The Road to Seamless Streaming: Ian Franklyn on MainStreaming’s Vision

Streaming today isn’t just about delivering video—it’s about delivering flawless, buffer-free experiences that keep audiences engaged and businesses thriving. As demand skyrockets and media companies scramble to optimise performance while keeping costs in check, the way content is delivered has never been more critical. That’s where MainStreaming comes in.

Unlike traditional CDNs, MainStreaming ’s Intelligent Media Delivery Platform (iMDP) is purpose-built for today’s streaming-first world, providing a scalable, efficient, and high-performance infrastructure that enables broadcasters, telcos, and content providers to stay ahead of the game. By prioritising quality, sustainability, and network efficiency, they’re revolutionising how content reaches audiences—without the trade-offs.

A Partnership for the Future

At OTTRED and RedHolt , we don’t just watch industry shifts; we facilitate them. That’s why we’re proud to partner with MainStreaming, helping to expand their presence and forge meaningful connections in the rapidly growing MENA streaming, media, telco, and broadcast market.

Recently, Ian Franklyn, Chief Revenue Officer at MainStreaming, was in Dubai, where we organised an exclusive Iftar event that brought together C-level executives from some of the region’s biggest media, streaming, and telco companies. The conversations were insightful, the opportunities vast, and one thing became clear—MENA is a key market for streaming’s next evolution. With increasing investments in digital infrastructure, live sports rights, and growing internet penetration, the region presents a massive opportunity for companies looking to solidify their position in the global streaming space.

In this edition of the Redholt Pulse & Play Newsletter, we sit down with Ian Franklyn to dive into the biggest challenges in video delivery today, MainStreaming’s unique edge over traditional CDNs, and their vision for the future of streaming in MENA and beyond.

Let’s get into it.

1. Streaming technology is evolving fast—what are the key challenges in video delivery that MainStreaming is solving right now?

Ian F. - From a CTO’s perspective, one of the biggest challenges for content providers today is delivering a true TV-like quality of service.

That means instant start times, high-definition streaming, and reliable performance—every time. Audiences expect a seamless experience, but delivering that level of quality across a highly diverse ecosystem of networks, devices, and geographies is an immense challenge.

On top of that, CTOs must balance these expectations with cost and resource constraints. The reality of the streaming world today is that delivering high-quality video at scale, across fragmented infrastructure, while staying within budget, is a significant hurdle for any media company.

How MainStreaming Solves This

MainStreaming helps CTOs and content providers overcome these challenges by offering more control over video delivery—from the origin all the way to the edge. Unlike traditional content delivery networks (CDNs), MainStreaming operates a dedicated network, meaning we have full control over how video is distributed, ensuring the highest quality of experience for viewers.

Key advantages of MainStreaming’s approach:

• Cost Predictability & Control – Instead of a traffic-based pricing model, we use a capacity-based model, allowing content providers to predict costs accurately based on traffic profiles. This eliminates budget surprises and makes planning more efficient.
• Seamless Integration & Flexibility – Our technology is plug-and-play, meaning it can integrate effortlessly into any existing CDN setup—whether single or multi-CDN.
• Optimised Delivery with Fail-Safe Options – Content providers benefit from full control over delivery while having the option to augment their distribution with third-party CDNs, including MainStreaming’s own public CDN. This ensures reliability, scalability, and consistent performance.

By giving content providers more control, flexibility, and cost efficiency, MainStreaming empowers them to deliver high-quality video experiences at scale—without the usual constraints.

2. How does MainStreaming’s approach differ from traditional CDNs, and why does that matter for media companies today?

Ian F. - MainStreaming sets itself apart in two key ways: Smart Edge Delivery and a unique approach to telco collaboration and cost predictability.

First, Smart Edge Delivery ensures a seamless viewing experience by operating at the very edge of the network. Unlike traditional CDNs, MainStreaming monitors and optimizes each viewer’s session in real time, dynamically adjusting video distribution. This is crucial in regions with fragmented infrastructure. In Italy, where MainStreaming was founded, outdated networks made high-quality streaming outside major cities a challenge. By deploying content locally at the edge, MainStreaming solved this issue—an approach that is just as relevant in MENA, where connectivity varies drastically. While the UAE enjoys strong infrastructure, many broadcasters serve audiences across vast territories with inconsistent networks, making efficient video distribution a top priority.

