To cloud or not to cloud: Rethinking flexibility in broadcast technology with Grass Valley
By Ian Fletcher, CTO at Grass Valley.
The debate of ‘to cloud or not to cloud’ has dominated technology circles for years, especially in industries such as broadcasting where stability, high performance, and accessibility are essential. But framing this as a binary decision is overly simplistic and outdated. Today, with the rise of flexible architectures and the advent of edge computing, we can embrace a more nuanced approach that combines the best of both on-premises and cloud solutions. The real question isn’t whether to embrace the cloud; it’s about how to use cloud technology as part of a hybrid model that adapts to the needs of a rapidly evolving broadcast landscape.
Breaking away from a binary choice
For many broadcasters, the concept of cloud computing remains shrouded in misconceptions. Some fear that moving everything to the cloud will compromise performance, while others worry about data security or unexpected costs. But cloud adoption doesn’t have to mean abandoning tried-and-true, on-premises systems. In fact, for certain workloads – especially those requiring uncompressed, 24/7 processing – keeping operations on-premises is not only practical but essential. The flexibility we have now lies in the ability to configure a hybrid setup where cloud resources and on-premises infrastructure work in harmony.
Edge computing makes this possible, offering a robust bridge between local data centres and the cloud. By deploying edge technology, broadcasters can run workloads locally when necessary, then seamlessly scale to the cloud as demand requires. Rather than filling equipment rooms with dedicated servers, broadcasters can invest in a smaller set of high-performance machines capable of handling numerous tasks simultaneously. This shift transforms facilities into adaptable spaces that can respond to fluctuating demand in real-time, without compromising reliability or incurring the prohibitive costs associated with over-provisioning.
Scalability without disruption
One of the primary advantages of hybrid architecture is the ability to ‘burst’ to the cloud. In traditional setups, exceeding capacity means scrambling for additional servers or rethinking workflows to accommodate limited resources. With a hybrid approach, if demand outstrips on-premises infrastructure, extra capacity is just a cloud connection away. This is a particularly valuable asset in broadcasting, where demands can vary drastically depending on production schedules, live events, and seasonal trends.
Moreover, a hybrid model allows broadcasters to maintain continuity in their workflows. Rather than having to navigate a steep learning curve or make drastic changes to established operations, broadcasters can integrate cloud capacity with minimal disruption. This transition supports an ‘as-needed’ model where teams can retain the familiarity of current interfaces while accessing greater processing power only when necessary.
Cost transparency and security concerns
The benefits of a hybrid cloud approach can only be fully realised if broadcasters address key concerns around security and cost transparency. In any discussion of cloud computing, security remains a priority, especially in an era when high-profile data breaches can devastate brand reputations. Broadcasters need assurance that any cloud integration is built on a foundation of robust security protocols that protect their data and their clients’ data alike. Fortunately, modern cloud solutions now offer enterprise-grade security, often exceeding what many organisations can achieve with in-house infrastructure.
Cost transparency is equally essential. Many broadcasters remain wary of the cloud due to unpredictable costs. When computing costs are hidden or misunderstood, production teams may hesitate to embrace cloud resources out of fear that they’ll blow the budget. To address this, broadcasters need visibility into what different workflows and combinations of cloud and on-premises solutions will cost them. Many cloud providers now offer detailed cost forecasting tools, which, when paired with proper planning and monitoring, enable teams to accurately predict – and control – their expenditure.
Overcoming industry misinformation
Another factor fuelling the hesitancy around cloud adoption is lingering misinformation. Some broadcasters are hesitant to embrace cloud workflows because they view these technologies as unproven or immature. Yet, others have been using cloud-based solutions in mission-critical environments for years. The fact that some are just testing the waters while others dive in fully illustrates that the debate shouldn’t be about the cloud’s viability but rather how each organisation can integrate these solutions to meet its unique needs.
For those reluctant broadcasters, the path forward doesn’t have to be an all-or-nothing leap. Incremental, strategic steps allow broadcasters to test, adapt, and refine cloud workflows while minimising risk. With more companies sharing success stories and best practices, the narrative around cloud solutions in broadcasting is beginning to shift. Once broadcasters see the tangible benefits cloud technology can bring – greater flexibility, resilience, and cost efficiency – the apprehension starts to fade.
Evolving operational practices to match technological advancements
New technologies are only as effective as the workflows that support them. Broadcasting teams need to rethink not only their infrastructure but also their operational practices to unlock the full potential of a hybrid model. Too often, broadcasters rely on workflows developed decades ago, rooted in the limitations of legacy hardware. When organisations adapt these workflows to current technology, they often discover new efficiencies and opportunities.
For instance, the high-performance servers used in edge computing can handle hundreds of tasks simultaneously, allowing broadcasters to consolidate processes and reduce redundancies. By shedding the old, single-purpose hardware model, organisations can also free up physical space and reduce maintenance costs. Yet, these gains only materialise if teams are willing to revisit their workflows. This may mean retraining staff, redefining roles, or even questioning the logic behind certain long-standing processes. For an industry known for its traditions, these shifts can be challenging. But in a world where audiences demand instant access and flawless quality, adapting workflows is essential.
New era for broadcast flexibility
In reality, the decision isn’t to cloud or not to cloud. It’s about using the cloud strategically to achieve the flexibility needed to thrive in an industry where demands shift rapidly. By integrating cloud solutions with on-premises infrastructure through edge computing, broadcasters can create adaptable, scalable systems that keep pace with technological advances without abandoning their existing setups.
A hybrid cloud approach isn’t just a cost-cutting measure or a way to modernise; it’s a reimagining of what broadcast technology can be. It offers a path to greater efficiency, cost transparency, and operational flexibility, equipping broadcasters to meet the demands of today and tomorrow. And as more organisations make the shift, the industry as a whole will benefit from the resilience, agility, and capacity that only a balanced, cloud-integrated model can offer.
In this new era, broadcasters who embrace flexibility and commit to evolving their workflows will lead the way forward. Those who view cloud technology not as a replacement but as an enhancement to traditional models will unlock a level of adaptability and performance that sets them apart in an increasingly competitive media landscape.