Season 1
Episode 3
25 Oct, 2023

Perifery at IBC: Talking Transitions with ATTO

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We launched a special show podcast to capture the insights and perspectives from several media industry leaders at IBC 2023. In this episode, Leanne Tomlin, Senior Marketing Manager at Perifery, is joined by Tim Klein, CEO & Co-founder of ATTO Technology. 

With an impressive 35-year history, Tim explains that ATTO specializes in creating the essential interconnections within the storage and networking environment. While they don't manufacture computers or storage devices themselves, they play a pivotal role in making the magic happen. 

When asked how he was finding the 2023 edition of IBC, Tim admits that despite initial concerns around how the show would look post Covid, he was pleasantly surprised to see the show floor so busy. Leanne asked whether he had noticed any key differences in the event’s arrangements over the last few years, to which Tim responded that everything appeared to be business-as-usual. 

Having attended the show many times before, Leanne asked Tim what he thought the key industry trends were this year. He replied, “if I had to think about it, I would probably say one of the biggest trends that I hear from people is actually moving away from the cloud and back on-prem. So, it's kind of an interesting dynamic that has happened.” He continued to highlight that not too long ago, the cloud was set to take over the storage marketplace, but now, media organizations were transitioning back to on-prem. Agreeing with Tim’s point, Leanne added that hybrid workflows were growing in demand as teams realized they were a better fit for their needs.  

Noting another growing theme, Leanne asked Tim how companies can adapt in a landscape focused on AI and digitalization. Tim stated that although AI is in its infancy within the M&E sector, it promises exciting things for the future. “I think the next one to two years it's going to rush a lot, which is exciting. It has a lot of promise and I'm really looking forward to seeing what's going to happen over the next few years.” 

Wrapping things up, Leanne asked Tim to share his most memorable moment from IBC over the years. Tim reflected on a nostalgic moment when digital editing was taking its first steps. He described it as being transformational for the media and entertainment industry, which has previously replied on splicing  

tapes together. He commented that, at the time, people couldn’t believe what they were seeing, and concluded by saying, “there's been so many transitions  that happened from that single event for me that has just continued to evolve in this market.” 

Leanne: Hello and welcome to IBC 23. I am here with Tim from Atto. So, welcome Tim.

Tim: Thank you.

Leanne: Nice to have you here. So, of course Atto are a partner of Periphery, but if you were able to tell us a little bit about who Atto are and what they do.

Tim: I can. So, first off, I'm the CEO and one of the co-founders of Atto and this is our 35th anniversary, so we've been around in this industry for a long time.

Leanne: Congratulations.

Tim: Thanks. We focus a lot in the storage and networking environment, where we don’t make the computers and we don’t make the storage, we make the interconnections. And we’re very active in this market. Software houses, hardware house, everything to be able to make the magic happen.

Leanne: How are you finding the show so far?

Tim: The show has been exceptionally busy. bit concerned about how it would look coming post COVID, but we're really impressed.

Leanne: It has been a very busy show this year. And have you noticed any difference between pre and post pandemic in terms of the event arrangements?

Tim: Not at all. I think it's, from our perspective, I think it's, ‘we're back’ from that standpoint.

Leanne: So you've obviously attended this show before.

Tim: Many times. Many, many times.

Leanne: So, are there any key trends that you've spotted this year?

Tim: So, if I had to think about it, I would probably say one of the biggest trends that I hear from people is actually moving away from the cloud and back on-prem. So, it's kind of an interesting dynamic that has happened. So, cloud was going to take over the storage marketplace. And what you see is that people are learning to use cloud in some applications. They want more stuff back on prem. So, I've been seeing this in the IT industry for quite a while. to you this week.

Leanne: That is a topic I've heard people speaking about a lot is the rush to the cloud because they were forced to and then they're looking well actually as a hybrid about the fit for our business. And obviously all the unpredictable costs that come with the cloud as well.
So, in the last six to 12 months, we've seen a huge leap in digitalization with the advances in AI. So how do you think traditional media companies can best adapt in this changing landscape?

Tim: That's a broad question, right? Because it's really just starting to develop now, where people are looking at the various technologies and how do you take AI. is in this proposition. So, I still think there's a lot of talk but it's getting it down into the magic of making things actually work. So I think the next one to two years it's going to rush a lot. which is exciting. It has a lot of promise and I'm really looking forward to seeing what's going to happen over the next few years. But I'm just excited to see what's going to happen.

Leanne: Yeah, yeah. It's a very exciting time though. It's going to be really interesting to see how that goes. So, just to wrap things up then, what's your most favourite or memorable industry moment?

Tim: So, I'm going to go back many, many years ago. My industry thing was literally back when Avid actually first rolled out the first digital editing system. Before all that was tape that they would splice together and all that. I remember working in one of the first NABs that I ever went to, and we were literally coding on the floor. It was kind of a transformational where people were like, I just can't even believe this, right? And then there's been so many transitions that happened from that single event for me that has just continued to evolve in this market.

Leanne: Sounds funny.

Tim: Yeah. It tells you I'm an old guy now, right?

Leanne: No. Well, thank you so much for joining us here on our podcast. I hope you have a great rest of the show.

Tim: Okay, thank you.

Leanne: Thank you, Tim. Bye.

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