Adventures in Live Cloud Production: Real Stories from the Front Lines
Cloud production is no longer a fringe experiment; it’s now a full-blown shift reshaping how sports and entertainment content is created, managed, and delivered. At the SVG Cloud Production Forum 2025, tech leaders from MLB, NBC Sports, NHL, and Warner Bros. Discovery joined moderator and ASG’s Chief Innovation Officer, Claudia Souza, to share how they’re living the reality of cloud workflows in the trenches of live broadcast.
Live Cloud Production: From Concept to Standard Practice
The panel kicked off with an honest look at where each organization stands in its cloud journey. Jason Hedgcock, Senior Director, Technical Production & Special Projects at MLB, described doing full-scale cloud production for international events, where announcers are on-site, but everything else—from cutting to distribution—happens in the cloud.
Jim Miles, Senior Director, Live Event Workflows at NBC Sports & Olympics, said they’re not 100% there yet but already pushing 75%, notably during the Olympics. NHL’s SVP, Technology, Grant Nodine, emphasized cloud as a “force multiplier,” especially for hybrid and alternate broadcasts, while Warner Bros. Discovery’s Director of Production Technology, Jeff Norman detailed how they’ve launched multiple cloud-native control rooms that mimic the familiarity of traditional setups.
The takeaway? Everyone is at a different point in the journey, but the direction is clear, and it’s cloudward.
Beyond Cost Savings: Unlocking New Revenue and Reach
While saving money is a common justification, live cloud production’s ability to unlock new revenue opportunities came up again and again.
For MLB, cloud production means creating customized, region-specific broadcasts at scale. “You can get products for international audiences in their native languages—graphics, announcers, and all—without flying in entire crews,” Hedgcock noted. “And sponsors can sell different ads in different markets with minimal added latency.”
The NHL is exploring similar opportunities. Nodine explained that producing regionally tailored broadcasts in the cloud reduces capital expenditures on physical infrastructure while tapping into new international audiences. The cloud isn’t just an efficiency tool; it’s a revenue enabler.
Tackling Fear: It Doesn’t Have to Be All or Nothing
One of the most reassuring messages? You don’t need to leap into the cloud headfirst.
Several panelists emphasized a modular, incremental approach, using cloud tools for specific elements like replay, graphics, or ingest. “The buzzwords are scalability and flexibility,” said Souza, “but we’re seeing that play out in real workflows.”
Norman underscored the importance of familiarity in cloud design: “Our operators step into a cloud room and feel like it’s the same switcher and routing gear they’ve always used.” This user-first approach, combined with intuitive dashboards and reliable redundancy, has helped overcome initial skepticism.
Rewriting the Playbook on Redundancy and Reliability
A recurring myth is that cloud production is less reliable than traditional hardware. The panelists were quick to challenge that.
Norman described an incident at Warner Bros. Discovery where a power failure knocked out their on-site truck. Thanks to their dual cloud-based switchers running on separate nodes, the broadcast kept going—seamlessly. “In the cloud, redundancy is not a feature—it’s a baseline,” he said.
And let’s not forget cost: on-prem redundancy means doubling expensive hardware. In the cloud, you spin up additional systems only when you need them, then shut them down. That’s operational efficiency redefined.
Licensing and Cost Models: The Elephant in the Room
Despite all the progress, licensing remains a thorny issue. Nodine and others pointed out that traditional pricing models—perpetual licenses or yearly bundles—don’t always work in the cloud’s elastic world.
“Licensing by seat or token doesn’t scale well when your usage is unpredictable,” said Souza. Whether it’s rehearsals, sandboxes, or one-off events, the current models often force customers into overbuying or risking under-coverage. As more broadcasters adopt cloud, manufacturers and service providers will need to evolve pricing strategies that reflect actual usage, not just legacy sales models.
Talent and Training: Winning Hearts and Minds
The shift to cloud isn’t just technical; it’s cultural. Many panelists reflected on the challenges of getting traditional operators and on-air talent comfortable with new workflows. Latency, in particular, was a lingering fear from early pandemic workarounds. But Hedgcock shared a breakthrough moment during MLB’s Japan opening series: “Our on-site talent connected with the production team in Chicago with sub-second latency. You could see the relief on their faces—it just worked.”
Souza echoed a plea: “Don’t judge cloud tools by your 2020 pandemic experience. These platforms are evolving daily. Try them again.”
The Innovation Playground
Perhaps the most inspiring part of the discussion came at the end. Cloud isn’t just a replacement for trucks and gear; it’s a sandbox for experimentation.
Whether it’s spinning up 30 replay channels overnight, iterating on workflows without budget battles, or seamlessly switching out tools when better ones arrive, the cloud is enabling a level of innovation that would have taken years (and millions) on-prem.
As Souza put it: “This is the worst it’s ever going to be, and it’s already amazing.”
Final Word
Cloud live production is no longer a pipe dream or a science experiment. It’s operational, scalable, and increasingly essential. And as this panel made clear, it’s also a huge opportunity—for reach, revenue, and reinvention.
Whether you’re just dipping your toe in or already swimming in the deep end, the message is clear: the water’s fine. Want to learn how ASG can help you innovate, and navigate change? Visit us to see how we are helping our clients and can help you.
