AWS announces five AWS Media Services for complete video workflows


AWS announced five AWS Elemental Media Services, an integrated suite of services
that make it easy for video providers of all kinds to create reliable, flexible, and
scalable video offerings in the cloud.

Based on AWS Elemental video solutions, these five new cloud services let customers
build end-to-end workflows for both live and on-demand video with the professional
features, image quality, and reliability needed to deliver premium video experiences
to viewers across a multitude of devices. With just a few clicks in the AWS
Management Console, customers can build customised video applications and pay only
for the technology resources they use, without upfront capital investment.

Whether for entertainment, sports, news, education, community engagement, or
corporate alignment, consumers today expect great video experiences delivered
securely and reliably to any device including tablets, smart phones, connected TVs, or
set-top boxes. Previously, to meet these high expectations, video providers had to
procure very expensive, specialised broadcast equipment that was inflexible, slow to
adapt to new device platforms, hard to scale to meet times of peak demand, and
often lacked support for the latest video formats, resolutions, and streaming
techniques. What’s more, if the video provider wanted to adopt new revenue-
generating business models, such as personalised advertising to a global customer
base, they needed to spend considerable time and effort making that work seamlessly
across all devices.

AWS Elemental Media Services eliminate the need to procure expensive equipment for
video data centres. These services automate what were previously complex, labor-
intensive processes that manage on-going video operations. And, AWS Elemental
Media Services let video providers avoid wasted infrastructure due to on-going
technology obsolescence. With AWS Elemental Media Services, which combine the
proven broadcast-quality video solutions from AWS Elemental with the security,
durability, availability, and scalability of AWS, video providers can focus on making
great content that is delivered via the cloud instead of building and maintaining on-
premises video infrastructure. Projects that once took months or years—such as
standing up 24×7 live broadcast channels, converting a library of video-on-demand
(VOD) assets for distribution, or streaming a high-profile live event—can now be
completed in a fraction of the time with AWS Elemental Media Services. Additionally,
by using AWS Elemental Media Services, video providers can also incorporate
personalised advertisements into streaming video using advanced techniques to
generate additional revenues with their video content.

“For the better part of six decades, professional-grade video workflows were limited to
a few major industry players who could afford to build and maintain customised
infrastructure that would be updated only once or twice each decade,’ said Alex
Dunlap, general manager at AWS Elemental. “These companies spent a great deal of
time, money, and focus operating infrastructure with resources that could have been
better spent creating great content and viewer experiences. We built AWS Elemental
Media Services to let customers focus on delivering top-quality video reliably to any
device, everywhere, without the undifferentiated heavy lifting of managing
infrastructure. This not only helps traditional video providers innovate faster, but it
also opens up new opportunities for startups, government agencies, schools, and
multinational enterprises that, before today, had limited access to premium-quality
video technology.’

AWS Elemental Media Services include the following individual services:

• AWS Elemental MediaConvert: Format and compress video-on-demand content
for delivery to virtually any playback device, with high-quality video transcoding and
broadcast-level features.

• AWS Elemental MediaLive: Encode broadcast-grade live video for televisions or
connected devices. Quickly stand up broadcast channels or live events and deliver
them reliably to your viewers.

• AWS Elemental MediaPackage: Prepare and protect live video streams for
delivery to Internet devices with rich playback experience features such as start-over

• AWS Elemental MediaStore: Deliver video from high-performance storage
optimised for media.

• AWS Elemental MediaTailor: Insert targeted advertising into your video without
sacrificing quality to increase viewer engagement and boost revenues.

Customers involved in the extensive private preview of AWS Elemental
Media Services provided the following feedback on the services:

BT is one of the world’s leading communications services companies, serving
customers in the UK and more than 170 countries. To power its next-generation video
headend infrastructure which delivers video both to Internet-connected devices and
traditional broadcast set-top boxes, BT is looking to leverage AWS. “Rationalising
our on-premises converged headend and extending that infrastructure widely across
the BT enterprise requires an all-in shift to the cloud,’ said Ian Parr, director TV and
Broadband Infrastructure for BT. “AWS Elemental has played a key role in our TV and
Sport platform evolution over the past few years. The new AWS Elemental Media
Services are a natural extension of media workflows to the cloud. The ease of use of
these AWS console-based services for end-to-end workflows will provide a level of
flexibility and efficiency that will be a game changer for our industry while providing a
flexible option that can coexist with legacy on-premises live and on-demand
infrastructures deployments.’

Every year, Pac-12 Networks offers live coverage of 850 sporting events, making it
one of the top live sports producers in the United States. “To keep our focus on
the core mission of delivering the best experience with viewership of our live
broadcasts and events, and to stay ahead of technology at a fraction of the traditional
cost, we are excited to turn to the cloud with AWS,’ said Mark Kramer, vice president,
Engineering & Technology for Pac-12 Networks. “We look forward to launching our TV
Everywhere offering of all seven Pac-12 Networks linear channels, as well as the
hundreds of live event streams produced by our schools through Pac-12 Plus, on the
AWS Elemental MediaStore service in the coming months. AWS offers end-to-end
ingest-to-delivery workflow support, and we plan to leverage these latest services to
provide live and on-demand Pac-12 networks content for millions of viewers.’
Amazon Prime Video is streaming 11 NFL games this season—including 10 Thursday
Night Football match-ups and a special Christmas Day game—to tens of millions of
customers in more than 200 countries and territories. The live coverage is available
across more than 600 devices, from living room devices like smart TVs and Amazon
Fire TVs to Amazon Prime Video mobile apps on iOS and Android, Fire Tablets, and
the web. “Offering live sports like NFL games globally, over-the-top on a large number
of devices is complex, and we built our end-to-end architecture in the cloud,’ said BA
Winston, global head of Video Playback and Delivery for Amazon Video. “We used the
AWS Elemental MediaTailor service, which allows us to deliver targeted ads that are
seamlessly inserted into the main content, for a great viewer experience. Our end-to-
end architecture was engineered for low latency to minimise time-behind-live
performance, and we implemented user-centric features like viewer-selectable audio
tracks. I am confident that AWS Elemental Media Services are the path to use the
cloud for live streaming at scale.’

