Cloud native, software defined, the metaverse; the media technology sector is awash with buzz phrases. And, as with all popular terms which are used too liberally (and more often than not incorrectly,) the more you hear them, the less they mean. As Ms. Thunberg might say blah blah blah'. While the actual definitions of these words and phrases may often be misinterpreted, they have very clearly defined industry connotations, categorising them as either good or bad: proprietary - bad, (boo, shake head) open standard - good, (nod positively). But in the real-world - even this polarised world - sorting the good from the bad is just not that simple.
One phrase which I believe to be particularly misleading (not necessarily in terms of what it means, but whether it is an entirely good thing) is cloud native'. The statement the platform is cloud native is universally met with nodding approval by a conference panel, but is that orthodoxy, correct?
Microsoft define cloud native as: Cloud-native architecture and technologies are an approach to designing, constructing, and operating workloads that are built in the cloud and take full advantage of the cloud computing model.
By stating that a platform is cloud native doesn't in itself satisfy some fundamental nuances of the cloud. Does it run in any cloud for example? Is there a dependency on a function or service provided by a given cloud service provider? Such a platform may genuinely be described as cloud native (good) but also vendor dependant (bad).
Many, if not most, aspects of production and consumer content supply are moving inexorably to the cloud, (for many good reasons) and so vendors are increasingly keen to cast themselves as all cloud' (the future) and not old on-prem' (the past). Equally, industry commentators talk about cloud and ground in the context of a one-way migration, upward. But there are many systems and functions that are still on-prem - and which will remain that way in perpetuity, or at least for a good number of years. Cloud native can become a problem, or at least limiting factor, in cases where it actually means cloud-dependant or where an overall system has on the ground, on-prem' systems or resources which need to be managed and controlled.
These ground capabilities are not always a transitory function or a necessary evil' - often they are an intrinsic part of the solution architecture based on the business need. Equally, many media businesses have invested significantly in on-prem' infrastructure in recent years and this investment may still be being amortised or, more likely, the systems are still serving a useful and reliable function. In these cases, the clear business requirement is to integrate these systems through API-based connectors, not migrate away from them and thereby create the functional data gaps the industry has spent the last 25-years closing. Implementing a cloud native (good) approach in this instance risks creating technology silos which reduces workplace productivity (bad).
In the same way as the most modern studios contain a mixture of IP and SDI - based on which technology is appropriate to meet the business requirement so the modern production and content supply chain will contain a mixture of cloud and ground systems and services. Media operations management systems should not be cloud OR ground as even 15-years since S3 and EC2 first emerged, the cloud alone is simply not enough. Most of our BLAM deployments are (cloud-ground) hybrid systems - whether by initial design or through evolution and in some cases the on-prem function is significant.
The shift may rightly be to the cloud, but hybrid solutions are essential for integrated operations in most current operations. There's no denying that cloud native has a lovely ring to it, but the reality of now is undeniably hybrid.
The CORE BLAM architecture compromises one or more of two entirely stateless services: the application programming interface (API) and the workflow runner (WFR). Each are (Docker) containerised and infrastructure agnostic. They run as efficiently in an on-prem VM as they do in the cloud. This enables hybrid systems to be built which seamlessly connect traditional broadcast systems to modern cloud-based services and business systems.
By Blue Lucy - February 6, 2022
Share this Twitter Operators should ensure that cloud native' doesn't mean cloud dependant when selecting management tools.
&source=BlueLucyMedia rel=noopener noreferrer target=_blank class=social-share-btn btn-linkedin mr-15 mb-15>Linkedin
Europe Stories
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...
09/06/2026
Last month, Spotify hosted PURE FLOWERS LIVE, a special event celebrating the re...
09/06/2026
Last month, RADAR U.K. artist Skye Newman took the stage in East London for a sp...
09/06/2026
Company to cease operating on 30 June 2026
Australian loudspeaker and amplifier manufacturer Wayne Jones Audio have announced that after much consideration,...
09/06/2026
Increases low-end weight and character
The latest plug-in release from Sheffield-based fedDSP aims to offer an all-in-one solution for users in search of mo...
09/06/2026
Introduces AI Studio Assistant, Moises Studio integration & more
Fender Studio have just announced the launch a significant update that brings an array of n...
09/06/2026
The BBC has found its Hercule Poirot.
After Deadline revealed last month that t...
09/06/2026
X-Rite Pantone Launches Offset360 to Modernize Color Control Across Existing Pre...
09/06/2026
09 Jun 2026
VEON Appoints Serkan Ozturk as Chief of Staff & Strategy Officer Dubai and New York, June 9, 2026 - VEON Ltd. (NASDAQ: VEON), a global digital oper...
09/06/2026
Tuesday 9 June 2026
Katie Price: Nothing to Hide, a candid and unfiltered accou...
09/06/2026
Enni Continues to Rely on Arvato Systems - And Will Be Using AEP.EnerS4 Billing Solution
Arvato Systems to implement transformation project for SAP S/4HANA Ut...
09/06/2026
These special programmes will highlight RT 's connection with the Irish diaspora
This year, RT is marking 100 years of public broadcasting in Ireland with...
08/06/2026
At Spotify, our commitment to the LGBTQIA community is year-round. Through GLOW, our global music program, we celebrate and amplify the contributions of queer ...
08/06/2026
Get Hands-on With Keyboard & Synth Brands
GearExpo UK wouldn't be complete without some synth action, and we've got some of the industry's most ...
08/06/2026
50 popular in-ear monitoring system profiles added
The latest update for IK Multimedia's headphone-correction system has just arrived, and introduces ca...
