IABM Member Blog - Imagine Communications ask Is it Time to Start Moving Some of Your Media Operations to the Cloud? 07 April 2016
IABM Member Blog - Imagine Communications ask Is it Time to Start Moving Some of Your Media Operations to the Cloud? Written by Joe McGarvey, Director of Marketing at IABM Platinum Member Imagine Communications
Click here to view the original
It's always good to have options.
Whether you're a recent university graduate on the brink of a 40-year career, an up-and-coming actor looking to avoid career-paralyzing typecasting or a producer or distributor of high-quality video battling to keep pace with a rapidly evolving industry, a surplus of choices is exactly what you need to take on the future.
For the longest time, broadcasters and other media companies were limited to a single option for practicing their craft, producing their wares. For roughly the past 75 years they relied solely on purpose-built hardware platforms for all stages of the workflow. And that approach served them well, as long as viewers were content to consume their news and entertainment from their couches and at a precisely appointed time.
But times have changed. Television is just as popular and intrinsic to the culture as ever before if not more so. But everything else about the video consumption experience is evolving. People now view video whenever and on whatever device suits them. Binge viewing is becoming commonplace. Cords are being cut and consumers are satisfying their video joneses from a variety of sources, including bypassing traditional distributors and going directly to content creators.
So long Hardware What this means to broadcasters is that the reign of big iron production practices is coming to an end. Video production, playout and distribution environments require major infusions of agility to keep pace with consumer demand. Only a migration to software-based, virtualized environments makes that happen.
Anchoring operations exclusively to purpose-built hardware no longer cuts it. To produce and distribute the amount of video that consumers now crave and that is compatible with an ever-diversifying roster of formats and distribution models requires the severing of functionality from dedicated hardware. It's becoming increasingly clear that broadcasters must expand their current deployment and operational models to include options for moving production, playout and monetization operations to virtualized environments, including the public cloud.
It's so clear, in fact, that 57% of media and entertainment industry professionals expect that between 25 and 50% of their operations will be located in a private or public cloud setting in the next five years, according to a recently published survey conducted by Imagine Communications.
2016: Focus Forward Technology Trends Report What percentage of your operations do you expect will be located in a private or public cloud in five years?
Hello Software Imagine Communications has been adapting its next-gen solutions for the datacenter for the past few years, abstracting market-leading functionality from purpose-built hardware and conditioning it to deliver the same precision and performance on commercial-off-the-shelf (COTS) compute and networking platforms that media professionals demand and expect. All of the company's next-gen solutions now run on software, empowering broadcasters, content distributors and other media companies to adopt the deployment model premises-based, datacenter or hybrid that best fits their current requirements and best positions them for the future.
In recognition of the power of choice, Imagine Communications recently broadened the number of deployment options it offers broadcasters, making several of its next-gen solutions available from the Microsoft Azure cloud platform. The company announced at the end of March that its market-leading playout, live encoding and dynamic ad insertion solutions are Microsoft Azure Certified and available through the Azure Marketplace.
The new services, based on Versio , SelenioFlex Live and xG Ad Insertion for Multiscreen (AIM), provide broadcasters, video service providers and other segments of the ecosystem with new monetization opportunities and the potential to dramatically improve the speed, efficiency and flexibility of media workflow operations by enabling secure, scalable and on-demand access via Azure.
By moving operations to a cloud environment, media companies can realize an array of cost, service and performance advantages:
No upfront hardware investment
Simple provisioning and decommissioning of resources
Virtualization of operations
No additional datacenter footprint investment
Ability to use elastic capacity to support new launches or peak events
A geographically dispersed platform with built-in security and reliability
A choice of on-premises, private or public cloud or hybrid deployment models for video processing and distribution
Cloud Services Webinar These benefits and others will be the primary focus of a free webinar sponsored by Microsoft and Imagine Communications on April 6. The Cloud for Video: Seizing the Opportunity is hosted by TV Technology and features Tony Emerson, Managing Director, Worldwide Media & Cable, Microsoft, and Imagine Communications CTO Steve Reynolds.
These two industry experts will discuss the inherent advantages of accessing Imagine Communications' technologies from the cloud like global availability, scalability, security, reliability, and ease of deployment and how Azure provides media companies with a low-risk platform for meeting consumer demand and staying ahead of the competitive curve. Webinar attendees will also learn how to open up business opportunities with targeted themed channels, increase revenue with targeted advertising and ensure business conti
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
13/05/2026
New Adobe Premiere Color Grading Mode Accelerated on NVIDIA GPUs
Joel Pennington May 13, 2026
0 Comments
New NVIDIA RTX-accelerated features streamlin...
13/05/2026
Grass Valley announced that dB Broadcast has delivered new IP-based outside broadcast (OB) trucks for Cloudbass, featuring Grass Valley LDX 100 Series cameras a...
