CI Premium: Redefining the Broadcast Integration Client

With clients across all verticals creating and distributing content, opportunities are no longer limited to traditional broadcast integrators.

It’s easy to see why the broadcast integration market has changed dramatically over the past few years, because so has broadcasting. You can thank (or blame) YouTube for that.

Traditional broadcasting still exists, of course, and in fact it’s broadening. Though viewership isn’t what it used to be, there are more TV news programs and late night comedy shows on more channels than ever before. The difference is you no longer need to be a traditional broadcaster to create and distribute content, and many integration clients are clamping on to that.

Synergy Media Group does a lot of broadcast projects, but not in what you’d call traditional settings, says president Bill McIntosh. The Pittsburgh-based integrator has a high concentration of higher education clients and McIntosh says demand for content creation, production and distribution tools related to distance learning is growing quickly. Meanwhile, corporate clients, or really “any company that’s trying to become thought leaders in their industry,” are turning to Synergy for help with video production.

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