CLOUD CLAN

Cloud technology continues to take away the bigger chunk of the media technology pie

- ANISHA GAKHAR

Cloud computing has been driving content from quite some time now, making itself an imperative technology for anyone, who wishes to optimise their business. Right from creation and transformation, to distribution and archival, it has empowered broadcasters, studios and service providers with unprecedented scalability and on-demand processing infrastructure. Content providers like Netflix, Amazon and Spotify, effectively employ cloud computing—allowing them to stream truckloads of content to users across the globe, with revenues multiplying every second.

The changing consumer behaviour calls for flexible choices and custom-made experiences for users. In addition, with spikes and surges in viewership that have to be dealt with in real time, media companies have to accommodate the changing consumer dynamics and patterns. The on-demand characteristics of cloud computing provide the levels of scalability and flexibility that the M&E sector needs to cost-effectively meet volatile demand, automatically spinning servers up and down as demand ebbs and flows.