David Edwards, product manager at Net Insight, looks at ways in which automation drives agility and enables creativity to flourish
By Contributor
Published: June 18, 2024 Updated: June 19, 2024
David Edwards, product manager at Net Insight, looks at ways in which automation drives agility and enables creativity to flourish
target=_blank title=Share on LinkedIn class=share-linkedin> David Edwards, product manager at Net Insight, looks at ways in which automation drives agility and enables creativity to flourish
https://www.tvbeurope.com/features/opinion-how-harnessing-automation-fosters-innovation-and-agility title=Share via Email class=share-email>
The media landscape today is an ever-evolving arena, demanding constant innovation and flexibility to keep pace with consumer expectations and technological advancements. As consumer appetite for compelling and enriched content continues to grow, through more immersive camera views and additional content provided via OTT platforms and social media channels, media companies face the dual challenge of meeting these increasing demands while managing more complex workflows.
Net Insight product manager, David Edwards To address this growth and fragmentation of a media-rich landscape, media organisations must be ready to handle a significant spike in live streams and deliver content seamlessly across various platforms. This need for agility and responsiveness makes innovation not just a strategic goal but a necessity. Media companies must continuously innovate to stay competitive.
However, traditional media networks often hinder the speed and flexibility required for innovation. Many of the organisations that are adapting most rapidly have found that the solution lies in automation, particularly through more agile, software-defined media networks. These networks are transforming content delivery and streamlining operations, allowing companies to launch new offerings more swiftly and effectively.
The limitations of traditional media networks Traditional media networks, implemented on rigid architectures and manual operations, are increasingly becoming a hindrance or drag for companies striving to meet the growing demand for diverse, high-quality content. Through a non-segmented architecture that may be open to misconfiguration risks, such networks often involve laborious processes that are not only time-consuming but also prone to human error. As media organisations face the challenges of managing more complex workflows and maintaining high delivery standards, the need for more dynamic solutions becomes evident.
In the past, launching a new channel or service could take several months of meticulous planning and preparation as equipment was manually provisioned and signal flows routed. This slow pace is no longer viable in today's fast-moving media environment, where agility and rapid response are key to staying competitive. The next chapter of video production and delivery requires speed and automation, and this is where software-defined media networks come into play.
The imperative for software-defined media networks Software-defined media networks offer a dynamic framework that enables media organisations to adapt quickly to changes and scale operations efficiently. These networks are designed to be flexible, allowing for rapid reconfiguration and expansion based on current needs. Automation serves as the backbone of these networks, reducing operational complexity and enhancing content delivery across multiple platforms.
The power of cloud technology has also played a crucial role in this transformation. Software-defined media platforms and hardware products operating with software deliver the flexibility and agility that media organisations need to innovate and evolve quickly and reliably. This cloud-based approach allows for on-demand scalability and regionalised provisioning with remote management and control, opening up new opportunities for collaboration and efficiency.
One of the significant advantages of software-defined media networks is their ability to manage increasing volumes of content seamlessly. By establishing software layers' of control and monitoring based on open APIs, media organisations can configure, reconfigure, expand, and monitor systems and networks very quickly and effectively. This capability is particularly crucial during high-stakes events such as live sports broadcasts, during which the network can rapidly scale up and add more live feed destinations, tapping into growing monetisable audiences. It can then scale down quickly to accommodate network traffic troughs and avoid the costs of running at full speed unnecessarily. This dynamic approach not only improves efficiency but also frees up resources that can be reinvested in projects that drive further innovation.
Fostering innovation through automation Beyond improving operational efficiencies, software-defined media networks unleash unparalleled creativity and innovation through their speed and reliability. Automation tools that manage content end-to-end, and can adapt media platforms and networks at a moment's notice, are mission-critical to agile and operationally efficient networks. By automating routine tasks, creative teams can focus more on content creation and less on the logistical aspects of media production. This shift allows media companies to experiment with new formats, engage with audiences in novel ways and use staff in the most effective manner to stay ahead of industry trends.
Enabling business success The journey towards fully automated, software-defined media networks is pivotal for the success of modern media enterprises. As we advance, the integration of sophisticated automation tools will play a crucial role in reshaping media operations, enhancing content delivery, and ensuring that media companies can
Europe Stories
19/12/2025
With Playout Release 2025.4, ToolsOnAir continues to push professional playout w...
19/12/2025
19 Dec 2025
VEON's Mobilink Microfinance Bank Launches Islamic Banking Oper...
19/12/2025
The six-part drama, set in a close-knit Welsh town fractured by an unspeakable c...
19/12/2025
Rohde & Schwarz drives the future of mobility at CES 2026 At the 2026 Consumer Electronics Show in Las Vegas, Rohde & Schwarz will present a powerful lineup o...
19/12/2025
RT is proud to return to the RDS to support the 2026 Stripe Young Scientist & T...
18/12/2025
Canada's largest indoor arena has transformed its live production capabilities with a full ST 2110 infrastructure and Calrec's compact Argo S console. S...
18/12/2025
Long-term agreement includes the SES SCORE platform and hybrid distribution worldwide to deliver more than 5,000 hours of golf tournaments annually featuring th...
18/12/2025
18 Dec 2025
VEON Upgraded to Nasdaq Global Select Market, Enhancing Investor Visibility Dubai, December 18, 2025 - VEON Ltd. (Nasdaq: VEON), a global digital o...
18/12/2025
Thursday 18 December 2025
Sky Sports remains the exclusive home of the Masters ...
