Huawei Media Cloud accelerates transformations to fully converged media platforms

Television Broadcasting Omni-Media Technology Summit

[Chengdu, China, June 6, 2016] Huawei, together with Shenzhen Media Group (SZMG), Phoenix TV, Sobey, Dayang, and China Digital Video Cloud (Beijing) Technology Co., Ltd, organized the Television Broadcasting Omni-media Technology Summit themed "Omni-Media Integration Illuminates the Way to Ultra HD". Technical experts from the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) and all the major television broadcasters gathered to discuss the best approaches and technological innovations being applied to achieve a total integration of media services. In the move to omni-media, Huawei enables groups to accelerate their transformation and cruise into the 4K era with an impressive media cloud solution geared toward UHD storage and production powered by the OceanStor 9000.

Television Broadcasting Omni-Media Technology Summit

SAPPRFT published its white paper titled White Paper on Converged Media Platform Construction for TV Stations (hereinafter, the white paper) to drive developments in the integration of traditional and new media, guide and standardize builds in converged radio and television broadcast media platforms, and improve television broadcasters ability to make the move to converged production of media resources.

During the summit, Vice-director of the Internet Branch of the Academy of Broadcasting Sciences under SAPPRFT, Zhang Wei, shared some penetrating insights from the white paper and provided analysis on how traditional media could effectively be combined with Internet, mobile Internet, and other emerging broadcast channels in media. Zhang further expanded on the opportunities and challenges facing broadcasters in their services transformations and how cloud computing, Big Data, and other new-gen IT could smooth the way.

The white paper points out that with continued innovations in all types of technologies, broadcasters are stepping up IT enablements with moves into all-IP and cloud layouts, accelerating fusion media builds. The integrations yield the new omni-media functions; combine, aggregate, and converge transmission methods and even organizational structures and other key elements; and provide the needed new operation models with diversified information transmission channels. The omni-media platforms enable complete resource sharing, centralized processing, ability to derive various forms of products and new monetizations, and provide viewers with wide access to content over multiple channels.

With accelerated commercialization of UHD, high dynamic range imaging (HDR), and SDI over IP, the 4K industry is maturing. Viewers around the world are calling for more high-quality 4K content. IT is the basis for 4K video content production, and storage performance is critical to this undertaking. Traditional NAS storage faces many challenges in fulfilling media broadcast requirement these days. General Manager of the Huawei IT Massive Storage Product Line, Huang Tao, stated during a speech at the summit: "Huawei OceanStor 9000 specially adapted to 4K UHD video production and storage requirements is an innovative, completely converged architecture. Huawei appliances form a high performance, stable solution for content production platforms able to support ingestion, editing, broadcasting, and storage and management of media resources with convergence of all processes. The solution empowers media groups with intelligent flow of data, eliminating data islands found in conventional architectures while dramatically improving production efficiency and lowering management costs."

Sobey, Dayang, China Digital Video Cloud (Beijing) Technology Co., Ltd and other key Huawei partners in the media industry shared their views on the industry and the new solutions. Domestic broadcasters also shared their experience in cooperating with Huawei and their innovative practices in their transformations to converged media. Huawei has demonstrated success in providing media solutions and services to over 500 well-known television and film organizations all over the world.

Huawei's media solutions are built on open ICT infrastructures and platforms that is widely compatible with public cloud environment and mainstream upper-layer applications in the industry. Huawei continues to innovate with partners in the media industry to help customers build reliable, top-performing media solutions. With Huawei, media groups and film production studios can actively meet the challenges involved in the transformations to converged media and solidify their competitive advantage in the 4K era.