Words by Xxxx Xxxxx TRANSFORMING LIVE PRODUCTION: THE CLOUD ADVANTAGE The live landscape has shifted seismically in recent times. Tata Comms Media’s global head of marketing Kevin O’Meara shares his insights on the current state of affairs T he pace of technological advancement in live production has been nothing short of remarkable. For a long time, remote and cloud- based production of live events was an approach that showed huge promise, but the industry remained reluctant for live content producers to fully commit to it. Yet an enforced need for remote
is crucial. Whether it’s a breaking news story, sudden shifts in a sports tournament’s schedule or last-minute content edits, cloud platforms enable production teams to respond swiftly and efficiently. They can access and edit content from virtually anywhere, allowing for immediate adjustments and integration into the live feed. This flexibility extends to content clipping and editing. Cloud-based platforms allow for the rapid creation and dissemination of highlight reels and social media clips during live events – a particularly valuable capability in today’s digital-first world, where audiences expect instant access to key moments. For example, a live sports match going overtime or an underdog making a comeback can drive viewership
rapidly – and cloud-based platforms can be implemented to generate and distribute highlight clips almost in real time, keeping fans engaged and connected to the action. MEETING DEMANDS Scalability is another significant advantage. Traditional production set-ups will often require substantial investments in physical infrastructure, and this can be a real barrier to scaling up operations. In contrast, cloud platforms offer the ability to scale resources up or down depending on the event. This means teams can efficiently handle everything from small-scale local events to large-scale international broadcasts without the need for additional physical infrastructure other than connectivity. For instance, a regional sports tournament and a global championship can both be produced on the same cloud-based platform. The only difference lies in the scale of resources deployed, which can be adjusted in real time to meet the demands of the use case. This scalability ensures that broadcasters can deliver consistent, high-quality
production during the pandemic – with high-profile cloud-based productions not just coping, but excelling – has allayed fears. In recent years, cloud-based production has evolved from a promising concept into a powerful tool redefining how live events are produced, edited and delivered. As we look at live production’s future, the cloud will be a critical enabler with benefits beyond efficiency, flexibility and sustainability. ADAPTING IN REAL TIME One of the standout features of cloud-based production is its unparalleled flexibility. In live production, the ability to adapt in real time to unexpected changes
THE ADOPTION OF THE CLOUD ISN’T JUST A TECH UPGRADE, IT’S A PARADIGM SHIFT
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