HUAWEI CLOUD Xue Hao: Media business has entered the era of full cloudification, cloud native has become an inevitable choice

summary: Recently, Huawei Cloud TechWave Cloud Native Media Service Special Day was successfully held online. Huawei Cloud Audio and Video Service is officially upgraded to Huawei Cloud Media Service. What is the driving force behind the upgrade? What are the new layouts of Huawei Cloud in the audio, video and media industry? Xue Hao, general manager of Huawei Cloud Media Service Product Department, gave a comprehensive interpretation on the special day.

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Recently, Huawei Cloud TechWave Cloud Native Media Service Special Day was successfully held online. Huawei Cloud Audio and Video Service is officially upgraded to Huawei Cloud Media Service. What is the driving force behind the upgrade? What are the new layouts of Huawei Cloud in the audio, video and media industry? Xue Hao, general manager of Huawei Cloud Media Service Product Department, gave a comprehensive interpretation on the special day.

The media business is changing rapidly, from traditional paper media to radio and television, from graphic and VOD downloads in the PC Internet era, to short videos and live broadcasts on the mobile Internet, as well as the rapid rise of interactive video and cloud games, as well as VR/AR, holographic images, and Metaverse are also entering reality.

The "three mountains" restricting the development of the media industry

First, in the field of media production, from Avatar in 2009 to Alita in 2019, behind the amazing pictures, the required computing power has increased exponentially. At the same time, it also faces problems such as extremely low content production efficiency and fragmented distribution of production islands. In addition, high-quality content files are getting larger and larger, relying on manual and hard disk delivery, which is time-consuming and labor-intensive. These problems greatly limit the large-scale production of media content.

Second, in the field of media distribution, according to the forecast of professional institutions, global traffic will increase 12 times in 5 years, and high-quality, interactive videos have become the main growth force. Behind the growth of traffic, there are challenges at the same time: high bandwidth costs, more real-time interaction requirements, and current network structures are complex, separated from each other, and intercommunication is difficult.

Third, in the field of media applications, video sharing has become the mainstream. At the same time, basic innovation is weak, business homogeneity is serious, and new business innovation is becoming more and more difficult. The core reason is that the threshold of the VR/AR industry is relatively high, which involves collaborative innovation in multiple fields. How to connect technological innovations in multiple fields and shorten the gap in the industry chain is a question that every media practitioner should think about.

From audio and video to media services, cloud native has become an inevitable choice

To solve the "three mountains" and solve the key problems that restrict the development of the media industry, cloud native has become the only solution, because cloud computing, AI and other technologies have brought advanced productivity, which will greatly improve the production and distribution efficiency of the media industry.

In the field of media production , HUAWEI CLOUD launched a full-process media production service, using cloud-native technology to change the way of media production: in the shooting stage, providing virtual shooting and 3D shooting services, breaking through the limitations of human and physical, and allowing high-quality content Production can be carried out anytime and anywhere; in the production stage, through extremely fast uploading, real-time rendering and transcoding, the production cycle is greatly shortened, and cloud production services are provided at the same time. The full online media production tools are realized through the cloud desktop, and multiple people can remotely edit and operate at the same time. ; In the distribution stage, it provides cloud distribution services, which can be distributed to multiple channels with one click, realize transmission and distribution, protect intellectual property rights, and prevent piracy.

In the media distribution stage , it is necessary to consider various factors such as experience, efficiency and cost, and achieve the optimal balance according to different businesses. Based on this, HUAWEI CLOUD reconstructed the media network, that is, through a unified architecture, to achieve global coverage, and achieve three-layer decoupling from the application layer, the transport layer to the network layer, and support Full-mesh omnidirectional distribution. In terms of resources, it adopts distributed edge and containerized deployment, supports flexible expansion, realizes multi-protocol efficient support and resource scale multiplexing, time-sharing and peak-shifting and intelligent scheduling. In terms of applications, it provides millisecond-level ultra-low latency live broadcasts, and self-developed algorithms for congestion control to achieve reliable transmission in a weak network environment. At the same time, based on SLA, intelligent QoS guarantee, automatic network operation and maintenance is realized. Through the collaboration of end, edge, and cloud, Huawei's full-stack technology advantages are used to provide customers with more efficient and higher-quality media distribution services.

Aiming at the media application innovation , Huawei Cloud recommends using the cloud as the base to connect various digital capabilities in series to form continuous innovation on a large scale. Based on its own practice, HUAWEI CLOUD integrates Huawei’s technology accumulation in computing power, media, communications, AI, and end-to-side cloud collaboration. The HUAWEI CLOUD conferences, which are excellent applications that have been polished by 180,000 HUAWEI personnel, are used to provide services to The industry is open and shared, enabling industry innovation. Benefiting from the cloud, Huawei Cloud Conference not only provides professional conference services and becomes the first choice for national conferences, it can also be integrated into multiple industry application scenarios as a PaaS service, enabling agile development, flexible innovation, and empowering the industry.

Media AI is the height of the media business, which is changing the way of media production, development and application. Based on the Pangu model, Huawei Cloud is also continuously improving media AI capabilities to help media businesses achieve higher efficiency and better experience.

Huawei cloud native media services, grow together with the industry

While the media business is moving forward, cloud native has become an inevitable trend. HUAWEI CLOUD upgraded from audio and video to cloud-native media services. Firstly, based on HUAWEI CLOUD's global infrastructure, using cloud-native technologies to reconstruct the media network and lay a solid foundation for media, then focus on the three major scenarios of media production and processing, distribution and application. , Provide high-quality media services to help the industry improve the efficiency of media production and distribution. Finally, with technological innovation, we integrate into the wave of upgrading and development of thousands of industries, and grow together with industry partners and customers. Cloud native media services look forward to working with everyone to use technological innovation to promote industry upgrades, achieve higher efficiency, create a better experience, and better meet the future world.

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