Zixi demonstrates IP-based satellite replacement and dynamic market switching

Zixi positioned its ZEN Master-orchestrated platform at NAB 2026 as a direct alternative to satellite contribution and distribution, demonstrating live IP-based workflows for broadcasters reassessing legacy delivery models. The company earned a TV Technology Best of Show Award for Zixi Market Switching, one of its new capabilities shown on the floor.

Key features demonstrated include dynamic market switching for flexible real-time content distribution, integration with ESNI/SCTE-224 for schedule-driven source switching, and SPTS re-multiplexing for creating localized program variants across multiple affiliate partners. Zixi also ran AWS Builder Lab sessions integrating the ZEN Master platform with AWS Media Services, illustrating a broader trend of IP distribution vendors formalizing cloud-native deployment paths alongside their on-premises software.

The satellite replacement narrative has accelerated at NAB in recent years as bandwidth costs on IP networks continue to fall while satellite transponder costs remain relatively fixed. Zixi's framing — emphasizing interoperability, affiliate localization, and schedule-aware switching — targets regional broadcasters and network affiliates that maintain complex content distribution agreements. "The industry is moving quickly toward IP-based distribution as broadcasters reassess satellite and legacy delivery models," said Marc Aldrich, CEO of Zixi.