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Software-defined architecture
The shift to cloud infrastructure goes
hand-in-hand with the move toward soft-
ware-defined systems that can run on
standardized computing platforms rather
than purpose-built hardware.
“At NAB 2025, we’ll see more soft-
ware-defined architecture that enables
a cost-efective migration from SDI to
media-over-IP,” said Satoshi Kanemura,
president of FOR-A America. “Adding new
functionality through software means the
customer can configure the system to
their needs, without additional hardware
investment. It also means that hybrid pro-
duction, using a variety of signal formats,
can be accomplished easily.”
This shift democratizes access to ad-
vanced production capabilities, making
sophisticated tools available to a wider
range of content creators.
“Running extremely capable live pro-
duction environments on commodity PCs
is now becoming mainstream, and it is pos-
sible to build a gallery that looks and feels
like a traditional production environment
with only a single PC and GPU under the
desk,” said Andy Hooper, senior vice pres-
ident of live products at Ateliere Creative
Technologies. “I can’t wait to see people’s
reactions when they realize what is driving
the production environment.”
One of the primary advantages of cloud-
based production is the ability to scale re-
sources dynamically according to demand,
something that’s particularly valuable for
organizations with variable workloads.
“What excites me about this year’s NAB
Show is the recognition that organizations
must think diferently to achieve more ef-
ficient, scalable workflows,” said Macchia.
“It’s not just about planning for peak de-
mand, but optimizing the tools available to
manage those demands in a more cost-ef-
fective and efcient way.”
This elasticity enables broadcasters to
respond more efectively to sudden in-
creases in demand.
“This scalability is particularly valuable
during peak periods of high demand, such
as major sports tournaments or breaking
news coverage, where the ability to quick-
ly scale up resources can make a signifi-
cant diference,” said Kris Alexander, vice
president of product and industry market-
ing at Zixi.
Integration and multi-vendor
environments
For cloud production to succeed, robust
integration between diferent systems be-
comes critical, particularly as broadcast-
ers move away from end-to-end solutions
from single vendors.
“Efcient workflows today must include
the entire operation, so robust and open
integrations are essential and something
I will be looking out for at NAB this year,”
said Aaron Kroger, product marketing lead
at Dalet. “Seeing how we can continue to
break down silos across all departments
of an operation will create new workflows
and drive the most efciency possible.”
The industry is moving toward more
open ecosystems where so-called “best-
of-breed” components can be combined.
“The ultimate goal is enabling custom-
ers to work with multiple vendors, pulling
in the best-of-breed products and tools
to create the best possible solution for
their specific needs,” said Macchia. “This
flexibility is becoming even more critical,
whether in private or public clouds, as the
industry is increasingly focused on provid-
ing adaptable, scalable solutions to handle
bursts of production without overcommit-
ting resources.”
Managed cloud services
However, a new buzzword has emerged
in the cloud – managed services – which
furthers the OpEx model for vendors.
“While media companies love great
technology, they understand that what
they need to stay competitive is tech tight-
ly integrated with managed services,” said
Venugopal Iyengar, COO of digital at Plan-
etcast. “A clear trend across all these ar-
eas is the move toward managed services.
Technology on its own doesn’t solve the
challenge of operational complexity.”
This approach lets media companies fo-
cus on content and audience rather than
the underlying technical complexity.
“Many broadcasters are looking to ser-
vice providers that ofer not just software,
but fully managed, end-to-end solutions,”
Iyengar added. “This shift allows media
companies to avoid getting caught up in
technical and operational challenges, free-
ing them to better engage viewers, grow
audiences, and maximize revenues.”
AI enhances cloud workflows
Of course, no discussion of the cloud
would be complete without a bit of artifi-
cial intelligence, which can create new ef-
ficiencies and capabilities.
“AI continues to be a transformative
force; AI-powered compression is helping
to optimize workflows and enhance view-
er experiences with automation, person-
alization, and predictive analytics,” said
Chris Wilson, head of marketing at Me-
diakind. “Streaming is a high-stakes game
now and providers need flexible, cost-ef-
fective and rock-solid solutions to stay
ahead.”
“The rise of AI in cloud-based workflows
has introduced a plethora of opportunities
for efective time and cost savings, as well
as for the monetisation and gamification
of content. The domination of esports and
live streaming reveals this nicely, ofering
highly dynamic and time sensitive content
moments that are ideal for contextual ad-
vertising,” said Magone.
For many industry observers, the tip-
ping point for widespread adoption of
cloud-based production appears to be ap-
proaching.
“Still, much software/cloud and remote
production is considered as a curiosity
rather than the enabling technology plat-
form for the future of businesses,” said
Hooper. “This may reach a tipping point
soon, and before long we’ll wonder why
anyone is still bothering to do it the old
fashioned way.”
The most forward-looking organiza-
tions are already exploring fully cloud-na-
tive content creation and delivery models.
“Content is now originating in the cloud
and being consumed directly from the
cloud, eliminating unnecessary infrastruc-
ture and increasing efciency,” said Reyn-
olds. “At NAB, I’ll be watching how broad-
casters and vendors continue to refine and
expand this cloud-native model.”
Continued from previous page
One of the primary
advantages of cloud-
based production is the
ability to scale resources
dynamically according to
demand, something that’s
particularly valuable
for organizations with
variable workloads.