With cloud integration and interfacing rapidly evolving to meet the various needs of the companies that have chosen to develop software-based services, its effects on the world of media processing are becoming a distinct presence and driving further innovation.

“Speed of processing becomes a function of how much of the cloud you want to use,” said Richard Welsh (pictured), co-founder and chief executive officer of Sundog Media Toolkit Ltd.

Welsh joined Lisa Martin (@Luccazara), co-host of theCUBE, SiliconANGLE Media’s mobile live streaming studio, at the NAB Show in Las Vegas, Nevada. They discussed Sundog’s work, the emphasis more and more companies are placing on flexibility and the benefits of clouds to media creators. (*Disclosure below.)

Sundog works to provide cloud workspaces intended for complex processes, particularly those that need to be able to scale, such as working with uncompressed content. In that environment, it enables the flexibility to adjust to different workflows and new formats so that sudden demands of computing power, multi-source access or other unpredictable occurrences don’t derail schedules.

“You can just adapt, more or less instantaneously, to those things as they happen,” Welsh said. And with that adaptability, the company is hoping to become a byword of reliability for content creators, editors and distributors.

But as with most tech upgrades, the path to cloud solutions has its obstacles. “There are a lot of factors that you need to consider when you’re moving to the cloud,” Welsh said, with cost and infrastructural changes being some of the prime considerations. Despite those issues, he’s seeing more and more cloud adoption, even in some of the more unlikely business corners.

“Traditionally, broadband infrastructure is something that you need to invest in for a long time,” Welsh said. “But we’re seeing telecom providers moving to much more flexible business models.” And customers are happy to see that change coming, he added.

New models …

As the operational paradigms shift, companies are having to reconsider their internal structuring and scheduling, Welsh explained. “These kinds of models are allowing people to move their post-production to the cloud. … These things can take the release cycle down from weeks to days or hours,” he noted.

And while faster, more flexible data access is a nice benefit in and of itself, the things it enables are showing their value in subtler ways, though their results are speaking loudly. “Again, we’re finding that the cloud is becoming an environment for productizing those really complex algorithms and image processing techniques that just have not been available to creatives up ’til now,” Welsh said.

And as Sundog continues looking into more ways to enrich the experience for their users, such as by refining system authentication as a means of security within the AWS clouds, Welsh shared that one of the company’s most valued points comes from being distinct. In short, they’re providing “quite a different architecture to a lot of solutions that are out there,” he said.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of the NAB Show. (*Disclosure: Western Digital is sponsoring theCUBE’s coverage at the show. Neither Western Digital nor other sponsors have editorial influence on content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE