This document discusses key considerations for media and entertainment companies adopting cloud computing. It outlines several primary benefits of cloud computing such as fast time to market, ability to scale infrastructure as needed, and easier global content distribution. It emphasizes that companies should design cloud-neutral services that can run on any cloud provider infrastructure and auto-scale resources based on demand. The document also stresses the importance of collecting and analyzing fan profile and activity data across digital properties to personalize content and target advertising better.

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| |March 2015
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MEDIA & ENTERTAINMENT TECHNOLOGY SPECIAL
T h e N a v i g a t o r f o r E n t e r p r i s e S o l u t i o n s
CIOREVIEW.COMMARCH 25 - 2015
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31CIOReview
Fleeting into
the Cloud
CloudComputing:ACompellingProposition
Primary benefits of cloud computing for Media and Entertainment
companies are: fast to market and ability to scale to unexpected peak
loads. Also, cloud computing makes it easier to distribute the content to
consumers across the globe. Media and Entertainment companies need
not worry about building and running optimal computing infrastructure,
which can be taken care of by cloud providers, and it will help them
to concentrate on creation of content and building content distribution
services.
We are serving about 10 billion weather data API requests per day
with an average request response time of less than 15 milliseconds. We
have built the entire data services and analytics platform on 100 percent
cloud infrastructure. This platform serves global traffic and weather
data to more than a half-billion devices from four Amazon cloud
distributed across the globe. This platform serves not only The Weather
Company’s digital properties, but it also serves all TWC requests via
Apple iOS 8, Google, and Samsung devices.
EssentialApproachtoInfrastructureandComputing
Time to market, economic scalability, service reliability, and total cost
of ownership are very important for CIOs. Cloud will help CIOs to
attain some of these goals. It is very important that you should build
services in such a way that these services could be deployed on any
cloud provider infrastructure. By design, the services you develop
should be cloud neutral services, and expect hardware or infrastructure
failures.
Auto scaling, auto descaling, and distributed traffic management
should be basic components of your service in-
frastructure. One needs to select appropriate
computing and storage components for
optimal service performance and to
reduce operation costs. Leverage
caching technologies and edge com-
puting as much as possible. Edge com-
puting will reduce the load at the ori-
gin by packaging individual content
elements and computing user-specific
requests at the edge. You need to
build robust replication infrastruc-
By Sathish Gaddipati, VP of Enterprise Data services and Analytics,
The Weather Company Sathish Gaddipati
ture so that all of your data centers have consistent data (in some
cases, eventual consistency might be the goal).
It is very important to establish, measure, and control per unit
cost of IT services for a given service level agreement. This will
help business to decide which IT service is important for them
and also it will help them to reestablish service level agreements.
All services should be designed and instrumented such a way that
each service should meter and report the real-time service level
metrics and computing resource consumption for reporting and
auto scaling and descaling of infrastructure.
DigitalizedFanProfilesforSlenderTarget
It is very important for Media and Entertainment industry to learn
fans’ interests, profile, behavior, location, time spent on particular
digital assets, etc., so that we can personalize the interactions, serve
fan-specific content, and target advertisements. It is very important
to capture all fan interactions across digital properties, uniquely
identify fans, and associate fan profiles and activity data with
external sources of data to get deeper understanding of fans.
First of all, build instrumentation into your digital properties
and apps to capture and report fan activity and profile. Leverage
big data platform to associate, segment, and analyze this data to get
better understanding of fans.
Augment this data with external data to get deeper
understanding of fans and leverage this information to serve fan-
specific content and target relevant advertisements.
CrucialNecessitiesforCloudEnvironments
As the advent of crowd sourcing and social media, it is becoming
increasingly difficult to predict data ingestion volumes and
frequencies. The sector is embracing cloud computing
since it provides the flexibility of auto-scaling and
descaling of infrastructure as and when required.
Media and Entertainment companies need to invest
more on creating distributed data and content services
which can work on a variety of cloud environments.
This will enable the Media and Entertainment
companies pick and choose cloud providers based
on economies and service level agreements.
CXO VIEWPOINT