Do more with less: Time to fully embrace cloud-based linear channel management & playout system?

By Shirish Nadkarni

Can there be a fully cloud-based linear channel management and playout system for distribution to multiple platforms, equipping media organisations with the tools needed to meet the demands and expectations of the new generation of viewers? The answer can be found in a relatively young technology disruptor — Veset, founded in 2011.

The 14-year-old company in the linear technology playout space firmly believes from the very outset that playout could be entirely cloud-based, as well as being able to deliver features comparable with traditional on-premise solutions. 

“We have achieved what we set out to do,” Gatis Gailis, Founder & CEO, Veset, told APB+. “There were challenges for broadcasters who wanted to take the leap into the cloud – particularly because of the ‘We have always done it this way’ argument.

“Many users still associate broadcasting with dedicated hardware, and have concerns about latency, security and cost structures, if they should make the move.

“To overcome that, broadcasters should start with hybrid models, where cloud playout complements on-premise infrastructure and can be seamlessly integrated into existing ecosystems. It is also important to focus on education and training to help operational teams understand the efficiencies and capabilities of cloud workflows to ensure they are on board with the digital transformation right from the start.”

Lelde Ardava, Chief Operating Officer, Veset, added, “Our flagship Software-as-a-Service (SaaS) product, Veset Nimbus, offers fully cloud-based linear channel management and playout for distribution to multiple platforms. As a pioneer of cloud playout, Veset was one of the first companies to deploy a cloud native AWS-based linear channel management playout platform for broadcasters and video content owners.

“Nimbus allows broadcasters to launch full-scale linear channels across any television distribution platform, from digital terrestrial, satellite, and cable TV to over-the-top (OTT). As a true cloud playout SaaS solution, Nimbus takes full advantage of the cloud, allowing content owners to manage multiple linear channels flexibly, while future-proofing their operations. Being a true cloud solution, it provides greater scalability and high levels of redundancy while delivering high-quality video streams over IP.”

Veset was also one of the first cloud-native playout solutions that enabled distribution with AWS Cloud Digital Interface (CDI). By integrating support for AWS CDI into Veset Nimbus, broadcasters were able to use much higher-quality uncompressed video on their linear channels. Having the ability to distribute high-quality uncompressed linear video content entirely in the cloud drastically reduced latency, and improved the user experience for viewers, providing assurance that the quality would be akin to the experience associated with traditional TV.

Veset Nimbus was launched in 2015, and soon after it was selected by France’s Fashion TV, which became the first Nimbus subscriber. At the time, the broadcaster operated two channels, but after adopting Nimbus, it went on to launch 18 different variations, both regional and content-specific, of its main channels, which were delivered worldwide to pay-TV platforms, as well as to OTT platforms worldwide.

“This demonstrates how transformational switching to cloud playout can be,” said Ardava. “There was a growing demand for a managed service, so in response to that, we launched hosted and managed services in 2022, in addition to the existing self-service offering.

“With hosted managed and fully managed services, Nimbus users benefit from additional support, advanced monitoring, reduced downtime, predictable costs, and cloud technology expertise.”

Since Nimbus was first launched, Veset has worked continuously to further develop and enhance the cloud playout solution. Nimbus’ features are designed to meet broadcasters’ changing needs, make it easier for users to create, manage, deliver and monetise high-quality linear channels; and improve user experience. 

“For example, in 2021, live recording support was added, which enabled users to record live input sources and ingest directly into the media library,” said Ardava. “This allowed live feeds to be distributed in near real-time or scheduled for playback at a future time.

“Some other examples of features and improvements that have been implemented along the way include: graphics editing, subtitle management, channel branding, monetisation opportunities, Dolby 5.1 audio, as well as extended inputs and outputs.

 “And in 2024, in response to the growing demand for ad-funded content, Veset launched its server-side ad-insertion platform, AdWise. 

“Our cloud playout solutions are continuing to transform the way media content is distributed, enabling broadcasters to originate and manage professional linear channels entirely in the cloud with features such as JPEG XS and multicast.”

A primary concern for all broadcasters has been cost control, or the drive to limit their expenditure on heavy upfront investment in hardware and equipment. Broadcasters dearly want to “do more with less”, and to extract maximum value from the solutions they buy.

“As a cloud-native solution, Veset Nimbus helps broadcasters cut CAPEX because it reduces the need for physical hardware and associated infrastructure expenses,” said Ardava. “Additionally, as a cloud-based product, it is also highly cost effective because of its pay-as-you-go billing structure.

“Users can pay a monthly subscription or pay-per-hour of use, which means they are only paying for what they actually need.” 

Appreciating that the proof of the pudding was in the eating, Veset invited APB+ to connect with some of the company’s broadcaster clients to obtain first-hand information on whether or not the Veset Nimbus was proving to be the ideal cloud playout solution for advanced linear TV channel origination and management.

