Compelling Demands Drive Cloud Services Forward

No longer is the cloud an isolated, occasional-use experiment for the few.

Demands to produce compelling and unique content — accessible on any device — are now greater than ever. Coping with these mandates drives the industry toward finding new means to produce, deliver and manage next-generation media technologies.

NAB Show brings a two-day conference dedicated to expanding the dimensions of next-gen media services and capabilities.

Advancing techniques, designed to improve and accelerate content creation, is a trending phenomenon bringing new sets of requirements, which extend beyond the walls of traditional “shoot-edit-release” storytelling. In the era of TV Everywhere, new services let any company become a media company.

Couple those concepts with the movements in wearable viewing technologies; layer in the oncoming capabilities of immersive audio and high dynamic range (HDR) video, and you have whole new forms of content generation that crave a platform from which to create, develop, produce and deliver those feature sets.

The cloud continues to be a predominant player/platform in making these virtual mediums a reality. No longer is the cloud an isolated, occasional-use experiment for the few. Over the past five years, cloud computing has helped support the enterprise and individuals to transform themselves.

As evidenced on the NAB Show exhibit floor, cloud services are offered by a multitude of manufacturers and used in the broadcast, media and entertainment sectors. And that trend keeps building.

The Next-Generation Media Technologies conference focuses on emerging services and applications including virtual and augmented reality (VR/AR), machine learning and artificial intelligence (AI) and how these services can leverage the cloud.

Conference sessions begin today at 1:30 p.m. and continue throughout the day; returning on Wednesday at 9 a.m., with its conclusion at 4:15 p.m. The sessions showcase how cloud-based uses and practices will help support evolving solutions and techniques in content creation and delivery. Presentations will further review production case studies that use AR/VR, the cloud and other next-gen media services.

Erik Weaver of HGST, a Western Digital Brand, will open the conference, followed by the “Keynote: Cloud for M&E” by Steven Guggenhiemer, Microsoft’s corporate vice president and chief evangelist, Developer eXperience and Evangelism Group. Guggenhiemer will outline capabilities and availabilities in cloud services aimed at solving the questions of “how” and “by what means” the content creation explosion can be met.

Content creators and producers, alongside CDOs, CMOs and more are choosing the cloud to digitally transform businesses by building intelligent media applications that reach new audiences. Attendees will learn what technology changes are driving the next wave of media disruption.

Wendy Aylsworth of Walden Pond and past SMPTE president will moderate “Thought Leadership for Key Players in the Industry.” Media strategists will identify major advancements that are disrupting the production and distribution of entertainment content. Learn how cloud and machine intelligence combine to open opportunities for collaboration, new forms of entertainment and more personalized consumption.

Seemingly endless promises of the cloud have shifted toward a reality that largescale, high-resolution, cloud-centric implementations are becoming plausible and affordable. The paradigm shift faced by media organizations is taking bigger steps to embracing the power of the cloud. Can these be truly successfully? Can industry adopt and accept the necessary shifts in workflows?

This afternoon, Brian Campanotti of Oracle moderates “A Walk in the Clouds,” in which panelists will examine the “angels and devils” in how the proven elastic “transactional” benefits of cloud services might fully dismantle traditional on-prem storage and processing infrastructures at multi-petabyte scale.

Wednesday the session “A View From the Field: Best Analytics Practices in Media and Entertainment” looks at live media technologies.

Yves Bergquist of Entertainment Technology Center @ USC offers the “Keynote: AI, Storygraphics and the Audience Intelligence Revolution,” at 11:15 a.m.

A virtual reality experience wouldn’t be complete without having the user “immersed” in the audio. The session “Current and Future Trends in VR/AR Audio” is moderated by Linda Gedemer, PhD. and VR audio evangelist at Source Sound VR. Producers, applications engineers and product managers explore production techniques in current and future audio processing for cinematic, gaming and live VR/AR productions.

Closing out Wednesday is John Canning of the Producers Guild of America, who will moderate “The Producer’s Perspective on VR.” Panelists will offer “lessons learned” while preparing for, producing and distributing VR projects.

Once thought of as “not for my company,” the public cloud is now forcing companies to refactor their apps to run on it; indeed in many instances, without the cloud these next-gen productions might not be possible.