Cloud Platform Allows Pay TV SPs To Maximize Multi-Screen Potential

ScreenPlaysIrdeto’s Multiscreen Managed Service Overcomes Operational Barriers to Next-Gen TV Services


Pay TV service providers have reached a point in their TV Everywhere initiatives where ad hoc reactions to market trends must give way to strategies that will allow them to take the lead in driving consumer demand for a superior multi-screen viewing experience.

So far, enabling a TV Everywhere (TVE) service has been a costly, slow-paced enterprise largely undertaken as a defensive measure against a mounting threat from over-the-top (OTT) video. As a free value-add to traditional pay TV service, TVE is designed to keep existing customers and to attract new ones by ensuring the users will have a much better set of programming options when accessing content on computers, tablets, smartphones and other connected devices than they can get by relying solely on OTT providers.

But with growing numbers of consumers accessing long-form entertainment on a rapidly expanding population of Internet-connected devices, operators have an opportunity to transform multi-screen viewing into a next-generation TV experience that transcends what viewers are accustomed to in either the OTT or pay TV environments. Moreover, with the potential to drive viewership to mass market proportions, such a service opens a path to monetization through advanced advertising that has not been part of the TVE agenda up to now.

To realize this potential requires much more than making sure content is delivered to every device. Live and on-demand content must be delivered in a way that makes it easy for consumers to find what they’re looking for no matter what device they’re using. Personalization of the user experience with advanced discovery and rich features augmenting content and advertising is fundamental.

In light of the current limited rate of progress for TVE and the difficulties operators have encountered in getting just this far, it may seem that any opportunity to realize these next-gen service aspirations would be well off in the future. But, in fact, technology advances have made it possible to create a viable multi-screen service infrastructure that is capable of meeting these criteria if operators can find a way to do so that minimizes the operational and cost burdens.

This must be a future-proof infrastructure with sufficient scalability and flexibility to adapt to new opportunities and technologies over time. From the start, it must be able to take operators beyond the initial goals of TVE to deliver the benefits offered by the most recent technologies, including personalized content discovery features, first- and second-screen interactivity, socialization of the viewing experience, addressable advertising, consistency of experience across all devices, whole-home media management integrated with cloud-stored assets and much else.

Irdeto Multiscreen is a managed service executed by a global team of integration and service management professionals to enable all the functionalities and features that are essential to a next-generation pay TV service. With a pre-integrated set of solutions that support basic requirements, the platform reduces the risks and burdens of managing relations and contracts with individual suppliers while providing operators sufficient flexibility to customize and introduce features specific to their individual needs and to accommodate changes in requirements as technology evolves.

Specifically, Irdeto Multiscreen managed service:

  • Allows operators to deliver an intuitive interface adapted to the capabilities of any targeted device. It includes support for personalized recommendations and presentation of compelling visual content channels based on sophisticated sorting, filtering and profiling mechanisms.
  • Brings together and integrates into existing operations support systems all the essential components of a next-generation multi-screen service platform for delivering live and on-demand content, including:
  • comprehensive workflow control over all processes, including content ingestion, metadata compilation and tagging, content protection, CDN management and advanced advertising
  • facilities for cloud-based file storage, transcoding, origination and stream packaging
  • third-party software systems supporting advanced navigation, interactivity, socialization and other aspects of a personalized user experience.
  • Provides optimum balance between public and private clouds, ensuring operators can put their own facilities to use when necessary to meet certain requirements specific to their operational environments. At the same time, users of Irdeto Multiscreen achieve the cost benefits that flow from shared usage of cloud resources across multiple operators.
  • Enables operators to quickly undertake pilot trials of an end-to-end advanced multi-screen platform in a matter of days rather than months with the ability to scale to full commercial rollout with minimum delays once a trial proves successful.
  • Supports ongoing adjustments in architecture and components as technology and market conditions evolve.
  • Allows operators to employ the transcoding, content protection and other processes used in the multi-screen domain to support traditional services as well, thereby facilitating migration to all-IP operations over time.

