140 FEATURE Media industry experts offer their insight into the ongoing shift towards cloud-based broadcasting Industry perspectives “The future of broadcasting is moving to the cloud, and Azure is leading the way. With its robust network infrastructure and powerful tools, Azure offers broadcasters, such as the NBA, a scalable, cost-effective, and reliable platform to revolutionise their operations. By migrating workflows to the cloud, the NBA can benefit from increased agility, enhanced disaster recovery capabilities and access to AI services. Azure’s advanced media services enable seamless content creation, localisation, distribution, and monetisation, empowering the NBA to deliver exceptional viewing experiences to our fans. As the broadcast industry continues to embrace cloud technology, Azure is poised to support broadcasters worldwide who seek to unlock new opportunities and drive innovation in this ever-evolving media landscape.” Ken DeGennaro Senior Vice President, Media Operations and Technology, NBA Aus Alzubaidi CISO, Director of IT & Media, MBC Sean Wargo Vice President of Market Insight, AVIXA “Ultimately the benefits of implementing cloud-based operations for broadcast primarily come down to scalability since it enables an organisation to avoid expensive redundancies as content is rolled out geographically. Data security can also be a key benefit in that roll-out as long as it is carefully specified and addressed by all vendors contributing to the solution. A centralised cloud system also provides opportunities for large scale data analytics as the content is consumed, revealing patterns and enabling customisation. Last but not least, being centralised allows for broad collaboration efforts as employees work from single sources. As with any technology integration effort, always make sure to choose your partners carefully to ensure compliance with requirements.” “We have transitioned to cloud-based operations by migrating petabytes of media assets to Azure. This partnership enhances our scalability, allowing dynamic resource allocation during traffic surges, and supports a hybrid work environment for remote collaboration. Azure’s advanced security features strengthen our cybersecurity and compliance posture, safeguarding content and data privacy. The cloud infrastructure enables rapid deployment of services, improves resilience, and offers robust disaster recovery options, ensuring uninterrupted operations. Access to the latest AI models from OpenAI enriches our AI pipelines, fostering innovation. Overall, this move brings operational efficiency, cost savings, and agility to adapt to evolving industry demands.”
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