IP-Delivered Video Helps EMC TV Get the Word Out

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Like their media and entertainment counterparts, large corporations are placing huge significance on the use of video to educate, inform and spread the corporate word—both internally and for the entire world to see.

EMC Corp. is a multinational company headquartered in Hopkinton, Mass. The company offers technology and systems for data storage, information security, virtualization, analytics, cloud computing and other products and services that enable all types of businesses to store, manage, protect and analyze data. EMC’s target markets include large companies and small- and medium-sized businesses across various vertical markets.

To support its video-centric mission, EMC has established a separate department within the company called EMC TV that is broken up into two teams: East Coast (in Hopkinton, responsible for live corporate events, product launches and user conferences) and West Coast (based in Santa Clara, Calif., and tasked with producing documentary-style content such as customer testimonials and product demonstrations that require a lot of postproduction work). From its beginnings in 2010 with just two people, EMC TV has now grown to more than a dozen employees.

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EMC TV’s live events group is responsible for live corporate events, product launches and user conferences.

“To EMC Corporation, the use of video gets more important every day,” says David Ross, senior manager and one of the two original video production employees at EMC TV. “I’ve seen a huge evolution from when we started. We did testimonial videos and simple pieces. Our CMO [Jeremy Burton] had a vision about what he thought TV and video’s role should be within a large company and how it could drive our marketing efforts. He invested in equipment and personnel and now virtually everyone at EMC understands the role of video and the power it gives us to educate internal employees as well as outside customers and third-party vendors.”

Depending on the size of the event, EMC TV uses a NewTek TriCaster 855 integrated production system to switch multiple camera feeds and then distribute the video live over a dedicated IP connection to multiple in-house screens and PCs at employees’ desks. For larger corporate events, Ross and his team use Brightcove’s Content Delivery Network (CDN) services to help drive the event nationally or worldwide.

“We just did a product launch for a series of products live from London [on July 8] and we had a technician from Brightcove on site to help out with our streaming efforts,” Ross says. “Typically a Brightcove employee is on site to handle the encoding of the outgoing feed as it leaves the TriCaster.”

Similarly, at the EMC World conference (in May in Las Vegas, which attracted roughly 12,000 attendees), the EMC TV East Coast team produced four days of live content, eight to ten hours per day. They set up the NewTek TriCaster system on the show floor (complete with a 20x40 multicamera studio and control room) and broadcast for the entire week. Live TV programming consisted of executive and customer interviews and fun game shows.

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EMC understands video production and how it can have a positive effect on marketing and is using that expertise to relay its various corporate messaging in the most efficient way.

Using the TriCaster, the broadcast was distributed live on screens throughout the convention center, as well as over the Internet, where it was streamed live on the company’s web site. As a corporation, EMC also maintains an internal multicast network, where content is viewed by employees around the world on their desktop PCs. The feed is first streamed to EMC.com, and then made available on mobile (iOS and Android) platforms, and to the company’s internal network.

“The fastest growing area of our marketing is in the mobile space. Increasingly, that’s how our employees want to watch the content,” Ross says. “That’s why we’re driving all of our video assets to mobile platforms. The point is to reach as many people as possible with our message.”

As a storage vendor, EMC clearly understands video production and how it can have a positive effect on marketing and is using that expertise to relay its various corporate messaging campaigns in the most efficient way.

“The Internet and the use of IP-encoded video has opened up all sorts of opportunities that we didn’t have at our disposal before,” Ross says. “Here at EMC TV, we feel like the possibilities are endless, as long as we target our messages carefully and get them to the right people in a timely manner. That’s what IP delivery does for us.”  

Supporting High-Capacity Corporate Networks

In an increasing number of industries, access to information is mission-critical. Companies in new media, finance, healthcare, hospitality, manufacturing and broadcasting have built high-capacity internal networks, allowing them to transmit mission-critical data, video and hundreds of TV channels to their employees and customers.

Space restrictions for TVs in the workplace and the inflexibility and cost of traditional coax cable networks make IP streaming an attractive solution. A technology vendor in Oslo, Norway, called Appear TV offers solutions that are ideal for organizations that need broadcast-quality TV to be viewable on the PCs as well as the TV.

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The Appear TV XC5000 IP streamer is designed for corporations looking to stream media directly to PCs.

For example, the Appear TV XC5000 IP streamer is designed for corporations looking to stream media directly to PCs. The XC5000 can receive a high number of transport streams from multiple inputs. It descrambles selected encrypted services (accommodating all major CA systems) and streams them using IP to the corporate network (LAN/WAN).

These modular solutions offer professional features, superior reliability (including redundancy implementation for carrier-grade uptime) and high capacity. As well as satellite, additional input possibilities are available for those requiring them, such as cable, terrestrial, IP and ASI QAM, allowing many kinds of digital content (from broadcast services to telemedicine images and video).

The XC5000 features a web-based management interface, offering remote access to each module and its functionality, while simultaneously simplifying initial configuration and operations. As the XC5000 is a carrier-grade solution, the interface also enables monitoring of alarms and signals.

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