The Switch Launches New ‘MIMiC’ Cloud-Based, REMI Production-as-a-Service Platform

The Switch has upped the ante for remote-production with the launch of MIMiC, an on-demand cloud-based production-as-a-service offering that gives broadcasters, streaming services, rightsholders, and enterprises access to remote production capabilities for live and virtual events of all sizes. With MIMiC, The Switch believes content producers can leverage its combination of agile cloud production capability and global network reach to cost-effectively meet increasing demand for efficient and flexible broadcast-quality production and for social media engagement for live events.

“Cloud Production-as-a-Service has a strong synergy with our existing traditional and REMI production services,” says Eric Cooney, President and Chief Executive Officer of The Switch. “The launch of MIMiC underscores The Switch ethos of ensuring unmatched levels of service and giving our customers the ability to produce and deliver high quality content wherever they are in the world. This service is all the more timely in a world clamoring for the return of live sports & entertainment, but equally aware of our new obligations for limited travel and social distancing,”

MIMiC is a complete end-to-end, production-as-a-service platform that includes remote IP-video contribution, production and clipping tools, and distribution. All aspects of the production workflow, from editing and graphics creation, to comms and talk-back, is handled in the cloud, while distribution via over-the-top (OTT) services or The Switch core network ensures live streams can reach viewers globally on their platform of choice. Key features include support for sports data feeds, contribution connectivity, contribution encoding equipment, program distribution, and production staffing.

“MIMiC empowers our TV and enterprise customers to capitalize on new revenue opportunities and reach audiences across more platforms,” says Robert Szabo-Rowe, SVP of Product Management, The Switch. “Sports leagues and other big event producers will benefit from the added flexibility to deliver livestreams and packaged content to social media, while this type of ultra-agile, end-to-end offering also meets our enterprise and esports customers’ need for flexible, scalable production capability that can easily adapt to a range of event formats.”

During a virtual press event on Wednesday, Cooney, Szabo-Rowe, and VP of Marketing Kevin O’Meara provided an overview of the new offering, several potential use cases for MIMiC, and how they see the platform impacting an industry that has seen the shift to REMI workflows rapidly accelerated by the coronavirus pandemic.

In terms of pricing, The Switch said during Wednesday’s press event that users who are leveraging MIMiC to producer several events per month could see the cost of a single production drop to less than $1000, while ad-hoc, one-off events that require more extensive setup would be slightly more expensive but still reasonable – likely a few thousand dollars.

According to the Switch, the launch of MIMiC reflects the fact that, in a multidevice world, viewers are no longer tied to the TV screen to watch sports or other live content, while streaming and social media are increasingly driving viewer engagement. One in five sports fans around the world now look for content on social media – an uptick of 45% in the last three years, according to GlobalWebIndex. At the same time, rightsholders are seeking ways to more efficiently meet the seemingly insatiable demand for live content.

In addition to providing increased engagement across social media, The Switch believes this new addition to its portfolio opens up broadcast quality live production for smaller, niche sports events and ad-hoc or one-off live event production, removing the cost and complexity which can burden traditional production models.

“The service is on-demand – always available and no need to book – making it incredibly convenient,” notes Szabo-Rowe. “For customers already using our transmission network, we can seamlessly deliver their content into the cloud so that it is ready to use across secondary digital productions and social media. The Switch is now the go-to service provider for live production across the full spectrum of event formats – from global sports spectacles to esoteric live events.”