiService Software-Defined Network (SDN) with the unifying architecture to bring all media into the IP layer to enable software defined workflows. As mobile devices continue to be the preferred computing choice for consumers, content providers have to make their content readily available anytime/anywhere. It is therefore essential to improve the way video is managed not only through broadcast facilities, but all other delivery methods for providing a seamless and gradual migration to an all IP world in which consumers are demanding multiscreen services.




Edited by Cassandra Tucker

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