“We do a lot of market modelling at Grass Valley and we actually look at our customers’ revenue models and where their revenue’s coming from. We see they’ve got the big, traditional broadcast revenues that have a lot of inertia, but you can also see this new online world, driven by consumer behaviour, is growing exponentially.” As broadcasters look to the future, they are having to make careful decisions about their technology spend. Investing in cloud means access to greater agility with an ability to react to unexpected challenges (see 2020) and leap on sudden opportunities. A traditional technology investment with the purchase of a fixed asset is unlikely to be able to respond to a rapidly changing market. “This has been a crazy year, but I think it has driven home that point,” says Maycock. “As our president, Tim Shoulders, said: ‘A lot of the industry’s sacred cows have been slain this year.’ You’ve had to do things differently, you don’t have a choice. And then, lo and behold, it actually works.” Most of all, being agile means being able to respond to what the audience is doing. Cloud playout can
YOU’VE HAD TO DO THINGS DIFFERENTLY, YOU DON’T HAVE A CHOICE
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