18/12/2025
Using the additive process of 3D printing, layer after layer gets printed until an object is as close to the final shape needed as possible. Historically, machi...
18/12/2025
In 2025, RT proudly supported 185 arts and cultural events across the island of Ireland, reflecting significant growth since the scheme was re-launched in 2014...
18/12/2025
RT Sports Awards 2025 live on RT One and RT Player at 8:05pm on Saturday 20 December
On Saturday 20 December live on RT One and RT Player at the earlier t...
18/12/2025
RT lyric fm presents a very special Winter Solstice edition of Ambient Orbit, l...
18/12/2025
At 7.45pm on 1st January 1926, the precursor to RT , then 2RN, delivered the fledgling new Irish state's first public radio transmission. From those first c...
18/12/2025
December 18 2025, 05:30 (PST) The Movie Experience SLO Becomes First U.S. Exhib...
17/12/2025
Investigative journalists across the Western Balkans and T rkiye continue to con...
17/12/2025
The right playlist is essential on New Year's Eve, building the energy as you get ready and keeping it high as you count down to midnight. This year, Spotif...
17/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
17/12/2025
Wuppertal December 17, 2025
Riedel Builds Global Communication and Commentary ...
17/12/2025
December 17 2025, 17:00 (PST) Dolby and LG Unveil a New Era of Home Audio With ...
17/12/2025
Wednesday 17 December 2025
Heated Rivalry will be coming to Sky and streaming service NOW on 10 JanuaryTurn on cookies to view this content. Go to Privacy opti...
17/12/2025
RT has announced that Kathy Fox has been appointed Commissioning Editor with re...
17/12/2025
With the new season of Dancing with the Stars shimmering in the not-too-distant future this New Year, the celebrity and dancer pairings of the twelve couples ha...
16/12/2025
Hawkins has landed on Spotify, just in time for Stranger Things Season 5, Volume...
16/12/2025
Wherever you are, your favorite music and audio content should go seamlessly with you. That's why Spotify has partnered with NAVER Corp, Korea's leading...
16/12/2025
2025 Wrapped arrived bigger and bolder than ever. This year's experience is designed to be ultra personal and shareable, with new features like Wrapped Part...
16/12/2025
16 Dec 2025
VEON Announces Release Date for Full Year and Fourth Quarter 2025 R...
16/12/2025
16 Dec 2025
VEON's Kyivstar Invests in Renewable Energy in Ukraine with Acq...
16/12/2025
Harmonic's XOS Advanced Media Processor Improves Streaming Video Quality and Boosts Viewer Engagement SAN JOSE, Calif. - Dec. 16, 2025 - Harmonic (NASDAQ: ...
16/12/2025
RT Sport Awards 2025 live on RT One and RT Player at 8:05pm on Saturday 20 December.
On Saturday 20 December live on RT One and RT Player at the earlier t...
16/12/2025
Singer -songwriter Brian Kennedy has been announced as the final celebrity dance...
15/12/2025
Cape Town, November 13, 2025 - SES and International artist and humanitarian, Fo...
15/12/2025
Luxembourg, December 15, 2025 - SES, a leading space solutions company, and Abra Group launched fast and reliable multi-orbit inflight connectivity service on t...
15/12/2025
15 Dec 2025
VEON's Beeline Kazakhstan Delivers First Starlink Direct to Cel...
15/12/2025
Andrew Mountbatten-Windsor finds himself the topic of year's cracker jokes
Oasis, David Harbour, Celebrity Traitors and Angela Rayner all feature in this y...
15/12/2025
Comscore Expands Cross-Platform Campaign Measurement to Include Audio and Social New capabilities strengthen cross-platform campaign reporting suite; CCR rebran...
15/12/2025
RT .ie has reached one billion page views this year and is on track to finish 2025 2% ahead of last year. Average time spent on the site is up 3% on 2024, with ...
12/12/2025
Last month, Spotify announced a new collaboration with the ATP Tour, the global governing body of men's professional tennis, aimed at bringing the next gene...
12/12/2025
Friday 12 December 2025
Ted is back! Seth MacFarlane's live-action comedic ...
12/12/2025
Uachtar n na h ireann, Catherine Connolly visited RT Raidi na Gaeltachta's...
12/12/2025
Ireland AM host Eric Roberts has been revealed as the sixth contestant taking to...
11/12/2025
Thomson and the Center for News, Technology and Innovation (CNTI) convened a two-day workshop in Sarajevo bringing together more than 35 journalists, editors, p...
11/12/2025
Having the right song soundtrack your moves can make all the difference when gam...
11/12/2025
It's been a big year for Taylor Swift. Her highly anticipated album The Life...
11/12/2025
11 Dec 2025
VEON's Banglalink Receives Regulatory Approval to Launch Digita...
11/12/2025
Thursday 11 December 2025
Sky Arts paints a picture of Britain's beauty as ...
11/12/2025
It's not every day we're asked to create a website for a classical musician!
So, we were delighted to help pianist Georgina Duncan as she embarks on he...
11/12/2025
It's beginning to look a lot like Christmas!
Irish golfing hero Shane Lowry...
11/12/2025
RT Sport Awards 2025 live on RT One and RT Player at 8:05pm on Saturday 20 December
On Saturday 20 December live on RT One and RT Player at the earlier ti...
David Edwards, product manager at Net Insight, looks at ways in which automation drives agility and enables creativity to flourish
