Why Now Moving to Cloud is Great for Media and Broadcasting Companies

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The broadcasting industry has gone through many evolutions since its inception. From linear over-the-air (OTA) to digital & personalized, to standard to ultra high definition, these evolutions were driven by increased demand from viewers who want more choices. The next evolution is happening now, driven by the emergence in cloud computing in a globally connected world. Broadcasters are understanding that the key for long-term success is embracing technical agility while they innovate their business models. Google Cloud technologies can provide a path for continual transformation, empowering broadcasters a multitude of ways to chart their own growth.
As broadcasters evolve their business models and operations for a digital future, evaluating both financial alongside operational benefits will lead to the best outcome. Legacy and siloed media supply chains restrict the ability to deliver content quickly across multiple consumption platforms. By understanding how cloud capabilities can provide cost savings, allow for more efficiency and scale, and open new revenue streams, broadcasters can harness flexible cloud technologies while achieving cost savings and increasing revenue.
Media workflows in the cloud
Over the last few years we have seen tremendous growth from media companies migrating their supply chains to the cloud. Today, there exists a whole ecosystem of media technologies that are built to take advantage of the cloud. “Does it work on the cloud?” is no longer driving the conversation. Rather, media companies now want to understand how Cloud can integrate with their business and drive better business outcomes.
Over the last years we have partnered with leading media companies including Grupo Globo, TelevisaUnivision and others to not only migrate their content supply chain to the cloud, but also leverage cloud capabilities to innovate their services to:
- Increase and streamline content production
- Distribute personalized content at planet scale
- Forge deep relationships with their audiences
- Identify new monetization opportunities
Impact of Cloud on Performance & Financials
M&E companies need to be able to provide more content at a quicker pace, with experiences that are seamless and exciting to viewers to retain their attention and dollars. Moving legacy systems and processes to the cloud is an organization-wide commitment, and the journey can pay off financially, while providing M&E companies valuable industry capabilities. With Google Cloud business value engagement framework, we partner to identify where there are opportunities in cost, output, and impact that IT can have.
Below are some examples of how we have worked with our customers to map organization optimizations to business drivers

Working Together – How can Google help
Our focus with customers is to help identify and understand the challenges that Media & Entertainment companies have in moving to the cloud, and coming up with the plan and solutions that Google can do to overcome them. Together we commit to understanding your business, both where you are right now in your IT capabilities as well as the progress you want to make to continue providing the best digital capabilities to clients and employees.

As broadcasters move more processes and solutions to the cloud, the exponential effect of harnessing data and AI power will provide incremental business value across all lines of business. Combined, these impacts to a broadcaster allow both operational excellence while optimizing costs as they continue to expand offerings to customers and regions around the world.
We recognize that every media company’s journey is different and so are expected business outcomes. Google Cloud works closely with customers – partnering every step of the way – to align technology, the media industry, and business outcomes.
Google Cloud Launches Digital Assets Team to Power the Emerging Blockchain Space