One of its most recent clients that is fully embracing Veset Nimbus is Telekom Malaysia. Just a few months ago, in May 2025, Veset announced its partnership with Telekom Malaysia (TM) to successfully migrate 10 of its regional TV channels to the cloud, using Veset Nimbus on AWS.

This shift to cloud playout has enabled the regional broadcaster to deliver high-quality, multi-platform content to Malaysian audiences with the ability to scale to match viewer demands.

By adopting Veset Nimbus, TM transitioned from the constraints of traditional hardware-based broadcasting to a cloud-native solution that streamlines operations, enhances agility, and reduces infrastructure costs. This migration will allow for faster deployment of new channels and provide a more resilient, high-performance broadcasting infrastructure.

“By moving its TV channels to Veset Nimbus, Telekom Malaysia is not just keeping up with the latest industry trends, it is ensuring seamless content delivery through cloud-powered broadcasting that also optimises operational efficiencies,” said Gailis.

“The decision to embrace cloud playout was driven by TM’s commitment to innovation. Traditional broadcasting models often struggle with the speed and flexibility required in today’s media landscape.

“TM’s migration to Veset Nimbus ensured that it remained at the forefront of Malaysia’s broadcasting, delivering seamless, high-quality content without the limitations of physical infrastructure.”

Last year, Veset installed Nimbus at the core of Latvijas Televizija’s (Latvian Television, or LTV) in response to its influx of changing consumer demands. Latvia’s national broadcaster moved from its early days in the 1950s as the first television station in the Baltics to its modern presence as a fully digital, HD broadcaster.

LTV took the major step forward in 2024 by partnering with Veset to launch a Disaster Recovery (DR) TV Channel using Veset Nimbus. This shift was driven by the initiative to grow, expand and evolve – allowing for LTV to maintain operations under any circumstances, whether facing technical failures, security threats, large scale disruptions or even just rising consumer demand. This initiative changed the game for LTV and opened up a new era for modern broadcasting with a security-driven approach.

At its core, the mission behind this project was to guarantee continuity, embrace scalability and prioritise accessibility. By partnering with Veset, LTV was able to implement a fully remote, hardware-free broadcasting solution with Nimbus, allowing for LTV to ingest media assets and live feeds, create and modify playlists on demand and distribute content across multiple platforms. 

Being cloud-based, the infrastructure provided by Nimbus eliminated the risks associated with traditional systems (such as hardware-based and older playout solutions), ensuring that LTV remained operational under any circumstance, no matter how dire.

‍Ingemars Vekteris, the LTV board member responsible for technology management, said, “With the implementation of Veset Nimbus into our workflows, LTV can now prioritise scalability and accessibility by managing channels globally, since hardware-based systems are not required to operate. By shifting to cloud playout in this way, we have removed the constraints of physical infrastructure, making our content globally accessible for fans and media teams.”

Veset’s Gailis added, “By prioritising scalability with Nimbus, editors and LTV team members can quickly access content in an emergency, making necessary updates to assets, adjusting schedules and deploying live broadcasts for time-sensitive or mission critical projects.”

In July 2023, Veset enabled CNN Brazil to distribute its Brazilian news-based channel to Samsung TV Plus, using Veset Nimbus. CNN Brazil had previously been primarily distributed through cable TV and its YouTube channel; and this was the first step in bringing the channel onto Connected TVs.

Delivered to CNN Brazil through Veset’s Latin American partner, CIS Group, Veset Nimbus was seen as an enterprise-grade cloud playout solution for advanced linear TV channel origination and management. Using Veset Nimbus, CNN Brazil could make impromptu changes to the programming as required by live news events. 

With SCTE-35 support, Nimbus’ ad insertion capabilities enabled CNN Brazil to insert ads further down the delivery chain. In addition, its scheduling functionality allowed the CNN Brazil team to use its existing traffic system to plan scheduling.

“Nimbus offered us all the necessary features for expanding delivery and reaching a wider audience,” recalled Rafael Duzzi, Director of Engineering & Technology, CNN Brazil. 

“CIS Group and Veset enabled us to seamlessly deliver our news content on Samsung TV Plus, while paving the way for extending that to other platforms in the future. Being able to dynamically manage that content as well as inserting relevant ads helped us to engage with new audiences and keep them informed where they want to watch.”

Veset’s Ardava explained, “This was a significant move by a leading and established news channel, delivering 24/7 news to Connected TVs. The way in which video content is consumed has changed dramatically over recent years, and all video content providers need to be adaptable and find new ways to reach audiences in order to remain relevant.

“It was good to see CNN Brazil embracing that.”

Indeed, it’s time that more broadcasters should be nimble and seriously consider fully embracing cloud-based linear channel management and playout for distribution to multiple platforms.