Just as the move from SDI to IP has proved slower than people predicted, this underlines a simple truism we should all remember: if you don’t need to be cutting edge, don’t make life difficult. If your SDI installation works, do not feel the need to throw it out any time soon, to replace it with an infrastructure which does not perform the way you expect it, and which needs additional skills which are still in very short supply.
That also applies to other new technologies for which wild claims have been made but have failed to deliver. There is a growing realisation that the idea of using the public cloud for large swathes of broadcast applications is a real case of the emperor’s new clothes.
That is not what the cloud is for; not what it is good at. By all means, set up disaster recovery in the cloud, to sit there costing very little unless the dreaded day should arrive. But for many customers 24/7 playout in the cloud really does not stand up to sensible financial and commercial analysis.
Having said all that, I am very optimistic for the future. We see good reasons for excitement in 2020, not least a tangible sales pipeline and a successful continuing recruitment programme. We are investing in a stronger team to support the delivery of better solutions.
I know we have been talking about solutions for many years, but it is truer today than ever that media companies want to buy working systems, not point products. They simply do not have the staff to decide what they need to do and evaluate the marketplace.
But systems integrators have to change, too. They are no longer stack and rack merchants, judged on the neatness of their wiring looms above all else. Today’s integrators have to manage the orchestration of the technology into the workflows that are going to deliver commercial and operational benefits.
Broadcasters and content deliverers still want to feel that they are buying the best of breed, and certainly do not want to get locked in to single-vendor solutions. So the need is for smart, capable integrators who can develop this orchestration, creating original software as well as configuring products from multiple vendors.
For companies like Pixel Power, that means we have to have strong resources to support integrators, helping them get the best out of our technology to achieve the desired goals of the end customer.
That, in turn, means that successful businesses will need a certain scale. Pixel Power became part of the Rohde & Schwarz group over a year ago now, and continues to retain its own identity. That seems to me an ideal solution: we have big company resources while retaining specialist skills.
2020 is definitely going to be an interesting year. I hope you are looking forward to it as much as I am.