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Blockchain technology is yielding tremendous innovation and value creation for consumers and businesses around the world. As the technology becomes more mainstream, companies need scalable, secure, and sustainable infrastructure on which to grow their businesses and support their networks. We believe Google Cloud can play an important role in this evolution.
Building on our existing work with blockchain developers, exchanges, and other companies in this space, we are announcing today a new, dedicated Digital Assets Team within Google Cloud to support our customers’ needs in building, transacting, storing value, and deploying new products on blockchain-based platforms. This new team will enable our customers to accelerate their efforts in this emerging space and help underpin the blockchain ecosystems of tomorrow.
What We’re Doing Today (and Into the Future)
Blockchain and distributed-ledger-based companies like Hedera, Theta Labs, and Dapper Labs have already chosen to build on top of Google Cloud for scalability, flexibility, and security. Moving forward, Google Cloud’s Digital Assets Team will undertake a number of short- and long-term initiatives to support companies in the digital assets/blockchain ecosystem, including:
- Providing dedicated node hosting/remote procedure call (RPC) nodes for developers, allowing users to deploy blockchain validators on Google Cloud via a single click (“click to deploy”).
- Participating in node validation and on-chain governance with select partners.
- Helping developers and users host their nodes on the cleanest cloud in the industry, supporting their environmental, social, and governance initiatives.
- Supporting on-chain governance via participation from Google Cloud executives and senior engineers.
- Hosting several public BigQuery datasets on our Marketplace, including full blockchain transaction history for Bitcoin, Ethereum, Bitcoin Cash, Dash, Litecoin, Zcash, Theta, Hedera Hashgraph, Band Protocol, Polygon, XRP, and Dogecoin.
- Driving co-development and integration into Google’s robust partner ecosystem, including participating in the Google Cloud Marketplace.
- Embracing joint go-to-market initiatives with our ecosystem partners where Google Cloud can be the connective tissue between traditional enterprise and blockchain technologies.
As we build out our team, we’re also exploring opportunities in the future to enable Google Cloud customers to make and receive payments using cryptocurrencies.
Why Partner with Google Cloud
Our customers in this space—both traditional firms seeking to implement blockchain strategies and blockchain-native companies, such as exchanges, app providers, and decentralized platforms—are choosing Google Cloud for three key reasons:
- First, their businesses and their developer ecosystems can build on the industry’s cleanest cloud. Growing in a sustainable manner is top-of-mind for many businesses, but is particularly relevant in the blockchain space, where the ability to run and scale sustainably is critical. Google is carbon neutral today, and we’ve announced our goal to run on carbon-free energy, 24/7 at all of our data centers by 2030. We’ve also rolled out the ability for customers to choose a Google Cloud region in which to run based on carbon footprint data.
- Second, developers building on blockchain-based platforms can benefit from Google’s world-class developer platform. Google Cloud infrastructure ensures that developers can speed up the delivery of software and data on the blockchain, delivering fast access to applications for users.
- Third, Google Cloud technologies and services will ensure that blockchain-based companies can scale securely and reliably. Google can ensure that data, applications, games, or digital assets like NFTs will be delivered on a stable, secure, and trusted global network.
Google Cloud’s Approach to Blockchain and Digital Assets
Blockchains and digital assets are changing the way the world stores and moves its information —as well as value. As an infrastructure provider, Google Cloud views the evolution of blockchain technology and decentralized networks today as analogous to the rise of open source and the internet 10-15 years ago. Just as open source developments were integral to the early days of the internet, blockchain is yielding innovation and value creation for consumers and businesses. As the technology becomes more mainstream, companies will need scalable, secure infrastructure on which to grow their businesses and support their networks.
As such, we’re applying Google Cloud technology to the blockchain market with the following principles:
- Consistent with Google Cloud’s core business: We are specialists in data-powered innovation with leading infrastructure, industry solutions, and other cutting-edge technology. We pursue blockchain projects and partnerships that align with our mission and our expertise.
- User trust and governance: Blockchain networks raise novel questions concerning legal compliance and user privacy. We will maintain our commitment to our users through a robust focus on privacy and user trust, as well as an uncompromising focus on compliance with applicable laws.
- Network-agnostic: Google’s infrastructure will seek to preserve optionality of networks for the benefit of users.
We’re inspired by the work already done in the digital assets space by our customers, and we look forward to providing the infrastructure and technologies to support what’s possible with blockchain technologies in the future. If you’re eager to learn more about Google Cloud’s new Digital Assets Team, please reach out to your Google Cloud sales representative or partner manager.
A New Milestone: Istio Comes Closer to Cloud-native Ecosystem

