Sinclair Selects Embrace As Media Orchestration Engine

Embrace, developer of advanced automation and orchestration software solutions for the Media & Entertainment industry, announces that Sinclair Broadcast Group has selected its solution Pulse-IT as a key component for its centralized Cloud Media Transformation initiative, hosted on Amazon WebServices (AWS).

Pulse-IT, Embrace said, “enables Sinclair to achieve operational efficiencies at scale by seamlessly orchestrating media workflows across a suite of cloud-enabled tools, which include Telestream Vantage, Sony Ci, OSI, Wide Orbit, Amagi and even Microsoft Teams.

Pulse-IT’s containerized architecture also enables it to dynamically scale when needed in response to the needs of Sinclair’s nearly 200 channels, which routinely require processing of more than 6,000 individual spots, promos, or syndicated programs per day. At slower times, the system will automatically and quickly scaleback to use only minimum resources.”

Mike Kralec, Sinclair’s SVP and chief technology officer, said: “The ongoing collaboration with Embrace has enabled Sinclair to build the foundational media workflows and orchestration essential for our vision of business transformation driven by cloud-based media operations, which requires integrating our broadcast business processes, media, and playout operations in the AWS Cloud.”

Sinclair chose Pulse-IT as a media orchestration tool in large part because of its graphical, low-code or no-code paradigm used to create workflows which then run within scalable and responsive containers.

Mike Palmer, Sinclair’s AVP media management, said: “We looked for a modern and robust media orchestration platform that could easily integrate with a diverse range of services to implement centralized and dynamic media orchestration across our nearly 200 channels. Our combined success in delivering those critical integrations has made Pulse-IT a vital component of our cloud media operations.”

Julien Gachot, Embrace’s CEO, said: “We were thrilled to be chosen for the most ambitious project in media tech this year. Our fundamental strategy of bringing a low-code media-oriented supply chain transformation product to the market matched the co-innovation approach expected from Sinclair’s project team. We are proud to have met or exceeded their expectations by offering a reliable, nimble, and highly scalable platform, ready for future advancements and continuous transformation.”

Embrace said: “Pulse-IT is a media-oriented business process management software enabling customers to transform, optimize, execute and monitor any business, broadcast or digital media workflow.

“The containerized and Kubernetes-orchestrated software solution features a rich and extendable API-based software architecture that is integrated with third-party provisioning, cloud networking, and orchestration applications on AWS. The solution addresses specific needs for core broadcast content preparation applications and for delivering highly intensive file-based media workflow services. These core features were instrumental in Sinclair’s success for this best-of-breed ambitious project.”