Live streaming is the Twitter of video

Video and its related services are easy add-ons for the channel, claims Andrew Rothery

The streaming video area – including hardware and software – has developed enormously in the past 10 years and resellers in the broadcast and audiovisual markets should be champing at the bit for a piece of the action, if they aren't already.

The world is embracing live video streaming. Like with Twitter, many people want to be part of it and are already watching or broadcasting all sorts of clips. We can now watch live video streams in high definition almost anywhere and any time.

With 4K resolution just around the corner, it will only become more attractive and accessible.

And live streaming of corporate AGMs, internal training and exhibitions is starting to take off. The technology's accessibility gives it an almost limitless number of applications – ranging from school sports days, university graduations and product launches to surgery, sermons, local government and concerts and many more.

Livestream has claimed it has more than 40 million viewers a month of 300,000 producers that broadcast recurring events on its streaming video platform. We signed the company last year and footage of our 2013 and 2014 Technology Exposed events was streamed live.

Those who couldn't attend could watch at their convenience.

That's the beauty of it. For any organisation looking to reach customers with a new product or message, establish themselves as a leading authority in their sector, or simply keep their employees up to date with information and training, live streaming is a simple and effective strategy.

It's the Twitter of video.

It not only expands an organisation's customer communications but enables them to reduce the cost of physical events, generate increased attendance at an event, gain an extended online audience, and keep audiences engaged with live, interactive content.

The problem is that many resellers don't ask the right questions and perhaps don't fully understand how the technology works. It's not complicated. In fact, it's really simple and takes only minutes to set up.

All that's required is a video camera, video player, and a content delivery network to distribute and deliver the content.

Cloud platforms are ideal for centralised storage of content and total management of features such as customisation, adding pre-record video, text and images, community engagement, password protection and control over where content is shown.

Additional revenue-generating services can be added – such as Google Analytics for audience analysis, advertising content and pay-per-view subscriptions.

Most companies offer white-label streaming services for resellers to rebrand and provide as their own to clients.

Getting started is so easy and opens up exciting opportunities for resellers and their customers. Just find a partner that can provide all the technical, sales and marketing support necessary.

Andrew Rothery is broadcast specialist at True Colours Distribution