New on-demand production service Mimic now live
Mimic, The Switch’s new on-demand cloud-based production-as-a-service offering, has gone live, the company has announced.
Mimic gives broadcasters, streaming services, rights holders and enterprises access to remote production capabilities for live and virtual events of all sizes. Content producers can, The Switch says, now leverage its unique combination of agile cloud production capability and global network reach to cost-effectively meet increasing demand for efficient and flexible broadcast quality production and for social media engagement for any live event.
“Cloud Production-as-a-Service has a strong synergy with our existing traditional and REMI production services,” said Eric Cooney, president and chief executive officer at The Switch. “The launch of Mimic underscores The Switch ethos of ensuring unmatched levels of service and giving our customers the ability to produce and deliver high quality content wherever they are in the world. This service is all the more timely in a world clamouring for the return of live sports and entertainment, but equally aware of our new obligations for limited travel and social distancing.”
The launch of Mimic is said to reflect the fact that, in a multi-device world, viewers are no longer tied to the TV screen to watch sports or other live content. Streaming and social media are increasingly driving viewer engagement, The Switch notes. One in five sports fans around the world now look for content on social media – an uptick of 45 percent in the last three years, according to GlobalWebIndex. At the same time, rights holders are seeking ways to more efficiently meet the seemingly insatiable demand for live content.
“Mimic empowers our TV and enterprise customers to capitalise on new revenue opportunities and reach audiences across more platforms,” said Robert Szabo-Rowe, The Switch’s senior vice president of product management. “Sports leagues and other big event producers will benefit from the added flexibility to deliver livestreams and packaged content to social media, while this type of ultra-agile, end-to-end offering also meets our enterprise and esports customers’ need for flexible, scalable production capability that can easily adapt to a range of event formats.”
Mimic is said to deliver the convenience of a complete end-to-end service, and is available as a flexible on-demand ‘as-a-Service’ offering that includes remote IP video contribution, production and clipping tools, and distribution. As well as providing increased engagement across social media, the company says that this latest addition to The Switch’s portfolio opens up broadcast quality live production for smaller, niche sports events and ad-hoc or one-off live event production, removing the cost and complexity that can burden traditional production models. Further down the road, as major sports leagues and organisations worldwide look to broaden the programming for their fanbases and rights holders aim to make the most of their investment, Mimic is claimed to offer a way to bring more games to more people across more platforms without the content producers overextending themselves.
All aspects of the production workflow, from editing and graphics creation, to comms and talk-back, is handled in the cloud, while distribution via over-the-top (OTT) services or The Switch core network ensures live streams can reach viewers globally on their platform of choice. Key features include support for sports data feeds, contribution connectivity, contribution encoding equipment, program distribution and production staffing.
“The service is on-demand – always available and no need to book – making it incredibly convenient,” continued Szabo-Rowe. “For customers already using our transmission network, we can seamlessly deliver their content into the cloud so that it is ready to use across secondary digital productions and social media. The Switch is now the go-to service provider for live production across the full spectrum of event formats – from global sports spectacles to esoteric live events.”