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68 SPONSORED CONTENT Amagi

With years of experience using the cloud, Amagi is helping media companies take full advantage of what the technology has to offer

magi was doing cloud before it was cool. The Bangalore-based company announced its cloud playout solutions at IBC in

“Now cloud is one of the primary considerations when broadcast and media companies look at making any technology decision,” he says. With cloud workflows becoming ever more viable, broadcasters are looking to cloud for the next generation of playout, even for critical live broadcasting, such as sports or major live events. Amagi’s customers now include traditional broadcasters, streaming TV-focused content owners and new companies not traditionally in the content space that are their own streaming services. “The transition for many broadcasters has been gradual,” explains Hari. “We help them by taking the playout part

independently into the cloud with minimal impact on how they are managing workflows in other areas. You can’t do everything overnight.” POWER PLAYERS Recently, Amagi helped A+E Networks UK transition its playout and service delivery for its bouquet of 30 channels in Europe to Amagi’s AWS-powered cloud platform. The whole process was completed in a matter of weeks. In the past year, Amagi has also helped VICE TV move its UK and French channels to its virtual cloud playout platform and enabled Quincy Jones’ AVOD Qwest TV music channels to distribute and monetise its content to connected TV platforms. Additionally, Amagi is now delivering 30+ live and linear channels to The Roku Channel through its cloud services and powering other streaming platforms recently launched in the US. Increasingly live sports is being entrusted to cloud, too. A lot of niche sports, which previously might have had difficulty finding their audience, are now launching services that are 100% cloud as it’s easier to manage costs, with low upfront investment, and to work flexibly with diverse teams. “Technology too has matured to reduce latency considerably,“ adds Hari. ”And managing frame-accurate switching in the cloud for live sources has become easier as well. Tier two sports are already using

Amsterdam way back in 2012. “We’ve seen the evolution of cloud as it has happened,” says Sri Hari, Amagi’s SVP sales and business head for EMEA. “When we began, cloud was very remote for the broadcast business. We had people ask us: ‘So what is the cloud? Are you using a satellite in the sky?’” But by 2015, Amagi started to see ballooning enthusiasm for cloud from traditional broadcast and the new streaming platforms that had begun to emerge.

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