analysis for personalisation, search and targeted advertising. Although cloud workflows help to better some sustainable practices, there are still problems like the carbon-emitting data centres at the other end. How can cloud service providers work to better the sustainable side? All major tech suppliers have a focus on improving sustainability and reducing climate impact, not only because it is the right thing to do for our planet, but because in the long run it will save them
money. The combined efforts of all the major cloud providers will have a huge impact in the coming years in reducing the impact of the huge tech operations required to provide cloud services globally. What does the future hold for the cloud (especially for broadcasters and media organisations)? Cloud services will help advance the experiences we offer consumers by improving our content, delivery and business capabilities to enable better user experiences, higher-quality delivery and lower costs for our current products.
THE CLOUD PROVIDES AMAZING AGILITY
graphics and CGI rendering, and the distribution and management of large content files, other compelling applications include creating new user experiences and content distribution processes to address expanding streaming services, and AI-driven audience engagement
Matt Hughes M2A Media Chief commercial officer
How have you seen the cloud develop since your time working in this area? Since 2016, cloud adoption in the media and entertainment industry has grown exponentially. We have seen broadcasters increasingly leverage the cloud’s innate flexibility, moving from on-premises systems, which regularly saw multiple encoders running 24/7, to highly tuned cloud workflows that scale resources to match events. Cloud adoption was accelerated during the pandemic, of course, demonstrating how adept the cloud is at responding rapidly to change when needed. We have also seen cloud technology transition from providing useful tools for processing media to becoming the centre of gravity for innovation across the full, end-to-end broadcast technology spectrum. A big one: How do you personally define the cloud? The cloud is essentially the modern way of accessing digital resources, without the need to buy and maintain physical hardware on-premises. The beauty of it is that cloud services offer pay-as-you- go pricing for services that are delivered over the internet, as and when needed. With it, the cloud brings agility and the opportunity to access a wealth of software solutions, scalability on a global basis and elasticity, meaning you can spin services up and down as needed. Equally, the cloud is now more than the sum of its parts. It has become
a meeting place and catalyst for innovation, where parties collaborate in the same environment, on the same project, to deliver custom-made solutions more easily and at speed. What are the most exciting trends we are seeing emerge within cloud offerings? Monetisation of live video is important for broadcasters, and this is another area where we’re seeing huge advances in cloud technology. In response to customer needs, we launched Encoder- Based Ad Manipulation (EBAM) at this year’s NAB Show in Las Vegas. Using Event Signalling and Management (ESAM) and Placement Opportunity Information Service (POIS), EBAM handles SCTE-35 and SCTE-224 messaging, to insert advertising content at the encoder side of a live video workflow. This offers a hybrid to cloud solution that can be layered with existing SSAI technologies to service advertising requirements from both global and local brands, allowing broadcasters to increase revenue from mass market and regionalised ad placements. Although cloud workflows help to better some sustainable practices, there are still problems like the carbon-emitting data centres at the other end. How can cloud service providers work to better the sustainable side?
At M2A Media, we are committed to playing our part in realising a more sustainable future, through a greater understanding of our impact, establishing sustainability, right-sizing workloads and efficient design. It is an ongoing process that needs continual review, so we have set up a Sustainability Steering Committee to track progress. Transparency is also key and we submit our data to the Carbon Disclosure Project on an annual basis. How has the cloud helped to define the M&E trades as we see them today? The globalisation of broadcast, with the advent of streamers such as Disney+ and Netflix, wouldn’t have been possible without cloud technology. We are seeing sports rightsowners and broadcasters use the cloud to reach wider audiences with greater volumes of more targeted content. They are able to do this because the cloud can be used to acquire, aggregate and distribute video streams at a lower price than satellite services. What does the future hold for the cloud (especially for broadcasters and media organisations)? The marriage between the cloud for media and entertainment and developments in AI around software engineering; how this impacts software development and reduces the time to market, will be interesting to track.
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