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 ...
13/11/2026
The UIM E1 Series wraps its third season this week with the Bombay Sapphire E1 Miami GP, Nov. 11-14, on Biscayne Bay at the Miami Seaplane Base on Watson Island...
13/11/2026
In-venue and creative video staffers at the professional and collegiate level ha...
13/11/2026
Singer-songwriter Benson Boone will headline entertainment for the Discover NHL Winter Classic between the Utah Mammoth and Colorado Avalanche at Rice-Eccles St...
13/11/2026
Blackmagic Design has announced the Blackmagic Ambisonic Microphone, a 7th order ambisonic microphone array that captures spatial audio for immersive video prod...
13/11/2026
SMPTE has announced that The Studio B&H and Riedel Communications will provide the video infrastructure and communications technology for the Solutions Hub at t...
13/11/2026
The Hollywood Professional Association (HPA) has announced the theme and program focus for the 2027 HPA Tech Retreat, which takes place Feb. 14-18, 2027, in La ...
13/11/2026
Football Manager 27 Touch is available on Apple Arcade starting today. The game ...
13/11/2026
MotoGP has announced a two-year media rights agreement with ESPN covering the Un...
13/11/2026
Apple Sports, the free iPhone app, has added the Ultimate Fighting Championship (UFC) to its lineup of supported sports, in time for Saturday's UFC 334. The...
13/11/2026
The NBA and Fanatics Studios, the joint venture between Fanatics and entertainme...
13/11/2026
ESPN held its annual EDGE Innovation Conference last night and offered up an ove...
13/11/2026
Regional sports network gives Ithaca College, SUNY Cortland students a platform to thrive
One of the biggest games in Division III college football will be pla...
13/11/2026
Studer-inspired 500-series PWM compressor unveiled
The HLabs range already includes a couple of Studer-inspired offerings in the form of the PRE169 and EQ16...
13/11/2026
Download Now!
To view the white paper, please enter the following details:
--
First Name* First Name
Company*
Country* Please select your countryA...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Blue Lucy, the workflow orchestration and integration platform for broadcasters, rights owners and localisation companies, today announced an integration with c...
13/11/2026
Krotos announces Black Friday offers on Studio Pro and Studio Max
Brie Clayton November 12, 2026
0 Comments
First-year annual plans start at US$195.99...
13/11/2026
Blackmagic Design Announces Blackmagic Ambisonic Microphone
Brie Clayton November 12, 2026
0 Comments
New 7th order ambisonic microphone with 108 MEMS...
13/11/2026
Meet the Berklee Student Setting Planetary Motion to Music With his compositional platform SoniKosmos, Javier Roqueni aims to make the universe the ultimate i...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Amagi, the media industry cloud company, today announced a partnership with Golden Times Media Technology (stock code 920021.BJ), a Beijing-based media and tech...
13/11/2026
CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, together with its Malaysian partner, Cedar ...
13/11/2026
SMPTE, the home for media professionals, technologists and engineers, today announced that The Studio B&H and Riedel Communications will provide the video infra...
13/11/2026
iWedia, a global leader in connected TV software solutions, will present its software-first approach to DRAM optimization at Android TV APAC Summit 2026 in Bang...
13/11/2026
Beginning today, November 13, Apple HomeView is available for purchase at Apple Store locations, on the Apple Store online, and in the Apple Store app in select...
13/11/2026
From pediatric research to smart hospitals, AI is helping care teams spend less time on routine tasks and more time with patients.
Health systems and startups...
12/11/2026
Industry leaders examine how Dynamic Media Facility, Media eXchange Layer, and c...
12/11/2026
The junior Tar Heel is embracing the technical and creative challenges of live production while emerging as a leader and mentor in the control room...
12/11/2026
Gracenote, Nielsen's content intelligence business, has released its fifth a...
12/11/2026
RTL Deutschland will bring the NHL to free-to-air TV in Germany starting Nov. 30...
12/11/2026
Clear-Com supported On Air 2026, a 24-hour student-led broadcast connecting 45 u...
12/11/2026
uniqFEED has opened a Remote Operations Center (ROC) in Madrid, Spain. It is already operational, delivering virtual advertising for LaLiga matches. The ROC is ...
12/11/2026
Disney, ESPN and the NBA will present Dunk the Halls, the third real-time animated NBA game using Sony's Beyond Sports data visualization technology, on Chr...
12/11/2026
Van Wagner has launched Van Wagner RELAY, a digital platform for official athlet...
12/11/2026
Deal brings together two of the industry's most established graphics brands and significantly expands Vizrt's footprint in U.S. sports and regional broa...
12/11/2026
Euro TV Production GmbH of Austria has upgraded its outside broadcast vehicle with Lawo technology. The mc 36 Classic console in service since 2019 was replaced...
12/11/2026
Tagboard has launched Spark Resize, an AI-assisted tool now in beta that takes an existing graphic and produces a new version for a different aspect ratio or sc...
Richard Mansfield, product management director at MediaKind explains what advantages Managed Cloud Applications offer broadcasters and TV operators
