Cloud technology and Nigeria’s broadcast media

By Bashir Isiaka

THE broadcast media in Nigeria, like others in developing countries, faces several challenges such as high operational cost,   limited scalability and the need to enhance performance to meet audience growing demands. There is a need therefore for the Broadcast industry to benefit from Cloud Technology, drawing on the successful implementation of Amazon Web Services (AWS) and Galaxy Backbone Cloud Service (GBB) at Voice of Nigeria (VON). As the Assistant Director and Head of Network Infrastructure at VON, I have witnessed firsthand the transformative potential of adopting cloud services particularly multicloud solutions in reducing unnecessary cost and enhancing operational performance. Traditional infrastructures are often expensive to maintain and lack the flexibility required to adapt to rapid technological changes. Cloud Technology with its cost-efficiency, scalability, and robust performance capabilities, presents a viable solution to these challenges. Cloud computing has become a game-changer for businesses worldwide and the Nigerian broadcast media is no exception. In simpler terms, cloud computing refers to the on-demand delivery of computing services – Servers, Storage, Databases, Networking, Software, Analytics and even Artificial Intelligence – all accessible over the internet. This innovative model offers several advantages for broadcasters, including faster innovation cycles, flexible resource allocation, and significant cost savings through economies of scale.

While the term Cloud computing” gained widespread recognition in the early 2000s, the underlying concept of Cloud Computing as a Service has a much longer history. Imagine a time machine taking you back to the 1960s. Back then, companies relied on renting processing time on massive mainframe computers instead of buying and maintaining their own hardware. This pioneering concept laid the groundwork for the modern cloud computing model, which is now dominated by leading Public Cloud providers like Amazon Web Services (AWS), Google Cloud Platform (GCP) and Microsoft Azure.

These industry giants offer a vast pool of computing resources readily available at the user’s fingertips. Broadcasters can access exactly the resources they need, when they need them, eliminating the need for expensive upfront investments in on-premises infrastructure. This translates to significant cost savings and frees up valuable capital that can be reinvested into content creation and audience engagement initiatives.

Broadcast media in Nigeria is undergoing a digital revolution, fueled by the transformative power of Information and Communication Technology, (ICT). Traditionally, economic growth is measured by Gross Domestic Product (GDP) and relied heavily on the oil and gas sector. However, the landscape is shifting. It is interesting to note that digital media convergence which refers to the blurring of lines between different media types, such as Television, Radio, and the Internet is driven by the cloud. This convergence allows broadcasters to manage and deliver content seamlessly across multiple platforms. For instance, a news organization can use the cloud to store and edit audiovisual footage, then broadcast it on radio or television, publish it on a website, and share it on social media – all from a single, centralized platform. This convergence creates a more engaging and interactive experience for the audience, who can access content on their preferred devices and platforms.

The National Bureau of Statistics reports that the ICT sector’s contribution to Nigeria’s GDP reached 19.54 per cent in Q2 2023, a significant increase from 18.44%, the previous year. This surge highlights ICT as a critical driver of non-oil growth, fostering economic diversification and creating exciting opportunities for Nigerian broadcast media. One of the key drivers behind this growth is Cloud Technology. Cloud computing reduces the need for expensive on-premises infrastructure, allowing broadcasters to access computing resources (servers, storage) on-demand. This translates to significant cost savings for media organizations. Imagine a major news event that attracts a surge of online viewers. Traditionally, on-premises infrastructure might struggle, leading to buffering of broadcast signals and a poor user experience. Cloud platforms, however, offer unparalleled scalability. Broadcasters can seamlessly scale resources up or down dynamically based on real-time traffic, ensuring a smooth viewing experience for audiences while avoiding unnecessary investments in hardware that sits idle most of the time.

Cloud technology goes beyond cost reduction. It empowers broadcasters to achieve significant performance improvements. Gone are the days of lengthy application and service deployments. The Cloud provides readily available tools and resources, enabling faster deployment of new content delivery solutions and audience engagement features. This agility allows broadcasters to capitalize on emerging trends and audience preferences quickly, keeping them ahead of the curve in the competitive digital media landscape. However, the advantages go beyond cost savings and agility.

Cloud-based work flows like virtual desktops, breaks down geographical barriers, enabling seamless collaboration between geographically dispersed teams.

