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🎤 MSK-IX Media Platforms: From Broadcasting to Digital Revenue
On March 26, the MSK-IX team took part in the educational seminar of the NAT Academy, “From Audience to Revenue Through Innovation.” Company experts presented tools to regional TV executives for automating broadcasting, expanding distribution in the OTT environment, and implementing new content monetization models.
In today’s environment, it is critically important for regional broadcasters to be present across all digital storefronts—from mobile apps to Smart TVs. However, audience fragmentation and the technical complexity of internet broadcasting often become barriers to growth. During the NAT Academy session, MSK-IX representatives demonstrated how the combination of the Medialogistics and Mediabaza platforms allows TV channels to offload technical tasks onto reliable infrastructure and focus on content creation.
Grigory Kuzin, Director of Media Platforms at MSK-IX, highlighted the company’s transformation toward building a comprehensive industry ecosystem:
“We have spent 10 years developing Medialogistics as a standard for signal delivery, but today that is no longer enough. Now we have two platforms that cover the entire lifecycle of a video product. Our goal is to make interaction between TV channels and operators максимально прозрачным и цифровым, eliminating any errors in licensing compliance and reporting.”
Andrey Budnikov, Head of Video Services for the Medialogistics project, spoke about the technological opportunities for expanding reach, emphasizing the need for a seamless transition of broadcasters into the digital environment:
“A regional channel no longer needs to worry about servers or broadcasting protocols. We handle transcoding and deliver the signal to the country’s largest OTT platforms ‘in one click.’ Moreover, the implementation of Server-Side Ad Insertion (SSAI) allows channels to replace federal advertising in the online stream with their own regional ads, turning online views into real revenue.”
Sofya Pashuta, Development Manager of the Mediabaza project, подробно outlined the platform’s capabilities as a universal marketplace:
“The Mediabaza industry platform offers regional broadcasters a two-sided cooperation model: channels can both source high-quality content to fill their schedules and act as suppliers. размещение their own programs on Mediabaza Market allows regional studios to scale distribution and earn revenue by selling rights to colleagues across the country. We have also automated processes—interaction within Mediabaza’s digital environment enables legal and fast monetization of content libraries.”
The NAT Academy (National Association of Broadcasters) is a series of annual training seminars for top managers of regional and thematic TV and radio companies, held since 2017.
