30 ADVERTISEMENT FEATURE Sony
WELCOME TO THE POST-DIGITAL ERA As the digital world offers new ways of consuming video, content owners are employing the latest tools to create content and leverage existing assets
loud technology is now widely used for all kinds of content production. Even live broadcast, where the need for low-latency
see a future where the whole supply chain is going to be in the cloud.” Sony is responding to this switch to cloud with new sets of products, including its virtualised switcher, editing tools based in the cloud and an entire news production platform that can be made available in public cloud. “The more you can virtualise what used to be physical assets, the more flexibility you’re going to get,” says Almond. “And that also means more OPEX and flexibility around business models. And you’re now no longer bound by physical infrastructure and geographical location.” Almond points out the IP production market has finally become mature, which is allowing for better and more efficient remote production, greater opportunities to create new types of content and better collaboration between teams. IP production means that content can be produced in situations or locales that might be challenging for big production hardware. Sony has recently acquired a 45% stake in Nevion, aiming to take remote production to the next level. Wireless cameras can transmit over a mobile network, streaming straight to Sony’s virtual production, which might operate on something as simple as a laptop – one that can be remote from the actual location – and it all can all be distributed over social media channels. The production cost is minimal, especially given that Sony’s virtual production is just a subscription service – and now
APART FROM THE ACQUISITION TOOL
and uncompressed video made it one of the last bastions of SDI infrastructure, can now be done comfortably with cloud-based tools. Services that once relied on hardware can be delivered just as efficiently – and often more so – with virtualised systems in the cloud. Ironically, the migration to cloud was spearheaded by audiences streaming content online; content processed and delivered entirely in cloud environments. Stuart Almond, Sony’s head of intelligent media services, says: “Your audience is in the cloud already. If your processing and delivery – and even production – tools can be there as well, that’s going to be an advantage. Apart from the acquisition tool itself, you can
available for a free trial so you can easily assess if it fits your needs at no cost. “This is going to continue to develop across the spectrum,” says Almond. “We know the trend shows things are only going one way. It’s not just about virtualising hardware. You are going to start to see more quick turnaround services. You see how AI is used now for speech to text or for building metadata for content libraries and archives with speech and face recognition. These kinds of services add to this post-digital era and make it easier to create amazing content.” ITSELF, YOU CAN SEE A FUTUREWHERE THEWHOLE SUPPLY CHAIN IS GOING TO BE IN THE CLOUD
Find out more and get your free trial at pro.sony/virtualproduction
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