🎤 Television by the Rules of the Internet

One of the defining trends in the modern media industry is the audience shift from traditional cable to online platforms, alongside the rapid growth of the FAST (Free Ad-Supported Streaming TV) segment. According to research firm Omdia, the global FAST market is projected to reach $11 billion by 2030. However, transitioning into the digital space requires media companies not only to update their AdTech stack—implementing personalized ad insertion via SSAI/CSAI, SCTE-35 markers, and loudness normalization—but also to reduce playout operational costs.

Grigory Kuzin outlined three key scenarios for launching an internet TV channel, demonstrating how MSK-IX’s industrial B2B platform, Mediabaza, addresses broadcaster needs at every stage:

• Scenario 1: Existing TV Channel. The linear signal is ingested and processed for internet delivery via Medialogistika infrastructure.
• Scenario 2: Content Library. Video files are uploaded to Mdisk—Mediabaza’s secure, enterprise-grade cloud storage—where cloud playout handles scheduling and channel playout.
• Scenario 3: Idea Only. The media company curates content from Mediabaza’s B2B marketplace, licenses rights directly from copyright holders, and builds a custom channel from scratch.

A cornerstone technology for cost optimization is FAST Play, an AI-powered cloud playout service. Operating under editorial oversight, the AI automatically generates broadcast schedules, interstitial promos, channel graphics, and EPGs by analyzing video and audio tracks—reducing playout operating costs fourfold compared to traditional solutions.

Additionally, Mediabaza functions as a distribution marketplace and showcase: streaming platforms and telecom operators can review interactive channel cards, preview streams in a watermark-protected demo player, and order feeds with just a few clicks.

“Television is beginning to operate by the rules of the internet. The migration of viewers from traditional cable to online isn’t just a change in delivery medium; it’s a profound transformation of the entire technology and business chain. To monetize effectively today, broadcasters need integrated end-to-end tools—from content selection and storage on Mediabaza to intelligent playlist assembly, ad insertion, and instant signal delivery to platforms and viewers,” emphasized Grigory Kuzin.

To conclude, the speaker presented a financial model illustrating ad revenue distribution among the channel, platform, and ad sales house, demonstrating how automated workflows enable even niche thematic channels to achieve positive operating margins.

The Asian Cable TV (Silk Way Media) International Conference is an annual industry event held in Kazakhstan that brings together telecom operators, broadcasters, OTT platforms, rights holders, and technology providers across Central Asia and the CIS region.