Pan-African connectivity provider Workonline Communications is set to launch what it says is the continent's first media exchange platform.
The local fibre-based network service provider says the Africa Media Exchange (AMX) will allow broadcasters, content distribution networks (CDNs) and content producers to plug in and exchange information and content.
"AMX allows those who join the exchange to contribute content and exchange it with others who wish to receive it, transforming it into the format of their choice in the process."
AMX is being launched from within Teraco's neutral colocation data centre, which will house the exchange. Workonline Communications will provide the necessary network technology, innovation and expertise required for the exchange of media, as well as the connectivity between the content providers and content distributors.
Content boost
Edward Lawrence, Workonline Communications business development director, says the company hopes the exchange will simplify the media and broadcast industry. "For content distributors, it will mean cost reductions, time efficiencies and improved reliability. It opens more channels for the exchange of content, and provides choice and flexibility compared to the traditional broadcast channels."
Lawrence says, for content originators and producers ? particularly pan-African content networks ? the exchange will provide a platform for content to reach a global audience. "For the end consumer, it means [more] content at a better cost."
He explains with traditional broadcast and media workflows, content is stored and recorded in one format, is rarely transcoded, is stored and distributed by the broadcaster and is not shared. "Traditionally, original media content (such as live event coverage) is transmitted to a single broadcaster over a private network, resulting in static, one-way communication. This also results in skewed analysis and understanding of the target audience, with sample-based analysis of the viewership. Additionally, content is viewed on a single device - the television."
However, the exchange provides a modernised approach to the broadcast and media workflow. "AMX provides the possibility of centralised management of the entire workflow. Media content is transmitted to multiple broadcasters, either over public or private networks. It can be transmitted or stored in multiple formats, and by multiple CDNs, over various broadcast distribution methods, and simultaneously shared. The content can be distributed over high-speed triple play copper, fibre or wireless networks via IPTV and OTT platform to varying devices," he explains.
The exchange will launch this month. Workonline Communications says it is engaged with several large CDNs in the Far East, Europe and the Americas which are interested in being part of the exchange.
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