
With public cloud ready to transform live sports distribution models right now, Arqiva's Greg Burns argues that democratisation - making cloud simple, accessible and cost effective for all - is key to unlocking its true potential.
If content rules, then distribution is the power behind the throne. And increasingly, distribution is changing.
Gone are the days when the only options of delivering live sports content were through fibre in the ground or satellites in the sky. The public cloud has changed all that.
Rights holders and broadcasters can now take advantage of the capabilities of cloud to radically simplify partner distribution, streamline and automate production operations and transform the cost base by moving from traditional CAPEX approaches to OPEX-based models.
So, instead of having to invest in physical fibre or satellite infrastructure (or interchanges) for content contribution and distribution, rights holders can send their live event footage via the internet to public cloud. Broadcasters can pick it up in the same place; process it, then distribute it via the internet to platforms and channel partners all over the world. Suddenly, the world of live sports becomes available all over the world. And all you pay for is the bandwidth and services you use, when you use it.
This allows broadcasters and rights holders to be much more agile. They can test new markets, experiment with new fan experiences and take advantage of a growing cloud-based ecosystem of partners and technology providers to do things differently, more quickly and with considerably less risk than ever before. In short, everyone gets to innovate and learn without the fear (or financial costs) of failure.
Public cloud has, for example, made it possible for golf fanatics to see every shot live from every green. This kind of real-time scale' is simply not possible with traditional fibre and satellite models. It would be too expensive to get all the infrastructure in place.
In the same way, football fans can view highlights mere seconds after the action has happened on their social media apps. If the content's already in the cloud, it can be processed there without the (relative) time and expense of moving content from one infrastructure to another to create the clips, then having to move it back again to deliver to the social platforms. It all happens in one place.
Similarly, racing enthusiasts can analyse engine and driver performance in real time because multiple concurrent feeds are radically easier to manage in the cloud. And, of course, commentators and presenters can share an almost innumerable number of live action stats thanks to AI-driven analysis services that working away in real time (again in the cloud).
This isn't about technology. Cloud is all about reach, audience experience and getting maximum ROI from your rights and channel partnerships.
While this may be nothing new these capabilities and services have been around for a number of years. However, such cloud-enabled innovations havent always been accessible to everyone. Smaller rights holders or broadcasters/platforms lack the budgets and technical expertise to create these advanced, cloud-based models. To put it bluntly, NFL-style fan experiences have necessitated NFL-style budgets.
Happily, as adoption grows in the live sports space, and as service and application developer communities expand, the capabilities previously only available to a few major rights holders and networks are now perfectly accessible by everyone.
Much of this is down to the fact that cloud perhaps uniquely brings services closer to the content. Rather than spending time and money moving content from one physical infrastructure to another, it can be delivered directly into the cloud (whether by traditional or IP delivery) and processed while it's up there. Then it can be distributed in any format, wherever it needs to go. Simple.
More to the point, as cloud maturity grows and wider ecosystems develop, brands be they broadcasters or rights holders no longer have to manage the heavy lifting themselves. They can, and arguably should, plug into existing communities. Not only is there no need to reinvent the wheel but creating more open and accessible ecosystems benefits everyone delivering economies of scale, driving innovation and optimising returns.
Arqiva's Arqade is one such platform that's aiming to do exactly that. Taking advantage of public cloud, Aqade brings rights holders/originators and broadcasters/recipients together. The former have a single virtual interchange where they can showcase and syndicate content to the latter who can rapidly discover, review and request that content to create new channels or fill live event schedules. All in the cloud, without having to invest in masses of physical infrastructure or build their own future-ready cloud environments.
So, let's democratise the public cloud to unlock its very real transformational impact on live sports distribution. Next time, we'll look in more depth at the developing public cloud ecosystem and why integration is the catalyst for ever greater innovation and transformation.
Published
04/07/2022
Author
Greg Burns, Head of Media Products
Most recent headlines
07/12/2022
Dalet, a leading technology and service provider for media-rich organizations, today announced key new capabilities available in Dalet Flex that support importa...
04/11/2022
The best gamers know DTS Headphone:X technology ups their play. Now major magazines have caught on, too.
DTS Headphone:X technology creates immersive soundsc...
