SEPTEMBER 12, 2022

Look Ahead

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Enabling production teams to work efficiently and delivering innovations to aid the media industry on their journey to the cloud are key elements of Avid’s strategic direction.

In the first episode of season three of the Making the Media Podcast, host Craig Wilson discusses the state of the media business with Avid’s chief executive officer, Jeff Rosica.

Jeff believes the industry is undergoing an unprecedented period of change, with demand for high-quality content growing exponentially, which is leading to increased pressures on budgets and talent.

He says, “People are looking to do more with less or do more with the same amount and so they've got to get more efficient. They've got to look for new ways to get jobs done. They've got to look for new ways for teams to collaborate. They've got to look for ways for people to work in more flexible ways. How do they get workflows more efficient?”

“This is then driving the way in which technology vendors like Avid are responding. “So it’s how we can innovate in how we virtualize teams, how teams can work in distributed ways, how we can handle the more complex workflows but in more efficient ways, how we leverage AI and ML techniques to meet all that? I think that's where the key innovation is needed as an industry.”

Increasingly, companies are turning to the cloud as one way of revolutionizing their workflows and practices.

Jeff says the cloud is fundamental to the future, “It's just a unique way to deploy technology that gives a lot more flexibility for people, but also gives the ability to scale differently, to go global in a much more efficient way to enable, remote workflows or distributed teams to collaborate.”

But it is also important for organizations to fully assess the total cost of ownership of their current operation in order to understand the financial benefits which could accrue.

“There is a cost element for sure and people are always checking the economic model of moving a given workload or workflow to the cloud. But it also is an enabling technology that enables things that again if we want to really as an industry go to much more of a distributed team, virtualized environment, cloud is a—whether that's a cloud in your back room, a private cloud, or whether that is a public cloud, cloud technologies are crucial to realize the strategic direction our industry needs to take as a whole.”

In the episode, Jeff also discusses the growing importance of sustainability within the industry; how failure, and learning from failure, is important when attempting new innovations; and how there is a risk that the industry is simply going to run out of people due to the demand for talent and growth in production.

Find out more on the next episode of the podcast, available on all major podcast platforms on Monday, September 21st.

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  • Craig Wilson headshot

    Craig Wilson is a newsroom specialist with over thirty years of experience in the broadcast industry. Craig has held various roles with Avid and is now the Global Media and Cloud Product Evangelist and host of the Making the Media podcast.

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