Irdeto Multiscreen is a natural step for Irdeto to take, given its long experience working with operators to create multiscreen and OTT TV services and to enable ironclad security environments for high-value content in all service environments. The list of global customers delivering multi-screen services with assistance from Irdeto includes Comcast, Cablevision, Rogers Communications, Viaplay in Scandinavia and Russia, Astro in Malaysia, FOXTEL in Australia, Mediaset’s Reti Televisive Italiane and many more.

Market Imperatives behind Next-Generation Multiscreen Service

Video Consumption Patterns

The capabilities embodied in Irdeto Multiscreen have arrived at a moment when market trends dictate a much more proactive approach to delivering multi-screen services than has been the case so far. Taken together, the connected device evolution, changes in consumer behavior and OTT initiatives on the part of traditional TV programmers and pure-play Internet video service providers spell an end to the pay TV status quo.

Simply reacting to these trends is not sufficient. The sheer pace of developments doesn’t leave time for incrementally cobbling together successive sets of functionalities in response to market developments. Instead, operators must seize the opportunity to take the lead in fashioning a multi-screen service that defines the next-generation television experience.

One barometer signaling what’s ahead is the projected share of Internet traffic attributable to video, as reflected in the latest Visual Networking Index survey from Cisco Systems (Figure 1). Notably, the first VNI survey from Cisco in 2009, representing a variety of routing data and research results reported by various research companies, tabulated the video share of global consumer Internet traffic to be 2,883 petabytes per month (PB/M) out of 11,602 PB/M total consumer traffic, or 24.8 percent. Video traffic was projected to hit 12,528 PB/M in 2012, representing 38.5 percent of the projected consumer traffic total.

In actuality, according to the 2013 VNI survey, video traffic averaged 14,818 PB/M in 2012, representing an 18.3 percent increase over the projected total. Video accounted for 42.2 percent of total consumer traffic.

In other words, what were viewed as aggressive projections in 2009 turned out to be under estimates three years later. Now Cisco is estimating video traffic will hit 52,752 PB/M by 2017, representing 53.3 percent of consumer traffic projected for that year.



By Cisco’s calculations, by 2017 nearly three times more traffic will traverse global networks compared to the traffic total recorded in 2012. Beyond the sheer growth in the population of Internet users key factors driving the traffic surge are deemed to include:

  • Faster broadband speeds: Globally, the average fixed broadband speed will increase 3.5-fold 2012-2017, from 11.3 Mbps to 29 Mbps.
  • More devices and connections: By 2017, there will be more than 19 billion global network connections (fixed/mobile personal devices, M2M connections, etc.), up from about 12 billion connections in 2012. Wi-Fi and mobile-connected devices will generate 68 percent of Internet traffic by 2017.
  • More video: By 2017 users will generate three trillion Internet video minutes per month, equivalent to 6 million years of video per month or 1.2 million video minutes every second.

Myriad studies tracking consumer usage patterns support Cisco’s macro view of global trend lines. TDG Research, for example, predicts that by 2017, 65 percent of U.S. households will own tablets compared to about 30 percent today, with video consumption on the devices rising to 58 billion hours, which is equivalent to 10 percent of all current TV, video and OTT consumption. Three years ago just three percent of U.S. adults owned a tablet.

Though not as dramatic, the increase in connected TVs is in some ways more significant than tablet ownership insofar as the ability to access OTT content from the TV set brings Internet video into direct competition with legacy TV. Not only is the smart TV penetration level rising rapidly; the proliferation of IP set-tops and game consoles has brought total connected-TV penetration in the U.S. to nearly 50 percent (Figure 2), 58 percent of whom regularly view OTT content on their TV sets, according to the NPD Group.


Video consumption on-the-go is now a mainstream phenomenon, representing still another trend with important implications for operators. As the rate of consumption goes up, the rights and technology issues that have largely barred extension of operators’ TVE services beyond the home take on ever more significance. Figure 3, summarizing traffic analysis from deep-packet-inspection supplier Sandvine, puts the share of mobile traffic represented by real time entertainment, including music as well as video, at 54.7 percent of all mobile traffic as of 2012, with this share projected to rise to 69 percent by 2018.


