• ProSiebenSat.1 announces infrastructure overhaul with AWS
  • European broadcaster to adopt cloud services across its businesses
  • New services include live analytics tool for advertisers

European satellite and cable broadcaster ProSiebenSat.1 Media has announced a significant rollout of cloud services across its businesses.

The broadcaster will work closely with Amazon Web Services (AWS) to adopt cloud services across its broadcast and digital media businesses, production companies, and e-commerce platforms.

The partnership will see ProSiebenSat.1 will introduce advanced analytics and machine learning technologies across its organisation, which provides content to over 45 million households across Germany, Austria and Switzerland.

ProSiebenSat.1 will integrate AWS ML services into every aspect of its business to automate processes and develop new, personalised products.

One tool it has signed up to use is Amazon SageMarker for an analytics project which will use a deep neural network to o predict ad conversion rates based on inputs such as the slot time, genre of the TV show, and ad content. The aim is to allow advertising partners to predict who will see their ads, informing purchasing decisions.

“ProSiebenSat.1 … continues to drive the ongoing transformation of the group into a technology-and data-led company with an emphasis on growing our digital and diversified future,” said ProSiebenSat.1 CTO Nick Thexton,

“AWS is a key strategic partner who has consistently driven cloud adoption for over a decade and is still setting the pace on what cloud services can do for media businesses. By moving more of our business to AWS and incorporating AWS’s ML services, we are able to enhance our agile software development practices and derive even more value from our large consumer data platforms.”

This builds on ProSiebenSat’s existing relationship with AWS, includes deployments across its Joyn streaming platform, its NuCom commerce business, and Red Arrow Studios.

For Joyn, for example, AWS supports over 20,000 episodes and 55 live channels in the cloud.

AWS EMEA managing director Andy Isherwood said: “As one of the largest and most well-respected media companies in Europe, it is exciting to see ProSiebenSat.1 embracing AWS ML services, and establishing itself as a leader in what is possible. We look forward to supporting the company on its journey to transform how it serves its customers across its media and e-commerce brands.”

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