FA Cup Goes Cloud: IP First for Live Rights Distribution
Pitch International has partnered with Globecast and Synamedia to distribute FA Cup matches via a cloud-based IP workflow, alongside traditional satellite. By integrating Synamedia’s Quortex Link with Globecast’s Connect Live SRT platform over AWS, Pitch can deliver scalable, low-latency, format-tailored feeds to broadcasters across Western Europe, the Middle East and North Africa. Broadcasters are offered a choice between IP-based reception and satellite, with reported early interest in the cloud-based option.
Key Takeaways
- Pitch, Globecast and Synamedia launched a cloud-first distribution chain (Quortex Link + Connect Live SRT on AWS) enabling low-latency, scalable live feeds.
- Broadcasters are offered hybrid delivery—cloud pay-as-you-go or legacy satellite—preserving reach, redundancy and predictable performance during transition.
- Cloud workflow supports on-the-fly format/frame-rate tailoring per broadcaster, simplifying distribution for busy match schedules and regional requirements.
- Early demand for cloud reception signals live sports rights are primed for broader IP adoption; expect pressure on CDNs and satellite incumbents to adapt commercial models.
Why It Matters
This deployment is a tactical blueprint for moving premium live sports off satellite-first architectures without forcing an abrupt cutover. By combining software-based Quortex Link with an SRT cloud platform on AWS, rights holders can offer metered, format-tailored streams that scale and keep latency in check while retaining satellite as a safety net. For executives and engineers, that means lower friction for broadcaster migration, clearer commercial levers (pay-as-you-go distribution), and a faster timeline for cloud SLAs and pricing to mature. If broadcaster uptake continues, incumbents will need hybrid strategies or risk losing distribution economics and control.
Read full article at tvbeurope.com
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