Dataxis developed this last Thursday, December 17th, the last virtual panel of 2020, entitled ‘The new hybrid cloud for the next TV generation’, which was sponsored by IBM. Some of the key points of the debate focused on how to accelerate the creation of native cloud applications for TV production and distribution; how to build a better big data and analytics infrastructure for TV; how to protect applications on a hybrid platform, and others.
Executives in charge of leading the debate will be Gaston Llahi, Systems Storage SW Sales for Spanish South America and Mexico at IBM; Luisa Fernanda Velasquez, Hybrid Cloud Sales Representative for Spanish South America at IBM; Felipe Cors, Servers Sales Representative for Chile at IBM; and Cristian Andres Hernandez Rodriguez, Digital Media Manager at Canal 13 (Chile).
Regarding how IBM sees that new technologies can change the way of producing, distributing and viewing content online, Cors said that ‘it is clear that, nowadays, new technologies and artificial intelligence have been of great help in the road to digitization, and even many times they are not seen’. Next, the executive reported that ‘social networks, for example, have taken advantage of these technological capabilities to personalize and develop a recommendation system that is directed towards each user. And that artificial intelligence is what helps us to understand what each user wants to watch, how they want to watch it and where they want to watch it’. Cors also reported that ‘the content has also become a value by itself, creating a direct relationship with viewers. New platforms, launched this year, have been of strong impulse, and that makes advertising, news, human relations, consumption and other factors, migrate towards these digital platforms. Now, the way content is delivered is completely different. These stages where technology is involved make the development of new models mandatory to be able to monetize and work on the way we watch TV. We are in a transformation process’, reported the executive.
Regarding the link between artificial intelligence and new advertising monetization models, Hernandez Rodriguez stated that ‘what Felipe is developing is structural, because we see a market where, more and more, brands and advertisers need to make the most of their investment. Every time a return on investment is sought, which is as deep as possible, and the addressable model comes as an answer for that. However, the new generations are bothered to see advertising that has no affinity with them. And these types of intelligences are central. Nonlinearity is already common in content consumption, and this is also extrapolated to advertising’.
Regarding the advantages that software-defined storage offers for the media industry, Llahi stated that ‘it is a layer of abstraction between the devices and the services that the storage provides. The main advantage is to democratize storage, to lose dependence on the device. And the other issue is the value of the data in the right place. Those kinds of things are important to managing a dynamic cost structure’. Similarly, Velasquez spoke about new trends in the areas of content distribution and transfers in companies that produce TV and offer streaming services in Latin America, and stated that ‘the growth of content is exponential. Digital content is being exploited more and more, and, just as storage solutions are required to manage them, it must be taken into account that the growth of content is related to where it is being transferred from. At IBM, a lot of demand was generated in the request for solutions that would help the transfer of information not only taking place on time, but also in a secure way. We have seen that the trend in this type of solutions has grown a lot, and the IBM solution hopes to offer its clients an alternative of security and speed’.
Regarding the contributions of a hybrid cloud strategy in terms of flexibility, Cors reported that ‘there is a lot that can be done in the hybrid cloud model. It is possible to have virtually infinite growth. We can make the most of our own platform, but at some point it is not enough, because we are growing at levels that we were not able to foresee. So, we need to use our hybrid cloud infrastructure, and mix the features of our platform with what the hybrid cloud can offer. The hybrid cloud is capable of handling certain unforeseen factors instantly’.