
Richard Mansfield, product management director at MediaKind explains what advantages Managed Cloud Applications offer broadcasters and TV operators
By Contributor
Published: January 20, 2022
Richard Mansfield, product management director at MediaKind explains what advantages Managed Cloud Applications offer broadcasters and TV operators
target=_blank title=Share on LinkedIn class=share-linkedin>
The media industry's evolution to the cloud has been convoluted at the best of times. While there is an urgent need to rapidly launch new services and compete with a swathe of new streaming platforms, many of the current cloud migration approaches within media are incredibly inefficient and fail to leverage some of the cloud's key benefits. A new approach to the relationship between media companies, technology vendors and cloud service providers is desperately needed.
The truth of the situation when cloud technology is fast becoming the de-facto approach when deploying new media services. Markets and Markets forecast the growth of cloud-based video streaming solutions at a 20.9 per cent CAGR between 2020-2025. Given that most media companies - including broadcasters, TV operators and content owners - have existing relationships with one or several cloud service providers (CSPs), an examination of the most efficient deployment and operational models is a vital undertaking.
A fresh outlook on cloud deployments It's undisputed that the public cloud enables media companies to deliver their services in the best way. Its benefits include decoupling infrastructure lifecycle and deployments from traditional approaches, adding the flexibility of scaling or usage, and optimising total cost of ownership. Beyond these, media companies must also understand what new cloud operational models could mean for their business and how they impact their existing infrastructures and relationships with technology vendors.
The adoption of new approaches such as Continuous Integration and Continuous Release (CI/CR) and combined Development and Operations (DevOps) have hastened within modern cloud rollouts. However, while many media companies might leverage these approaches internally already, they'll often revert to traditional methods when integrating third party components and solutions.
A new methodology for public cloud deployments for media companies sets out to aid the evolution of operational models from on-premises integration to Managed Cloud Applications (MCAs). In short, MCAs are a new form of commercial and deployment models for cloud-based software, sitting somewhere between Software-as-a-Service (SaaS) and software subscription models. The MCA approach aids media companies as they look to manage their relationships with CSPs while utilising technology vendor expertise in the most efficient and productive way.
Demystifying MCAs In an MCA model, the software is deployed and managed by the technology vendor within a customer's cloud account. This allows the customer to use their preferred CSP, rather than being locked into whichever provider the technology vendor is integrated with. The choice of CSP is typically selected as part of a wider company transformation, while utilising these extended agreements and spending commitments for media use cases.
The role of the technology vendor within an MCA deployment is to ensure the service is continually monitored and available, maintain software updates, and manage the overall lifecycle of the solution. Not only does this make use of their existing software maintenance expertise, it also avoids unnecessary costs for the media company who would otherwise need to hire specialist internal staff. Furthermore, it enables the automation of maintenance operations, minimising errors and costs while allowing updates to be performed remotely.
The advantages for broadcasters and TV operators The prospects of MCAs for broadcasters and TV operators are immense. For TV operators, MCAs offer a way to make their media businesses run more efficiently while navigating the complex process of migrating their Pay TV businesses towards streaming-first functions. MCAs enable them to eliminate the burden of operating their cloud infrastructure. Instead, they can place the onus onto third-party experts who have the pre-existing knowledge to operate their software and cloud assets. It also allows them to scale efficiently within the operator's network, a particularly beneficial feature as they find more streaming clients within their pay-TV services.
It's a similar story for broadcasters, who need to improve the efficiency of their operations while understanding the operational need to move to the cloud eventually. To date, this migration which has been slow throughout the sector. The current multi-vendor approach taken by broadcasters, whereby they buy lots of equipment from multiple vendors and integrate it themselves with their own systems, requires lots of ongoing maintenance and access to that infrastructure. Moving their operational functions to the cloud, such as playout and distribution, while leaning on technology vendors to manage the entire process, makes this a far more efficient process.
The shift to MCAs requires a whole new mindset and a radical new approach to media company's operational structures. However, by relying on third party experts and trusting the resilience and wide-reaching capabilities of the cloud, they can guarantee a hands-off and seamless transition. The result will be far more freedom and ease to work within any existing deployment model, the ability to pick-and-chose which cloud service provider works for them, and most importantly, better media experiences for their customers. It's a win-win situation that will place media companies front and center as they lay out their strategic vision.
Europe Stories
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
07/08/2025
July 8 2025, 22:30 (PDT) Tata Motors & Dolby Bring Dolby Atmos to Harrier.ev, R...
14/07/2025
Enhancing Public Service Broadcasting with
Innovation, Accuracy & Sustainability
New regional detail and local towns featured...
11/07/2025
If you've ever wondered what might be playing in Clark Kent's headphones...
11/07/2025
AI and Multimedia Authenticity Standards Collaboration launches two papers to guide the future of AI integration, today at the AI for Good Global Summit
The...
10/07/2025
The current holder of the prestigious Thomson Foundation Young Journalist of the Year Award has been forced to stop reporting over fears for her safety in Afgha...
10/07/2025
Spotify is turning up the volume on Australian music with a multipronged initiative designed to highlight the dominance of Australian artists on the global stag...
10/07/2025
This is not a drill: Oasis is back on the road-marking its first live performanc...
10/07/2025
The music industry depends on fresh ideas, bold voices, and emerging talent. Yet across the U.K., too many young musicians lack the space to develop their craft...
