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Partner Profile: Synamedia
In this Bigger Picture Partner Profile, Synamedia outlines how IP delivery, ad-supported models and AI-driven personalisation are reshaping television. With a focus on cloud-first, scalable solutions, the company is helping operators navigate the shift to hybrid and IP-based workflows while maintaining reliability, efficiency and competitive edge.
What does Synamedia do and where do you focus within the TV ecosystem?
Synamedia works with service providers and content owners to deliver, enrich and protect video, while enabling them to launch, monetise and scale services. Our focus spans streaming, advertising, broadband and video distribution, underpinned by flexible cloud and SaaS solutions.
What major shifts are currently shaping the television industry from your perspective?
The transition to IP-based delivery continues to accelerate, alongside the growth of ad-supported models and more fragmented viewing behaviour. At the same time, AI is enabling more personalised experiences and operational efficiencies, while broadcasters move towards hybrid satellite and IP workflows.
What is the biggest challenge the industry needs to address over the next five years?
Managing the shift to IP in a way that maintains reliability, scalability and cost efficiency remains a key challenge. In parallel, piracy is becoming more sophisticated, and competition from social-first and short-form content is reshaping audience expectations.
What opportunity excites you most right now in the evolution of television?
The opportunity to reinvent the viewing experience through personalisation is particularly compelling. As operators respond to changing viewer expectations, there is growing potential to deliver more flexible and scalable services using cloud-first, web-based approaches. These approaches reduce reliance on hardware and enable faster service innovation, allowing new features and experiences to be rolled out more quickly and consistently across devices. Ultimately, this creates a more dynamic model for TV, where services can continuously evolve in line with audience demand.
How is your organisation helping the industry navigate these changes?
We help customers adapt to rapid shifts in distribution, monetisation and viewer expectations by bringing together capabilities across streaming, advertising, AI and IP delivery. This includes supporting the transition to hybrid and IP-based workflows, enabling more personalised viewing experiences, and improving monetisation through advanced advertising and analytics. We also focus on simplifying operations so customers can scale efficiently and respond quickly to changing demand. Through innovations such as our Senza platform, operators can evolve user experiences on existing devices, reducing reliance on hardware and accelerating service innovation.
What role do collaboration and industry coordination play in solving the challenges ahead?
Collaboration is critical to ensuring the industry can move forward at pace, particularly in enabling standards-based innovation and supporting the transition to IP. It also plays an important role in addressing shared challenges such as piracy and fragmentation, where coordinated approaches are essential to deliver solutions that work at scale.
What are you most looking forward to discussing at the DTG Summit?
We’re looking forward to discussing how the industry can unlock faster innovation while managing complexity – particularly how cloud-based approaches, such as those underpinning our Senza platform, can help operators adapt to changing viewer expectations, evolve user experiences and deliver new services more efficiently without increasing cost or operational overhead.
Find out more about TV: The Bigger Picture 2026 and get your ticket here.