FOX SPORTS Australia Pty Limited (FOX SPORTS) is Australia’s leading producer of
sports coverage and is home to Australia’s favorite subscription television sports
channels as well as Australia’s number one multi-sports website and app.
“Committed to improving the viewing experience on any device for fans across
Australia, FOX SPORTS is at the vanguard of sports broadcast innovation,’ said
Alastair Robertson, chief technology officer for FOX SPORTS Australia. “Delivering live
sport on this scale to our subscribers requires scale, so we’re looking to adopt the
AWS Cloud and to leverage the end-to-end live event and content monetization
workflows only available in the cloud through AWS Elemental Media Services.’

fuboTV, the live streaming TV service that offers more than 30,000 sports events per
year, has expanded its base package to include more than 65 channels including more
channels that carry sports programming. Looking to monetise content through
personalised ad insertion, fuboTV is using AWS Elemental Media Services to enable its
live offering. “Timely content and a strong user experience are central to our
business. Our growth requires continuous innovation, including launching new
channels, user interface functionality, and upgraded apps,’ said Sung Ho Choi, co-
founder of fuboTV. “AWS Elemental Media Services not only help us with these
launches, but let us quickly test new monetisation strategies, allowing us to focus our
resources on creating the best sports streaming service in the market.’

Nine is a broadcast and video content business across entertainment, news, sports
and lifestyle programming in Australia. Nine trialed the new AWS Elemental Media
Services, including AWS Elemental MediaLive and AWS Elemental MediaPackage, to
expand its live streaming video offerings through the main 9News website. “In our
preview of the new AWS Elemental Media Services, we have been impressed by the
speed of setup of an AWS Elemental MediaLive encoding, AWS Elemental
MediaPackage and Amazon CloudFront CDN workflow to rapidly start delivering a live
streaming service in minutes,’ said Mat Yelavich, Nine’s chief information officer. “We
see plenty of opportunity to mature and expand our live streaming capabilities with
AWS Elemental Media Services.’

Singapore based Spuul is one of the leading VOD service providers across the globe,
with the service being consumed across a number of platforms. To support its live
streaming service, including 150 linear TV channels for viewers in Australia and New
Zealand as well as for future global expansion, Spuul is turning to AWS Elemental
Media Services. “We must overcome immense geographic distances and time zone
differences to provide the best possible viewer experiences. We are looking to AWS
Elemental MediaLive to give us tremendous scale, elasticity, and flexibility within our
video processing and delivery infrastructure and AWS Elemental MediaPackage to
support functionalities such as channel delay, seven-day catch-up, and start-over,’
said S Mohan, co-founder & CEO, Spuul.

M2A Media, a leader in cloud media services, offers innovative live streaming and live
capture solutions to content publishers worldwide. “Running live event workflows
in the cloud allows us to deliver the flexibility, reliability and scale our customers
demand,’ said Marcus Box, chief technology officer for M2A Media. “AWS Elemental
offers a best in market transcode solution and AWS Elemental Cloud extends this with
the robustness and scale of AWS. The new AWS Elemental Media Services are a great
evolution of the product suite that will enable us to build live workflows for both
subscription and ad-supported publishers. We’re really excited about the potential of
these new products and what they can offer our live event publishers.’

As one of the largest global cinema operators with nearly 850,000 seats across 13
countries, Cinepolis is expanding its theatrical experience with the addition of multi-
platform content delivery and an OTT service known as Cinepolis KLIC. “The AWS
Elemental Media Services were a perfect fit for us as they cover many of the
requirements we had in order to achieve the resilience and quality required for our
live events and on-demand services,’ said Marco de la Cruz, sub-director, Cinepolis
KLIC. “AWS Elemental MediaLive and AWS Elemental MediaConvert could be
considered our “Cloud 2.0’ with their serverless architecture and embedded
redundancy per event. Working with AWS Elemental Media Services has enabled us to
free up time to build up redundant workflows quickly and easily as well as to focus on
innovating new services and enhancing our existing offers.’

IMAGICA Corporation is a Japanese post-production company for movies, television
programmes and commercials. “Now, with AWS Elemental MediaConvert, we can
confidently commit to customers’ schedules and deliver content in the multiple
formats at high quality at low cost while meeting deadlines. For example, AWS
Elemental MediaConvert recently transcoded 600 hours of content in only 6 hours at
high video quality. This kind of performance lets us enhance our customers’
production value,’ said Takaaki Kudo, manager R&D Group Technology Administration
Dept. for IMAGICA.

AWS Elemental Media Services integrate seamlessly with other AWS services, allowing
customers to augment their video workflows with offerings such as AWS Direct
Connect and AWS Snowball for content ingestion; Amazon CloudFront for content
delivery; Amazon CloudWatch for monitoring; and Amazon Rekognition for artificial