The Cloud to Collaboration panel at IBC2025

Cloud workflows: “We need to take traditional IT efficiencies and bring them into production”

The IBC2025 panel for the “Cloud to Collaboration: Building the Future of Media Workflows” session on the Future Tech Stage gave some expert tips on how to supercharge productivity and efficiency across modern media workflows.

Lewis Smithingham, Executive Vice President (EVP) of Monks, said: “Media production has been done the same way for 60 years. The biggest change has been the way we have to deliver. Audiences are more fragmented and are across a wide number of locations. We cannot use a straight line of sight anymore since there is no primary platform.”

The strategic consultant said he believes in cloud native agile production (CNAP).

“We can use software running in the cloud to get to these new audiences – because software moves at a much faster rate. There is a misconception that the cloud is expensive. Well, yes, it is, if you leave it on the whole time. If you leave your air conditioner on the entire summer, it is expensive. As an industry, we need to take traditional IT efficiencies and bring them into production.”

Base was one of the first organisations to offer cloud media services. Fran Burnham, CEO of Base, said: “We essentially put our clients on large digital transformation projects. We help migrate them to the cloud, which is a very important first step. Then we create content paths and transform their full end-to-end workflow.

According to Burnham, there has been a massive shift in the number of customers wanting to move to cloud-first architecture as more and more clients want to collaborate in different countries.

“We are also seeing vendors shift to the cloud and SaaS [software as a service]. The buying process from our clients has completely changed.”

Suitest has developed a QA testing innovation so that applications can be ported to platforms at scale. “This would not be possible without a team whose culture is to be curious, naïve, and stubborn,” asserted Mirko Nedeljkovic, CEO of Suitest. “We are people who don’t accept any status quo.”

With such a high device fragmentation in the market, it is practically impossible for customers to test their innovations on them all in a manual way. “You need automation for that. What we offer to the market is unique – an object-based test automation solution for OTT devices.”

David Davies recently investigated how the streaming sector is reducing its environmental impact through increasingly powerful analysis platforms, infrastructure optimisation, improved resource utilisation and new methods of compression. Discover more here.

Latest IBC Show
Evan Shapiro - moderator   Will Pithers, Strategic Partner Manager, Sport, META   Tim Haubeil, Channel Director, Sidemen Entertainment   Sami Qasem, Director of Creator and Content Partnerships, Tubi   Jorrit Eringa, Head of Content Partnerships for the Benelux and Nordics, Snap Inc   Helen O'Donnell, Interim VP. Content & Creators, BBC Studios Digital Brands

Creator culture is no longer a side‑show

Creators have become studios, studios have adopted creator logic, and audiences increasingly reward authenticity over scale. That was the clear message from executives at Meta, Sidemen Entertainment, Tubi, Snap and BBC Studios during a lively IBC panel on the creator economy.

Read more
Yiannis Exarchos: “Scaling is the only option if you want the whole world with you.”

IBC2026 insight: LA28 will be the biggest broadcast event ever

The Los Angeles 2028 Olympic Games is set to become the largest broadcast operation ever attempted. Speaking at IBC, Olympic Broadcasting Services (OBS) CEO Yiannis Exarchos warned that traditional production models “simply will not do” as it prepares for unprecedented scale, complexity and audience expectations.

Read more

Delta Protocol: Live media reinvented

As project names go, ‘Delta Protocol’ might sound dramatic, more suited to an Andy McNab novel than a transformational technology initiative, but the reality is rather different. This Accelerator has suitably lofty aims, setting out to do no less than redefine video transmission by shifting from frame-by-frame delivery to scene understanding and semantic intelligence.

Read more
Favourites:

Registered users only: Login

Share this:
Other themes: