Whatever the end use, the demand is now very strong for video over the three screens - the PC, the mobile device and the set-top box. says, A Raza, Vice President - Sales & Marketing, KIT digital.

The only constant is change, said Heraclitus, the Greek Philosopher, sometime before 475 BCE (or thereabouts).

Though, one can be reasonably sure that he did not have the broadcast industry in mind when he said this, it does however, fit the description rather well.

The first dramatic change in the broadcast industry began in the early 1950s, when television started to become the primary source of household entertainment in the US. Today, its reach has spread across the world and, though the consumption rate of television by the vast masses of humanity has no statistical records, it can be safely said that it has increased by leaps and bounds. In the process, television has dispensed not just entertainment, but also knowledge, education, wisdom, joy, sadness and perhaps, a touch of boredom. Moreover, the industry has, over time, responded by delivering not only vast amounts of content but content of a superior quality. Traditionally the majority of all content was viewed primarily in a single location - the home.

Now, change has once again appeared over the horizon. Today's viewer wants to consume content in a variety of ways. In this age of instant communication, he wants to watch it here and now. Television is stepping into mobile devices, cars, buses, trains and even aeroplanes. No longer is the humble television set the only purveyor of video. The viewer wants content on his computer, mobile phone, he wants the content when it suits him; on the bus, on the way to work, while waiting to board a plane, a hotel room on the other side of the world. Distance, can no longer be an issue, people want home grown content, whenever, and wherever they want.

All this requires new methods of transmission. It also means re-sizing, rebranding and re-formatting the content to fit into the new devices. This also means new revenue streams for content owners. People will pay for the privilege of watching premium content at a place / time / device of their own choosing. If you talk to one of the traditional broadcasters in India, he will say: "Talking about all this is fine, but is it not horribly complicated? Can it really be done? Has anyone really done it? Where? How? At what cost? Is there a business case?" and so on...¶

Well, all this has already been done. It might be new to India, but it has been working for the past many years. In fact, there is a brand new industry emerging- the IP video industry. This industry has produced a number of companies which are expanding at break neck speeds, offering both general as well as customized solutions for media distribution to the broadcast industry. As these new distribution channels get stronger, the revenue streams will keep growing.

In short, change is coming to the broadcast industry, very rapidly and with a great impact. No longer is it just the humble TV set in the home. Whatever the end use, the demand is now very strong for video over the three screens - the PC, the mobile device and the set-top box.

Heraclitus, if he is watching, must surely be smiling!