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Interview with Marcello Dellepiane, MediaPower: next-generation technologies, challenges, opportunities, current analysis, 2024 forecasts, Part 1

MArcello1The broadcast sector is in a phase of profound transformation, driven by the advent of new technologies and changes in content consumption habits.

Identifying future trends in the broadcast and media sector requires careful analysis of technological changes, audience preferences, and market dynamics.

With over 30 years of experience and expertise in the design, distribution, and implementation of Broadcast, AV, and IT workflow integration services, MediaPower is well-positioned to address the new requirements of digital transformation and meet the demands of traditional broadcast and media sectors with high-performance cloud and software solutions.

Based in Genoa with branches in Cologno Monzese (Milan), Nice, Paris, and Qatar, the company is facing the challenges of digital transformation and satisfying the needs of traditional broadcast and media sectors with high-performance cloud and software solutions.

With the pretext of the new year, we asked the CEO, Marcello Dellepiane, to "provide a synthesis from his privileged perspective and how his company suggests responding to the multiple challenges and opportunities related to this transformation."


Marcello Dellepiane begins: "It all started with the implementation of the much-anticipated digital convergence that led to the integration of various media and created a more competitive and complex market, with new opportunities and challenges for all involved actors. 

The entire AV, Broadcast, and Media sector cannot afford to remain even a step behind, and everyone has had and will have to constantly adapt to this continuously evolving new scenario to remain competitive.

Technology has had a dramatic impact on the broadcast market, making the streaming of content and the production of high-definition (HD), ultra-high definition (UHD), and 4K content possible."


Presspool: "In detail, what challenges and opportunities does the broadcast market face in the era of media convergence, where the boundaries between television, internet, and telephony are dissolving?


MDP: "There are several elements that capture my attention: issues and opportunities in the current landscape. Among these, 5G, remote production, HDR, immersive audio, the rapid growth of FAST channels, the maturity of cloud technology services, the spread of IP-based systems, the invasion of Artificial Intelligence, with a more pragmatic vision, and new advertising models.

But it will also be crucial to complete the transition to software-only production (where MediaPower proposes tailor-made "budget-conscious" modular solutions, such as the ARKKI Suite), instead of the legacy boxes that everyone still has.

In general, support and system longevity are all very serious issues."


Presspool: "What are the future prospects for broadcast content production, considering the evolution of technologies and audience habits?"


MDP: "One point of interest concerns production, where there is still ample room for improvement, especially considering that many entities have yet to complete the transition to high definition (HD).

However, it is interesting to note that some broadcasters are exploring the possibilities of 8K and 4K, albeit still in a limited way. Nevertheless, I believe that today, high-quality HD content is already excellent, and qualitative improvements are generating considerable interest, especially in Italy.

Another intriguing aspect, still in production, is the audio sector. Once the user has access to HD at home, the transition to 4K may not be as significant for the average consumer.

On the contrary, the implementation of immersive audio, perhaps through the use of soundbars capable of reproducing audio in 5.1 format, is emerging as a very interesting option to enhance the overall home user experience."


Presspool: "The growing adoption of 5G sees MediaPower at the forefront, especially with the solutions of the US brand TVU Networks that you propose in a remote production scenario?"


Marcello2MDP: "The future necessarily involves 5G, as the fact is that its widespread use will enable faster, widespread, and reliable transmissions, facilitating the distribution of high-quality content in real-time.

Our represented TVU Networks is a specialist, and for us, its ecosystem is an ace up our sleeve.

Remote content production will become an increasingly decentralized procedure, allowing broadcasters to streamline costs, produce more, and leverage global talent.

Harnessing the power of 5G enables seamless connectivity: this heralds an era of uninterrupted connectivity, improving the quality of live streaming and ensuring ultra-fast data transfers, essential, for example, in live sports.

This transformative capability promotes engaging and real-time experiences, and the almost zero latency allows the audience to seamlessly participate in live events from any location and at any time.

This new approach allows greater flexibility, cost reduction, and ease in adapting to unexpected events."


Presspool: "The virtualization of multicamera production in the cloud brings us directly to the next current topic, SAAS, as a prominent element among the main trends for 2024 in the production sector?"


MDP: "True! The traditional paradigm of television production has changed thanks to cloud-based solutions and Software as a Service (SAAS).

In the past, the approach required significant investments in hardware, but now the cloud's pay-as-you-go model allows broadcasters to activate and deactivate production resources flexibly, only when needed.

At MediaPower, we are at the forefront with the cloud, and from this year, we propose complete virtualization of production and distribution in SAAS mode to clients by offering our new data center in Southern France, enabling shared storage, collaborative editing, and full playout from the SAAS cloud.

The role of microservices and the use of SAAS contribute to a rapid evolution of the broadcast and media sector and faster access to new features by media companies.

In conclusion, while continuing to use existing production hardware, the trend towards virtualized solutions in the cloud is bringing about a significant change in television production."


Presspool: "How are generative artificial intelligence and machine learning influencing broadcast content production and distribution?"


MDP: "The use of artificial intelligence technologies is transforming all media segments, from content production to distribution, in all its phases because, first of all, it allows offering better, more personalized and specialized content based on user preferences.

Starting from 2024, it is even more important to help customers understand where and how to use AI and identify processes that can be enhanced by AI, with improvements in metadata and localization.

It will be increasingly used to generate, govern, and distribute content, thus using data even more profitably, especially in the program production process and to manage the massive amount of media content generated today.

For example, AI can be used to automate editing and production tasks, freeing up creatives to focus on the more artistic aspects of their work.

But also, over time, to constantly update and personalize content for each individual viewer, based on their preferences.

This implies the adoption of agile and fast structures capable of managing a continuous content refresh to meet the changing expectations of the audience.

In short, the challenge is to adapt to a context where traditional boundaries are nonexistent, while the opportunity lies in the continuous creation of value for an increasingly demanding audience. AI will play a fundamental role here.

However, we anticipate that the path to widespread adoption of mature AI technologies in the industry may encounter obstacles and challenges, requiring careful assessment and prudent management, which, as MediaPower, we are able to execute for our clients."


### MediaPowerLogoEnd of Part One (Link to Part Two)



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The broadcast sector undergoes profound transformation fueled by new technologies and shifting content consumption habits. MediaPower, with 30+ years of experience in Broadcast, AV, and IT, offers cloud and software solutions tailored to meet evolving demands. CEO Marcello Dellepiane highlights challenges and opportunities, including 5G, remote production, HDR, and AI integration. With the advent of 5G, remote production becomes more decentralized, enabling cost efficiencies and global talent utilization. Cloud-based solutions like SAAS and AI are reshaping content production and distribution, offering personalized experiences and streamlining processes. MediaPower leads in cloud virtualization, offering SAAS solutions for production and distribution. However, widespread adoption of AI technologies may encounter challenges, necessitating careful management. MediaPower stands poised to navigate these transformations for clients, ensuring continued value creation in an evolving media landscape.

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