LOGIC media solutions – From Reseller to Media Infrastructure Architect: How LOGIC Is Shaping the Future of Broadcast

Jens Gnad, Managing Director, LOGIC media solutions GmbH

When we started LOGIC more than 25 years ago, broadcast technology was a world of racks, cables and dedicated hardware. Our job was straightforward: supply the best professional equipment to the people who needed it. We did that well, built lasting relationships and earned a reputation for fairness and competence.

But the industry kept moving. And so did we.

Today, LOGIC is something quite different from what it once was — and at the same time, very much the same. We still believe that technology should serve the people who use it. We still pick up the phone when something goes wrong on weekends before a live show. What has changed is the scope of what we do and how we do it.

Trusted Source: Our Reseller Heritage

LOGIC remains one of the leading value-added resellers for professional media technology in Europe. We work with manufacturers like Grass Valley, Nevion, Ross, Lynx Technik and others to bring the right tools to broadcasters, production houses and sports organizations across the DACH region and beyond.

But reselling at LOGIC has never meant just shipping boxes. Every recommendation comes with an honest assessment of whether it fits the customer’s workflow. Sometimes that means suggesting a smaller configuration or a competitor’s product. That kind of honesty builds trust that lasts for decades — and many of our customer relationships do.

From VAR to Service Provider

Selling good equipment is one thing. Keeping an entirely software-based infrastructure running smoothly across multiple sites, with redundant paths, precise PTP timing and dozens of interdependent systems — that is something else entirely. Over the years, LOGIC has grown from a value-added reseller into a full service provider with six distinct service lines: from consulting and architecture design through installation, commissioning and training, all the way to 24/7 managed services.

 

When it comes to AWS-based media workflows, we are one of the leading system architects in Europe. We have been helping Germany’s Bundesliga distribute its broadcast signals via AWS for several years. And with our Media Concierge service, we support organizations that want to move to the cloud but need experienced guidance — a team that understands both broadcast requirements and the cloud platform.

For customers who want to use the infrastructure without worrying about what runs underneath, we offer fully managed services. Our goal there is straightforward: you focus on content, we take care of everything else.

PORTAL: Our Own Software Platform

Perhaps the most significant step in our evolution has been PORTAL, our proprietary cloud orchestration platform. We started building it in 2018 because we saw a gap: AWS offered powerful media services, but connecting them in a way that felt accessible to production teams was hard.

PORTAL bridges that gap. It allows media professionals to deploy, manage and tear down cloud-based production environments through an intuitive browser interface — no cloud engineering skills required. Spin up a live streaming workflow for a Saturday afternoon football match, and PORTAL handles the infrastructure. When the final whistle blows, the environment dismantles itself. You pay only for what you used.

The platform has grown into a family of modules — orchestrate, live, clip and connect — covering everything from workflow management to cloud-native production and signal transport. All modules run within the customer’s own AWS account, ensuring full data ownership and compliance — critical for public broadcasters operating under European data sovereignty regulations.

In January 2026, LOGIC became an official launch partner of the AWS European Sovereign Cloud, bringing PORTAL-based media workflows to this fully EU-based infrastructure — a meaningful step for organizations classified as critical infrastructure under NIS2.

System Integration and Architecture                                                                                                                                  

In the cloud, we act as a full system integrator — what we call System Integration as Code. We design, build and operate complete media workflows on AWS. On premise, our role is different: we are the system architect who designs the solution, configures it and, when needed, maintains it and trains the staff. The physical installation on site is handled by specialized system integrators. This distinction matters, because it allows us to focus on what we do best: making complex things work.

One example that still resonates is our work with the European League of Football, where we built a complete cloud-native live production workflow using AWS services orchestrated through PORTAL. At IBC 2024, we showed the evolution of that use case at the AWS booth — and together with AWS, we received a Best of Show Award for it. It was one of those projects that showed what becomes possible when you stop thinking in traditional categories.

Beyond individual projects, LOGIC is deeply involved in shaping what comes next. We are building prototypes around TAMS — the Time Addressable Media Store developed by BBC R&D and supported by AWS — which rethinks how media is stored and accessed in cloud environments.

And through our chair in the IABM’s Dynamic Software Licensing group, we are developing licensing frameworks that fit the way modern cloud workflows actually operate. These are not side projects. They reflect what a company like LOGIC should be doing: not just implementing technology, but helping to shape where the industry goes.

What Comes Next                                                                                                                                                                   

The broadcast industry is in the middle of a transformation that will take years to complete. Cloud adoption, IP migration, remote production, AI-assisted workflows — the list is long and sometimes overwhelming.

We believe the companies that will matter most in this transition are not the loudest ones. They are the ones who understand the technology deeply enough to make it simple for others. The ones who are honest about what works and what does not. The ones who still answer the phone.