
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.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
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...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
The appointment will drive growth and innovation across the Media Business Unit
Fincons Group, a leading IT business consultancy and systems integrator company...
07/07/2026
International broadcast and streaming expert Big Blue Marble has announced a multi-month Proof of Concept (PoC) for Media over QUIC (MoQ) during a major interna...
07/07/2026
Test & measurement innovator, Leader Electronics of Europe, is proud to announce that two of its leading products, the PHABRIX Qx rasterizer and LeaderPhabrix L...
07/07/2026
Clear-Com announced that Ross Production Services (RPS), a leading provider of mobile production solutions for live events and broadcasts, has standardized on ...
07/07/2026
LiveU redefined live newsgathering with the invention of cellular bonding. At IBC2026, Stand 7.C24, the company will show how that foundation is evolving into t...
07/07/2026
LucidLink, a leader in cloud-based file services for content creators, today announced an enhanced workflow integration between LucidLink and Adobe Frame.io tha...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
07/07/2026
New appointments to Screen Australia board 7 July 2026
The Albanese Labor Government has made new appointments to the Screen Australia board.
Dr Tania Chamber...
07/07/2026
The right team. The right time.' How The Killings at Parrish Station stuck t...
07/07/2026
Berklee College of Music Alum and Faculty Perform at Boston Public Library's...
07/07/2026
Scripps Research scientists train the immune system to make antibodies against numerous HIV strains Preclinical findings mark progress toward a long-sought vacc...
06/07/2026
Long-developed relationships and informal access, three production models, and c...
06/07/2026
The deal follows Lumine's recent acquisition of Synamedia's video-networ...
06/07/2026
This former SportsCenter producer is shaping local-team studio coverage to surro...
06/07/2026
IMS Productions and FOX Sports deployed more than 100 cameras, 32 onboard feeds,...
06/07/2026
Lumine Group Inc. has announced the completion of its acquisition of the Video Network Business from Synamedia. The business will operate as a standalone compan...
06/07/2026
NASCAR has announced a content and commercial partnership with Motorsport Network, a motorsports and automotive media platform, to distribute NASCAR original co...
06/07/2026
Versant Media Group has announced a definitive agreement to acquire Full Swing, a sports technology company, from Bruin Capital and a group of minority investor...
06/07/2026
DAZN has announced global broadcast rights to 3ICE, a professional hockey format featuring three skaters and a goalkeeper per side, with no power plays or offsi...
06/07/2026
Bundle gains 100 new synths & more
Synth Anthology 5 the largest and most feature-packed edition of UVI's hardware synth emulation bundle, bringing toge...
06/07/2026
Available now via free firmware update
MOTU have just announced that three of their popular audio interfaces now boast official Milan Certification. The 16A...
06/07/2026
Rohde & Schwarz completes Hunter Preliminary Design Review for the Integrated Co...
06/07/2026
The R&S IMAGER from Rohde & Schwarz uses millimeter wave imaging to inspect the ...
06/07/2026
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
06/07/2026
Digital Domain Appoints Industry Veteran Patrick Davenport as Executive Vice Pre...
06/07/2026
Gravity Media USA appoints Brittney Boston as Head of Business Development
Brie Clayton July 6, 2026
0 Comments
The strategic new appointment supports...
06/07/2026
Remote Editing Without Cloud Storage in Resolve
Michael Cioni July 6, 2026
0 Comments
This is a step-by-step guide that demonstrates how to setup your...
06/07/2026
Automatic Caption Translation in Adobe Premiere Pro
Colin Smith July 6, 2026
0 Comments
Here I showcase the innovative automatic caption translation f...
06/07/2026
Flavor's First Ever Managing Director Neal Cohen Retires; Longstanding Execu...
06/07/2026
How Adam Rosenwach Pivoted from Music to Medtech Without Missing a Beat What do the rehearsal room and the boardroom have in common? More than you might think...
06/07/2026
Zhongyi Optics unveils the Dreamy Zone T1 FF Cine Lens Series on Indiegogo with ...
06/07/2026
Open source AI has shown how quickly developers can innovate when models, data a...
06/07/2026
Techtel debuts insyght: making ST 2110 media discovery easy
intellisphereinsyght2026
6 July Written By Suzanne Costello
Sydney, Australia - 06 July 2026 T...
06/07/2026
Monday 6 July 2026
Sky agrees to acquire ITV Media & Entertainment, creating a ...
06/07/2026
Fresh from his World Cup heroics with Cabo Verde, Roberto Pico' Lopes will join the RT panel for Argentina v Egypt tomorrow and for the England v Norway q...
06/07/2026
Nations have long invested in domestic infrastructure to advance their economies, protect and use their data, and take advantage of technology opportunities in ...
06/07/2026
Every year, the International Conference on Machine Learning (ICML) reveals where thousands of AI researchers have decided to put their work.
This year's ...
06/07/2026
A death can be unsuspicious, but it has to be explained
What happened to Ke...
05/07/2026
We've gone to another level of integrating the graphics into the set architecture' - Zac Fields, SVP, Graphic Technology and Integration, FOX Sports...
05/07/2026
Browser-based and desktop apps available
Digital Sunset Studios have been busy working on an interesting project: a free software tool that provides compute...
04/07/2026
When Canada qualified for the FIFA World Cup 2026, OneSoccer knew this wasn'...