Envisioning the Hybrid Future of the Media Data Center

By Simon Clarke, CTO, Telestream

The road ahead for most of the M&E industry points toward a hybrid reality. This shift from bespoke, isolated IT infrastructures to unified systems will combine the best aspects of cloud and on-premises technology.

Virtualization will play a central role in this future. By transforming hardware-driven processes into virtualized tasks that can be managed from anywhere, this new model drives efficiency without sacrificing operational control. Broadcast operations take a front-row seat in these developments, benefiting from AI tools to enhance workflows while maintaining the flexibility to deploy resources where and when they're needed most.

Telestream is joining forces with industry leaders like NVIDIA to promote this shift towards a data center-driven approach. Instead of maintaining separate on-prem and cloud-based systems, the goal is to treat everything whether local or remote like a unified, cloud-based data center. This enables organizations to streamline costs, boost efficiency, and stay ahead in an increasingly competitive environment. The hybrid future is here and now is the moment to begin shaping it.

Future-proofing media data centers with a unified approach The separation between on-premise and cloud systems has long been a staple of IT infrastructure. Historically, organizations have chosen one or the other based on operational needs, security requirements, and cost considerations. But the signal is shifting. In fact, 60% of media and broadcast professionals believe that hybrid workflows, combining the best of on-premise and cloud technologies, represent the future of the industry.

Recent trends also indicate a growing interest in cloud repatriation, where workloads are moved from public clouds back to on-premise infrastructure. A recent Barclays CIO survey revealed that 83% of enterprise CIOs planned to repatriate some workloads in 2024, a significant increase from 43% in 2020.

In the M&E industry, today's distinct entities are converging into a unified model where on-premises systems adopt a cloud-like architecture, offering seamless integration between on-premises, hybrid, and cloud environments.

Why on-prem infrastructure is becoming cloud-driven Current on-premises and cloud systems often operate as separate silos with distinct engineering and management approaches. On-prem infrastructures are typically tailored for specific operations, while cloud systems are designed for scalability and flexibility.

Broadcasters are transitioning from traditional Serial Digital Interface (SDI) infrastructures to embrace Internet Protocol (IP) workflows. This shift enables seamless integration of cloud-based applications with existing on-prem systems. The adoption of SMPTE ST 2110 standards accelerates this evolution, streamlining remote production and enhancing system interoperability. These advancements lay the groundwork for a more flexible and scalable media ecosystem, equipping broadcasters to meet the demands of an increasingly dynamic industry.

Thanks to efforts by organizations like the European Broadcasting Union (EBU), frameworks such as the Distributed Media Framework (DMF) are helping the M&E industry streamline interoperability and scalability across systems. These innovations, combined with cutting-edge solutions from providers like Telestream and NVIDIA, are making hybrid infrastructure not only feasible but essential.

Let's explore how unified hybrid workflows are shaping the future of media operations to overcome traditional challenges unique to the M&E landscape.

One size does not fit all Each M&E workflow situation is unique. The key is for each organization and department to find the right balance for leveraging cloud innovations where they provide the most value. Consider a broadcaster equipped with on-prem infrastructure for live studio production. Instead of building new facilities in remote regions, they could rely on cloud-based tools for regional studios while managing centralized operations on-prem. This hybrid approach ensures consistent quality, scalability, and reduced costs compared to investing in additional physical infrastructure. The following are some common considerations.

Live production vs. cloud-based editing: Live production depends on low-latency, on-prem systems for real-time switching, while post-production often favors the collaborative flexibility of cloud-based tools. Hybrid workflows bridge the gap, ensuring real-time synchronization between live and cloud-based operations.

Archive storage vs. cloud media libraries: On-prem legacy systems excel at long-term archival storage, while cloud libraries offer instant access and smart indexing. Hybrid models enable efficient transfers between these systems, ensuring cost-effective and compliant storage solutions.

Play-out servers vs. OTT platforms: Linear broadcasters use reliable on-prem playout servers for frame-accurate content delivery, whereas OTT providers use flexible, cloud-based platforms for dynamic ad insertion. Unified workflows bring these technologies together to optimize operations.

Render farms vs. cloud rendering: On-prem setups offer predictable rendering capabilities, while cloud rendering provides scalable solutions for peak demands. A hybrid infrastructure balances both, ensuring cost efficiency and adaptability.

Broadcast engineering vs. cloud IT operations: Traditional broadcast engineers manage SDI-based infrastructure and handle hardware-centric troubleshooting, while cloud media workflows fall under the expertise of IT and DevOps teams. These teams rely on skills like API management and orchestration tools, often exposing cultural and operational divides between these domains. Bridging this gap requires careful workflow design to harmonize expertise across domains.

By recognizing these functional discrepa

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