Ranjit Bhatti , Senior Territory Account Manager - South Asia , Avid

The flexibility and elasticity of cloud services enables media organizations to maximize the value of their assets by expanding to new outlets. Ranjit BhattiSenior Territory Account Manager South Asia, Avid


As technology advances, urgent operational and financial challenges remain. Pressure to create ever-greater volumes of high-quality content is immense, yet technology budgets are not increasing; they are straining to keep pace. Heritage production environments are not as flexible or efficient as they need to be to handle the load and fast pace.

Increasing operational capacity requires expensive, often redundant staffing and capital expenditures. Production facility real estate makes it very costly to house hardware. Compounding the problem, many organizations that have overprovisioned their on-premise hardware capacity are actually underutilizing their systems investments.

Extending media production to the cloud – in the way that best suits an organization's unique operational realities – opens the opportunity to both increase production capacity and ease the financial burdens of content creation and distribution. Media organizations gain the licensing flexibility and business agility to align their deployed technology solutions with the needs of their production environment. They can also connect and collaborate from anywhere or while increasing efficiency across every facet of the media value chain.

Now media organizations can grow viewership and brand affinity, connect with their audiences in new ways, and fully protect their assets by operating in a secure environment. It is easy to scale resources as needed to address peaks in demand, whether anticipated or not, and tap into massive economies of scale across workgroups and departments. The flexibility and elasticity of cloud services enables media organizations to maximize the value of their assets by expanding to new outlets. They can repurpose material to exploit new revenue streams and grow brand affinity across a broader range of viewers by making content available everywhere they want to consume it, whether on TV, online, or on a mobile device.

At Avid, we are constantly communicating with our thousands of customers all around the world to understand their goals, their challenges, and their needs. The inaugural Avid Customer Association (ACA) vote, which gave Avid's customer community the unique opportunity to directly influence Avid's future offerings, revealed that the vast majority of media professionals (71.7 percent) are considering moving some part of their infrastructure or workflow to the cloud over the next two years – the most popular being remote access workflows (15.8 percent). However, just 4.8 percent are considering moving their entire infrastructure and workflow to the cloud, highlighting the important role that hybrid cloud deployment models will play in the media industry's immediate future.

That is why Avid is leading the media industry to a reality of full-scale media production in the cloud. At Avid Connect 2017, we announced that the MediaCentral Platform is now cloud-enabled, giving media organizations greater efficiency, flexibility, and agility to meet today's most pressing media production challenges. With new cloud-based client applications, media services, and infrastructure on demand, they can deploy the platform, services, and applications in more flexible ways. They have the complete flexibility to create, distribute, and monetize their content using the deployment type that works best for them – on premises, private data center, public cloud, or hybrid.

To help organizations easily transition their media production to the cloud, we also announced that we have selected Microsoft as Avid's preferred public cloud partner. We will be working closely with Microsoft to offer innovative cloud solutions that work in concert with the Avid and Alliance Partner tools and services that our customers already use.

As media organizations look to capitalize on the efficiency, agility, flexibility, and scalability that the cloud facilitates, Avid is ready to help them on their journey. At IBC 2017, we will unveil cloud innovations and demonstrate how they can realize the many benefits of cloud-based media production – from more efficiency and agility across the media value chain, to less complexity and lower costs.