Outlook 2022: three trends to watch


Three key trends we will see in 2022 are that content will remain king, teams that work and collaborate effectively remotely will win the content race, and we will continue to see the benefits of shared storage with integrated solutions for production.

Content will rule – again and again

In an age where a new iPhone 13 shoots ProRes and HDR video anywhere, and with more outlets for content than ever, anyone with a story to tell and a job to share can find an audience. In 2022, it will be easier than ever for teams to digitize content trapped on analog formats, and refresh and monetize content that hasn’t been curated or accessed. The payoff will be huge – from universities digitizing rare archives to share with educators and the interested public, to creating entirely new brands of user-contributed content around a theme or topic, to businesses embracing the rich multimedia communication in all forms of awareness at an accelerated pace. There are more tools and opportunities for content to find a new audience and drive much deeper and more immediate engagement and traction.

Working and collaborating remotely is a feature, not a bug

The past year and a half has witnessed the ingenuity and determination of creative teams around the world. As demand for content reached historic levels, these teams delivered, and they did so in surprising ways that highlight best practices that we will continue to employ, whether we can all be in the office together or not. By combining onsite and remote editors and producers with the best capabilities provided by the cloud, teams learn how to track content and create the workflows needed to efficiently deliver content. This is not a myopic workaround. Teams that have figured out how to not only create these highly efficient workflows, but also continue to grow their shared “content pipeline,” will be the ones to win the content race.

We will continue to push content to the limit

One exciting development we’ll see in the new year is the impact of having really useful shared storage with integrated solutions in surprising places, especially for remote locations and on-set content production. The old “fix in post” joke is dead when you can fix it in real time. With shared storage, editing teams can ensure that content is not only immediately saved to disk, but also ingested into shared storage. Automated proxying and daily production and sharing can happen instantly instead of waiting to return to the installation. Editors can quickly do preliminary edits to see how a sequence develops, quickly correct it, and swap out entire digital scenes for a virtual production. In short, creatives can see a finished production sooner, have additional choices and options, and dramatically reduce the time it takes to redo or fix something after the fact.

Skip Levens is director of product marketing for Quantum (www.quantum.com).


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