Post-production Trends in the Cloud

June 28, 2022
Media is moving faster than ever, and the stakes for holding consumer attention are extremely high. As new platforms reshape the definition of entertainment, production companies and tier one media studios are having to compete with a growing volume of user-generated content.

A recent Deloitte report found that “41% of US consumers spend more time watching user-generated content online, than they do streaming video shows/movies”. As we move towards the Metaverse, social and gaming experiences will continue to compete directly with streaming video. So media organisations are increasingly challenged with retaining the interest of an evolving audience.

A Tsunami of Content

The volume of output will prove crucial in the new attention economy. Large media companies have historically been well positioned to meet demand. But now their editors, QC operators and content processing teams are competing directly with an army of DIY content creators. 

The level of expectation is also stacked against media professionals. While an authentic, lo-fi aesthetic reigns supreme with video generated by individuals, the major media brands have a legacy of exceptional content quality to uphold. Post-production teams are turning to the cloud for innovative AI and ML driven workflows to help them meet demand. 


Let’s look at some of the key technical developments that are supporting a seamless transition, to high-volume post-production:

1.    Automating Media Operations 

Highly scalable, machine learning technology is becoming increasingly sophisticated. These tools can now analyse video content and support media processing and asset management with useful data. Whether that is through the creation of automated transcription and subtitling for audio, or with the use of programmable visual recognition and identification. This allows teams to easily isolate footage from vast media archives, reducing hours spent manually searching for specific clips.

Managing the growing scale of content production and the demands of consumer expectations, needs a metadata-driven approach to maximise workflow efficiency. AI and ML driven tools, allow large media organisations to leverage of some of their most valuable content assets, avoid information silos, and adapt to regional variations more effectively.

2.    Streamlining Media Processing with Proxy Files

Content Editing, QC and Validation are other areas where metadata-driven workflows can be leveraged, to stop teams becoming overwhelmed with an unmanageable workload. The essential edits needed for content compliance, localisation for different channels or markets, versioning for different platforms, and segmentation for promo and marketing teams, can be expeditated with proxy workflows.

Proxies facilitate remote working, by removing the need to upload and download large media files. This enables users to perform the same content processing functions as they would with a high-res file, but in a more lightweight environment. All edits and amendments made to a proxy file can be frame-accurately replicated in the original media, resulting in accessible, high-quality final video content. This allows companies to maximise distributed talent and means less friction for teams working remotely.

3.    Intuitive User Experience (UX) and User Interface (UI)

While media organisations focus significant resources on optimising the user experience for their consumer platforms, they don’t always give users of internal platforms the same consideration. But when it comes to efficiency, an enjoyable user experience is an important factor.

When media professionals can get into a flow state while working, they are more productive and able to output a higher volume of content. Not only can teams get more done in less time, the use of metadata to identify and isolate any action they need to take reduces manual processing and a clear user interface minimises mistakes.

Leveraging Workflow Integration

Cloud-based economics allow for an element of ‘out-of-the box’ capability, which speeds up roll out and integration, but these solutions are much more flexible than their predecessors. Offering seamless integration into new and existing infrastructure as well as extensive interoperability with other components of the media supply chain.

To process more content, more efficiently, and enhance your media operations, find out more about Acccurate.Video.

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