IN­DIA IS A VERY BIG AND EX­CIT­ING MAR­KET FOR US

In an ex­clu­sive in­ter­ac­tion with Dataquest, Khalid Wani, MD, West­ern Dig­i­tal In­dia talks about stor­age in Me­dia & En­ter­tain­ment in­dus­try and how multi-stor­age solutions help work­flow in the film mak­ing process and what mea­sures does the com­pany takes to e

Dataquest - - C9ONTENTS - —KHALID WANI MD, West­ern Dig­i­tal In­dia

What kind of Stor­age does West­ern Dig­i­tal of­fer to Me­dia and En­ter­tain­ment in­dus­try?

Stor­age re­quire­ments of the Me­dia & En­ter­tain­ment in­dus­try are very dif­fer­ent from IT in­dus­try. The per­for­mance re­quire­ments such as real-time video in cap­ture, edit­ing, post-pro­duc­tion and dis­tri­bu­tion, de­manded by or­ga­ni­za­tions in the M&E in­dus­try are unique. With the ad­vent of tech­nol­ogy, the post pro­duc­tion tech­niques have also be­come more com­plex as there is a greater re­liance on visual (VFX) and spe­cial ef­fects re­quir­ing high ca­pac­i­ties and smooth edit­ing of data di­rectly from the stor­age de­vice. The im­por­tant as­pect for pro­fes­sion­als in a cre­ative filed is the pro­tec­tion of their data with­out hav­ing to com­pro­mise on ease of ac­cess and use. WDC is com­mit­ted to ad­dress the fun­da­men­tal chal­lenges by pro­vid­ing high ca­pac­ity, fast per­for­mance, re­li­a­bil­ity and a wide range of pur­pose­built stor­age solutions to choose from.

How has multi stor­age so­lu­tion helped ac­cel­er­ate work­flows in the film mak­ing process?

The vol­ume of dig­i­tal con­tent pro­duced by me­dia com­pa­nies is grow­ing rapidly, driven by the num­ber of si­mul­ta­ne­ous projects, higher res­o­lu­tion, and the pro­lif­er­a­tion of mo­bile and so­cial con­sump­tion plat­forms. Or­ga­ni­za­tions are strug­gling to keep up with this growth and waste a sig­nif­i­cant amount of time and money search­ing for, then of­ten fail­ing to find their me­dia as­sets. This is es­pe­cially true with teams at dif­fer­ently lo­ca­tions around the world.

Con­ven­tional me­dia work­flows and in­fra­struc­ture can present many chal­lenges that can im­pact suc­cess in a global en­vi­ron­ment. Con­tent in­gest, edit and play-out are still fairly lin­ear, and self-con­tained sys­tems are still the norm. In some cases, me­dia as­sets are or­ga­nized and man­aged on in­di­vid­ual hard drives. As a re­sult, stor­age and me­dia as­set man­age­ment present some of the big­gest pain points me­dia or­ga­ni­za­tions have to­day. Many pro­duc­ers, broad­cast­ers and me­dia dis­tri­bu­tion busi­nesses are fac­ing the lim­i­ta­tions of us­ing legacy stor­age in­fra­struc­ture that is dif­fi­cult to man­age and scale, caus­ing work­flow de­lays.

We work with me­dia busi­nesses to help stream­line and ac­cel­er­ate pro­duc­tion work­flows and pro­vide long-term archival strate­gies. me­dia work­flow so­lu­tion helps com­pa­nies sim­plify and ac­cel­er­ate the most so­phis­ti­cated post­pro­duc­tion work­flows, while re­duc­ing the to­tal cost of own­er­ship. The so­lu­tion is easy to learn, de­ploy and man­age, with the flex­i­bil­ity to let teams work in fa­mil­iar ways. The use of stan­dard file and cloud in­ter­faces makes it easy to in­te­grate into ex­ist­ing en­vi­ron­ments with sup­port for wide range of pop­u­lar ap­pli­ca­tions.

Data pro­tec­tion is an is­sue; how do you deal with it in stor­age? What mea­sures do you take to en­able data pro­tec­tion for stor­agee?

West­ern Dig­i­tal Cor­po­ra­tion is an in­dus­try-lead­ing provider of stor­age tech­nolo­gies and solutions that en­able peo­ple to cre­ate, lever­age, ex­pe­ri­ence and pre­serve data. The com­pany ad­dresses ever-chang­ing mar­ket needs by pro­vid­ing a full port­fo­lio of com­pelling, high-qual­ity stor­age solutions with cus­tomer-fo­cused in­no­va­tion, high ef­fi­ciency, flex­i­bil­ity, speed and most im­por­tantly se­cu­rity. We of­fer sev­eral pro­tec­tion fea­tures as we un­der­stand the im­por­tance of data and los­ing the same can be trou­ble­some. Fea­tures such as Auto Backup and Pass­word Pro­tec­tion helps pro­tect data on the de­vice.

What is GTM strat­egy for In­dia?

In­dia is a very big and ex­cit­ing mar­ket for us. From a mar­ket, en­ter­prise and sur­veil­lance per­spec­tive – In­dia is very crit­i­cal mar­ket for us.Our com­pany has such set of prod­ucts, that are able to ad­dress a lot of multi seg­ment in­dus­tries in In­dia. For us, we con­tinue to have a strong strat­egy in place for our consumer chan­nels, en­ter­prise chan­nels and sur­veil­lance chan­nels.

Who all are your cus­tomers (prefer­ably in In­dia)?

West­ern Dig­i­tal caters to the needs of play­ers from var­i­ous in­dus­tries and Me­dia & En­ter­tain­ment is a key growth ar­eas for us. We work with best pro­duc­tion houses in the in­dus­try and Red Chilies En­ter­tain­ment and Fox Stu­dios are a few such ex­am­ples with whom we have col­lab­o­rated on mul­ti­ple oc­ca­sions for all their stor­age needs. We pro­vide stor­age prod­ucts and solutions that sup­port ev­ery stage of the work­flow for the me­dia and en­ter­tain­ment in­dus­try.

—KHALID WANI, MD, West­ern Dig­i­tal In­dia

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