08/10/2022
Dalet, a leading technology and service provider for media-rich organizations, is pleased to announce its return to the IBC Show, held in Amsterdam from Septemb...
12/08/2022
The HBO original series Winning Time: The Rise of the Lakers Dynasty re-creates the Los Angeles Lakers' historic climb to prominence over the rest of the NB...
12/08/2022
The National Film and Video Foundation (NFVF), an agency of the Department of Sport, Arts, and Culture and custodian of the SAFTAs is calling all South Africans...
12/08/2022
Boston Conservatory at Berklee Dancers to Perform at KCON Los Angeles Thirteen dance students will perform four times throughout the convention, including ope...
12/08/2022
A 4K cloud workflow from TVU Networks has enabled the broadcast of Spain's Almagro Classical Theater Festival for RTVE, who deployed a multi-camera producti...
12/08/2022
In a new series of features, Future speaks to a selection of industry stakeholders about their typical IBC routines, and what theyre looking forward to at this ...
12/08/2022
BURBANK, Calif. As Disney announced significant subscription price increases (opens in new tab) for its streaming services and launch dates for a lower-cost ad-...
12/08/2022
ALMAGRO, Spain Spanish national public broadcaster Radiotelevisi n Espa ola (RTVE) in July used cloud-based 4K and 5G live production technology from TVU Networ...
12/08/2022
PARIS With just under two years to go until the start of the Paris 2024 Olympic Games, Olympic Broadcasting Services (OBS) has revealed its initial plans for th...
12/08/2022
WASHINGTON Award-winning film producer Evan Shapiro will keynote the 2022 NAB Show New York opening event. In his presentation, Bringing Media Into the Current...
12/08/2022
WASHINGTON D.C. The Federal Trade Commission has announced it is exploring rules to crack down on harmful commercial surveillance and lax data security....
12/08/2022
AMSTERDAM At the 2022 IBC Show in Amsterdam, Sept 9-13, SDVI will showcase the latest developments in media supply chain optimization, including net-zero emissi...
12/08/2022
LONDON A+E Networks UK & EMEA has announced that it will launch the direct-to-consumer true crime streaming service Crime+Investigation Play on the 5th of Septe...
12/08/2022
BOREHAMWOOD, U.K. Sky Studios Elstree, a joint venture of Sky and NBCUniversal, has selected Xytech Systems resource management software for its complete operat...
12/08/2022
COS COB, Conn. & OAKBROOK TERRACE, Ill. Chicken Soup for the Soul Entertainment has announced that the company has completed the acquisition of Redbox Entertain...
12/08/2022
FREMONT, Calif. Blackmagic Design has announced that the HBO Max series Our Flag Means Death used extensive Blackmagic Design products to create the stunning ...
12/08/2022
TVBEurope sits down for a Q&A with Tarif Sayed, president and GM of NDI Global, to discuss his background, his path to NDI, and what makes it a great fit for co...
12/08/2022
As open-standards-based IP has come of age as a network protocol for the broadcast, AV and corporate sectors, the emphasis has moved from making essence transpo...
12/08/2022
Canon Releases New PTZ Protocols for CR-N500 and CR-N300 4K PTZ Cameras
Brie Clayton August 11, 2022
0 Comments
Canon CR-N500 and CR-N300 Firmware Upd...
12/08/2022
PHABRIX launches QxP - The portable QxL
Brie Clayton August 11, 2022
0 Comments
PHABRIX, a broadcast test & measurement innovator, has announced the la...
12/08/2022
VEGAS Creative Software Launches VEGAS Pro 20
Brie Clayton August 11, 2022
0 Comments
VEGAS Pro 20 Enhances Cloud Collaboration with New VEGAS Hub Feat...
12/08/2022
ATOMOS CONNECT and SHOGUN CONNECT new firmware enables Frame.io Camera to Cloud ...
12/08/2022
Posted on 12 Aug 2022
ICG joined local volunteers and Coastal Conservationist and Marine Medic, Tracey Hope for the daily beach clean on the Fylde coast at St ...
12/08/2022
Described by Winston McCall of Australian metalcore band, Parkway Drive, as the most metal place on earth! the Full Force festival in L bnitz, Germany has bee...
