Jeff Greenwald, head of Marketing for the Data Center Systems Business Unit of Western Digital Corporation, will talk about the “Five States of Data—and the Cloud,” on June 23, 2016 during the Creative Storage Conference (SM) (CS 2016) held at the DoubleTree Hotel West Los Angeles in Culver City, CA. 

Greenwald will talk about data in use, data in motion, data at rest, data in archive and data deleted. These five states of data all have one thing in common for broadcasters, film studios, post houses, and media and entertainment companies – all these states are growing rapidly. Some media companies call data “hot,” “warm,” and “frozen.” Some companies call data “in process” and “completed,” or “dailies,” “stored,” and “delivered.” 

No matter how you classify data, it’s essential to understand that some workflows need to be fast, with sub-millisecond latencies. Other workflows must be at the lowest cost, collaboratively shared, and preserved. This presentation will rationalize the data types, their use in various workflows and will show how to optimize digital storage to support these data types– whether in the cloud, on premise, or a hybrid of both. 

Greenwald is responsible for leading the marketing efforts for Western Digital Corporation’s cloud data center systems products sold under the HGST brand. His team’s focus is to build industry solutions that provide scale out storage offerings for data intensive enterprise and vertical market workflows. Customers in media, broadcast, health care, high performance computing, and other industry sectors need solutions that integrate exactly with ISV and other industry-standard software specifically in the workflows of these verticals. 

Greenwald has more than 25 years of experience in these markets and has led vertical and product marketing teams at IBM, Sun Microsystems, and, most recently at Hitachi Data Systems where he led the Alliance and Market Development team in the telecom and M&E market sectors. 

The tenth annual Creative Storage Conference and exhibits bring together the vendors, end users, researchers and visionaries who are focused on the growing storage demands of HD, UltraHD, 4K and HDR film production and how it is affecting every stage of the production process from content capture, editing and archiving to content distribution. The preliminary conference agenda is posted on the conference web site at
“We are pleased to have Western Digital Corporation provide a keynote speaker for the 2016 Creative Storage Conference,” said Tom Coughlin, chair of the 2016 Creative Storage Conference.  “The HGST brand has long served the media and entertainment community with quality products providing the performance and capacity needed in modern workflows.  We look forward to their exploration of data types and the digital storage best fitted for each type.” 

Conference registration is now open.  To register, visit this link: 

Corporate sponsors and exhibitors include Active Storage, Advantage Video Systems, Google, HGST, Micron, NooBaa, PSSC Labs, SGL, Sony, Spectra Logic, SwiftStack and Visuality Systems.  Media and Organization Sponsors include the AMIA, Bright Blue Innovations Intl., Broadcast Beat, Colonial Purchasing, Coughlin Associates, DCIA, Digital Cinema Society, Digital Production Buzz, Entertainment Technology Center (USC), Drive Trust Alliance, Entertainment Storage Alliance, Flash Memory Summit, HDDFA, Home Toys/AVSystems, Los Angeles Post Production Group, M&E Tech, MESS, Parks Associates, Popnetmedia, Post Magazine, PostPerspective,,, RDC, reviewster, SATA-io, STA, SMPTE, SNIA, Tech Target, The Broadcast Bridge, Trusted Computing Group and The Shindler Perspective.

Sponsorships and exhibits are available for the 2016 Creative Storage Conference.  Several levels of conference, web site and event sponsorship are available as well as a table-top exhibits.  Information on the sponsorship and exhibit opportunities are available at    

The Creative Storage Conference is put on by the Entertainment Storage Alliance ( and Coughlin Associates (