The latest roundtable discussion among broadcasting professionals focuses on the revolutionary impact of cloud-based solutions on playout and content distribution. The conversation explores how broadcasters are using cloud infrastructure to improve operational efficiency, increase flexibility, and cater to increasingly diverse audiences.
Participants emphasized the advantages of cloud-based workflows, such as cost-effectiveness, real-time resource management, and the ability to adapt to new trends like OTT delivery and advanced content personalization. However, the discussion also addressed challenges in distribution, such as cost management and maintaining scalability, while identifying key technologies that are shaping the future of broadcasting.
Klaus Weber, director of product marketing at Grass Valley, stated: "The challenges of modern content creation, playout, and distribution — such as allowing multiple users in different locations to edit and finalize content simultaneously, and then delivering it across various formats and channels — are best addressed with cloud-based solutions."
Sam Peterson, COO of Bitcentral, noted that unlike traditional on-premise systems, cloud solutions offer dynamic scalability. This adaptability is crucial during peak traffic or new channel launches, reducing the need for significant upfront investments. Cloud solutions also provide flexible resource allocation, optimizing costs in real time.
Ian McPherson, global strategy leader at Amazon Web Services, highlighted that cloud solutions reduce the cost and complexity of playout and distribution while fostering innovation. He cited examples like the NFL leveraging cloud-based solutions for enhanced viewer experiences through features such as Nex Gen Stats.
Graham Sharp, CEO of BCNexxt, explained how the cloud offers dynamically scalable resources based on content type, allowing for efficient resource allocation and cost reduction through time-shifted content preparation. He also highlighted the cloud's high availability and scalability for rapid channel provisioning, particularly for temporary events.
Andy Warman, CTO at Imagine Communications, observed that the cloud is increasingly vital across playout and distribution, sometimes replacing on-premise systems entirely. It's especially beneficial for occasional-use workflows, disaster recovery, and augmenting existing solutions.
Rick Young, SVP at LTN, pointed out that media companies are embracing cloud solutions for greater business agility, location-independent workflows, and improved ROI. The flexibility of these solutions is key to monetization and long-term business strategies.
Michael Demb, VP at TAG Video Systems, emphasized the flexibility and efficient resource management of cloud-based solutions, eliminating the need for on-premise hardware and ensuring seamless content delivery even during peak demand.
Nivedita Nouvel, VP of marketing at Broadpeak, highlighted the flexibility, scalability, and cost-effectiveness of cloud solutions, suggesting a hybrid approach using both public and private clouds for optimal efficiency.
Mārtiņš Magone praised cloud-based solutions for their scalability, flexibility, and remote monitoring capabilities, making them ideal for various broadcasting setups.
Stefan Lederer, CEO of Bitmovin, stated: "Cloud-based solutions give broadcasters and content providers the efficiency, flexibility and scalability needed to succeed in the current market."
Stephane Cloirec, VP at Harmonic, discussed the benefits of cloud solutions for event-based applications, backup, and disaster recovery, as well as AI-powered applications. He also noted the shift from traditional satellite distribution to cloud-based delivery for cost savings and global reach.
Sam Peterson further elaborated on the shift from fixed-cost to variable-cost models in cloud-based distribution, stressing the importance of clear cost structures and scalable distribution plans.
Craig Wilson, product evangelist at Avid, cautioned against overly complex workflows that can delay content delivery, emphasizing the importance of effective change management.
Stefan Lederer again highlighted the importance of cost-efficient distribution due to the global economic climate, noting that some streaming providers are finding traditional methods more cost-effective than CDNs.
David Edwards, product manager at Net Insight, described the transition from satellite delivery to IP delivery for content distribution, offering greater flexibility and lower operational costs.
Aaron Kroger, product marketing lead at Dalet, discussed the challenges of scalability in content distribution, emphasizing the importance of efficient human workflows.
Klaus Weber and Ian McPherson both highlighted the advantages of using a single software platform for content creation and distribution, improving speed and reliability and minimizing data loss.
Nivedita Nouvel mentioned technologies like multicast ABR and dynamic congestion control for improving content distribution efficiency, reducing latency.
James Cranfield, global VP at Cinedeck, discussed the challenges of media orchestration systems, including legacy system integration, cost management, training, data security, and cross-platform compatibility.
Stefan Lederer also mentioned the use of analytics tools for real-time monitoring of video stream reliability, enhancing viewer experience.
Andy Rayner, CTO at Appear, noted the continuous advancements in content distribution technology but highlighted the challenge of scalable architectures for live linear distribution in an OTT-dominant market.
Sam Peterson stressed the need for broadcasters to innovate and adapt their distribution strategies, embracing new technologies for faster content delivery.
Ian McPherson emphasized the importance of meeting changing viewer expectations by providing content on demand across multiple platforms, citing Warner Brothers Discovery's partnership with Amazon as an example.
Craig Wilson highlighted the rise of FAST channels as a cost-effective way to distribute and monetize existing content.
Nivedita Nouvel noted the decrease in global live video consumption but the increase in peak viewership during popular events, again highlighting the role of multicast ABR. She also mentioned the shift away from personal cloud DVR applications towards more flexible and cost-effective catch-up TV services.
Mārtiņš Magone, CTO at Veset, emphasized the increasing adoption of cloud-based playout infrastructure for scalability, flexibility, and monitoring.
Stefan Lederer reiterated the need for broadcasters to adapt their content distribution to meet diverse viewer needs, particularly when distributing over OTT, ensuring high-quality playback across various devices.
David Edwards discussed the shift from satellite to internet-based content distribution for wider geographical coverage, lower costs, and greater flexibility to offer tailored regional services.
Andy Rayner predicted a significant transition from linear to OTT delivery in broadcasting within the next decade.
Geoff Stedman, chief marketing officer at SDVI, discussed the importance of orchestration solutions for creating derivative content packages to meet different platform specifications, ensuring efficient resource utilization.
Aaron Kroger highlighted the value of orchestration platforms for managing one-to-many distribution and providing clear views into various platforms through story-centric workflows.
Sam Peterson emphasized the growing importance of partner-based content distribution, requiring broadcasters to stay ahead of emerging trends and adapt quickly.
Benjamin Shirley, product manager at MainConcept, discussed the role of protocols like ST2110 and NDI with codecs such as JPEG-XS in shaping the future of content playout and distribution, leading to faster workflows and easier deployment of cloud and micro-service-based solutions.
Stefan Lederer discussed the growing interest in AI for cost reduction and profit increase, particularly in addressing the requirements of the European Accessibility Act 2025.
Stephane Cloirec concluded by highlighting the importance of innovative ad insertion solutions, such as cloud-native ad insertion and new ad formats, for maintaining competitiveness in the ad-supported streaming market.