A raft of vendors have announced their support for Amazon Web Services (AWS) for Media & Entertainment, an initiative featuring new and existing services and solutions from AWS and AWS Partners built for content creators, rights holders, producers, broadcasters and distributors. 


Editshare: EFSv allows teams to migrate their production environments to AWS using familiar production tools

The aim of the AWS scheme is to align AWS and AWS Partner capabilities against five solution areas: Content Production; Media Supply Chain & Archive; Broadcast; Direct-to-Consumer & Streaming; and Data Science & Analytics.

Companies that have pledged their support include Ross Video, Vizrt, Codemill, Irdeto, Editshare and Zype.

AWS added the newly announced Amazon Nimble Studio, a service that enables customers to set up creative studios in hours instead of weeks, to a portfolio of purpose-built media and entertainment industry services, including AWS Elemental MediaPackage, AWS Elemental MediaConnect, AWS Elemental MediaLive, AWS Elemental MediaConvert and Amazon Interactive Video Service (IVS).

Yesterday, Ross Video announced its support for the initiative as part of the company’s Media Asset Management, Server and Newsroom Editorial solutions roadmaps.

“We are very pleased to be supporting AWS with this new initiative and including AWS in our future solutions roadmaps,” said Ross Video chief technology officer Troy English.

“There is no doubt that the cloud will play an increasingly important role in our live production industry, as workflows become virtualized and our customers turn to cloud-based solutions and storage because of the convenience, flexibility and scalability they provide.

“Our customers work daily with content that can be history in the making. As a leader in live production technology, it’s therefore important for Ross to work with the best companies in order to offer our customers the highest levels of reliability, security, speed, and efficiency, and we’re very proud to partner with AWS in this regard.”

Daniel Url, head of product management, Vizrt Group, said: “Vizrt has been building purely software-based solutions since the beginning of the company’s history, in line with our SDVS (software defined visual storytelling) philosophy.

“AWS and the cloud have given our customers a real boost in efficiency in recent years. Our Flexible Access software plans and NDI video-over-IP capabilities, combined with AWS Media Services really help our customers exploit the benefits of cloud and remote production workflows. AWS is both an integral part of our cloud strategy, and an inspiring R&D sparring partner.”

Rickard Lönneborg, CEO, Codemill, said: “Media workflows need to be flexible enough to adapt for constant evolution. By integrating with AWS Media Services, our customers harness the power of data science to adapt and grow their video services while maximizing efficiencies, without sacrificing on quality.”

Digital platform security provider Irdeto also announced it had joined the scheme “to enable pay-TV operators, OTT service providers and content owners to provide a secure, scalable, cloud-based personal media experience for their consumers”.

The company said that all Irdeto’s media services, the majority of which are hosted on AWS, are designed to support customers running on AWS, providing them with numerous opportunities to conduct their entire workflow, securely and quickly, on the cloud, adding that Irdeto and AWS have a “long-standing relationship, close to a decade, which was strengthened further when Irdeto launched its AWS cloud-native multi-DRM in 2015”.

Steeve Huin, CMO and head of business development and strategic partnerships at Irdeto said the company “has a longstanding relationship with AWS, and we are excited about deepening our collaboration with them.

“Many of our solutions, including our multi-DRM solution Irdeto Control, Online Piracy Detection, and Watermarking, are cloud-native powered by AWS, providing our customers with highly flexible and scalable offerings to meet their specific needs as they work to meet the challenges of delivering high quality, secure content across a wide array of devices.

“The API integration of Irdeto Control with AWS Elemental has already proven successful for our customers, and we look forward to continue our support to the AWS Media & Entertainment initiative to provide our customers with a robust solution that delivers content securely without disrupting operator processes.”

Editshare also pledged its support. Running on AWS, EditShare’s EFSv media optimised platform is designed to allow teams the opportunity to migrate their production environments to AWS using all their familiar production tools, such as Adobe Premiere Pro and DaVinci Resolve. Underpinned by EditShare’s Flow media management technology, EFSv facilitates collaborative end-to-end editorial and archive workflows in the cloud. Robust APIs enable users to create advanced automated storage workflows or integrate additional systems to create entirely new workflows.

“Content producers across a range of industries are increasingly engaged with us about remote workflows and production flexibility. These conversations are driven by the demands for agile work environments that allow editors to work from anywhere. The pandemic has only accelerated these discussions,” states Tom Rosenstein, VP of business development, EditShare.

“Working with AWS extends the benefits of our EFS media optimised file system from its on-premises origins to now run in the cloud, bringing the same high performance with added operational efficiency. Customers only pay for what they need without having to pre-plan purchases or have systems sit idle.”

Ed Laczynski, CEO of Zype, which provides infrastructure for digital video, said “Building on AWS has provided Zype with a scalable and flexible framework for providing our leading video API.

“With AWS, we’ve been able to scale our services to handle tens of millions of video API requests per second, and our enterprise media customers enjoy the broad connectivity that we provide, allowing them to maximize their existing investments in AWS cloud services in order to innovate and grow their audience reach and revenue.”