Report 2012


Content Supplier Initiatives

Up to now the consumption patterns described above have been driven primarily by access to short-form video and long-form on-demand entertainment. Netflix is a key contributor to the volumes – according to Sandvine, Netflix accounts for 24 percent of all consumer traffic on fixed-access networks in North America, surpassing even YouTube. Growing numbers of entities, including operators as well as OTT players, are vying for a piece of the on-demand consumption pie.

But now there’s a new factor in play which has even more bearing on operators’ fortunes, which is the growing number of traditional TV as well as OTT players who are offering original programming in live as well as on-demand modes. On the broadcast network side both NBC through its sports unit and ABC have moved to streaming of live programming. And it’s now widely recognized that basic as well as premium cable networks that have not already done so are planning to follow the direct-to-consumer path blazed by HBO Go, complementing and in some ways competing with the aggregated TVE lineups offered by operators.

NBC Sports starting in mid-2013 will stream all the events it offers over its NBC broadcast network, including NFL Sunday Night Football, Triple Crown races, college sports and much else, to users everywhere on a wide range of devices, whether or not they’re authenticated pay TV subscribers. NBC Sports events streamed live from its cable channels will only be available to paying subscribers, but its break with authentication requirements for NBC broadcast network programming raises the question of which way other major broadcast networks will go as they unveil their strategies.

Disney/ABC Television Group, which in June 2013 launched the mobile WATCH ABC streaming app for Apple iOS devices and Amazon’s Kindle Fire, is making all of its broadcast network programming available live OTT, but only to authenticated subscribers within reach of the broadcast signals. After starting out with national and local programming offered through its owned-and-operated affiliate stations in the Philadelphia and New York areas, the company is in the process of expanding service availability to all authenticated viewers in reach of its other O&Os as well as other affiliated stations.

Disney/ABC has also been a leader in live multi-screen streaming of its cable programs through its WATCH Disney channels and Watch ESPN and ESPN3 initiatives. Other basic and pay TV programmers have been beefing up and streamlining OTT operations as well with an eye toward streaming existing and newly developed channels of programming directly to consumers.

By all accounts, pay TV affiliations will continue to be honored, ensuring that cable networks’ programming will only be available to authenticated subscribers, but programmers see many advantages to creating their own multi-screen distribution capabilities independent of the operators’ platforms. For example, with sufficient flexibility to put together niche channels with compelling appeal to certain audiences from their deep reservoirs of content in whatever mixes are suited to their contractual obligations, programming suppliers have an opportunity to create far more varied programming options than they can within the restrictive multichannel TV environment. Moreover, they can maximize exposure of established programs across multiple outlets, creating a connected-device viewing experience around their brands with advanced personalized features of their own choosing.

The Advertising Incentive

Advertising is a major opportunity for networks that seek to aggregate as many eyeballs as possible for personalized ad placements. So far, monetization of long-form video distribution has been the purview of over-the-top players like Netflix, Hulu and Amazon. Now, with the aggressive strategies of Google, Microsoft and myriad others coming into play, the money curve is sure to keep climbing. Hulu, for example, after registering a 60 percent jump to $420 million in revenues in 2011 logged an even bigger spike at 65 percent in 2012 with a reported $695 million in advertising and subscription sales.

For TV programmers the need to count viewing of their advertising on connected devices as part of the ad performance metrics is obvious. Among developed countries worldwide the average number of PCs, at two per household as of 2012, has reached parity with the per-household TV set average, according to research firm IHS. Meanwhile, the number of other devices capable of delivering video from the Internet, including smartphones, game consoles, connected set-tops and tablets, has gradually escalated to where the total of such devices in all households in all developed nations now exceeds the number of PCs, IHC says.

