Using the cloud to deliver local, linear and on-demand content is what Jesse Lerman of TelVue demonstrates in this brief video interview at the 2012 OTTCON (Over the Top Conference) in Santa Clara, CA.  TelVue has taken their base product, which is deployed in hundreds of headends and local access channel origination stations, and moved the local channel origination functionality of that equipment to the cloud.

As Lerman explains, they have developed apps, such that their service is compatible with Internet set-top boxes, such as Roku and AppleTV, as well as personal devices like tablets, PCs and smart phones.  The way they offer this is unique, as a content owner can get started with a pure cloud-based approach, whereby TelVue hosts the hardware and handles streaming.  At the other extreme, the content owner can host the hardware in its own data center.  What this means is that a content producer can quickly launch a streaming service; one that does not have to be dependent upon a third-party hosting service.

One of the biggest advantages to the TelVue approach is that is supports television standard ad trafficking and billing systems.  That is, the content owner can start to take a holistic view of their ad inventory and truly sell cross television and broadband, because there is one workflow. Off camera, Lerman explained that this has his customers excited with regards to the potential for monetizing their content.  Because it is playlist based, it is possible to still sell sponsorships and advertisements without an ad trafficking system.  They also have a banner manager as well, allowing the content owner to monetize the screen beyond the video.

The playlist also allows the creation of a linear channel on broadband.  Lerman says their ability to create a linear channel differentiates their offering from the typical on-demand streaming approach and gives broadband a more television-like experience.

I would have liked to discuss with him the challenge of supporting graphics on multiple-size screens, as he has some interesting thoughts in this relatively uncharted territory.  That question will have to wait for another interview.  In the meantime, I look forward to trying the TelVue offering.