S4C, the sole Welsh-language television broadcaster since 1982, has embraced a digital-first strategy to expand its reach. This initiative aims to deliver content not just through traditional broadcasting but also via connected TVs, aligning with modern viewing habits.
With the launch of Freely, a new free-to-air streaming platform in the UK, S4C found an opportunity to connect with millions of households. However, integrating with Freely required adherence to specific technical standards, including DVB DASH for adaptive streaming.
To tackle these challenges, S4C collaborated with Amazon Web Services (AWS) to establish a robust delivery pipeline using AWS Elemental Media Services, enabling the channel to go live on Freely.
Technical Requirements and Solutions
Joining Freely necessitated compliance with various technical requirements, including:
- Multi-language audio support
- Monetization through advertising
- Accurate audience measurement
As a Welsh-language broadcaster, S4C prioritized delivering English, Welsh, and Welsh audio description tracks, alongside English and Welsh subtitles. This multi-language capability enhances accessibility for diverse audiences.
Monetization and Audience Measurement
To monetize its Freely channel, S4C implemented server-side ad insertion (SSAI) using FreeWheel as its ad decision server. This integration allows S4C to serve targeted ads during commercial breaks without disrupting the viewer experience. Additionally, Kantar audience measurement markers were embedded in ad creatives to ensure accurate tracking.
Live Streaming Workflow
The live streaming process involves several key steps:
- Ingesting video, audio, and captions
- Transcoding into multiple formats using adaptive bitrate technology
- Packaging for HTTP(S) delivery
- Distributing globally via a content delivery network (CDN)
S4C's end-to-end AWS media pipeline follows a structured workflow, starting from its playout system, which outputs a linear TV channel in SDI format. This signal is then encoded using AWS Elemental Live, configured to meet the necessary requirements.
Configuration Details
Key configurations include:
- Video and audio segments aligned for seamless transitions
- Multi-language audio tracks preserved and passed to the encoding engine
- Captions converted for accessibility
- Ad markers embedded for commercial breaks
These configurations ensure that the live stream meets the technical demands of Freely while maintaining high-quality viewer experience.
CloudFront and Delivery
To facilitate reliable content delivery, S4C utilized Amazon CloudFront as a CDN layer. This setup allows viewers to access the S4C stream on Freely without needing subscriptions or additional hardware. The architecture supports efficient, low-latency streaming across the UK.
Conclusion
S4C's integration with Freely showcases how public service broadcasters can navigate complex delivery requirements in the digital age. By leveraging AWS Elemental Media Services, S4C has successfully expanded its audience reach, providing Welsh-language content to a new generation of viewers.
