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Accelerating Innovation with Cloud Computing in the Media & Entertainment Industry

By Tapan Mehta

The COVID-19 pandemic continues to impact all aspects of our society and many industries were caught off guard and had to adjust rapidly to the fluid macro environment. Media and entertainment (M&E) industry is one of the many industries that is adjusting to this new reality. When shelter-in-place orders began taking hold across the globe, this industry was thrown into uncharted territory. Over the past month, everyone from the broadcast and post-production facilities to content creators have been forced to move largely on-prem operations to a fully remote workflow with little or no access to their facilities. 

Even before the pandemic broke out, the media and entertainment industry had begun its digital transformation journey. Several key factors such as interactivity, digitization, multiple-platforms, multiple-devices and globalization of services were changing the M&E landscape. Consumers' voracious appetite for digital content continued to fuel growth for companies such as Netflix, Amazon, and Disney+. With shelter-in-place this consumption and subscriber growth has reached new levels. This brings on both challenges and opportunities around the distribution and consumption of both print as well as digital content for companies across this industry. 

In fact according to ResearchandMarkets report, from 2018 to 2024 entertainment and media digital storage TAM (without archiving and preservation) will increase by about 2.2X from $5B to $10.9B. This will primarily be driven by applications such as:

  • Content acquisition 
  • Editing, archiving, and digital preservation
  • Digital cinema
  • Broadcast, satellite, cable, network, internet 
  • OTT as well as VOD distribution 

While cloud-based workflows and remote production have been on the upswing for years, the coronavirus pandemic lock-down has accelerated the move to cloud on warp-speed. Over the past month, many major broadcasters have built out sophisticated workflows that allow their production teams to create, manage, and deliver content remotely from their homes. While these production models are not perfect and often monumentally different from the architectures previously established, they have created groundbreaking new capabilities for users. While no one knows what the future holds for the industry, one thing is clear - production workflows will look very different once M&E facilities open back up and the evolving macro environment forces companies to innovate differently. 

Enabling innovation in new ways

On April 23, 2020, Nutanix and Avid Technology formally announced their partnership to deliver an industry-first hyperconverged (HCI) platform for M&E industry. Nutanix software is now a certified solution to run Avid video editing software Media Composer and media workflow platform MediaCentral. Nutanix is the first HCI solution to be certified for Avid products, offering a fully integrated solution for any Avid environment with the hardware platform of choice, built in hypervisor, and one-click management.

Many media and entertainment organizations lack the resources to support tiered virtualization models with multiple management interfaces and complex design, making HCI an ideal solution. Nutanix accelerates this transformation with: 

  • A single platform for all applications. Nutanix supports all application needs across customers’ workflows - from virtual desktops, to asset management, to transcoding to analytics - on a single, integrated platform.
  • Greater operational efficiency and integration. By reducing IT complexity and simplifying management, Nutanix eliminates barriers to productivity, enabling your team to focus attention on innovation and smoother content delivery.
  • Storing and securing digital content. Because security is designed in, rather than bolted on, your digital assets remain more secure with less effort. This enables you to access media assets in a seamless way.

Nutanix is a trusted partner for the M&E industry, helping content providers transform their businesses by increasing engagement with faster content delivery, especially during this global crisis as end users are looking to access and collaborate on digital entertainment and content more than ever. Nutanix cloud software enables customers to increase cross-channel engagement, empower content creators, drive operating efficiency, and improve decision-making that’s uniform across all functions and locations.

To learn more about how Nutanix can help enable digital transformation in the media and entertainment industry, please visit: nutanix.com/media-entertainment. At Nutanix, not only have we built a secure and resilient IT environment, but we’ve also developed a way for you to try it for free. You can take a test drive of the Nutanix infrastructure with no hardware or manual setup. Click below and explore an entirely new way of managing your infrastructure, applications, and data.

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