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...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/07/2026
Zixi, a leader in live video delivery and workflow orchestration, and Comcast Technology Solutions (CTS) today announced a strategic new integration to deliver ...
16/07/2026
Blackmagic Design Cameras Capture Immersive Flight for New Cirrus App
Brie Clayton July 15, 2026
0 Comments
Leader in Personal Aviation taps URSA Cin...
16/07/2026
XenData Announces LTO Archive Appliances with both File and S3 Object Storage In...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Launched alongside new FreqSoft installer
Designed to bridge the gap between hardware and software, Freqport's FreqInOut FO1 unit provides a simple way ...
15/07/2026
Save up to 55% on software until 23 July 2026
Expressive E have just launched their Summer Offer sale, with discounts of up to 55% now applied across their ...
15/07/2026
Real-time stem-separation tool updated
zplane have recently released a new and improved version of their real-time stem-separation plug-in which they say ma...
15/07/2026
A new benchmark in bass enhancement
Described as a new benchmark in bass enhancement , Baby Audio's latest release has been designed to augment the lo...
15/07/2026
DMC Production's AR 1 and AR 2 units reverse the conventional OB workflow, keeping all production-critical processing at the venue while operators work remo...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
General-purpose robots and autonomous machines are moving from research labs to ...
15/07/2026
Wednesday 15 July 2026
Screeners and press pack now available: Gomorrah: The Or...
15/07/2026
Trinity's Treasures features Ruth Negga, Eleanor McEvoy, and David Norris, a...
15/07/2026
Join geographer Dr Susan Hegarty, Engineer Tim Joyce and Architect Orla Murphy a...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and iconic gaming companies, of course, Japan is one of the world's centers of AI ...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
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 .
