perspective on how the industry evolves – and where it needs to focus its efforts. One of the most pressing areas of focus for the IABM and its members today is the shift towards cloud-native architectures and the opportunities they create for data- driven workflows and AI-powered innovation. The ability to analyse viewer behaviour, optimise content delivery and automate processes is completely reinventing how media companies operate. However, as Moote points out, this comes with its own set of challenges: “Another aspect which is highly controversial at the moment is that the need to leverage data, AI and faster innovation cycles is pushing companies towards cloud-native models, which again has cybersecurity concerns.” It’s apparent that the tension between innovation and risk is a recurring theme in the cloud conversation – and requires careful navigation. Equally complex is the issue of software licensing. Traditional licensing models, designed for hardware- based environments, are often ill-suited to the dynamic, on-demand nature of cloud workflows. This has created disharmony amongst vendors and end users, prompting industry-wide efforts to develop more flexible approaches. Moote adds that “the rapid shift to cloud and hybrid workflows has exposed a critical friction point: traditional software licensing models were built for hardware, not for dynamic, software-defined environments.” Addressing this challenge is a key priority for IABM, which is working with industry stakeholders to define the best practices that support modern workflows. Alongside licensing, control and monitoring have become increasingly complex as operations span both local and cloud environments. Ensuring visibility and security across these distributed systems is no small task, and one that requires new standards and approaches. Initiatives such as the development of the new SMPTE ST 2138 standard aim to provide a framework for managing these challenges, making sure cloud and on-premises systems can operate seamlessly together. Thinking ahead, it’s clear that cloud will continue to play a central role in the future of the broadcast and streaming industry – but not in the all-encompassing way that was once predicted. Instead, its role is becoming more targeted and strategic, focused on areas where its strengths can deliver the greatest impact. As Moote puts it: “Cloud will play a key role in making streaming operations more flexible, but in a more targeted way than before. Yes, cloud services will continue to be relied upon for high-demand, variable workloads such as live events and peak traffic, where scalability is critical.” Perhaps most importantly, cloud is enabling another level of experimentation within the industry. The ability to launch channels, test formats and enter markets without significant upfront investment is lowering the barrier to innovation. As Moote concludes: “It will also enable more modular, on-demand workflows, allowing companies to quickly launch new channels, regions or services without fixed infrastructure. This is key for niche channels and companies that want to experiment with brand-new business models.”
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