Second, MainStreaming’s collaboration with telcos and its cost model provide a competitive advantage. Rather than relying on telcos as intermediaries, MainStreaming works alongside them, creating localised edge deployments that improve network efficiency and enhance user experience. On the financial side, its capacity-based pricing model replaces the traditional traffic-based approach, offering predictable costs and eliminating unexpected spikes—giving content providers better control over their budgets.

We believe that the combination of attractive pricing, cost predictability, technical architecture, edge distribution, agility, and strong collaboration with telcos and technical partners makes MainStreaming a key player in shaping the future of video delivery.

3. With streaming demand growing globally, where do you see the biggest opportunities for media companies to innovate?

Ian F. - The shift away from satellite broadcasting to IP delivery is happening now. Once, nearly every household had a satellite dish—now, streaming dominates. The UK, for example, is actively moving away from digital TV toward fully IP-based solutions. Broadcasters will eventually have to transition, whether by choice or market necessity.

This shift presents both opportunities and challenges. Unicast delivery allows for a highly personalised experience—every viewer can be identified, monitored, and served the content they want at the expected quality. It also transforms advertising and recommendations, making them more relevant and data-driven.

Content owners who fully embrace IP delivery and unicasting, leveraging the vast amount of data generated, will be the ones who thrive. Beyond improving video quality, data can enhance content recommendations, advertising, and even how content is structured. There’s growing innovation in reformatting long-form content—turning 60-minute dramas into short, snackable clips for social media consumption.

Understanding and adapting to changing viewing habits, personalising content, and making data-driven decisions will define the next generation of successful content providers.

4. CABSAT is around the corner—what excites you the most about this event, and what are you hoping to take away from it?

Ian F. - Well, first off, we see the buyers as the central hub in the media and entertainment sector within the Middle East and North Africa, and CABSAT is really going to be the focal point for us. Everyone who's got a stake in the region, from local media to international businesses, will be there. So, it's a prime opportunity for us to meet a lot of key players and deepen our understanding of the market.

MENA is a new frontier for us. While we're already dominant in Europe, we’re excited about bringing our mainstream brand and service to this region. However, there's a lot to learn. Each territory operates differently, and we're eager to understand the unique dynamics of MENA.

It's also an opportunity for us to connect with content providers and telcos, forging partnerships and collaborations to create synergies and successful business outcomes. Ultimately, our goal is to start delivering our service here, and we believe CABSAT is the perfect place to kick that off.

And, of course, it's going to be a lot of fun.

5. What were some of the biggest takeaway's from your time in Dubai, engaging with executives from across the media and streaming industry?

Ian F. - One of the key takeaways for us was that, just a couple of days in, we saw our hypothesis confirmed: mainstreaming is absolutely the right fit for the MENA region, for all the reasons I mentioned earlier.

Getting the chance to speak with executives across telcos, content providers, and all parts of the media and entertainment business really validated our thinking. This is a massive, emerging market with enormous opportunities. It’s an incredibly innovative region, which is something I love.

While some places can be a bit stuck in their ways, the Middle East is attracting a lot of entrepreneurs and free thinkers, and there’s significant investment happening. The audience is rapidly growing, which really aligns with our ethos and philosophy.

As a boutique business with amazing technology, we want to collaborate with innovators and people who are willing to push the envelope a little bit. And from what we’ve seen, the environment here is incredibly receptive to that.

I came back feeling supercharged, determined to push hard into the territory. It was a very productive and positive experience, and it’s given us a clear mission and North Star to pursue.

6. MainStreaming has been part of some major industry events—what makes OTTRED’s community and events stand out?

Ian F. - What makes OTTRED’s community and events stand out is the genuine focus on relationships and collaboration. At its core, OTTRED isn’t just another industry network—it’s an ecosystem built around shared knowledge, trust, and innovation.

Unlike traditional industry events that can sometimes feel transactional, OTTRED fosters a more personal and engaging experience. The community is made up of professionals who are not just looking to network, but to actively exchange insights, form partnerships, and solve industry challenges together. Whether it’s through roundtable discussions, exclusive networking events, or interactive panels, OTTRED creates an environment where meaningful conversations happen.

