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 ...
09/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
08/10/2026
Modern venues have come a long way since the tinny, echoing audio of the mid 20t...
08/10/2026
ESPN's first Super Bowl production will stream in English and Spanish on Disney+, while the ESPN App carries the full slate of game, ManningCast, studio, an...
08/10/2026
From high-school videoboards to War Eagle Productions, the Opelika native is learning how to lead shows and capture big moments
The future of live sports produ...
08/10/2026
The Television Academy and Prime Video have announced a six-year agreement making Prime Video the exclusive global home of the Emmy Awards beginning with the 20...
08/10/2026
Techex will exhibit at NAB Show New York 2026 (Booth 623, Javits Center, October...
08/10/2026
X Games has announced the appointment of Steve Rogers as Chief Operating Officer. Rogers previously served as COO of World Supercross and spent nearly a decade ...
08/10/2026
Fonn Group has appointed Trevor Spielmann as Sales Director for Germany, Austria, and Switzerland. Spielmann joins from EVS, where he held sales and business de...
08/10/2026
The flagship program will originate from major PG events with a four-camera production, live distribution across PGTV, social platforms
Perfect Game is bringin...
08/10/2026
Innovation rarely happens in a vacuum. More often, it happens at the point of collision: when worlds that have run on separate tracks begin to converge. That is...
08/10/2026
For decades, the production and broadcast services business has run on a familia...
08/10/2026
Uplynk, Zixi, BroadView Software, and Grass Valley have published The IP Converg...
08/10/2026
The NFL has announced the return of the Big Data Bowl, the league's analytics competition, now in its ninth year and again powered by AWS. Registration is o...
08/10/2026
Eutelsat has renewed its partnership with T l diffusion d'Alg rie (TDA), Algeria's national broadcasting network operator, for continued distribution of...
08/10/2026
Disney will livestream Super Bowl LXI on February 14, 2027, alongside the game's broadcast on ESPN and ABC. All Disney subscribers in the United States wi...
08/10/2026
RHStv and Red House Streaming have announced an expansion of their partnership w...
08/10/2026
Gray Media has announced a distribution agreement with TEGNA and DAZN to simulca...
08/10/2026
SVG readers can save 10% on registration and receive a complimentary Solutions H...
08/10/2026
PROTON Camera Innovations GmbH has been named a recipient of a 2026 Technology a...
08/10/2026
Industry leaders discuss real-world cloud workflows for live game production, pl...
08/10/2026
The next-gen audio technology joins Dolby Vision as part of Apple TV's immersive F1 experience...
08/10/2026
David France, Jesse Short Bull, Mato Wayuhi, N. Bird Runningwater, Jodi Archambau, Jhane Myers, Paul McGuire, Amber Morning Star Byars, Holly Macarro, Nick Tils...
08/10/2026
Dynamic panning plug-ins get an upgrade
Sound Particles have just announced major updates for two of their popular dynamic panning plug-ins. Energy Panner 2...
08/10/2026
New expandable instrument boasts full DMNO engine
UDO Audio have just announced the upcoming release of a new, expandable synth that packs the power of the ...
08/10/2026
Two new subwoofers added to monitoring line-up
ADAM Audio's monitoring range has just been expanded with two new DSP-equipped subwoofers, the Sub8 PRO a...
08/10/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
08/10/2026
Calrec gives broadcasters freedom of choice at NAB Show New York We're looking forward to meeting up with you all at NAB New York on 21st-22nd October.
Cal...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Globecast, a leading provider of broadcast, media and entertainment managed services, will showcase its next generation of media orchestration services at NAB S...
08/10/2026
Clear-Com played a critical role in the production communications infrastructure for Rock in Rio 2026, one of the world's largest and most recognized music...
08/10/2026
Sohonet Launches ClearView Rush: A Leap Forward in Studio Review, Built for Crea...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Ikegami announces a major expansion to its range of broadcast-quality live production cameras. Scheduled for introduction on Ikegami booth 708 at NAB New York, ...
08/10/2026
Calrec will be located at Booth 444.
Freedom to choose
The media landscape is evolving quickly, and the broadcasters best placed for what comes next will be...
08/10/2026
LiveU has announced that CRD Audiovisuel relied on LiveUs LU900Q intelligent production unit, with built-in native LiveU IQ (LIQ ) connectivity, to deliver live...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
Richard Mansfield, product management director at MediaKind explains what advantages Managed Cloud Applications offer broadcasters and TV operators
