NAB Perspectives: Elemental Technologies’ Wymbs on Media Multiplication

In the broadcast industry, media have been duplicating for quite some time: analog and digital, SD and HD, etc. Today, however, the big trend Elemental Technologies is seeing goes beyond mere duplication to expanded multiplication, where one piece of media has multiple destination points in multiple formats for multiple devices.

“The key trend is the multiplication of media,” says VP of Marketing Keith Wymbs. “For 50 years, you saw content expand, but it was really channel by channel. Moving from analog to digital, there was a duplication effect, where a channel would have to be both. When HD happened, there was another duplication effect between HD and SD, but what’s happening now is beyond duplication; it’s multiplication.”

Such multiplication, Wymbs says, stresses resources, people, and processes, and Elemental is getting a great deal of traction with programmers that want to alleviate some of that stress. Elemental helps programmers deliver their content to multiple devices, all of which require different profiles and different technologies.

“The technology you use to get to Apple devices is slightly different than what you’re going to do for Flash, which is different from Microsoft Smooth Streaming, let alone the typical MPEG streams for a TV set,” Wymbs explains. “When you think about the strain of the industry 10 years ago when HD was coming out, imagine that times 10. That’s what they’re dealing with.”

Given that trend, Wymbs has seen a great deal of gravity throughout the NAB Show around the Elemental booth.

“Everyone wants to get to those other devices,” Wymbs says. “They want a solution to deal with the fact that they’re on a one-lane highway and they can’t stuff enough cars down it. They need something that parallelizes and can get them from point A to point B faster.”

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