There has been quite a bit of discussion around the cloud, offering a plethora of advantages to businesses in the IT industry. However, there is still little talk about its impact on the content and media production industry.

However, the IP network and the cloud as well bring concrete benefits to production companies, which can even lead to the activation of other technologies such as artificial intelligence for example.

Companies across the globe are now launching multiple streaming platforms to rival those set by Amazon Prime and Netflix, and all of this is based on the cloud. This type of ad should not surprise anyone: for some time now, audiovisual groups around the world have been trying to get their share of the pie by trying to offer experiences that integrate OTT television, new content and of course, video on demand.

The bigger part of the challenge now focuses on the quick dissemination of new content without putting a hefty burden on the resources of the company (and preferably doing better than the big players in the sector). Indeed, consumers expect streaming services to have a tailor-made experience that will bring them new and original content, instantly, on TV, smartphone or any other device of their choice, even when this content is live. To ensure that these expectations are realized, it is imperative that companies rely on virtualized editing and optimization solutions in the cloud so that they can implement workflows over IP.

Pay as You Go 

It’s much easier and more cost-effective to use cloud resources to exceed the company’s internal capabilities, such as increasing production capacity to work on 4K projects (or even 8K). Simply put, the major reason why the popularity of the cloud is growing is because of just how flexible and scalable it really is.

First of all, this means that the storage payment is now based on a pay as you use model. This means that you only pay for storage that is used by specific content, but once production completed, this content may be withdrawn, archived, and the corresponding storage cost will be cancelled. This makes it easier for production companies to increase their capacity to meet the needs of larger projects, without having to worry about ever-inflating costs of implementing these software programs. This cost reduction is then passed on to the customer.

Similarly, cloud work allows production companies to access new technologies on a pay-as-you-go basis. Thus, if content requires a lot of formats, production companies can rent the technology solution they need via the cloud until the project is finished. In this way, rather than applying an amplified standard rate, production companies can allocate costs directly to each project.

The interest in using artificial intelligence and machine learning

Now that the work in the cloud has gained notoriety among industry experts, the logical next step would be to use artificial intelligence (AI) and machine learning to allow media groups to pull maximizing the potential offered by OTT platforms. Firstly, AI makes it possible to use business metadata more effectively and to map new content and focus on content that has yet to be indexed, and to track the level of engagement and renewal of existing content.

The AI ​​can also be used for extracting and analyzing metadata to identify the registry of each video, its tone and its subject from voice and text elements, to provide recommendations to subscribers. The metadata thus enriched will be essential to the effective use of AI and machine learning in the pre-production phase.

IP network for live broadcasts

Due to this shift to the cloud, IP has also grown in popularity around the world. Until now, IP networks are mainly used in sporting events where most of the content is broadcast live. This allows production companies to work remotely to improve the quality of their coverage during and after the event.

With the growing number of projects involving live broadcasts from locations separated by thousands of kilometers, the logistical costs of freelance teams for content broadcasters are dispersed, and opportunities for broadcasters become unlimited. Installing an IP-based production environment also makes it possible to use fiber-optic cabling for video signal transport without the need for a huge HD-SDI portal. This eliminates HD-SDI / optical fiber conversion, which is time-consuming and expensive.

There is no doubt that the road will be long for many content broadcasters and streaming services eager to attract customers to platforms such as Amazon and Netflix. But the use of cloud-based workflows and IP technologies gives them the opportunity to stand out from their competitors in an increasingly competitive market.

Companies like pCloud have really established themselves as leaders in these markets. pCloud is a local cloud computing service provider that offers cloud storage to businesses and individuals. The company has a service much like DropBox, but has grown at a much faster rate. It is also the first service that allows you to keep both encrypted and non-encrypted files. With services like pCloud growing so rapidly, it’s easy to see why the focus lies sharply on cloud computing, and how storage trends are changing so rapidly.

 

Tom Parillo

Tom Parillo

I am interested in all things technology, especially automation, robotics and tech that helps change how society will live in the future.