Cloud is not just about efficiencies—it’s also about flexibility, elasticity and agility, says Avid.
Many organizations have trouble keeping pace with growing demands for new technology resources and greater storage capacity. They turn to the cloud as a way to quickly deploy new resources and more capacity while shifting from CAPEX to OPEX spending. But to what extent is migration of cloud storage happening today and what applications are already seeing benefit? David Colantuoni, Senior Director of Product Management at Avid, shares his view with The Broadcast Bridge.
Why has the core of the television industry that generates the bulk of the revenues – live/linear broadcast multichannel TV – remained within a traditional operational model?
David Colantuoni, Avid: The broadcast industry is moving very quickly away from the traditional operating model. Hybrid Cloud deployment is being implemented and operational models are being drawn up. Cloud deployment is not far behind. All broadcasters are seriously looking at hybrid and cloud deployment for all aspects of production. Centralized production using cloud technologies allows for operational and cost efficiencies and creates an incredible collaborative environment. Avid’s MediaCentral has allowed for this transition to happen with our Microsoft partnership we can leverage our platform for accommodate for hybrid and cloud deployments quickly and cost effectively. Avid’s cloud principles encompass the following:
Cloud is not just about efficiencies—it’s also about flexibility, elasticity and agility
More importantly it’s about new workflows, new capabilities and new opportunities
Taking a platform approach is crucial for enabling true cloud benefits for media
Flexible, hybrid deployment options are not optional—fundamental requirement for most
Success in media workflows requires strong partnerships to meet the industry’s needs
How might migration to cloud storage help broadcasters and payTV operators achieve their strategic technology objectives and business goals?
DC: Storage cloud migration is transitioning to a hybrid deployment model, shifting as much as possible of variable capacity to the cloud. Customers can then leverage the elasticity of the cloud to handle spikes in your capacity needs, for processing-intensive jobs like transcoding. And because OTT, Web and social media infrastructure is intrinsically cloud-native, it makes sense to implement content distribution pipelines in the cloud. We see cloud storage as complement to online production storage.
To what extent can storage be virtualized in the cloud today?
DC: Proxy workflows interacting with online storage and some fully deployed hi-resolution storage production is happening today. Cloud and hybrid deployments for storage for nearline and archive is also happening every day.
What reservations do broadcasters and operators have around using public cloud storage…and are these reservations justified?
DC: Customers have many concerns and questions about security of content, off line access, performance and cost. In general, as cost efficiencies become realized, operators are increasingly looking to the cloud to extend their workflows and realize operational efficiencies.
Are you thinking about using cloud storage in your workflow? Here are some recent articles The Broadcast Bridge has developed to help you better understand the technology and some options. Click on these links to learn more.
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