Last month, Edgeware announced the acquisition of Cavena Image Products. The deal, which is expected to close during Q1 2019, is said to broaden Edgeware’s offerings to broadcasters and content owners by adding subtitling automation to Edgeware’s Origin, a solution which delivers TV services such as live, subscription video-on-demand (SVoD), cloud DVR as well as catch-up TV. Richard Brandon, CMO of Edgeware, tells APB how the acquisition is bolstering the company’s product portfolio.
What led Edgeware to acquire Cavena Image Products?
Richard Brandon: Interest in Edgeware’s Origin solution is at a high, and this acquisition expands the capability of that solution. Edgeware and Cavena also have common customers — such as myTV Super, an over-the-top (OTT) provider in Hong Kong — that have already integrated our technologies, so it makes sense for us to embrace this common solution.
How will Cavena complement Edgeware’s product portfolio?
Brandon: Edgeware is increasingly working with more broadcasters, and the quality of experience for these customers is crucial. Adding Cavena’s functionality completes the range of Origin services that we can offer to customers.
We are also into enabling frame-accurate segmentation which is important for ad insertion — it’s one of the things we do well in the Origin. Edgeware’s Origin has very low latency, so being able to add subtitling here rather than using a separate solution delivers an even higher quality of experience.
How crucial is subtitling in today’s broadcast ecosystem, especially when media companies are distributing content across multiple platforms?
Brandon: Distributing content to multiple platforms creates some additional challenges not found in traditional broadcast. If you only distribute via broadcast, then subtitles are provided as images which don’t display very well online, especially on smaller devices. So subtitles need to be tailored — this is part of the high quality of experience that needs to be delivered.
And this is particularly important when looking at complex language characters, like you might see on screens in most of Asia. Many countries have a legal requirement now to provide subtitle for the hard of hearing … and this is an important factor.
But aside from that, when content owners are spending so much on content, they want it accurately subtitled so that they can have a wider audience. You don’t want to have spent so much money on your content and subtitles, and then not have the timing correct!