129 MED I A & COMMUN I CAT I ONS However, delivering these experiences requires the development of significant infrastructure to support them, and a well-managed data feedback loop. One of the main challenges facing the proliferation of personalised content is the cost and speed of this development, says Crownshaw. “The requirement for personalised experiences has significant ramifications for the technology industry, which has to provide the capabilities to create and support those experiences through cloud-based workflows and tools which require organisations to have new business models to enable them,” he explains. “Media organisations ask for a significant amount of compute processing, scalability, reliability and global collaboration that is only truly available through the cloud. That’s expensive and complicated, which are reasons why we haven’t seen as much cloudbased consumption, coupled with legacy infrastructure, limited resources and short-sighted decisions driven by the need to create content quickly. We’re going to need to figure out how to provide cloud-based capabilities with an easy to digest total cost of ownership model for common workflows. Media is changing though and as industry consolidation occurs and content becomes more important than ever, the only option is the cloud, with interoperability between applications and driven by data. Microsoft is aiming to facilitate the transition to a more personalised media environment with support throughout the content creation and delivery process. Crownshaw highlights the power and capabilities of the Microsoft Azure cloud as crucial advantages that media organisations can leverage as they innovate in this space, with edge systems and devices offering a way to deliver computing power where it is most needed. “On the Microsoft side, the intelligent edge and the intelligent cloud are two things that I think are going to be very important,” says Crownshaw. “ The personalised experience is fundamental to how media and content will be created going forward”
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