While the biggest factor behind agencies’ and programmers’ more aggressive push into online exposure for their ads and content is the fast-growing audience of consumers who can best be reached on connected devices, much of the excitement around the ad revenue potential for streamed video also rests on the potential for higher revenues from targeted advertising. Such capabilities are coming into play thanks to efforts by advertising and streaming system suppliers to create an interoperable ecosystem for advanced advertising tied to the functionalities intrinsic to IP streaming.

As a result, prospects are good that targeting viewers with ads matched to their demographic and geographic profiles as well as the context of what they’re viewing will result in higher CPMs for ad views than programmers get for traditional spot ads on broadcast TV. NBC Sports, for example, has made clear these higher revenues are a key driver behind its universal multi-screen service strategy.

The picture as to how the live streaming advertising opportunities will play out will get clearer as ever more networks expand the online viewing base for live TV. A pilot test of Nielsen Digital Program Ratings now underway with participation from a number of networks, including Disney/ABC, NBC, Fox, Univision, Discovery ad A+E, should help clarify things as well.

The New Multi-Screen Service Opportunity for Operators

Amid these fast-paced developments there’s no getting around the fact that the state of play in TVE has been less than optimal, especially for operators. According to a report issued by TDG Research entitled “A Review of 2013 TV Everywhere Deployment Status,” TVE content delivered by each of the 14 leading U.S. TV networks, including Fox Broadcasting, the top three premium networks and the top ten basic cable networks, is available on average to only 45 percent of pay TV subscribers at the 15 largest operators.

The range of availability varies from one network to the next with HBO recording 100 percent availability to authenticated subscribers in all of the 15 top operators. At the other extreme three of the top ten basic cable networks have yet to offer any type of TVE access to their subscribers, although, as noted above this is likely to change soon.

Equally telling, subscribers’ response to operators’ TVE offerings has been tepid at best. According to a report issued in January 2013 by research firm GfK Media, just 30 percent of more than 1,000 U.S. pay TV subscriber participating in the GfK survey said they had ever viewed TV online through an operator’s portal. Programmers did better in the survey with 37 percent of respondents who have watched TV online reporting they have accessed content through a TV network’s portal.

But as bad as the results were in the GfK survey, there was a bright spot insofar as nearly 25 percent of respondents said they were more likely to keep their existing TV services because of the availability of TVE products. Indeed, where things stand today is less an indication of what’s in store than it is a signal that the opportunity to make multi-screen TV viewing a mainstream phenomenon has yet to be exploited.

Much of the problem with TVE so far has to do with licensing issues, including programmers’ resistance to allowing operators to offer TVE content outside the home. This is about to change, because now that programmers have determined it’s in their vital interests to make their content ubiquitously available through their own portals while honoring the authentication requirements built into their affiliate relationships, they must necessarily make that content available as part of the operators’ TVE offerings.

Now the challenge for operators is to prepare for this sea change by taking advantage of the technologies that have made it easier to get beyond the hurdles that have made TVE a slog for everyone, programmers and operators alike. Briefly, the most important technology developments underlying the emergence of a next-generation multi-screen service include the following:

