
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 ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
03/04/2026
Michigan's Fab Five will reunite for an alternate presentation of the Mich...
03/04/2026
Avid will exhibit at NAB Show 2026 (April 18-22, Booth N2226, Las Vegas Convention Center), demonstrating its Content Core platform and new AI-driven workflow c...
03/04/2026
Mark Roberts Motion Control (MRMC) has announced the appointment of Nick Barthee as Chief Operating Officer.
The announcement follows MRMC's transition fro...
03/04/2026
Interra Systems has announced that Elite Media Technologies has selected its BATON file-based QC solution for media workflows. Elite Media Technologies speciali...
03/04/2026
Ateme has announced that Moldtelecom has deployed Ateme technologies across its streaming workflow, covering encoding, delivery, operations, and analytics.
Mol...
03/04/2026
Grass Valley will demonstrate Framelight X, its content management platform, at NAB Show 2026. The platform connects capture, ingest, editing, and publishing in...
03/04/2026
Encompass Digital Media and Techex have announced a cloud-native Master Control ...
03/04/2026
Live Vertical Video automatically track the action on the court via AI technology and delivers a fully optimized, 9 16 live feed for viewers...
03/04/2026
As the Illini make their first trip to college basketball's biggest stage si...
03/04/2026
After last summer's Softball National Championship victory and last week'...
03/04/2026
The University of Arizona's Men's Basketball team has only loss twice th...
03/04/2026
Eight games across four tournaments will be played in three venues; accommodatio...
03/04/2026
The Ottawa Senators and Bell Media have announced a long-term rights extension for regional Ottawa Senators games on TSN and RDS. TSN Radio 1200 remains the exc...
03/04/2026
Massive production in Phoenix running out of Flagship Mobile unit, Features 50+ ...
03/04/2026
Iconic guitar pedals now available in plug-in form
Guitar effects experts Electro-Harmonix have teamed up with MixWave to turn a collection of their most pr...
03/04/2026
New multi-band AUv3 plug-in announced
Fred Anton Corvest (FAC) offer an extensive range of AUv3 plug-ins and iOS/iPadOS Apps, and their multiband effects pr...
03/04/2026
Just 84 units to be released in the US
Experimental synthesizer and sound-machine extraordinaires SOMA Laboratory have revealed an upcoming special-edition ...
03/04/2026
Emulates the input section of an Ampex 350
One of the latest arrivals to the Iconic Instruments range delivers a new tube preamp plug-in inspired by the cir...
03/04/2026
New York April 2, 2026 TelevisaUnivision, the world's leading Spanish-la...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/04/2026
CVP, one of Europe's leading suppliers of professional video and broadcast solutions, today announces the launch of its new German operation and the formati...
03/04/2026
Mark Roberts Motion Control (MRMC) today announces the appointment of Nick Barthee as Chief Operating Officer, strengthening its leadership as the company conti...
03/04/2026
Net Insight introduces programmable Trust Boundaries that make live media interconnection predictable as traffic moves between facilities, networks and cloud en...
03/04/2026
Winning in the new media economy: Avid showcases AI-powered, connected intellige...
03/04/2026
NUGEN Audio CEO Dr. Paul Tapper to Lead Presentation About Dialog Intelligibilit...
03/04/2026
NAB Show 2026: PlayBox Neo Highlights Workflow, Security, and IP Advances
Brie Clayton April 2, 2026
0 Comments
PlayBox Neo will showcase the latest i...
03/04/2026
For Taku Hirano, Everything Is Connected From touring and composition to teaching and instrument design, the in-demand percussionist sees it all as one body o...
03/04/2026
Berklee Honors Humberto Ramirez with Master of Latin Music Award The alumnus and acclaimed trumpeter is honored for his influence as a performer, composer, an...
03/04/2026
Back to All News
Competition Heats Up with Intrigue and Spices: Netflix Unveils...
03/04/2026
Back to All News
Radioactive Emergency Ranks #1 On Netflix's Global Top 10 ...
02/04/2026
HBO and NFL Films have announced Hard Knocks: Training Camp with the Seattle Sea...
02/04/2026
Haivision has announced the Makito ONE, a single-blade video encoding and decoding platform, at NAB Show 2026. The platform combines dual-channel video encoding...
02/04/2026
Telestream has introduced UP.Lens, a cloud-based multiviewer and monitoring serv...
02/04/2026
Mark Roberts Motion Control (MRMC) will exhibit at NAB Show 2026 (Booth C5220, April 19-22, Las Vegas Convention Center), marking the company's 60th anniver...
02/04/2026
Net Insight has introduced programmable Trust Boundaries, a feature integrated i...
02/04/2026
Bitmovin has announced support for SGAI (Server-Guided Ad Insertion) in its playback products, using HLS interstitials. SGAI combines elements of client-side an...
02/04/2026
Riedel Communications' SimplyLive RiMotion R12 replay system is supporting B...
02/04/2026
LTN, a managed IP video transport company, and Ateme, a video compression and de...
02/04/2026
Harmonic has announced that TDF, a broadcast infrastructure operator in France, has deployed Harmonic's XOS Advanced Media Processor and ProStream X Video S...
02/04/2026
Eluvio and the United Rugby Championship (URC) have announced first-year results...
02/04/2026
The Kansas City Current and Scripps Sports have announced that ION will broadcas...