Grass Valley’s new cloud-native broadcast services solution helps broadcasters get out of the linear rut
here’s a new star in the Grass Valley GV Media Universe: the GV AMPP Playout service, a cloud-first, flexible, scalable playout addition to Grass Valley’s Agile
can employ AMPP to spin up or spin down a variety of applications on a pay-as-you-go basis. Public cloud is great at being elastic and offering services on a pay-as-you-go basis, but cloud is hardly what broadcasters think of first when planning how to do playout – a part of the workflow that always needs to be on tap. “Historically, playout has been a 24/7, nailed-up service. And that’s not a great use case for cloud,” says Maycock. “If you do the maths, you often find you’re better off buying the equipment and running it in your own data centre, rather than renting it from Google or Amazon.” But content playout has substantially expanded and diversified from the single, always-on channel of the traditional linear world. Broadcasters and rights holders have the opportunity to play out content to their audiences with pop-up channels or feeds to social media outlets at any time. The speed and responsiveness of cloud means that a team can engage with a major event or secure rights, or just have a brainstorm, then launch a TV channel within days.
Media Processing Platform (AMPP) technology. “Our industry loves talking about technology for technology’s sake,” notes CMO and general manager of playout for Grass Valley, Neil Maycock. “When we go to trade shows, the conversation is often about the latest tech to get excited about. But customers don’t invest because the technology is cool. They invest because they’ve got economic drivers to do things differently.” The use cases for cloud are growing as the technology matures. Grass Valley launched its GV AMPP platform earlier this year, building it from the ground up in a cloud environment, while leveraging Grass Valley’s legacy of broadcast expertise. GV AMPP is a SaaS platform designed to offer broadcasters the power of cloud-based elastic compute and to help companies move from their long-time reliance on hardware-based systems. Fully browser-based, users
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