  • The maturing of adaptive bitrate streaming (ABR) – Notwithstanding incompatibilities among the major ABR modes – Microsoft’s Smooth Streaming, Adobe’s HTTP Dynamic Streaming (HDS) and Apple’s HTTP Live Streaming (HLS) – and the digital rights management (DRM) systems that apply to each mode, ongoing development efforts by suppliers of transcoding, DRM, CDN and other distribution technologies have greatly minimized the hassles of dealing with these complexities. In 2012 ABR passed a major test with global streaming of over 3,000 Olympics events live to all classes of devices utilizing a variety of platforms created by major broadcasters for each of their service regions. As a result, issues viewed as real barriers to progress as recently as the first half of 2012 are now of far less concern to OTT video distributors.
  • The success of the cloud – Cloud-based approaches to supporting the asset management, transcoding, DRM, packaging, application and other processes essential to delivering multi-screen services have been widely embraced by major TV networks for high-value live content distribution, providing assurance to operators that they, too, can exploit these efficiencies to improve the cost-benefit equation for TVE. Critically, advanced workflow management and other software systems have been designed to create seamless interoperability between processes running in the public cloud and in private facilities, making it possible for operators to maximize efficient use of all facilities for multi-screen services.
  • New standards have transformed every facet of multi-screen service implementation – For example:
  •  HTML5 has made multi-screen video access an intrinsic part of the browsing experience;
  • the European standard HbbTV, enabling distribution of premium and free Internet content over broadband connections to the TV in combination with over-the-air digital terrestrial TV (DTT), has migrated to other parts of the world with ongoing enhancements tightly coupled with enhancements to OIPF, the Open IPTV Forum standard on which HbbTV was originally based;
  • MPEG DASH (Dynamic Adaptive Streaming over HTTP) is gaining traction as a standard aimed at overcoming ABR incompatibilities;
  • open APIs have enabled construction of best-of-breed multi-screen platforms;
  • dynamic interstitial advertising placement has been made possible as a seamless extension of legacy TV advertising with the development of standards such as SCTE 35 and 130, CableLabs’ Event Signaling and Messaging (ESAM) specifications, and the Interactive Advertising Bureau’s Video Suite, which creates a common response format across multiple video players and helps define what advertisers are buying in the complex realm of personalized advertising.

The New User Experience

For operators hoping to exploit all these capabilities to get out in front of the evolving multi-screen marketplace the advantage lies with their ability to create a user experience that goes beyond what any single programmer or OTT aggregator can achieve. In part, this opportunity stems from the fact that only an operator can deliver a multi-screen service encompassing the full range of content, including all the most highly valued pay TV content, vast repositories of on-demand content and OTT fare. Equally important, only operators can apply all the advantages of a managed network to maximize the quality, feature-rich capabilities and advanced advertising opportunities enabled by IP technology.


Personalization, interactivity, socialization and the uniformity and seamless continuity of the experience across all devices are hallmarks of the Irdeto Multiscreen navigation system.


While ubiquitous availability of premium content on all devices remains the Holy Grail of TVE, this still largely unrealized goal is just the starting point for operators who want to realize the full potential of a next-generation multi-screen service.  Elevating this service to must-have status for today’s “cord-never” generation and an increasingly restless population of established subscribers will require development of a personalized, feature-rich experience that exploits the power of IP technologies to create a multi-screen service that is far superior to the legacy pay TV experience.

The many enhancements that come into play in defining this new experience revolve around four fundamental attributes of next-generation multi-screen service: personalization, interactivity, socialization and the uniformity and seamless continuity of the experience across all devices.

In this new environment, the combination of smart software, cloud-based support and HTML5 allows operators to add features and change formats quickly and to launch at scale, almost like updating a Web page.

For example, a new generation of cloud-based navigation systems leveraging HTML5 to transform the user viewing experience has opened the door to a boundless range of personalized content discovery that could be a key factor in subscriber retention and growth. Using these tools, operators can tailor the new user interface to the look and feel which they feel best represents what they are offering in support of discovery across all content sources the operator wants to include in its navigational domain. This includes the ability to maintain consistency of presentation across all devices while tailoring the field of view and the range of features and functionalities to the unique characteristics of each class of device.

The level of personalization can also be tailored to distinguish between discovery on personal devices versus the TV set, where shared viewing is common. In the former case, personalized navigation includes organization of content presentations around the personal experience of the user, support for advanced modes of search and recommendations based on personal use history and recommendations drawn from social network affiliations. Less granular levels of personalization can be employed with navigation on the TV set based on the ability of various recommendations engines to discern likely interests of viewers based on day-by-day and hour-by-hour household viewing habits.

Personalization of navigation on personal devices can also be employed as a second-screen complement to what’s being viewed on the TV set, including TVs served by legacy set-tops as well as connected TVs. Use of such devices as navigational alternatives to remote controls has become fairly common as a kind of silo’d application running separately from the TVE infrastructure. In the new cloud-based architecture, these second-screen navigational applications become an intrinsic component with all the aforementioned advanced discovery capabilities.

