CLOUD-BASED COMPUTING
REVOLUTION IN THE CLOUDS
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Avid’s Al Kovalick on why the flexibility and convenience of cloud computing is the future of content creation
The secret of seamless, file-based workflows is keeping it simple – particular on a huge series such as BBC1’s The Apprentice.
Cloud-based computing may sound like a hazy concept but its implications for the world of media are nothing short of revolutionary. At least that’s the opinion of Avid enterprise strategist Al Kovalick.
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“We have to offer an experience identical to an installable app. That’s the test. If it looks and feels the same then it has passed.”
NICK GRIFFITHS Senior editor EVOLUTIONS
AL KOVALICK
Enterprise strategist Avid
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INTERPLAY CENTRAL OFFERS A GLIMPSE OF THE FUTURE
• Access editing platforms from any location • Pay-by-the-sip business models means that user pay for what they use and don’t need to install software
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He believes that cloud computing is set to change the landscape of the media and will be central to Avid’s future. In Kovalick’s view content production will in time adopt a much more flexible approach akin to browser- based systems such as Google Docs or Windows Live SkyDrive. “A key point for us at Avid is that web-based apps built around HTML 5.0 are the future.” One big advantage of this approach is that users don’t need to have software installed on their computers, which also means that you don’t need to look after it. “Secondly, it doesn’t matter if you are on Mac, PC or mobile, if you have a web browser such as Firefox or Safari, its going to work,” says Kovalick. “That’s kind of cool, plus it’ll work anywhere in the world which is also kind of cool.” Another big benefit to the end user are it offers the potential for more flexible business models. “Every application that Avid makes could potentially be available on a cloud and once you are in this kind of environment everything can be offered on the basis of
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a utility, where you just pay for what you use, like natural gas, water or electricity.” Avid’s first web-based product emerged at NAB with the launch of Interplay Central, Avid’s web-based production portal for PCs, laptops or mobile. As Kovalick points out plenty of challenges remain
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before a wider range of Avid software is available on the web. “At the moment one challenge is getting your content up there in the first place, which why all cloud- based editing is done using proxies, making loading up content quicker and easier.”
“Also everything has to be frame accurate. We have to
offer the end user – editor, producer or logging assistant – an experience identical to an installable app. That’s the test. If it looks and feels the same then it has passed.” So much for the theory. How far are we away from the
reality of online cloud-based editing? “In my mind it’s pretty close, but there’s always inertia,” admits Kovalick. “Some people are used to installable software but when they see the advantages of cloud-based systems they are impressed. At Avid we think it’s our future and so far I’ve not heard anybody say they don’t like it. One day people will wonder why they used to use installable media.”
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