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Today we are excited to announce that Google and the Istio Steering Committee have submitted the Istio project for consideration as an incubating project within the Cloud Native Computing Foundation (CNCF). This is a significant milestone for Istio and its community, and we are thrilled to reach this next step in the evolution of the project.
Google and Istio
Google originated the Istio project, which alongside Kubernetes and Knative, is a critical part of cloud-native infrastructure. The Istio project has found success and maturity in its current model — being adopted by hundreds of organizations and bringing in over 4,000 developers for IstioCon.
For over 20 years, Google has helped shape the future of computing with its open source contributions and has invested deeply to unlock innovation for our customers. Istio extends Kubernetes to establish a programmable, application-aware network using the Envoy service proxy. Istio works with both Kubernetes-based and traditional workloads, and brings standard, universal traffic management, telemetry, and security to complex deployments. Finding a home in the CNCF brings Istio closer to the cloud-native ecosystem and will foster continuing open innovation.
The Istio journey
We started to develop Istio in partnership with teams at IBM and Lyft in 2016 based on patterns that were being used to connect Google production applications. Google’s security focus complemented the traffic management focus of an open-source project published by IBM, and those two teams decided to collaborate on Istio directly. Istio was launched “fully formed” in May 2017, with the v0.1 release featuring sidecar-powered traffic control, observability and policy features — the things that today define a service mesh. Istio has been open source from the beginning, and has a governance structure that promotes continuous contribution and project engagement.
By the release of v0.3 a few months later there were users trusting it in production, seeing immediate benefits from its powerful features. The project reached v1.0 in July 2018, and was being used at scale by eBay and The Weather Company. Google led a major re-architecture with the release of v1.5, unifying the control plane into a single service. This change, based on user feedback, reduced administrative overhead, as was later written about in the IEEE Software journal. We also greatly simplified extensibility of the mesh by building support for WebAssembly plugins into Envoy.
Istio is now offered as a managed or hosted service by over 20 providers, including Anthos Service Mesh, a suite of tools that helps you monitor and manage a reliable service mesh on-premises or on Google Cloud.
The future of Istio as a project in the CNCF
At Google, we believe that using open source comes with a responsibility to contribute, sustain, and improve the ecosystem, and we are committed to improving critical cloud-native projects on behalf of our customers and the community at large. Google has made over half of all contributions to Istio and two-thirds of the commits, as measured by the CNCF DevStats.1 After deciding to adopt Envoy for Istio, Google rose to be Envoy’s number-one contributor.2
Istio is the last major component of organizations’ Kubernetes ecosystem to sit outside of the CNCF, and its APIs are well-aligned to Kubernetes. On the heels of our recent donation of Knative to the CNCF, acceptance of Istio will complete our cloud-native stack under the auspices of the foundation, and bring Istio closer to the Kubernetes project. Joining the CNCF also makes it easier for contributors and customers to demonstrate support and governance in line with the standards of other critical cloud-native projects, and we are excited to help support the growth and adoption of the project as a result.
Istio is key to the future of Google Cloud and if the project is accepted, Google will continue to strategically invest in Istio as a key maintainer and through ongoing investment in engineering for upstream contributions.
1. https://istio.teststats.cncf.io/d/5/companies-table?orgId=1
2. https://envoy.devstats.cncf.io/d/5/companies-table?orgId=1
Quick Migration, Zero Outages and Cost Savings: Rossi Residencial’s SAP to Google Cloud Journey!

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After three migrations to different cloud providers, the company managed to migrate with no system outages for the first time, supported by partner Sky.One.
Results
- Migrated four SAP environments and four servers in just one month with no system outages
- Zero unavailability periods since migrating
- Less time spent worrying about operational issues increases the focus on business
50% savings on monthly cloud costs
Rossi Residencial, one of Brazil’s largest construction companies and real-estate developers, with around 150 employees, hundreds of business and engineering partners, and nationwide service, has used SAP solutions for financial management since 1999. Taxes, accessory obligations, accounting requirements, and other processes are managed through the system in an integrated and automated manner, which provides the business with crucial support.
Over the past few years, the company has begun to promote independent, sustainable business units to focus on strategic locations and products. This prompted its technology team to adapt as well, and they saw the cloud as an opportunity to add flexibility to SAP’s management.
“If I need to open a new branch or break ground on a project, the entire system core is already in the cloud and I don’t have to worry about local infrastructure,” explains Eduardo Araújo, Rossi’s IT Manager. “It also means our operational costs are significantly reduced.”
A few years ago, the company started working with the ECC component in the EHP 8 version, using modules such as FI (financial accounting), CO (controlling), MM (materials management) and TRM (treasury and risk management). But the dollar’s high exchange rate in 2020 increased costs with their then provider too much. The team was also not satisfied with the provider’s service, leading it to look for a new provider and a partner to support migration.
An essential requirement the new provider had to offer was high availability and scalability. Potential partners had to perform migration in a short time window (as the contract with the other service was about to expire) and be familiar with the previous provider to ensure the operation’s success. After spending some time searching, the company chose Google Cloud and Sky.One for the project.
“Out of the cloud options we researched, Google Cloud offered us the best financial conditions and a solution that truly catered to us. And out of the many partners we contacted, Sky.One offered the best work planning and service.”—Eduardo Araújo, IT Manager, Rossi Residencial
First migration with no system outages
The tight migration deadline meant the company would not have the time to install every app in Google Cloud from scratch, so Rossi asked the Sky.One team to mirror its entire previous architecture, that is, migrate the virtual machines from the company’s four SAP environments and four servers from other apps directly to Google Cloud.
After mapping the source structure in detail along with Rossi, the partner was able to complete migration planning in a month. “If you map before migrating and thus understand the customer’s environment well, you are able to prepare the destination so it has every integration and its respective access,” says Ricardo Nunes, Solution Expert at Sky.One.
The tool chosen to move the environments was Migrate for Compute Engine (previously known as Velostrata), which streamlines, facilitates and reduces risks for app migration to Google Cloud. Sky.One selected an expert in this solution to conduct the process, which was also supported by Google Cloud experts to make any needed adjustments.
The process took just a month to complete. The environments were successfully migrated with zero impact on operations, an unprecedented feat for the company. Now SAP environments run in a new infrastructure consisting of Compute Engine, a service for creating and running VMs, and Cloud Storage for data storage.
“This is the first time, after three previous migrations to private and public clouds, that our users have not felt any impact and we didn’t have system outages. It was a six-hands project that worked very well.”—Eduardo Araújo, IT Manager, Rossi Residencial
Flexibility to deal with every business need
Since the migration, Rossi has not suffered system outages or handled related user requests and incidents. Performance has remained high even after the team resized the VMs. The flexibility to add or subtract resources based on the company’s demands proved crucial. “Rossi operates in a segment with elasticity. In any given year, we can have two/three projects or ten. That’s why it’s important to have that resource in the cloud,” says Araújo.
Since the company does not operate 24/7, another benefit from migrating was the ability to schedule when to switch on and off servers, bringing cost savings. Furthermore, billing in reais at a fixed exchange rate with dollars led to a 50% cost reduction versus the previous provider.
The ease of integration between Google Cloud and SAP’s tools pleasantly surprised the team. “We were worried about potential incompatibilities, and we didn’t know if we would be able to work like before. Today we can work even better than before,” says the IT manager. According to Sky.One, the fine adaptation between the solutions becomes noticeable right after migration.
“Google Cloud’s solutions support all SAP migration steps, but after migrating we noticed that daily operations had become even more tightly integrated.”—Ricardo Nunes, Solution Expert, Sky.One
The cloud’s stability and security have streamlined the IT team’s daily routine. They no longer have to go to the company outside business hours to perform updates or repairs. Currently, employees can work remotely with peace of mind and maintain business continuity throughout Brazil.
With more time to focus on business needs instead of operational issues, the team is contemplating the addition of new Google Cloud tools. Rossi’s next challenge is to bolster its business operations and customer service even further using data analytics and AI solutions, making the most of its broad database.
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Google Cloud Cortex Framework: Innovate on Cloud with Less Risk, Cost and Complexity!
Google Cloud Cortex Framework is a comprehensive approach to cloud innovation that enables users to accelerate value with less risk, complexity and cost! The Cortex Framework includes a comprehensive tools and know-how to build, design and deploy cloud solutions to address business challenges and achieve desired outcomes. Watch the video to get started with Google Cloud Cortex Framework.
How Ather Energy is leveraging the Cloud to build and scale smart mobility solutions for India

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In 2013, long before the world was discussing clean energy and sustainable practices, two IIT Madras graduates — Swapnil Jain and Tarun Mehta — had an idea to develop India’s first-ever electrical scooter.
This was at a time when auto manufacturers were still focusing on fossil-fuel-driven vehicles and ‘eco-friendly’ mobility solutions were more a trendy alternative catering to a niche market.
The duo founded Ather Energy in 2013 and launched their first fully-electric scooter, the Ather S340, in Bengaluru in 2016. Since then, the company has released several new models into the market and is planning to expand to eight more cities by the end of the year.
To support the smooth running of their vehicles, lower costs, improve time to market, and create great customer experience, Ather turned to Google Cloud.
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