10/07/2025
10 Jul 2025
VEON and Cohen Circle Secure Investor Commitments for Kyivstar Listing Kyiv, New York, Dubai, and Philadelphia - July 10, 2025 - VEON Ltd. (Nasdaq:...
10/07/2025
Thursday 10 July 2025
The Very Small Creatures
Jaime's Treetop Tales
Emerald
BooSnoo! Christmas Mashup
Pip & Posy's Spooktacular Party
The Very Sm...
10/07/2025
Thursday 10 July 2025
Brand new rewards are coming to Sky customers, with free ...
10/07/2025
Comscore Achieves Full JIC Certification for National TV Measurement Including...
09/07/2025
Wednesday 9 July 2025
Sky Broadband now has the UK's fastest broadband spee...
09/07/2025
CUPERTINO, CALIFORNIA Apple today announced Jeff Williams will transition his role as chief operating officer later this month to Sabih Khan, Apple's senior...
08/07/2025
In an era where digital threats to journalists are becoming increasingly aggressive and widespread, MediaSafe Africa launches as a vital online resource to help...
08/07/2025
This summer, as the energy builds for one of the biggest moments in women's ...
08/07/2025
UKTV today announces that Richard Watsham, Chief Creative Officer at UKTV and Global Director of Acquisitions for BBC Studios/UKTV, has decided to step down fro...
08/07/2025
SAN JOSE, Calif. - July 8, 2025 - Harmonic (NASDAQ: HLIT) today announced a reco...
08/07/2025
Arvato Systems Optimizes Customer Communication with AOK Niedersachsen
New project in the statutory health insurance sector
Arvato Systems and AOK Niedersach...
08/07/2025
On August 7, Apple Arcade is adding four exclusive games to its diverse catalogue of more than 200 fun games for players to enjoy, all free from ads and in-app ...
07/07/2025
** MEDIA ALERT **
VIZ Media Ignites AX 2025 with Star-Studded Panels, Exclus...
07/07/2025
CULVER CITY, CALIFORNIA As Apple Music marks its 10th anniversary this year, Apple unveils its most ambitious creative project to date: a brand-new state-of-the...
07/07/2025
RT has announced that Mark Bignell has been appointed Commissioning Editor for Comedy following a public competition. This senior editorial position will drive...
04/07/2025
The Summer Reading Challenge has inspired children across the U.K. to embrace a ...
04/07/2025
Friday 4 July 2025
Watch the trailer here https://youtu.be/Od5WpvWmDr8
Further...
04/07/2025
The Pitch comes to RT Radio 1 airwaves this Sunday at 7pm. The Pitch is a brand...
03/07/2025
For our Vario-Jib, as well as for a repertoire of weights, we now have carts that make transport easier...
03/07/2025
One of our latest innovations: Slider Drive Unit!
Our Vario Slider not only comes with improvements and new features, but also with its own drive unit!
Our i...
03/07/2025
The 360 EVO lives up to its name: 360-degree rotation not only on the pan axis, but also on the roll axis, enables filmmakers to take their creative visions eve...
03/07/2025
What a buzzing few days at BSCExpo in London!
We were thrilled to connect with so many talented professionals from the world of cinematography.
A huge thank ...
03/07/2025
ADOLESCENCE - Shot with Panther Tower"The whole rig had to be detachable mid-episode
Netflix limited drama series Adolescence has been gaining attentio...
03/07/2025
** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Exp...
03/07/2025
Thursday 3 July 2025
David Harewood and Matthew Broome in Mozart: Genius for Hi...
03/07/2025
The Sky WNT Fund supports Womens National Team players with a 30,000 bursaryThursday 3 July 2025
Sky Ireland has announced the four recipients of the 2025 Sky...
02/07/2025
Calrec expands ecosystem at NAB 2025 giving broadcasters access to dynamic workflows and ultimate flexibility Helping broadcasters meet the shifting needs of me...
02/07/2025
02 Jul 2025
VEON Raises USD 200 Million in Private Bond Placement Dubai, July 1, 2025: VEON Ltd. (Nasdaq: VEON), a global digital operator ( VEON ), announces ...
02/07/2025
Brand new factual series follows mechanic and self-taught engineer Dom Chinea as he makes the move of his life to the far west of Cornwall
UKTV today announces...
02/07/2025
Rohde & Schwarz acquires ZES ZIMMER Electronic Systems GmbH and expands its T&M ...
02/07/2025
Wuppertal July 2, 2025
Riedel Communications Launches RefSuite Ecosystem for S...
02/07/2025
Andrew will serve as Chair of ABC alongside his role at NED, APL Media, where he supports the executive team with strategic insight and global expansion plans. ...
01/07/2025
The launch of Code of Silence, coupled with the Britains Got Talent semi final, gave ITV its best Sunday night of 2025.
The first episode of the new crime dr...
01/07/2025
ITV and Mammoth Screen have announced the start of filming for Betrayal, a gripp...
01/07/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
01/07/2025
Vocal-processing plug-in joins NOIZ Hub series
Launched in 2024, KIT Plugins' NOIZ Hub series was created with the aim of providing a range of professio...
01/07/2025
New self-paced learning programme announced
Mastering.com have announced the availability of a new online course designed to cover the fundamentals of maste...
01/07/2025
The Traitors are coming: Get your first taste of the global hit as Season 1 of T...
01/07/2025
cetecom advanced certifies Rohde & Schwarz test solution for the verification of...