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Undertaking the journey of innovation: Imagine Communications at IBC2018

Anas Hantash, Director of Sales for MENA.

At IBC2018, Imagine Communications had experts on hand to demonstrate practical innovation and migration strategies that enable media companies to personalise the path and pace of their transition to next-generation architectures and business models. IBC attendees were invited to bring their technical, operational and business questions to Imagine experts who shared their insight on key industry issues – from how SMPTE ST 2110 actually works in the real world, to how value can be extracted from remnant advertising inventory, to when it makes sense to virtualise playout operations or transition content origination and distribution to a public cloud.

Speaking to BroadcastPro ME during the show, Imagine Communications’ Anas Hantash, Director of Sales for MENA, said: “Imagine has dozens of projects around the world where new standards of IP, virtualisation and cloud have been implemented, and the industry is watching the journey we have undertaken with our customers.

“IP isn’t something new, as it deals mainly with data. But in the broadcast industry, it is mission critical to the business to ensure there is no disruption to the service. Broadcast systems — from ingest and playout to archiving — must be able to talk to each other. Interoperability is key.

“So the industry’s drive towards an end-to-end IP infrastructure will not take place overnight. It will be phased in over the next few years, depending not only on customer budget constraints, but also on the readiness of other vendors’ technology.

“Imagine is helping our customers personalise their migration paths by taking a 360-degree view of their business and presenting a technology solution and transition strategy that is optimised to meet their specific objectives. As few organisations have the luxury of a greenfield site or a limitless budget, the idea is to plant small seeds of IP solutions and gateways within the existing infrastructure, so by the time the plan is completed, none of the traditional setup is there, and the customer benefits from rising revenues as total cost of ownership reduces.

“In simple words, we need to compete with the customer problems — and once solved, it’s win-win for everyone.”