Ian Fletcher, chief technology officer at Grass Valley, discusses the on-going move to cloud in the media industry, and why some early adopters are feeling a sense of regret.
Which industry trends of 2023 have caught your attention the most, and why?
The prominence of the cloud is undeniably a major trend. Many now realise that cloud-based video productions retain almost all of their creative and flexible aspects. No longer an occasional tool, it’s become quite commonplace for many.
However, there’s a discernable sense of regret among some early adopters. They’ve noted that not every cloud system delivers equally. Having a cloud solution that is properly structured is vital for cost-effectiveness. It’s not just about migration; it’s about designing software to function optimally in the cloud environment.
How are these trends influencing the media and entertainment sector?
The most significant advantage of cloud production is its versatility. It facilitates remote collaboration, allows diverse signal routing of shows, and offers multiple production scenarios – from trucks to control rooms.
While the cloud is revolutionising areas like live sports events, there’s still a place for traditional video hardware. Different scenarios demand different setups, whether that’s a brief live event using the cloud or a 24/7 network relying on on-site production.
An emerging challenge is the scarcity of larger cloud instances from providers, leading some broadcasters to consider multi-cloud strategies. This shift means industry players might step in with tailored offerings. Nevertheless, success in this realm requires a robust cloud architecture, like AMPP’s edge compute model, which simplifies transitions between various platforms and services.
How do you anticipate these trends evolving in 2024?
There’s a need for industry vendors to collaborate, aiming for a unified ecosystem that enhances the user experience. Clients want seamless integration of top-tier solutions, akin to how apps function on mobile operating systems. Instead of creating isolated ecosystems, it’s time for video vendors to unite for a collective purpose.
Grass Valley aspires to lead in this initiative. Given our presence in major networks and AMPP’s open design, we’re already collaborating with various vendors, competitors included. We remain open to partnerships that further develop this ecosystem.
What new industry trends do you foresee emerging in 2024?
Artificial Intelligence (AI) stands out as a game-changer. At Grass Valley, AI already plays diverse and significant roles in our products. We leverage AI for personalised user training, eliminating the need for external manuals. It also aids in image recognition and voice-to-text operations. AI’s potential is vast, and the question now is exploring its myriad of practical applications beyond mere buzzwords.
