through a workstation, laptop, or mobile device— all while increasing efficiency across every facet of the media value chain. infrastructure on demand, they can deploy the platform, services and applications in more flex- ible ways. Now media organizations can grow viewership and brand affinity, connect with their audiences in new ways, and fully protect their assets by operating in a secure environment. It’s easy to scale resources as needed to address peaks in demand, whether anticipated or not, and tap into massive economies of scale across workgroups and departments. A trusted partner for the cloud transition And the flexibility and elasticity of cloud services enables media organizations to maximize the value of their assets by expanding to new out- lets. They can repurpose material to exploit new revenue streams and grow brand affinity across a broader range of viewers by making content available everywhere they want to consume it, whether on TV, online, or on a mobile device. A vote for the cloud It’s no surprise that the inaugural Avid Customer Association (ACA) Vote, which gave Avid’s cus- tomer community the unprecedented opportu- nity to directly influence Avid’s future offerings, revealed that the vast majority of media profes- sionals (71.7%) are considering moving some part of their infrastructure or workflow to the cloud over the next two years—the most popular being remote access workflows (15.8%). However, just 4.8% are considering moving their entire infra- structure and workflow to the cloud, highlighting the important role that hybrid cloud deployment models will play in the media industry’s future. That’s why Avid is leading the media industry to a reality of full-scale media production in the cloud. Media organizations have the complete flexibility to create, distribute, and monetize their content using the deployment type that works best for them—on premises, private data center, public cloud, or hybrid. At Avid Connect 2017, we announced that the MediaCentral Platform is now cloud-enabled, giv- ing media organizations greater efficiency, flex- ibility, and agility to meet today’s most pressing media production challenges. With new cloud- based client applications, media services, and 46 • Broadcast Beat Magazine • www.broadcastbeat.com To help organizations easily transition their media production to the cloud, we also announced that we’ve selected Microsoft as Avid’s preferred pub- lic cloud partner. We’ll be working closely with Microsoft to offer innovative cloud solutions that work in concert with the Avid and Alliance Partner tools and services that our customers already use. We’ve chosen Microsoft Azure as our preferred cloud hosting platform because Microsoft pro- vides a broad range of public cloud hosting and cloud service offerings that meet the needs and budget of any size media organization. With the world’s most secure data center environments, Microsoft can give media organizations peace of mind that their assets are protected and safe beyond the reach of any threat. And with Avid and Microsoft’s extensive cloud and media tech- nology expertise, media organizations will be able to migrate existing production workloads to the cloud at their own pace and architect new ways of working more efficiently. As media organizations look to capitalize on the efficiency, agility, flexibility, and scalability that the cloud facilitates, Avid is ready to help them on their journey. And at IBC 2017, we’ll unveil cloud innovations and demonstrate how they can real- ize the many benefits of cloud-based media pro- duction—from more efficiency and agility across the media value chain, to less complexity and lower costs. As president, Jeff Rosica man- ages all of the company’s cus- tomer-facing activities globally including marketing, sales, pro- fessional services, service deliv- ery and customer support. With more than 25 years of experience in the broadcast, media and pro- fessional video and audio mar- kets, Jeff is an industry veteran who has also garnered significant personal experience over his career in the areas of live video production and post-production.