Media asset management systems, some of which interact with the cloud and use artificial intelligence to personalize content, are growing in acceptance among TV broadcasters as they add scaled-down functionality, standardization and microservices.
Discovery and ABC both rely on the cloud — one public, one private — to deliver their cable networks. Now broadcasters are looking at how the cloud can benefit not just distribution but also production, whether that means live news or sports coverage or post-production applications like editing.
Adobe will use Microsoft’s Windows Azure Media Services to power all of the encoding and streaming for NBC’s Winter Olympics coverage. NBC will employ Adobe’s Primetime platform for video and video ad delivery on the NBC Sports website and the NBC Sports Live Extra App for iOS and Android.