Beyond that, OTTRED is more than just an event organizer; it’s a space where people stay connected long after the conferences and meetups end. Through our platform, members have continuous access to industry updates, expert insights, and collaborative opportunities. The trust and camaraderie built within the community make it a go-to hub for professionals who want to stay ahead of the curve in media, streaming, and digital entertainment.

In a rapidly evolving industry, having a community like OTTRED—where innovation meets real, long-term relationships—is invaluable. That’s what makes it different. It’s not just about who you meet, but how those connections turn into lasting, impactful collaborations.

7. MainStreaming has been making strategic moves in the media and streaming infrastructure space. What are your key growth plans for the MENA region, and how do you see the market evolving in the next few years?

Ian F. - Our approach is all about bringing together like-minded people and fostering meaningful collaborations. What we’ve learned from expanding into other territories is what I call the ‘DOM effect’—a strategic ripple that starts with the right partnerships and grows exponentially.

A key pillar of our go-to-market strategy is the three-way relationship between MainStreaming, telcos, and content providers. This symbiotic relationship is in everyone’s best interest—it’s a true win-win. What excites me most is the opportunity to kick off a project that brings these players together to showcase the real value we bring to the market.

While it’s been fantastic connecting with industry leaders in Dubai, the real priority now is execution. It’s not just about having great conversations—it’s about proving our impact. Our focus is on securing partnerships with telcos, onboarding content providers, and demonstrating how MainStreaming’s technology can elevate the quality of experience for audiences in a way that no one else is doing right now.

We have a clear, ambitious timeline: within the next three to six months—certainly by the end of the year—we aim to have proven our model in the region. Once we successfully execute one or two key projects, we’ll have the proof points needed to scale up, invest more heavily, and fully establish our presence in the market. That’s the mission, and we’re incredibly excited to make it happen.

The Walk & Talk Podcast: A Fresh Take on MainStreaming

What happens when the CRO of a next-gen CDN company lands in Dubai, takes a walk around the lake at Media City, and starts rethinking the streaming ecosystem? You get an episode of the Walk & Talk podcast that’s short, sharp, and packed with insights.

Next Thursday at 4:00 PM GST, Chris Redmond ©️®️ sits down (or rather, walks) with Ian Franklyn, CRO of MainStreaming, for a 6-minute deep dive into how telcos, streamers, and tech players can work together smarter.

On the agenda:

✅ What MainStreaming actually does – no jargon, just straight talk

✅ Why their approach is more than just tech—it’s a game-changer

✅ The new shape of commercial and strategic partnerships in streaming

✅ Ian’s 24-hour UAE whirlwind tour—and what he learned that could change the game

If you’re in telco, tech, or TV, this one’s for you. Set a reminder, subscribe, and get ready for insights on the move.

Link to the podcast: https://www.linkedin.com/events/ottred7311117133374013440/theater/

Conclusion:

As streaming continues to evolve, the demand for high-performance, cost-efficient, and scalable video delivery solutions has never been greater. MainStreaming is leading the charge with its Intelligent Media Delivery Platform, redefining how content reaches audiences in a streaming-first world.

Through our partnership, OTTRED and RedHolt are excited to support MainStreaming’s expansion in MENA, a region poised for tremendous growth in digital media and live streaming. Conversations with industry leaders like Ian Franklyn, Managing Director of MainStreaming UK, have reinforced the urgency for broadcasters, OTT platforms, and rights holders to optimise their streaming infrastructure—ensuring superior quality, efficiency, and sustainability in video delivery.

With CABSAT on the horizon and a growing ecosystem of innovators in the space, the timing couldn’t be better. MainStreaming’s sponsorship of the upcoming Media Mondays networking events—on April 14th in London and April 21st in Dubai—further highlights its commitment to fostering industry collaboration and innovation. These gatherings will bring together key players in media, technology, and streaming to exchange insights and explore the future of video distribution.

The future of content delivery isn’t just about meeting expectations—it’s about exceeding them. And together, through industry partnerships, thought leadership, and groundbreaking technology, we’re making it happen.

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