"Beyond the Box: Why Omnichannel Delivery is the Future of Broadcast (And Why UTV is Training You for It)"
- szymborskipiotr
- Jun 14
- 3 min read
Hey everyone, Damien here from the University of Television.
For decades, "television" meant one thing: sitting on the couch, watching content broadcast on a fixed schedule, through a single screen. That's what we call linear TV, and don't get me wrong, it's still incredibly powerful for major live events. But if you're working in broadcast today, or aspire to, you've probably already noticed something profound is happening: the screen isn't singular anymore, and neither is the schedule.
We're in the midst of a massive shift to what we call Omnichannel - Multi-Platform Delivery. In plain English? It means broadcasters are no longer just sending a signal out to your TV. They're everywhere you are, delivering content tailored for every screen and every platform imaginable.
Think about it:
Your phone: You're scrolling through TikTok and suddenly see a clip from the football match that just happened.
Your laptop: You're catching up on the news headlines on a website, complete with embedded video.
Your smart TV: You're binge-watching a series on a streaming app, completely on-demand.
Your friend's Instagram story: A behind-the-scenes snippet from a live music concert.
This isn't just about more screens; it's about a fundamental change in how audiences consume content and, by extension, how we in the industry need to create and distribute it.
Why is this happening, and why does it matter to you?
Audience Demands: Viewers, especially younger generations, expect content on their terms. They want it personalized, bite-sized for quick consumption, long-form for deep dives, and available whenever and wherever they choose.
Increased Engagement: Being on multiple platforms means more touchpoints with your audience. A major sporting event isn't just watched on TV; it's simultaneously discussed on Twitter, highlights are shared on YouTube, and exclusive behind-the-scenes content might live on an app. This creates a richer, more immersive fan experience.
New Revenue Streams: Every new platform is a potential avenue for monetization – through targeted advertising, subscriptions, merchandise links, or interactive features.
The "Second Screen" Phenomenon: People are rarely just watching one screen anymore. They're engaging with related content, social media, or stats on their phone while the main broadcast plays on their TV. Our content needs to facilitate this.
What does this mean for YOU, the aspiring or current broadcast professional?
It means your skillset needs to expand beyond the confines of traditional linear workflows. At UTV, we're not just teaching you how to operate an EVS machine for a single output; we're teaching you how that EVS system integrates with digital platforms, how content can be quickly clipped and optimized for social media, and how to think about storytelling across different formats.
You need to understand IP-based workflows because that's how content moves seamlessly between platforms.
You need to be familiar with metadata and content management (hello, IP Director!) because organizing and finding content for rapid repurposing is critical.
You need to think about editing for different aspect ratios (vertical video is no longer a niche!).
You need to grasp the importance of real-time analytics to understand what content performs best where.
The future of broadcasting is diverse, dynamic, and incredibly exciting. It's about being agile, adaptable, and understanding the entire ecosystem of content delivery. At the University of Television, our mission is to ensure that when you step into that control room, newsroom, or production truck, you're not just ready for one screen, but for every screen.
Ready to master the multi-platform universe? Explore our courses and see how UTV is preparing you for the broadcasting world of tomorrow.
Damien Gonzalvers
University of Television
Σχόλια