13/05/2026
Ikegami will exhibit the latest additions to its wide range of broadcast production cameras, control units, viewfinders and monitors on stand 5D3-1 at Broadcast...
13/05/2026
FISE, working with the founding members of the XR Sports Alliance (XRSA), Accedo, Qualcomm Technologies, Inc. and HBS, have collaborated to develop an immersive...
13/05/2026
Canon Unveils New EOS R6 V Full-Frame EOS Camera and RF20-50mm F4 L IS USM PZ Bu...
13/05/2026
Boston Conservatory at Berklee Honors Beth Morrison and Moses Pendleton at Comme...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/05/2026
Creative software developer Foundry today announced the latest developments on Nuke Stage. A purpose-built application for end-to-end virtual production and in-...
13/05/2026
A definitive portrait of one of Ireland's most influential musicians
New TV documentary airs Monday 18 May on RT One and RT Player at 9.35pm
Watch the...
13/05/2026
Agentic AI is changing the way users get work done. Following the success of OpenClaw, the community is embracing new open source agentic frameworks. The latest...
13/05/2026
Reinforcement-learning agents - AI systems that learn by trial and error - can c...
12/05/2026
Beyond the Hype: A Strategic Post-Hoc Analysis of NAB 2026 If NAB Show 2026 had an underlying theme, it was a quiet, industry-wide pivot from the high-energy sp...
12/05/2026
Guntermann and Drunck (G&D), a Panoptec Technologies Group company, and CT Square, led by Chandresh Shah, have announced a joint venture to distribute G&D and V...
12/05/2026
With 30 days until the start of the FIFA World Cup 2026, Telemundo, the exclusive Spanish-language home of the tournament in the United States, has announced th...
12/05/2026
The NHL has announced the return of Stanley Pup for its third consecutive year, a 90-minute special featuring adoptable rescue dogs competing on a miniature rin...
12/05/2026
NBCUniversal presented its 2026 Upfront to advertisers at Radio City Music Hall, detailing upcoming programming across NBC, Peacock, Bravo, and Versant properti...
12/05/2026
FOX Sports has announced funding for the Fandom and Social Connection Initiative at Harvard Kennedy School's Shorenstein Center on Media, Politics, and Publ...
12/05/2026
TNDV and Live Media, both divisions of Live Media Group, supported live broadcast coverage around NCAA Final Four weekend in Indianapolis, including the March M...
12/05/2026
The European Football Alliance (EFA) has announced a content distribution agreement with Fubo Sports Network, the free ad-supported streaming TV (FAST) channel ...
12/05/2026
For the first time, Spanish-speaking fans in the U.S. will have two separate tel...
12/05/2026
CP Communications led a comprehensive spectrum management initiative on behalf of Churchill Downs during Kentucky Derby week, coordinating RF assets across the ...
12/05/2026
LiveU has announced a strategic partnership with DRONERESPONDERS, a 501(c)3 non-...
12/05/2026
Open Broadcast Systems has announced that BMC TV, a specialist in IP transport of broadcast content, has selected the Open Broadcast Systems 5G Flyaway solution...
12/05/2026
NEP Europe, part of NEP Group, has announced it will deliver broadcast solutions...
12/05/2026
Grass Valley has announced continued collaboration with Ravensbourne University ...
12/05/2026
Stats Perform has announced the launch of Opta Pulse, an AI-assisted video creation and distribution platform for leagues, rights holders, and broadcasters. The...
12/05/2026
FOX Sports has announced a collaboration with Sesame Workshop to integrate Sesame Street characters into FOX Sports' FIFA World Cup 2026 programming. Conten...
12/05/2026
To date, NHL Productions has produced 19 broadcasts with commentary in American Sign Language
NHL in ASL (American Sign Language) may be just one show, but the...
12/05/2026
Google's Brian Albert: creators, athletes, highlights, nostalgia, second-scr...
12/05/2026
A still from Past Lives by Celine Song, an official selection of the Premieres program at the 2023 Sundance Film Festival. (Courtesy of Sundance Institute | p...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
One month to go! SBS reveals expansive FIFA World Cup 2026 lineup beyond the pi...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Tyrell Corporation, specialists in high-end live sports and entertainment broadcasts, was tasked with delivering compelling broadcast coverage of premier equest...
12/05/2026
Registration is now open for IBC2026 as the global media, entertainment and technology community prepares to converge on the RAI Amsterdam from 11 14 September ...
12/05/2026
Ross Video, a global leader in live video production technology, will present its latest innovations and integrated production workflows at BroadcastAsia 2026, ...
12/05/2026
500 selected leaders from around the world across start-ups, corporates, and venture capital. Over 50bn in assets under management among attending investors, a...
IABM Member Blog - Imagine Communications ask Is it Time to Start Moving Some of Your Media Operations to the Cloud? 07 April 2016