Second-screen personalization extends to many other features as well, including accessing supplementary information and statistics about a currently viewed program, social networking tied to communicating about what’s being viewed among friends and interactive-response apps related to polling, e-commerce and advertising. And, of course, all these features can be applied when the personal device is being used as the first screen for viewing content.

It’s also important to note that these many benefits to users greatly improve the appeal of operators’ services. The personalization of recommendations and social media integration also provide means to promote services to non-subscribers and to upsell existing subscribers.

Moreover, an advanced navigation system that achieves high levels of relevance through hyper-personalized discovery will play an important role in increasing the value of advertising as advanced modes of targeting come into play. To the extent that enhanced revenue opportunities are triggered when a dynamically inserted ad is able to reach a targeted user, consistent delivery of high-value users for activation of those opportunities will raise the ad ROI in comparison to the performance of less accurate navigation systems.

The seamlessness of experience across multiple devices is another major component of the multi-screen service. This includes the ability to engage in continuous viewing from one device to the next, move content from live viewing at home to device-based storage for unconnected viewing away from home, pause and rewind content and capture content for later playback in premises-based DVRs or cloud-based storage.  By leveraging the scheduling function on the user’s navigation system in conjunction with interfaces to NAS (network-attached storage) operators can enable shared access to stored content, using their ABR packagers to format the content to each user’s requirements on a per-session basis.

The Monetization Opportunity


With personalization and the advanced technologies associated with ABR and cloud-based applications management, targeted advertising has emerged as a major opportunity for operators to monetize their multi-screen services. The opportunity begins with the ability to include viewing of local spots sold by the operator in ad performance tabulations, thereby avoiding the loss of those viewers in ad sales valuations.

But there’s a larger opportunity as well tied to operators’ ability to leverage the multi-screen service infrastructure to support the new advertising goals of the TV industry. As discussed previously, the advertising industry is rapidly moving toward unified measurement and pricing models that make it easier to aggregate avails in video content offered through multiple device and delivery platforms. But fragmentation of the purchasing process across individual programming portals makes it hard for media buyers to execute multi-platform campaign strategies.

The emerging standards-based  multi-screen advertising infrastructure will help to overcome these barriers. Already, discussions among programming and operator interests have progressed to where business models tied to operators’ support for these capabilities can be expected to firm up in the not too distant future.

Other Forms of Monetization

The monetization potential of multi-screen services doesn’t end with advertising. In a recent study the research firm Informa predicted operators will be able to charge an additional 5% to 10% for multi-screen access on any given pay TV service tier, especially as they extend multi-screen access to devices outside the home.

In addition, operators have an opportunity to draw new revenues from multi-screen service enhancements that go beyond merely duplicating traditional subscription content on IP-connected devices. Through use of rich metadata sources and coordination of functionalities with their content partners, operators can carve out new viewing options, create topically specific package configurations, define audience segments and accelerate the variety of upsell and other marketing initiatives in ways that exploit the full power of the IP environment.

Facilitating IP Migration

Another major but often overlooked benefit of the next-generation multi-screen service infrastructure is the role it can play in the migration to an all-IP pay TV service environment.

There’s growing recognition among operators that the more operators can get away from relying on highly specialized proprietary equipment through use of commodity general-purpose gear, the better off they’ll be in terms of ongoing capital costs and operational flexibility.

It stands to reason that, if it’s possible to implement multi-screen services on a low-cost cloud-based platform with performance parameters that meet and even exceed requirements for pay TV operations in the legacy cable environment, this would be the path to choose, even if the immediate goal is to serve IP-connected devices without tinkering with the existing set-top centric pay TV distribution system. As evidenced by the capabilities embodied in the Irdeto Multiscreen managed service, commodity server and IP technology has evolved to a point where a cloud-based platform built with the full scope of operators’ needs in mind can radically alter the cap ex and op ex costs of delivering pay TV services without sacrificing the quality and management controls that operators are accustomed to with traditional infrastructures.