12/08/2022
Banijay today announces Swedish label Meter TV, part of Banijay Nordic, will pro...
12/08/2022
The Isley Brothers reimagine a 1975 classic with Beyonc [listen] R&B legends The Isley Brothers have teamed up with Beyonc on a duet of their 1975 classic, M...
12/08/2022
Actress Nomzamo Mbatha researched Nandi while filming Isibaya' Shaka Ilembe' producer and actress Nomzamo Mbatha says she's always wanted to play Q...
12/08/2022
Skeem Saam' September Spoilers: Kwaito leaves, Alfred is bribedThe Skeem Saam' teasers reveal that Clement Maosa, who plays Kwaito Seakamela-Maputla wi...
12/08/2022
WATCH: Skeem Saam - Tonight's teaser E30 S11Find out what's going on tonight on Skeem Saam!
by SA TV and Soapies
12-08-2022 16:00
in SkeemSaam
Fri...
12/08/2022
WATCH: Generations - The Legacy, tonight's teaser E190 S8Keen to know what's happening on the latest episode of Generations: The Legacy?
by SA TV and ...
12/08/2022
WATCH: Uzalo- Tonight's teaser E115 S8Don't get left behind, catch up on Uzalo now!
by SA TV and Soapies
12-08-2022 16:05
in Soapies
Friday's ...
12/08/2022
WATCH: Imbewu - The Seed, tonight's teaser E87 S5Catch up on what's going on to night on Imbewu
by SA TV and Soapies
12-08-2022 16:08
in Soapies
F...
12/08/2022
WATCH: Diep City - Tonight's teaser E95 S2We've got you covered on what's happening tonight.
by SA TV and Soapies
12-08-2022 16:10
in Soapies
...
12/08/2022
WATCH: The River - Tonight's teaser E135 S5Watch tonight's episode of The River and catch the latest episode every weekday at 20:00 on 1 Magic, don'...
12/08/2022
WATCH: Scandal - Tonight's teaser E96 S14Get to know what's happening on tonight's episode!
by SA TV and Soapies
12-08-2022 16:15
in Scandal
F...
12/08/2022
WATCH: Gomora - Tonight's teaser E80 S3Don't miss out on what's happening on tonight's episode of Gomora, and watch the latest episode every wee...
12/08/2022
WATCH: Muvhango - Tonight's teaser E419 S22Don't miss out on the latest drama in Muvhango!
by SA TV and Soapies
12-08-2022 16:20
in Muvhango
Frida...
12/08/2022
WATCH: 7de Laan - Tonight's teaser E425 S22Don't miss out on what's happening on tonight's episode of 7de Laan and Catch the latest episode ever...
12/08/2022
Belinda the Bok anthem singer': Who is SA's Whitney Houston?Belinda Davids has been tasked with singing the national anthem at the Springboks vs All Bla...
12/08/2022
Ross Video's comprehensive production switcher lineup grows more robust and ...
12/08/2022
AJA Releases Mini-Config v2.26.4 posted: 12/08/2022
Feature-rich software update streamlines conversion workflows, delivers enhanced flexibility
AJA Vid...
12/08/2022
Daily devotion: Your bible verse and prayer for 12 August 2022GOOD MORNING! Here's your daily bible verse and prayer to get you ready and excited about your...
12/08/2022
Actor Arthur Masoma discusses playing Phuthi in Skeem Saam' Actor Arthur Masoma recently joined Skeem Saam' after auditioning for the role of Phuthi L...
12/08/2022
From the Garden of Eden to the promised land: IT IS WRITTENOur Father is preparing a new heaven and a new earth, built for His bride, beautifully dressed for he...
12/08/2022
The Beats n Bars Festival is relocating to the American Tobacco Campus in September.
The festival kicks off Friday, Sept. 16, with a free hip hop show at Bouri...
11/08/2022
By Vanessa Zimmer
Twenty-five years ago this month, many of us learned the mean...
11/08/2022
We are excited to be back at the @Integrate exhibition at the ICC Sydney, Australia
For over a decade, Integrate has been Australia's leading event for Pro...
11/08/2022
SOUTHWICK, Mass. Hitachi Kokusai Electric Comark LLC has announced that WLII is on-air with a new Comark 19.2kW Parallax VHF band 3 transmitter....