With hybrid workflows that are able to apply the advantages of both cloud and on-premise platforms, media companies will be able to maximise the capability of storage, writes Nick Pearce-Tomenius is Sales and Marketing Director at Object Matrix.
We are living in a content-driven world. The explosion of multiscreen and OTT platforms means the TV landscape has never looked so overwhelmed with content. We are witnessing a rapidly expanding waist belt of content creators, as well as delivery platforms, writes Nick Pearce-Tomenius is Sales and Marketing Director at Object Matrix.
So – how are providers managing all this storage?
A few years ago, cloud was the hot thing, and many providers threw all their content onto the proverbial cloud train, steaming ahead with a complete migration. There was very much a ‘the cloud is the future and nothing else’ attitude.
Using cloud for storage was new and exciting, but the rising costs of storing thousands of hours of content are starting to show. The wear and tear of only using the cloud for storage is revealing itself, along with the inefficiencies of the platform. Luckily, we are starting to see a much more balanced approach from companies, with new possibilities for media-focused storage emerging.
So how exactly can media companies work to overcome the shortcomings of the cloud for storage without migrating back to on-premise?
The solution is to work in harmony.
Both cloud and traditional on-premise storage options have pros and cons. That is, of course, assuming that when we refer to on-premise, we mean a dedicated and intelligent object storage platform, not a backed-up legacy silo.
As cloud is great for sharing with other cloud users, it is a good tool for worldwide sharing and is useful for having a geographically distributed back-up and for tapping into on-demand cloud-based software services. However, the cost and inefficiency of storing a large amount of data, as many media companies do, is a big drawback. No one wants to pay large amounts to store content that isn’t being used.
On-premise is great at providing quick access, which can be crucial for certain scenarios. For example, the morning news makes reference to a short and obscure clip from decades ago. Fast access to that clip is required, without using tons of man hours. With quick and automated access, you can have it online or on screens within the hour, and generate revenue – exactly what every provider wants to do with its content.
Additionally, on-premise has strong capabilities for integration into new and existing workflows. And yet, the platform lacks the capacity for global sharing and distribution. By introducing hybrid workflows that are able to capture the requirements of a business model and apply the pros of both cloud and on-premise to meet them, media companies can easily streamline workflows and maximise the capability of storage.
How can harmony be achieved?
The key to successfully manifesting hybrid workflows for storage is the integration layer. Organisations rely on the third-party orchestration layer to synchronise the content between private and public cloud platforms. Automated workflows and tight integrations ensure organisations benefit from the operational efficiencies and elastic scale of hybrid environments.
A hybrid workflow with a media focus is specifically designed to overcome the challenges that media companies face. Hybrid workflows can be built around a company and tailored to provide the best possible service of storage for the customer, and demand for the hybrid workflow has grown. We are seeing a need for round-the-clock, round-the-world editing, as well as back-up off-premise to take advantage of on-demand services, but companies cannot simply use the cloud as a one-stop shop.
Before media companies jump on the bandwagon (once again for some), it is crucial that they consider their business model. What exactly does your company require, and how can that be accomplished with both the cloud and on-premise platforms? Proper and tight integration can be accomplished – it just needs to be considered. When applied and integrated correctly, hybrid workflows have the opportunity to revolutionise media storage workflows, changing the way that content is managed.
Nick Pearce-Tomenius is Sales and Marketing Director at Object Matrix.