A key component of this migration strategy is to bring the legacy set-top into the new IP domain, which is now possible through the use of cloud-based middleware. By utilizing a thin client consisting of an HTML5 browser downloaded to such set-tops, the operator can cause the set-tops to interact with the cloud middleware to deliver many of the advanced multi-screen service applications in the MPEG-2 stream to the set-top.

Irdeto Multiscreen

A Solution for all Operators

The next-generation multi-screen service is poised to become a defining aspect of what consumers will be looking for in a pay TV service. Irdeto Multiscreen makes it possible for operators to seize this opportunity without incurring undue burdens on their operational resources. Cost efficiencies are maximized by Irdeto providing a reference architecture consisting of a comprehensive set of internally developed and partner-based solutions that support the core functionalities every operator needs.


The Irdeto Multiscreen managed service architecture facilitates cost-effective delivery of a next-generation pay TV service with features and design tailored to each operator’s needs.


At the same time, the architecture is sufficiently flexible to ensure that operators are not locked into a fixed solution set with an inflexible roadmap for dealing with future developments. Through the use of open APIs and the application of advanced integration skills, Irdeto uniquely provides operators the flexibility to incorporate best-of-breed components suited to their current needs and to continually adjust the lineup of solutions over time to ensure they are able to employ the best possible solution set as conditions evolve.

Equally important, Irdeto is able to offer a managed service with rigorous performance guarantees backed by service level agreements and ongoing support from a staff of integration and customer care experts. Operators are able to apply the core set of Irdeto Multiscreen Content Management components with complete assurance that they’ll have the help they need to exploit new advances as they enter the market.

The Core Content Management Architecture

Building on years of experience working with TVE deployments, Irdeto has developed a cloud-based content management system with pre-designed and customizable workflows capable of handling all facets of multi-screen service operations. Through automated live and pre-encoding workflows built up from individual tasks implemented through a drag-and-drop user interface, Irdeto Multiscreen Content Management delivers content in the appropriate format to multiple distribution platforms, rapidly scaling to support new devices and service demands.

At the same time, the service encompasses all the functionalities essential to maximizing reach and the quality of experience, including content protection and device authentication, subscriber authorization and usage policy enforcement, intuitive interfaces optimized to devices and extensive personalization features. Specifically:

  • Ingestion is facilitated with a Hot Folders Service that can watch any number of hot folders and non-linear video editing systems for new video and metadata from multiple sources, including satellite and terrestrial feeds, video servers and digital archive systems. The Ingest workflow is designed to process on-demand and live content along with ingestion of metadata in various file formats from different systems such as EPG feeds, scheduling and traffic systems and newsroom control systems.
  • Once video content and metadata are ingested the content management system, operating automatically in accord with pre-set and adjustable policies or under direct manual control, performs multiple tasks related to organizing, encoding, formatting and encrypting on-demand and live content and associating it with appropriate metadata and usage policies with accelerated support for iOS, Android and HTML5
  • Content management also entails managing the transfer of video files to multiple distribution points, including CDNs, syndication partners and archive systems.
  • The intuitive, customizable interface designed by Irdeto for Multiscreen is governed by the following principles:
  • Native adaptation to the capabilities of a specific target device whether on TV, tablet, mobile or Web;
  • Ability to learn over time the consumer’s preferences in order to provide ever more useful recommendations;
  • Ability to present compelling visual content channels with sophisticated sorting, filtering and profiling.


Irdeto Multiscreen takes care of the complexities associated with a multi-screen service. It allows its customers to focus on creating the best possible user experience. Now operators can leverage a cloud-based infrastructure to incorporate personalization, socialization and monetization functionalities which will deliver the most value.

Moreover, Irdeto Multiscreen allows operators to quickly mount pilot trials with core applications fully operational in a matter of days. By taking advantage of the open APIs and integration skills of the Irdeto team, they can test a variety of approaches to navigational and other functionalities and features during the trial run, allowing them to discover in a real-market environment what resonates best with their subscribers.