08/06/2026
Manny Marroquin signature cans upgraded with SLAM Technology
The flagship model in Audeze's Manny Marroquin Signature Series has just been treated to an...
08/06/2026
Air domain supremacy redefined - New counter UAS, space solutions and directiona...
08/06/2026
he BBC and BritBox have announced that Edward Bluemel (We Might Regret This, My ...
08/06/2026
Plus, 20% off TVs ahead of kick-offMonday 8 June 2026
Sky introduces Real Time...
08/06/2026
FOX Secures Live NFL Game Package in Mexico Starting in Fall 2026 Agreement Features Thursday Night Football, Sunday Games Package, Thanksgiving Day Games, al...
08/06/2026
FOX One, FOX Sports and Indeed Name Austin Franklin and Kevin Akoto as FOX One C...
08/06/2026
Meet us on the show floor
Stand #286310 Discover Nara, the media management tool used by major facilities including Harbor and Molinare.
Nara v2 introduces re...
08/06/2026
L'art de l'Image dans Reflet dans un diamant mort' Une conversation avec le directeur de la photographie Manuel Dacosse, SBC et l' talonneur Pe...
08/06/2026
Embracing today's modern media workflows: FilmLight presents Nara 2.0, with FilmLight API Designed to support the growing demands of today's production ...
08/06/2026
Moderated by Andy Minuth, FilmLight's Colour Workflow Specialist
Wednesday 18 February
6:00pm / Doors open
7:00pm / Presentation in German
8:00pm / Drin...
08/06/2026
Join us on April 14 at 10:00am for a technical roundtable with the Filmlight dev...
08/06/2026
You're invited to FLAPI Classroom The fundamentals of coding and machine-assisted development
These sessions will help you build the skills needed to cre...
08/06/2026
With Sylvain Canaux (St Louis, Paris) and J r me Cloutier (MELS, Montreal)
Wednesday 6 May
Pick your time: 1:00PM / 5:00PM
Note: The presentation will be hel...
08/06/2026
FilmLight, 1107 N El Centro Ave, Los Angeles
Doors open at 3:30pm
Join the FilmLight team on June 9th at 4pm to learn how FilmLight products and APIs can stre...
08/06/2026
The Creators List launched to Help Brands Connect With Top Creators In CannesThe curated directory launched by Tubefilter, Comscore, Whalar Group and Gospel Sta...
08/06/2026
Irish YouTube star DavidMC joins Aisling O'Reilly to tackle all things socce...
07/06/2026
Company introduce 21 new protective covers
Decksaver have just announced their Sping 2026 Drop, which sees a total of 21 new models added to their ever-grow...
07/06/2026
Sunday 7 June 2026
Dynamo Vs Houdini comes to Sky later this year
The last time the world saw Dynamo, he buried himself alive. This weekend, he returned.
Mom...
06/06/2026
Check Out Leading Monitor Brands
We'll have monitors of all shapes and sizes at GearExpo UK, so whether you're looking to upgrade or expand your set...
06/06/2026
Two Originals offerings join MPC line-up
Following on from their partnership announcement at NAMM 2026, Spitfire Audio and Akai Pro have announced the relea...
05/06/2026
Built from the same recordings as flagship library
Sonuscore's LUX Orchestral Strings has been met with widespread praise since its launch in late 2025,...
05/06/2026
High-end converter, interface & headphone amp upgraded
Said to represent the next evolution of RME's all-in-one reference converter concept, the all-new...
05/06/2026
Win a Soundgas Type 636P & Type G preamps
Soundgas, one of the UK's leading vintage and boutique audio equipment specialists have just announced the lau...
05/06/2026
New leadership of Technology Systems Division at Rohde & Schwarz On July 1, 2026, Hansj rg Herrbold and Andreas H gele will take over as Executive Vice Presid...
05/06/2026
Hitachi and Intel announced a strategic collaboration to explore opportunities t...
05/06/2026
05 Jun 2026
VEON's Kyivstar to Expand Digital Mobility Ecosystem with Acqui...
05/06/2026
RT Radio 1 Folk Awards to take place on Tuesday 10th November 2026, Vicar Street, Dublin
Moya Brennan, D nal Lunny, Mary Black and Christy Moore among previou...
04/06/2026
Steinberg DAWs now boast in-depth Tonalic integration
Celemony's innovative virtual session musician plug-in has just received an update that brings ARA...
04/06/2026
Get Hands-On With Over 20 Mic Brands
GearExpo UK is fast approaching, and if you've been looking for a chance to check out some new mics, then you'r...
04/06/2026
Combos feature new Amplifier Intelligence engine
Positive Grid's latest release sees the company introduce two new combo amplifiers that promise to offe...
04/06/2026
BackStory follows four Irish young people as they travel back to their parents' homelands
Modern Irish identity is enriched by cultures and influences from...
03/06/2026
Step sequencer-style panning tool revealed
Alongside their flagship self-titled sound-design platform, Sound Particles offer an array of creative effects an...
Cloud native, software defined, the metaverse; the media technology sector is awash with buzz phrases. And, as with all popular terms which are used too liberally (and more often than not incorrectly,) the more you hear them, the less they mean. As Ms. Thunberg might say blah blah blah'. While the actual definitions of these words and phrases may often be misinterpreted, they have very clearly defined industry connotations, categorising them as either good or bad: proprietary - bad, (boo, shake head) open standard - good, (nod positively). But in the real-world - even this polarised world - sorting the good from the bad is just not that simple.
