In its latest ebook, M2A Media explains how cloud solutions empower organisations to scale dynamically, automate complex processes simultaneously, and deliver seamless live experiences
Sponsored Content
Published: February 11, 2025
In its latest ebook, M2A Media explains how cloud solutions empower organisations to scale dynamically, automate complex processes simultaneously, and deliver seamless live experiences
target=_blank title=Share on LinkedIn class=share-linkedin>
In today's fast-evolving media landscape, live broadcasting has never been more competitive. Traditional broadcasters now find themselves contending with disruptive streaming platforms, each striving to deliver high-quality content efficiently, securely, and at scale. Nowhere is this competition more intense than in live events, particularly sports, where audiences demand real-time, seamless viewing experiences. The solution? Cloud broadcasting-a game-changing technology that allows media organisations to deploy fast, deliver securely, and scale dynamically.
The demand for speed, security, and simplicity Live sports broadcasting is one of the most demanding areas of media. Fans expect flawless coverage, multiple viewing angles, and seamless streaming across devices. So the question becomes, how can media organisations scale their infrastructure flexibly while maintaining cost control and reliability?
Cloud solutions provide the answer. The ability to rapidly scale resources up and down is crucial in live broadcasting, where demand fluctuates dramatically. Whether it's a global sporting event attracting millions of viewers or a niche sport catering to a dedicated audience, having the right cloud architecture ensures cost efficiency and reliability. M2A Media specialises in delivering scalable, cloud-based workflows that adapt to any broadcast size-helping major rights owners maximise reach while enabling smaller organizations to grow their audiences without heavy infrastructure investment.
Direct-to-consumer broadcasting: a new standard Acquiring premium sports rights is an expensive endeavour. To maximise returns, content owners must distribute events seamlessly to as many territories and platforms as possible, ensuring a perfect stream with zero buffering, glitches, or downtime. Modern audiences expect flawless streaming, whether they're watching on a smart TV, mobile device, or laptop. This requires intelligent cloud-based broadcasting that dynamically scales resources for peak traffic surges, then scales down when the event concludes.
In a direct-to-consumer model, broadcasters must manage advertising breaks, insert commercials by region, and ensure content protection through encryption, DRM, or watermarking. Platforms like a global sports streamer, which can stream over 200 concurrent events at peak times, rely on advanced cloud-based orchestration layers such as M2A LIVE to automate these complex workflows. By leveraging AWS cloud services, M2A Media provides broadcasters with the tools to manage live events efficiently, ensuring smooth delivery at any scale while all the time maintaining control over costs.
Monetisation for rights owners and broadcasters With the rise of OTT streaming, sports federations and rights owners are taking direct control of their content distribution and all associated costs. They must not only serve their own OTT platforms but also syndicate content to broadcast partners and third-party media services. A cloud-based media transport tool like M2A CONNECT offers complete control over content distribution, enabling rights owners to maximise revenue while ensuring a consistent and high-quality viewing experience.
Cloud broadcasting also benefits smaller and niche sports organizations, allowing them to reach global audiences with a SaaS business model that relieves them of the burden of heavy infrastructure investment. Scalability, automation, and content customization (such as localised graphics and commentary) are essential tools that cloud solutions provide, enabling efficient and cost-effective content syndication.
Live-to-VoD and archiving: extending content lifespan Live broadcasting is just the beginning. To fully capitalise on their content, broadcasters must seamlessly transition live events into video-on-demand assets and long-term archives. A cloud-based approach enables instant transcoding, commercial break removal, and content repackaging for multiple platforms, ensuring monetisation opportunities can happen immediately and can continue well beyond the live event.
As live-to-archive workflows evolve, automated cloud solutions reduce the need for manual intervention. By leveraging M2A's orchestration layer, content owners can efficiently create and store high-quality archives, enabling them to generate revenue through historical content, highlight reels, and FAST (Free Ad-Supported Streaming TV) channels.
The future: AI, quality control, and 24/7 support Artificial Intelligence (AI) and machine learning are shaping the next phase of cloud broadcasting. AI-driven metadata tagging, automated subtitle generation, and intelligent ad insertion are enhancing efficiency, making it easier to process and distribute content. By integrating AI tools such as AWS Transcribe and AWS Rekognition, media organisations can streamline workflows, reduce operational overhead, and enhance the viewer experience.
Quality remains paramount in live broadcasting. From redundancy and disaster recovery to real-time monitoring and ITIL-compliant incident management, every frame must meet the highest standards. M2A Media ensures this level of quality with its round-the-clock global support, via Network Operations Centres in Europe, North America, and Asia to provide continuous monitoring and assistance.
Unlocking the potential of cloud broadcasting As the media industry tra
Europe Stories
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
03/12/2025
ToolsOnAir Composition Builder 2025 Boilerplate
More Details: The Composition Builder 2025 application for macOS enables TV stations and Live Event broadcast...
03/12/2025
ToolsOnAr just:live pro 2025 Boilerplate
More Details: just:live pro 2025 is a Single Channel Live Production Playout solution for video and static or real-t...
