The broadcast industry is undergoing a significant transformation, driven by the adoption of cloud-based solutions for playout and content distribution. A recent roundtable discussion brought together leading experts to explore this shift and its impact.
Participants highlighted the numerous benefits of transitioning to cloud infrastructure. These include enhanced scalability to meet the demands of diverse audiences, increased flexibility to adapt to evolving trends like OTT delivery, and significant cost efficiencies through real-time resource management. Cost management and maintaining scalability were identified as ongoing challenges.
Klaus Weber, director of product marketing at Grass Valley, emphasized that cloud-based solutions are best suited to address the complexities of modern content creation, playout, and distribution. He noted the ability to activate or deactivate additional playout channels on demand, eliminating the need for specialized hardware.
Sam Peterson, COO of Bitcentral, highlighted the dynamic scalability offered by cloud solutions, particularly valuable during high-traffic events. This agility minimizes upfront capital investments and optimizes resource allocation for cost efficiency. He also pointed out the shift from fixed-cost to variable-cost models and the need for clear cost structures.
Ian McPherson, global strategy leader at Amazon Web Services, underscored that cloud-based solutions reduce costs and complexity while enabling innovation. He cited examples like the NFL's use of cloud solutions for indexing, managing, and searching content to enhance viewer experience.
Graham Sharp, CEO of BCNexxt, explained how the cloud provides dynamically scalable resources and enables time-shifting content preparation for increased efficiency and cost reduction, especially during complex live events. He also emphasized the high availability and scalability of the cloud for provisioning and deactivating channels for “pop-up” events.
Andy Warman, CTO at Imagine Communications, observed that cloud is playing a growing role in all aspects of playout and distribution, sometimes replacing on-premise systems entirely. Its effectiveness is particularly evident in occasional-use workflows, disaster recovery, and augmenting existing solutions.
Rick Young, SVP at LTN, noted that media companies are increasingly adopting cloud-enabled solutions for greater business agility and flexible workflows, driving ROI on high-value content. The ability to spin up multiple versions of a channel for cross-platform audiences is a key benefit.
Michael Demb, VP at TAG Video Systems, discussed the flexibility and efficiency of cloud-based solutions for managing resources without on-premise hardware. Dynamic resource allocation, integrated monitoring, and analytics ensure quality of service across multiple workflows.
Nivedita Nouvel, VP of marketing at Broadpeak, emphasized the flexibility, scalability, and operability of cloud solutions for delivering reliable video services cost-effectively. She highlighted the importance of a mix of public and private cloud for managing costs.
Mārtiņš Magone highlighted the benefits of cloud-based playout and content distribution solutions for on-premise, hybrid, and fully remote broadcasters, including scalability, flexibility, and remote monitoring, along with cost efficiency.
Stefan Lederer, CEO of Bitmovin, stated that cloud-based solutions provide the efficiency, flexibility, and scalability needed for success in the current market. He noted the shift from convincing companies to adopt cloud solutions to discussing optimal cloud vendors and strategies for cost optimization.
Stephane Cloirec, VP at Harmonic, discussed the advantages of cloud for event-based applications, backup, disaster recovery, and AI-powered applications. He also mentioned the shift from satellite to cloud-based content distribution for economic reasons and global reach.
Craig Wilson, product evangelist at Avid, warned against overly complex workflows that delay content delivery, emphasizing the importance of effective change management.
David Edwards, product manager at Net Insight, discussed the transition from satellite to IP delivery for content distribution, offering greater flexibility and lower costs.
Aaron Kroger, product marketing lead at Dalet, highlighted the challenge of scalability in content distribution, emphasizing the need for efficient human workflows despite automation and AI.
James Cranfield, global VP at Cinedeck, pointed out challenges with media orchestration systems, including integration with legacy systems, cost management, team training, data security, and cross-platform compatibility.
Andy Rayner, CTO at Appear, noted continual increases in content distribution technology, particularly networking and computing, but also pointed out the challenges of scalable architectures for live linear distribution in an OTT world.
Geoff Stedman, chief marketing officer at SDVI, explained how orchestration solutions can create derivative content packages to meet the specifications of various distribution platforms, optimizing resource utilization.
Benjamin Shirley, product manager at MainConcept, discussed the role of IP-based solutions, protocols like ST2110 and NDI, and codecs like JPEG-XS in shaping the future of content playout and distribution.
The discussion concluded with a consensus that embracing new technologies and workflows, such as cloud-based solutions and multi-platform delivery strategies, is crucial for broadcasters to remain competitive and meet the evolving needs of viewers.