Media in the Cloud: The broadcaster challenge

Media in the Cloud: The broadcaster challenge

By Richard Mansfield, Product Management Director, MediaKind January 10, 2022 | 2 min read
AWS, Azure, Broadcast, Broadcaster

In the first part of this blog series, I outlined a new operational approach to cloud-based media deployments, known as Managed Cloud Applications (MCAs). In the second part I outlined how MCAs address several key challenges facing TV operators, and in this blog, I’ll set to address what this new commercial and deployment model means for broadcasters.

Broadcasters are also looking to improve the efficiency and flexibility of their media services, both for traditional broadcast delivered content and their own streaming services. One key way they can do this is by increasingly leveraging public cloud capabilities. However, while there is mounting pressure from their management teams to do so and even when some commitments with major cloud service providers (CSPs) have already been made, the transition to the cloud has some actual and perceived hurdles that they need to overcome to enable this efficiency.

Embracing new operational models  

MCAs provide a more efficient way for broadcasters and programmers to move their operational functions to the public cloud environment, including playout, media processing, platform services, and distribution. MediaKind offers packages that manage the burdens and maintenance of transitioning while ensuring the broadcaster has full visibility and ownership of the cloud infrastructure.

Traditionally, broadcasters have adopted a ‘best-of-breed’ on-premises approach whereby they purchase a multitude of different services and solutions from multiple vendors, which they integrate themselves within their own broadcast systems. However, this requires ongoing maintenance, access to the broadcast infrastructure, and highly skilled internal technical staff. However, when moving to a cloud environment there is a better and more competitive business model, particularly if most of their assets are being delivered from a single supplier.

Currently, many linear and streaming channels exist in separate workflows on-premises at a broadcaster’s data centers or facilities. Hesitations surrounding the robustness of the public cloud exists among broadcasters, in addition to fears surrounding security of their content rights, MediaKind can help make this transition by thinking differently about the cloud and removing the perceived limits.

Operational vs technical barriers

Organizational structures pose a challenge to broadcasters looking to migrate to the public cloud. Combined Development and Operations (DevOps) units tend to work well for them internally as they’re relatively conservative and cautious when making significant operational overhauls. While this mindset has provided a stable and successful business model until now, it bears scrutiny when held against newer and more nimble entrants in the market.

With a longstanding heritage in supporting media services of all sizes and caliber, MediaKind understands what broadcasters need to make their media services operational and efficient. By choosing an MCA model, broadcasters don’t have to spend valuable time learning to re-skill. Traditional operational staff can continue to work as they are and don’t need to worry about upgrades. This is all handled by MediaKind.

Collaborating to deliver a better future  

MediaKind’s model is managed internally with tight collaboration with the broadcaster and an understanding of timescales and responsibilities that meets the broadcasters’ needs. We work with the leading CSPs (including Google Cloud Platform, Microsoft Azure and AWS) giving broadcasters the flexibility to deploy services onto any platform as needed. Our cloud native, Kubernetes deployed media processing software enables playout, live and on-demand encoding, OTT or broadcast delivery. The result is a flexible, reliable, and burden-free approach to streamlining operations and delivering fantastic media experiences.

To learn more, download our application paper ‘Media in the Cloud: The evolution of operational models from on-prem integrations to Managed Cloud Applications’ below.


Related Posts