Store, Regret, Repeat The still-fresh outage of Whatsapp, Facebook and Instagram gave a timely reminder of what can happen when so many are dependent on so few. A great number of companies, who are reliant on those online platforms, lost valuable hours of trade. This shows that there should be greater democratisation and less single points of failure .
Similarly, just a few giants within the cloud storage industry can end up having the final say so over a huge volume of content. Media companies frequently find themselves backed into a corner regarding what they can (or cannot do) with their own content and data.
A recent report by Gartner brought a few of these tendencies to light, noting heavy handed sales tactics by some of the cloud's biggest players . The report went on to explain that, while the key public cloud giants have displayed a fast pace of innovation and continued revenue growth, it may be at the expense of the customer experience. Technical complexity, aggressive sales tactics and post-sales dissatisfaction, all feature in the list of downsides when consumers become dependent on public cloud platforms.
It has been estimated that by 2025, 80% of enterprises will have cloud-based infrastructures. As a customer of cloud storage you should be completely happy that data is not stuck, that data repatriation is considered and that non-reliance on individual companies is prioritised.
Cloud Cost Concerns It's your content, so you should be able to access it however and whenever, right? That will not be possible in the cloud with many public offerings. Data access fees for your own content are both complex to calculate and can add up to be far more expensive than the storage fees themselves. So you may frequently find yourself paying to access your own content. Data movement fee structures make it easy to move your content into the cloud, but retrieving it is not so easy companies are increasingly concerned about data repatriation issues. The whole set-up feels a little like being charged for your drink, then charged for moving to sit down with it in the pub, and then being charged even more to leave the pub!
Cloud Provider or Technical Partner? Surely though, once you know your way around your public cloud providers' offerings it should be plain sailing? Not so much. Customisations (e.g. to workflows) are basically left in your hands and that requires expensive and complex devops. With public cloud providers they typically aren't going to do any devops work for you. So we see in the marketplace a number of companies springing up, to perform security audits, to perform workflow integrations: the list goes on but unfortunately so does the expense. Buying individual parts of a solution set from multiple providers can become logistically complex, costly and time consuming. It's not a new argument to suggest that technical partners who know and understand the industry and who can provide a thought through but open solution set have a strong place to play.
Cloud First or Hybrid? Going back to 2020 Cloud First became a boardroom mantra perhaps because the boards felt that it made their companies seem more modern and therefore gave value to the company. But the reality was always going to become cloud where cloud fits and on-prem where on-prem fits artificially forcing a company down a single route was only ok if ultimately the benefits outweigh the costs! But there is of course another option hybrid. Working partly with cloud and partly on-prem. It's much talked about and where it is implemented well it really does provide the best of both worlds.
The combination of both means you are able to scale up and down as required, but with the additional security of having full control of your data. You can access the full range of the benefits of the public cloud, without having to wholly depend on them freeing you up to create your content and distribute as you need.
In my view, cloud is an amazing tool that can and must be utilised, but at the same time the cloud honeymoon is over: the challenges of using it are now well-understood and provide us with parameters that show it has its limitations along with its benefits. We need to be Cloud Smart rather than Cloud First.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
Store, Regret, Repeat The still-fresh outage of Whatsapp, Facebook and Instagram gave a timely reminder of what can happen when so many are dependent on so few. A great number of companies, who are reliant on those online platforms, lost valuable hours of trade. This shows that there should be greater democratisation and less single points of failure .
