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Making Money from Nothing When the Flicks Are Free


The explosion in new business models

and consumption modes for media companies

is staggering.


Today I watched the local news on my HDTV in the morning, scrolled through multimedia content including made-for-web video on my favorite websites at work, downloaded TV show preview clips on my smartphone and programmed my TiVo from a tablet computer so that I could watch my favorite show (without commercial interruptions) when I got home.


The explosion in new business models and consumption modes for media companies is staggering. Hulu, Netflix, OnDemand, mobile content, plus 3D and HD – the delivery methods and formats are more diverse than ever, while viewers' expectations remain high, and highly individualized.


Our customers are the companies that create, share and make money from media content. But we also know that their customers are the ones holding the remote controls, the tablet PCs, the smartphones and the ticket stubs – so ultimately, our technologies have to give our customers the tools they need to get their viewers the content they demand, exactly when and where they demand it.


From our point of view, tapping into cloud computing will be a key enabler of media companies’ ability to deliver on the promise of multi-channel, multi-format content that reaches viewers in the way they want to be reached. Specifically, cloud computing helps activate new revenue streams, increase efficiencies and improve end-to-end workflow.


How? We thought you might ask. So we've put together a new white paper on "The Media Cloud," which focuses on the benefits that several customers have reaped by using Avid's solutions in the cloud. The paper includes examples of major broadcast networks around the world that have adopted Avid's Interplay Central technology, which lets media enterprises harness the power of the cloud in an open interface, "anywhere access" and real-time collaboration capabilities.


Interplay Central is an important part of Avid's cloud strategy, which is highly customer-focused: through the cloud, we can give customers solutions that will enable success in the months and years to come. The cloud strategy is about more than just technology, though – it's a part of our conscious effort to make our software solutions more open, flexible and easy to access, with or without Avid hardware.


But what about the unique demands of the broadcast environment, you might ask. How does the cloud help manage the nonlinear editing processes and workflows that are essential to broadcast production? And does using the cloud mean that media enterprises will really be able to give viewers more of what they want (great content across multiple formats, preferably for free), while strengthening both production processes and business success for media companies?


I'll delve into some of the specific technological advantages that a cloud-based system can bring to broadcasters and other media organizations in our next installment. In the meantime, I welcome your comments and questions here.



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About Chris Gahagan

As Avid's Senior Vice President of Products and Solutions, I'm at the helm of our audio and video engineering, product management, program management, and market solutions teams. Before joining Avid in July 2009, I was Senior Vice President and General Manager of the Resource Management Software Group at EMC Corporation, where I led a team of 2,400 employees and was responsible for delivering best-in-class operational efficiency for IT businesses.

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