Brad Altfest is a seasoned media technology professional with 20 years of experience in designing, integrating and selling large scale production, post-production, and video distribution systems. With deep expertise in content production and distribution workflows, a key part of his job is understanding business objectives and translating them into technical deliverables. The key challenge for the industry is helping to normalize the delivery ecosystem online to become as reliable a delivery vehicle as the traditional, linear, closed broadcast systems, balanced with the enhanced feature set IP based delivery enables for unique, bold and beautiful user experiences.