The Switch @ Victory: Tata Communications revolutionising live production in the heart of Hollywood

By Joe Tan

In an era where digital viewing habits are rapidly evolving, the demand for high-quality live content has never been higher. Recognising this burgeoning need, Tata Communications has strategically entered the live production market with the launch of The Switch @ Victory, a state-of-the-art production and delivery facility in Los Angeles. 

This new venture not only reinforces Tata Communications’ position as a global provider of end-to-end live production services but also marks a significant milestone in its ongoing commitment to the media and entertainment industry. 

The decision to establish The Switch @ Victory was driven by a keen understanding of the industry’s shifting dynamics. Robert Szabo-Rowe, Senior Vice-President of Engineering & Product Management at The Switch, highlighted the strategic factors behind this move. 

“We noticed a real need from sports federations, broadcasters, news organisations, awards producers, e-sports leagues, enterprises, and other live content creators to deliver fast-paced, always-on programming,” Szabo-Rowe told APB+.

“With changing digital viewing habits, a growing array of platforms catering to different audiences worldwide, and a soaring demand for live programming, we realised how production and delivery technology acts as a major content driver, enabling media organisations to produce more shows in a cost-effective manner.” 

The integration of The Switch’s services with Tata Communications’ global reach, spanning over 190 countries and territories, creates a media powerhouse capable of supporting a diverse range of live content production needs. This synergy allows organisations to produce high-quality content more efficiently while enhancing the viewing experience for audiences worldwide. 

The Switch @ Victory is a purpose-built facility designed to meet the diverse needs of its clientele. Located on Victory Boulevard on the Glendale-Burbank border, the expansive 66,712-square-foot, two-storey building offers an array of production configurations. 

He explained, “Many of Hollywood’s leading media production organisations are already using The Switch @ Victory to provide and deliver some of the most talked-about shows. It has flexible production rooms that can be reconfigured to suit the client.

“As for the studios, the largest one measures 3,840 square feet and is also one of the few studios in Southern California built for pyrotechnic use. The second-largest studio measures 1,200 square feet and is in an area of the facility that can be cornered off to allow for more privacy for talent and guests.” 

This level of versatility extends to the facility’s ability to host various types of productions, from major sports and e-sports leagues to awards organisers and leading global enterprises livestreaming corporate events. “This facility sits on Tata Communications’ global low-latency delivery network, enabling it to facilitate remote productions, on-site productions, and cloud-based productions,” he added. 

Hollywood’s leading media production organisations have already begun to leverage the capabilities of The Switch @ Victory. A prime example Szabo-Rowe shared is the iconic series America’s Most Wanted, which uses The Switch @ Victory for production services, crew, and studio space. 

Tony Testa, Executive in Charge of Production for America’s Most Wanted, said, “The Switch @ Victory provides the full scope of leading-edge equipment and services we need, making it the perfect home base for our production operations.

“It just gives us so much flexibility and capacity. The facility has a real wow factor, offering us the next generation production capability needed for the relaunch of America’s Most Wanted for today’s audiences.” 

Tata Communications’ investment in The Switch @ Victory reflects its long-term commitment to innovation in the media and entertainment sector. Szabo-Rowe emphasised the company’s dedication to staying at the forefront of technological advancement. 

He said, “Tata Communications is committed to sustained investment in the media and entertainment industry long-term … in terms of talent, digital infrastructure, and managed-services capability.

“With The Switch @ Victory, we have laid the foundation for media organisations to meet any and all demands related to live video content creation as we look to the future.” 

“One trend we are increasingly seeing is that digital viewing habits have changed significantly, with consumers now spending an average of over 50 hours per week on content consumption. This is driving huge demand for more high-quality content globally, putting pressure on content owners and rights holders to provide better quality and more content to audiences consuming programmes more frequently and in more ways.” 

And as the media industry continues to evolve, The Switch @ Victory is well-positioned to adapt to future trends and challenges. Szabo-Rowe envisions the facility playing a pivotal role in shaping the future of content creation and distribution, and elaborated, “The biggest challenge our customers face is meeting escalating demands for content and adapting to future needs — for example, AI-driven cloud productions or new immersive viewer experiences — and that need for agility is exactly what we’ve designed The Switch @ Victory to address.” 

“The facility meets just about any requirement, with office space for either temporary or full-time customers and flexible production rooms that can be reconfigured for several needs. Every space can become a production space as we have the ability to plug in anywhere – including the interior facility, the loading dock, or even the parking lot, where additional production trucks can be rolled in for more support or even to host shows.

“And because all the content sits on our network, we can do on-site productions, remote, or cloud productions.” 

In addition to cloud-based workflows, The Switch @ Victory has also been deploying key technologies such as proof-of-concept (POC) and virtualisation to meet the evolving needs of its clients. Specifically, they are leveraging the former to understand various workflows and identify use cases that can enhance the end-user experience, either through additional monetisation for content owners or cost-effective technology solutions.

The POCs encompass a range of production scenarios, from fully on-premises to cloud-based productions, allowing The Switch @ Victory to develop a deeper understanding of client needs and provide tailored solutions. 

Looking ahead, Tata Communications plans to extend its presence globally, with additional connected production centres in Europe and Asia. This expansion aligns with the company’s vision of building a robust digital infrastructure and managed-services capability worldwide, ensuring that it remains a leader in the live production market.