Journalists such as Editors, Producers and Reporters can work together on projects in real-time, regardless of location. This fosters creativity, streamlines content production cycles and ensures timely news delivery.

Furthermore, disaster preparedness is crucial for any broadcast organization. Unexpected outages due to hardware failures or natural disasters can have devastating consequences. Cloud providers offer robust backup and disaster recovery solutions. Your data and applications are securely stored across multiple geographically distributed data centers, ensuring business continuity and minimal downtime in case of unforeseen events.

Nigeria’s government policies, such as the National Digital Economy Policy and Strategy (NDEPS 2020-2030), play a vital role in this digital transformation. The NDEPS actively promote private sector participation and investment from cloud service providers, which made the collaborative approach foster a vibrant ecosystem where innovation flourishes.

Nigerian broadcast media cannot only reduce cost and enhance performance by embracing Cloud Technology, but become a powerful driver of economic growth and social progress in the country. Cloud computing has been instrumental in driving global and national economic growth by transforming industries, encouraging innovation and boosting productivity. It eliminates the need for businesses to invest heavily in hardware, software, and IT infrastructure.

Instead, organizations can leverage cloud services on a pay-per-use basis, leading to significant cost savings. This flexibility allows for streamlined collaboration, faster decision-making and improved operational efficiency. This technology offers businesses the ability to scale their resources up or down according to demand, which is particularly advantageous for broadcast media that experience variable workloads.

AWS, Azure, Google and Galaxy backbone cloud service offers a comprehensive suite of services tailored to the needs of broadcast media organizations. For instance, key services for AWS includes Amazon S2 for cost-effective storage, Amazon EC2 for scalable compute capacity, AWS Lambda for Serverless computing, Amazon Cloud Front for content delivery, AWS Elemental Media Services for video workflows, Amazon RDS for managed database services and  AWS Cloud Watch for monitoring and management.

An important factor in making a decision to adopt Galaxy Backbone and AWS Cloud  services  is for data protection, privacy and sovereignty. With the recent introduction of a local AWS station in Lagos, Nigeria, we can ensure that our data remains and is protected within Nigeria’s borders, complying with local regulations of Nigeria Data Protection and Regulation Agency (NDPC) thereby addressing data sovereignty and privacy concerns. This local presence provides the added benefit of reduced latency and improved data control, further enhancing operational capabilities.

At Voice of Nigeria, the implementation of these cloud solutions has yielded significant benefits. By migrating our infrastructure to the cloud, we have achieved a 30% reduction in operational costs, primarily due to the elimination of  on-premises infrastructure and the adoption of pay-as-you-go pricing models. Our content delivery performance has improved by 40%, thanks to the scalability and global reach of these multicloud services.

The Serverless architecture and services have streamlined VON’s operations, reducing the need for extensive IT support and allowing its team to focus on strategic initiatives.

The adoption of Cloud Technology, specifically GBB and AWS, presents a compelling case for Nigerian broadcast media organizations aiming to reduce costs and enhance performance. By leveraging the scalable, flexible, and cost-effective services offered by these cloud platforms, media organizations can transform their operations, improve audience engagement and stay competitive in a rapidly evolving industry.

The future of technology is undeniably intertwined with the cloud as underscoring this point by a leading IT research firm, Gartner, which predicted that by 2025, over 50% of enterprise IT spending will shift to the cloud. This prediction signifies the continued dominance and increasing adoption of cloud technology.

In conclusion, I want to re-emphasize that as Broadcast media continues its relentless march towards digital transformation, Cloud Technology will play an increasing critical role in shaping the future of the industry. The time for Nigerian  Broadcast media to harness the power of the cloud and unlock its full potential for operational excellence and financial sustainability is now.

By leveraging on the Cloud Technology, Nigerian broadcasters can reduce cost, optimize resource allocation, Protect valuable data, ensure business continuity and deliver exceptional content experiences to global audience. The Cloud presents a unique opportunity for Nigerian broadcast media to not just survive but thrive in the dynamic digital age. By embracing this transformative technology, broadcasters can empower themselves to become true global leaders in the digital media landscape, shaping the future of content creation and consumption for audiences in Nigeria and around the world.

• Isiaka is an Assistant Director and Head of Network Infrastructure, Voice of Nigeria.

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