Manufacturer Musings: Scott Murray, Telestream
Telestream's Scott Murray will embrace the software revolution at IBC2016.
Name: Scott Murray
Job title: VP corporate marketing and desktop products
Number of IBCs you’ve attended? ~20+…I’ve lost count!
What do think will be the big technology trends at this year’s IBC?
The availability of streaming to the masses utilising software-based production tools is what I see as the biggest breakthrough for this IBC. With Facebook Live, YouTube Live and other streaming portals, customers now have an opportunity to easily reach billions (!) of people throughout every corner of the globe. What an exciting time to be in live production!
What will your company be highlighting at IBC?
Telestream has historically been known as the file transcoding company. We coined the term “Flip” and customers around the world are creating and transcoding content utilising our Vantage transcoding software to create on-demand assets. Telestream has heavily invested in tools that enable customers to easily stream live, and on-demand content. This IBC, Telestream will be showing the newly introduced Lightspeed Live Stream and Lightspeed Live Capture products to facilitate live and on-demand streaming. Our Wirecast 7 live production and streaming product will be highlighted to round out the streaming story.
Additionally, we can’t neglect our core transcoding customers and so we will be showcasing Vantage 7 with all sorts of fantastic new features to help our customers be successful for the creation of file-based assets.
Last, but not least, we will be highlighting our cloud solutions. If you want to move to an op-ex driven SaaS model, then we offer the ability to ‘pay as you go’ with our Telestream Cloud offering. We can also provide private cloud capabilities.
What do you think is the biggest challenge facing the TV industry right now?
Two things: advertising supported business model and a fundamental technology shift.
We all know that the explosion of channel offerings through traditional cable, satellite and OTT has splintered the advertising pie. For traditional broadcasters, monetisation of assets, either on-demand or live, is a challenge. The good news is that video is prolific and will continue to increase as technology makes it easier for content creators to reach their audience. The key is to win the war for eyeballs. This means you need to embrace a streaming strategy to augment your current broadcasting base. The ability to drive traffic through cost-effective streaming is what will win the war.
For technology, wow, is it such a fascinating time to be in the video industry! In years past we had technology shifts that were fairly linear, for example, analogue to parallel digital to serial digital to (gasp) high definition video. Now we are faced with 4K/UHD, 8K, high dynamic range, IP to replace SDI, SaaS models, virtualisation of software in a private datacentre, and streaming. How does one choose the technology base? Well my bet is on software for processing and IP for content routing. This why I’m so bullish on the direction Telestream is heading. We’re a software company that embraces the technology shift to software-based processing coupled with the widest streaming portfolio.
Given that the RAI is two meters below sea level, what is your business doing to address climate change?
If you’ve ever had the opportunity to come visit Telestream (or any of the other video companies here in Northern California) you will see what a beautiful environment we live in. We are passionate about our area and want to keep it beautiful.
Locally, we aggressively recycle and our buildings are very green, utilising the latest LED lighting technology. Our emergency generator is even powered by clean burning natural gas.
What are you top tips for trade show survival?
Plenty of sleep, water and comfortable shoes! Most people underestimate the need for hydration and water is far and away the best choice for staying healthy. I’m a bit of an exercise nut and, believe it or not, I love to hit a local gym either before or after the trade show. It’s tremendous fun to meet new people at a Bikram Yoga studio or CrossFit box. Sure you’re tired from standing around, but a good stretch or workout will help you stay energised…that is, as long as you are getting plenty of sleep and drinking enough water!
Your favourite place(s) in Amsterdam to unwind and why?
I absolutely love riding a bicycle to and from the RAI. After a long day, a brisk bicycle ride sure perks up ones spirit. At the end of the day, it’s easy to leave the show, grab a cab, go drink some beer and eat some heavy meal. This year, think a bit different. Pretend you’re Dutch for a week and ride a bike. Eat light. Go ‘native’. Amsterdam is one of my favourite cities in the world, and it’s not just the architecture and museums (which are amazing) but it’s the people that give it life.