Under a cloud

Last month, we had a raging discussion on the cloud with some senior tech executives from leading broadcast networks in the region. It created the perfect opportunity for CTOs to get together and explore the vast potential of the cloud, and whether they were deluding themselves into thinking that a virtual setup or private cloud infrastructure on their premises delivered the benefits of a true cloud service.

Layers of misinformation were peeled away to reveal what a public cloud service could offer, which then brought us to a more fundamental question – how many vendors within the broadcast industry genuinely offered cloud support and how far has the broadcast industry succeeded in creating the necessary infrastructure to support such an ecosystem unlike its more sophisticated IT cousin.

Budget seemed a huge concern with broadcasters questioning why transitioning from a physical to a virtual infrastructure costs the same or more. They also challenged the existing business model of licensing and called for a more usage-based pricing system. One broadcaster suggested that vendors ally to create a “playground” so regional end users could play around with the different features within a cloud and familiarise themselves with it. Once they appreciate the benefits of such a system, perhaps it would be easier for them to take a call. At the roundtable, the broadcasters also decided to join hands to create a cloud consortium.

It was clear from the discussions that the end users were currently disillusioned with existing cloud offerings in the market calling them vendor-led rather than user-led, with associated exorbitant costs, the lack of a good infrastructure and want of best practices within the industry, adding to their concerns. Having received umpteen press releases about cloud offerings from different vendors coming to IBC and knowing now the difference between a genuine cloud offering and a fake one, I’ll be on the lookout for some good solutions at the show. See you in Amsterdam!