FEED Spring 2021 Web

2020 forced the media industry to move to the cloud, and 2021 is about refining those workflows

edia production has always been collaborative, with lots of stakeholders involved in the life cycle of media. Over the past few

For some, the situation was even worse, with team members having content stored directly on their hard drives and not in a central repository.” The media industry quickly turned to various cloud and hybrid cloud solutions to manage content. In making that transition, the industry started to reap the benefits almost immediately. “Media companies have made the move to cloud workflows out of necessity,” Azimi says. “However, they’ve found it has brought a whole host of benefits, such as lower costs and significant time efficiencies. This has been a happy by-product from

years, there has been a growing need to enable that collaboration from different geographic locations. Even that didn’t quite prepare the media industry for what would come in 2020. “During the pandemic, the trend towards remote workflows accelerated massively overnight,” explains Parham Azimi, co-founder and CEO of media management company, Iconik. “Our research* said

that in 2020, almost 12% more data was being stored in the cloud than in the previous year.” This has been a significant challenge, as Azimi explains. “Rather than slowing the adoption of remote collaboration, the media industry had to immediately implement something to enable business as usual. However, the industry did adapt, and adapt fast.” At a time when lockdown restrictions were crippling the production of new content, many media companies turned

an initially difficult situation.” One of Iconik’s customers, PokerGo, is a service provided by Poker Central that offers 100 days of on-demand live content every year. The company called on Iconik to help make it easier to share its store of content – 500TB worth. With simpler access to its archives, PokerGo could serve up new content during the pandemic from recycled and legacy footage incorporated into highlight reels and documentaries. Editors can now access the entire archive


their focus to repurposing existing archives to keep consumers engaged. This meant that the ability to easily access (sometimes very big) archives in order to reuse old content became essential for many. However, enabling employees to access that content from their homes was not without its challenges. Azimi continues: “Companies struggled to give access to their on-premise storages to their team members who were now working from home.

with the help of the Iconik panel for Adobe. Having made the move to cloud workflows, how can media companies make sure they fully maximise those benefits in 2021? Azimi believes that the answer lies in taking the time to think through those workflows. “As many companies have had to migrate to the cloud fast, some of those workflows may not be as efficient as they could be. Take the time to look at your workflow and determine where it could be made more seamless, helping you fully maximise the potential of the cloud,” he says. For Iconik, 2021 will focus on AI. “One of our main objectives in 2021 is to build native AI services in Iconik, including face recognition and label detection, with the ability for them to be custom trained for each user individually,” says Azimi. “This will make it significantly easier for customers to know what kind of content they have, allowing them to find it easily and to collaborate with it.” * See Iconik’s Media Stats Report 2021: iconik.io/2021/01/28/media-stats-report-2021


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