The Cloud Advantage
Posted on Sep 27, 2024 by FEED Staff
Transforming Live Production
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
Sponsored editorial
The 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 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 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 coverage regardless of the event’s size or complexity.
Streamlining Operations
Efficiency is at the core of cloud-based production. By leveraging the cloud, production teams can streamline operations, reducing the time and resources needed to produce live content. Cloud platforms enable remote collaboration, allowing teams to work together in real time regardless of their physical location. This not only speeds up production, but reduces the logistical challenges associated with the more traditional production set-ups.
The efficiency of cloud-based production extends to content management. Cloud platforms provide centralised storage and management of media assets, making it easier for teams to access, organise and distribute content. This centralised approach eliminates the need for redundant storage systems and simplifies the workflow, leading to faster turnaround times and reduced operational costs.
A Greener Future
As the world becomes more conscious of environmental impact and media businesses place greater emphasis on meeting sustainability targets, the industry needs ways to reduce its carbon footprint.
Traditional live production often requires large teams, extensive equipment and significant travel, all of which contribute to a higher carbon footprint. By moving to cloud-based workflows, production teams can operate with smaller crews, less equipment and fewer on-site requirements. This not only reduces energy consumption but makes good business sense. Broadcasters can produce more with fewer resources while maintaining high production standards and reducing costs.
Cloud as the catalyst
The adoption of cloud-based production in live media is not just a technological upgrade; it’s a paradigm shift transforming how content is made, edited and broadcast. The benefits are driving a new era where media companies can deliver more dynamic, engaging and environmentally responsible content.
As the media industry continues to evolve, the cloud will play a central role in shaping the future of live production. By embracing cloud technology, broadcasters and production teams can unlock new opportunities, overcome traditional barriers and create a more inclusive and sustainable media landscape. The cloud is not just a tool for today; it is the foundation for the future of live production.
This feature was first published in the Autumn 2024 issue of FEED.
