Broadcast playout and ad tech vendor Imagine Communications is doubling down on its long-term bet on SMPTE 2110, the media over IP suite of standards, as the industry converges around the promise of high-value live content – including bringing niche sports to global audiences. Speaking to Faultline at IBC 2024, company president Steve Reynolds was candid about how the adoption curve for cloud technology in TV production is still in its early innings, with less than 50% of the sector on board in TV production and origination, which is a much harder sell than cloud-based distribution. Like others in the industry, Texas-based Imagine Communications is hungry and ready more for customers to embrace IP cloud-based video workflows, with Reynolds noting…