InBroadcast - March 2022 - 50

50
www.inbroadcast.com | Vol: 12 - Issue 3 | March 2022
InNABShow
A Cloudy Future for Media
and Entertainment
By Bill Admans, COO,
Ateliere Creative Technologies...
T
here was a time, not long ago,
when the technologies
being
discussed in an article like this were
only
relevant to niche sectors of
media and entertainment. What a
difference 24 months makes.
Topics like cloud collaboration and
remote production could now easily
find a home in mainstream consumer
technology magazines. That's how
pervasive the cloud has become in
our work and personal lives - from
the explosion of content available on
streaming services to remote learning
to social interactions, we're all living
cloud-based lives - a point that will
be driven home at NAB 2022 by
Ateliere Creative Technologies.
Remote collaboration is not just
a temporary side-effect
of COVID,
it's
how the industry will work
going forward. We have proven that
remote collaboration works, whether
it's production happening on one
continent and post-production on
another, distributed
workflows
throughout an organization, virtual
production or content distribution.
The only way to do any of this
effectively is by using cloud-based
tools.
The amount
of
content
being
created, managed, viewed, shared,
distributed and purchased related to
cloud-based services is immense, on
a scale and pace that only a decade
ago was unimaginable. We were
already on this cloud trajectory; the
pandemic simply accelerated the rate
of change.
If we continue to rely on traditional
to satisfy
tools
and
resources
demand and alleviate the enormous
strain on our current infrastructures
and workflows, we'll never move
forward. The only solution is to move
into the cloud, allowing people to
collaborate over
vast
distances,
take advantage of the full power of
parallel computing, and seamlessly
exchange and store media.
The cloud
brings
levels
of
efficiency, security, and scalability
that traditional environments can't
match. With the added benefits of
working in an OPEX model, you're no
longer tying up capital expenditures
on infrastructure. Instead, use that
budget to fund your most valuable
asset: the content you sell to your
customers. Use the money to make
more and better products, ultimately
strengthening the value of
your
business.
At the recent HPA Tech Retreat
in California, we saw incredible
demonstrations of virtual production
and visual effects. But there were
also challenging conversations about
the future of the business, not only
the technology, but the economics
behind the technology. The cloud
was
very much a part
of those
discussions. Content owners were
focused less on infrastructure and
instead thinking hard about how to
monetize their continually growing
content libraries.
That will continue at NAB and even
throughout 2022 and beyond.
Many content owners are wrestling
with optimizing their massive
archives. It's no longer just
the
blockbuster movies and the new TV
shows that people want; it's also
older films and TV series people are
nostalgic for and want to see in a
restored version. That mix is drawing
more viewers into these streaming
and on-demand services and driving
their incredible growth.
When Netflix
and
Amazon
launched, the big question was how
might they compete with the big
broadcasters and cable operators?
Instead, we've seen consolidations
of major studios
and
have launched their own on-demand
services.
Now, we're in the middle of the next
wave of on-demand: Advertisingbased
video
on demand (AVOD)
and Free ad-supported TV (FAST)
services, delivering the user-focused
experience of streaming on-demand
services but without the need for a
subscription.
This will be the year of AVOD
launching more original
services
programing, once exclusively
the
domain of the big subscription
VOD platforms. Advertisers
increasingly
opportunities
are
recognizing the
to cost-effectively
reach new audiences, engage
directly with consumers, and create
new revenue streams - and they're
willing to pay a lot of money for these
privileges.
Content catalogs once thought to
have reached their expiration dates
are finding new life through this
expanded universe of
outlets, as
more content owners realize they are
sitting on gold.
Ateliere at NAB
Ateliere's
plans
for NAB align
perfectly with these evolving industry
trends and illustrate the continuing
expansion of our cloud-native digital
supply
chain
platform
to
meet
changing customer needs. In 2021,
the amount of content we managed
and delivered more than quadrupled
over
the
previous
year, and we
anticipate even greater growth in
2022.
At NAB, we'll demonstrate our
Connect
support
content
companies, and many broadcasters
Apple
platform with added
for iTunes packages via
Transporter. An iTunes
Package is a directory containing
the data necessary to describe a
product: video files, poster images,
and metadata, with each package
representing a movie or episodic
product on iTunes.
Integration of this workflow into
Connect simplifies
Ateliere
the
process by using our automated
cloud-native orchestration platform
to perform the necessary
checks
to ensure all assets and metadata
are correctly formatted. Delivery is
via Aspera which is fully integrated
into Connect for fast and reliable
transportation.
Ateliere is
for Apple
highlighting support
Transporter Package
Format (ITMSP), making it easier for
customers to deliver content in the
required iTunes Package format.
Ateliere Connect now supports the
to supply video-on-demand
ability
content, catalog and availability feed
deliveries to Apple Channels. This
allows customers to offer branded
channels within content packages or
as stand-alone content on Apple TV.
Ateliere will
expanded
content
support
also highlight
for delivering
to Amazon Channels,
allowing content owners to create
their own customized and branded
experiences on Amazon Prime tied
to specific movie and TV content.
Additionally, Ateliere Connect now
supports the Media Manifest Core
(MMC) and Media Entertainment Core
(MEC) standards, which are part of
Amazon Prime Video's global delivery
specifications.
Ateliere's demonstrations at NAB
highlight the flexibility and scalability
customers need as they explore new
ways to manage and monetize their
content.
https://ateliere.com
http://www.inbroadcast.com https://ateliere.com https://ateliere.com https://ateliere.com/ateliere-connect/ https://ateliere.com/ateliere-connect/ https://www.ateliere.com
InBroadcast - March 2022

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