Claudio Lisman, president and CEO, Primestream, on how COVID-19 has impacted the tech industry


How do you think is the media industry coping with the global health crisis?
Lisman: For many years, the idea of remote collaboration and remote video production has been discussed, and while a few solutions looked promising every one of them had certain limitations, which resulted in a slow pace of adoption and the perception that video production in the private or public cloud was an added expense and luxury. Currently there is a way to cope with the lockdown and distancing requirements by enabling a group of video producers, directors, contributors and editors to work together from anywhere in the world. In my view, the best way of coping with the global health crisis is by adopting remote video production solutions, including cloud video recording, editing, and distribution, which solves the operative challenges we currently face.

How will COVID-19 impact the future of media technology?
Lisman: At Primestream, we have been deploying multisite and remote video collaboration solutions for over three years. Now, we are experiencing a tremendous growth in the rate of adoption as many large and medium media organisations realise that working remotely is a must from now on. Furthermore, as the media industry is experiencing the need and benefit of having a remote workforce in the mid-term, it is also realising that while this wave of COVID-19 might be lasting a few months, there is a high probability that a second wave of the virus or other worldwide events will force remote video production in the future as well.

How is Primestream enabling business and communication—are you using virtual demos/webinars/online means to reach to the masses?
Lisman: We are providing remote demonstrations using screen sharing and accessing our virtualised software solutions in the cloud, we are also scheduling seminars and technical review events that have proven very effective and are helping the decision makers at many of the leading industry organisations realise that remote video production is a reality today and is ready to be implemented for their benefit extremely quickly.

What is in the pipeline for Primestream in 2020?
Lisman: We have seen tremendous growth and demand for our technology and solutions. Many of our current customers are adopting new versions of our software, both: on premise and remotely. While new customers are initially interested in our remote workflow solutions, but quickly realise that this is far from a temporary solution to a temporary problem, and instead just one piece of a longer-term and complete end to end solution. In India, we are working with many organisations of different sizes and enabling them to adopt new workflows at a very fast pace.

What are your latest offerings?
Lisman: Our latest technology releases include Primestream Xchange Media Cloud, a solution that provides full media asset management and production capabilities both on premise as well as the private or public cloud. Targeted to video, sound, graphics, creative, and visual effects teams in broadcast news, enterprise video, and other media operations, it enables complete cloud production workflows. It offers integration with Adobe Creative Cloud software applications including Adobe Premiere®, After Effects®, and Photoshop®.

As a man of expertise, where do you see media technology heading in a world where work-from-home is the new normal?
Lisman: Primestream has helped customers tackle their most complex content creation challenges for more than 20 years. We are more committed to our customers than ever as the coronavirus continues to redefine ‘business as usual,’ and safety becomes a prime concern for team members, companies, and communities. We are ready to help ensure that content creators can continue to tell the great stories that entertain and inform the world.
For many years, the use of video conferencing applications have somehow replaced the need for in-person meetings such as one to one and one to many. I see our industry moving away from large buildings, costly real-estate, expensive on premise deployments and the requirement to keep a largely owned hardware deployment. Similarly, I can see a new world in video production that will move to cloud solutions faster that we have moved from analog to digital and from standard definition to high definition formats.
I appreciate the opportunity provided by this interview, and I want to wish all those who read this article—a safe, prosperous and healthy time ahead. I believe in my heart that we will come out of this situation, wiser, stronger and more aware to the fact that we are part of a global community that will always do better if we work together as one. Thank you for letting me share my views with the excellent audience of Digital Studio India.

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