Unlocking sustainability: Mavis says cloud-powered innovations will transform live video production
Mavis Live
By Moe Hamdhaidari, Mavis commercial director.
The power of the cloud has emerged as a transformative force in various industries, and live video production (in and out of sport) is no exception.
The capability to process, store, and distribute vast amounts of data remotely has not only streamlined workflows but has also paved the way for truly dispersed teams in live video production, fostering sustainability by reducing the on-site footprint.
A centralised production team can work on productions back-to-back, should they choose to. No longer will traveling be a barrier to the team, with certain exceptions for technical crew and camera operators who need to be on-site. Even so, this reduction in travel will have environmental benefits.
Democratised access
Moreover, the cloud democratises access to live video production tools, enabling smaller teams and independent creators to leverage powerful infrastructure without substantial upfront investments. This means anyone can create live video without compromising on quality.
This accessibility empowers grassroots movements, community organisations, and content creators with limited resources to actively engage in live video production, amplifying their voices and perspectives to new audiences. Monetisation opportunities are an added benefit for these creators.
A burgeoning domain is high quality live vertical video production tailored for social channels such as Instagram, TikTok, and Snapchat. New generations of fans are digital natives. Estimates of hours spent on phones are between five and six hours per day for Generation Z and Alpha. Let’s also not forget the more mature fans; they are increasingly savvy in their use of technology and social media.
Equally, with an estimated 60% of global video views originating from mobile devices as of 2023, the case for increased 9×16 live output – on top of the traditional 16×9 output – becomes compelling, if not a necessity.
Enhanced utilisation
Cloud-based solutions enhance resource utilisation efficiency. This means that logically the same platform can simultaneously output live to a traditional workflow – let’s say as an SRT to a decoder in an MCR for distribution on linear TV – while contributing to a new output tailored for social media, whether in 16×9 or 9×16.
Vertical video output, of course, requires specific upstream considerations, especially from crews and camera operators who need to be aware of framing in shots. It’s noteworthy that advances in AI will enable smart software to eventually crop a 16×9 shot to a meaningful 9×16 in real time.
So, what does this all mean for 2024? In short, the cloud’s impact on live video production extends beyond efficiency gains to address broader issues of sustainability while enabling content creators to reach (and monetise) audiences in a vertical format with ease.