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.