Dhaval Ponda, global head of media and entertainment services, Tata Communications, looks at how media organisations can prepare for a new era of entertainment
By Contributor
Published: February 17, 2022
Dhaval Ponda, global head of media and entertainment services, Tata Communications, looks at how media organisations can prepare for a new era of entertainment
target=_blank title=Share on LinkedIn class=share-linkedin>
The pandemic forced those within the media and entertainment sector (M&E), particularly sports players and broadcasters to work remotely, meaning sports federations were faced with a significant challenge around how to engage with fans. Technologies like edge computing have provided a lifeline for many, giving them the ability to deliver better quality live events and engage with fans in a more seamless way.
Sports organisations are bringing themselves closer to the edge', pioneering their use of the technology to revolutionise how we deliver quality content for fans going forward.
Meeting fan demands It's no surprise that the pandemic had a major impact on the sports industry. While many industries were able to pivot to a work from home model and continue operations in the new normal', the sports sector had some unique challenges. The likes of Euro 2020 and the Tokyo Olympics were both pushed back by a year. However, these major events have only become a catalyst for innovation in sporting events and as fans have demanded more, organisations need to deliver.
As a result of this, we've seen major enhancements around creating and delivering this content. With broadcasting teams now spread across a region, they have had to embark on a new hybrid working model for live sports, with the majority looking to adopt remote production capabilities and continue investing in their digital transformation journey.
As broadcasters adjust to a hybrid working model, producing events to meet the demands of fans has become more resource intensive than ever. To deliver high quality, live equivalent experiences at home, broadcasters have the challenge of being properly equipped with the right digital broadcast infrastructure and connectivity capabilities. This is where technology - such as edge computing has been plugging the gap and revolutionising how content and events are produced and streamed for all audiences.
Bringing M&E to the edge Tata Communications has been working with media and entertainment company De Tune to support making video workflows for esports content on the edge, with low latency. To do this, we helped them deploy media cloud infrastructure on the edge, which made it possible for the business to deliver content to all parties involved in production in a matter of seconds. What's more, all editing and production was done in the cloud, at an increased speed. This agility in workflow has meant that De Tune has been able to keep up with the changing demands within the sector. With these demands only set to continue to evolve over the coming years - especially in a post-pandemic world this level of speed and agility will be important in the future.
Edge computing technology has a number of other benefits for both video professionals and sports fans. For one, it's cost-effective for production teams on smaller budgets, as it removes the added expense required to move video content and data to the same physical location. Additionally, edge computing can support with simplifying video production and distribution, making it easier for sports teams to broaden their online presence and ultimately reach a global audience with a lower cost digital strategy.
Edge-based deployments on 5G With more broadcasters considering the adoption of edge computing technology, they have the ability to spend more time adapting their services for fans and expanding their coverage of sporting events. That's because edge computing technology can help to level the playing field for new-age digital native companies against the bigger broadcasters. What's more, the insights derived from edge computing's implementation allows broadcasters to gain greater insights into their fans, such as who they are and what it is they want, making this crucial data for broadcasters.
Within sports more broadly, we're seeing the rise of new digital solutions that leverage 5G to provide a unique set of benefits to the industry. For example, high throughput for high quality video and network slicing means businesses can now dedicate bandwidth for specific applications.
Looking ahead, the adoption of edge-based deployments on 5G will be paramount in ensuring enhanced experiences for fans who want to enjoy the game remotely. Fans want the ultimate viewing experience without concerns of technical glitches causing time delays and low latency video streaming across digital platforms. The convergence and availability of these bleeding edge digital solutions should also usher in several new and innovative services that had not been possible earlier, predominantly due to inadequate bandwidth for devices on the move, as well as portable devices that required high computing resources but could not leverage cloud computing due to latency issues.
A new era of entertainment The M&E industry has been given a rare opportunity to reflect on the last few years and use key learnings from it to adapt their business models for a new era in entertainment. In this new era, the industry understands the need to revolutionise approaches to customer experience management, demand planning and revenue generation. Whilst the pandemic has made clear how uncertain the future can be, there are new and evolving technologies that M&E organisations are able to adopt in order to be more flexible, agile and prepared for a new era of entertainment.
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
Nadia Fall attends the 2025 Sundance Film Festival premiere of Brides at the Egyptian Theatre on January 24, 2025, in Park City, Utah. (Photo by Donyale West/...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
WASHINGTON Federal Communications Commission has released a tentative agenda for the December Open Commission Meeting scheduled for Thursday, December 18, 2025 ...
28/11/2025
The Professional Fighters League is looking to super-serve fans of mixed martial...
28/11/2025
Fubo has released in beta on select Roku devices a new feature that lets users display up to four simultaneous streams at once....
28/11/2025
The WNBA playoffs and Week 4 of the NFL regular season highlight the list of live sports events airing on television this weekend....
28/11/2025
The 32nd class of honorees to the B+C Hall of Fame took to the stage at New York's Ziegfeld Ballroom on September 26 for a gala induction event. Click below...
28/11/2025
We hold in our hands the very last Next Text for Next TV, the weekly back-and-fo...
28/11/2025
DirecTV said it made a deal with EchoStar to buy EchoStar's video businesses, including satellite-TV provider Dish TV and virtual MVPD Sling TV, for $1 plus...
28/11/2025
The Broadcasting+Cable Hall of Fame, the premier industry event paying tribute to the influencers, innovators and shining lights of broadcast, cable and streami...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Back to All News
Netflix's Raat Akeli Hai: The Bansal Murders Marks a Grand...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
Dhaval Ponda, global head of media and entertainment services, Tata Communications, looks at how media organisations can prepare for a new era of entertainment