03/12/2025
ToolsOnAr just:play pro 2025 Boilerplate
More Details: just:play pro 2025 is a Single Channel automated 24/7 Master Control playout solution with SD, HD and ...
03/12/2025
ToolsOnAr live:cut 2025 Boilerplate
More Details: live:cut is an option to just:in mac pro 2025 and enables multicamera production workflows for up to 16 cam...
03/12/2025
ToolsOnAir Just In Mac Lite NDI 2025 Boilerplate
More Details: The Just In Mac Lite NDI application is a streamlined media capture solution designed specific...
03/12/2025
ToolsOnAir Just In Mac Lite 2025 Boilerplate
More Details: The Just In Mac Lite application is a streamlined media capture solution designed specifically for...
03/12/2025
ToolsOnAir just:in mac pro 2025 Boilerplate
More Details: just:in mac pro is a macOS-based client-server multichannel capture solution to record SDI, HDMI, N...
03/12/2025
Tracy Bonareri Onchoke, Thomson's Young Journalist of the year 2025 is hoping the accolade will be a springboard to more cross-border collaboration between ...
03/12/2025
For the fourth time, Bad Bunny is the most-streamed Wrapped artist on Spotify gl...
03/12/2025
The wait is over. It's time to look back at the audio that defined your year with 2025 Spotify Wrapped, our annual celebration for fans, artists, creators, ...
03/12/2025
Por cuarta vez, Bad Bunny es el Top Artista Global de Wrapped en Spotify, con 19...
03/12/2025
Spotify Wrapped is back, and as always, it's powered by the billions of streams that fans around the world delivered throughout the year. From the artists w...
03/12/2025
Spotify Wrapped is the moment when hundreds of millions of fans around the world...
03/12/2025
With more than 700 million listeners around the world turning to Spotify to soundtrack their lives, it's time to look back at the audio that defined the yea...
03/12/2025
Con m s de 700 millones de oyentes en todo el mundo usando Spotify para acompa ar su d a a d a, es momento de mirar hacia atr s y ver el audio que marc el a o....
03/12/2025
From page-turning thrillers to inspiring memoirs, audiobooks are becoming a core...
03/12/2025
Com mais de 700 milh es de ouvintes em todo o mundo recorrendo ao Spotify para embalar seu dia a dia, chega o momento de revisitar o udio que marcou o ano. Nos...
03/12/2025
Spotify Wrapped celebrates the audio that defined our year, and the annual globa...
03/12/2025
Wuppertal December 3, 2025
Riedel and Haivision Join Forces to Advance Wireless Video TransmissionRiedel Communications today announced a new partnership with...
03/12/2025
Tell us a little bit about your job I am a Digital Marketing Executive working on Paid Social, PPC, and Organic Social. I joined the team in May 2025 and am enj...
03/12/2025
SAN JOSE, Calif. and VIENNA - Dec. 3, 2025 - Harmonic (NASDAQ: HLIT) and Normann...
03/12/2025
S an Nollaig
Celebrate 2025's top Irish sporting stars with RT Sport Awards live from RT Studios on RT One and RT Player
RT pays tribute to Ror...
02/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
02/12/2025
--
The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO), and the International Telecommunication Unio...
02/12/2025
Harmonic's cOS Platform Will Redefine Subscribers' Quality of Experience, Lowering Churn SAN JOSE, Calif. - Dec. 2, 2025 - Harmonic (NASDAQ: HLIT) today...
02/12/2025
S an Nollaig
Hollywood blockbusters The Banshees of Inisherin, Barbie and Oppenheimer make their Irish TV debut
Tune into the classics such as Love Actual...
02/12/2025
Showcasing fresh Irish storytelling and emerging talent Storyland 2025 signals a fantastic time for Irish drama
RT and F s ireann/Screen Ireland are proud to...
01/12/2025
MANCHESTER, UK - November 2025 - Announced two days before the 30th anniversary of Oasis' debut album, Definitely Maybe, the Oasis Live '25 tour marks t...
01/12/2025
01 Dec 2025
Kyivstar and Ukrainian Ministry of Digital Transformation Select Go...
01/12/2025
The prequel to the global hit Sky Original mob crime saga, Gomorrah' is a s...
01/12/2025
Featuring Florence Welch, Red Hot Chilli Peppers' Flea, designer Bella Freud...
01/12/2025
Fox Corporation Chief Financial Officer Steve Tomsic to Participate in Upcoming ...
01/12/2025
Arvato Systems' Virtual Private Cloud (VPC) Receives BSI C5 Certification (T...
01/12/2025
Summary This short video gives you an summary of the changes in under two minutes.
--...
01/12/2025
As the festive season approaches, RT Supporting the Arts is proud to showcase a...
01/12/2025
Festive specials of Christmas in Kilmainham presented by Marty Whelan, High Road Low Road, Callan Kicks the Year and Keys to My Life
Ring in the New Year with ...
01/12/2025
Architect and television presenter Hugh Wallace, best known to RT audiences as a long-serving judge on Home of the Year, has died at the age of 68.
In a state...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
In its latest ebook, M2A Media explains how cloud solutions empower organisations to scale dynamically, automate complex processes simultaneously, and deliver seamless live experiences
