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LIVE CLOUD PRODUCTION AND MONETISATION IN FOCUS FOR AWS
Following the warm response to its Saturday ‘takeover’ of the Showcase Theatre last year, Amazon Web Services (AWS) is repeating the exercise with a full day of sessions in the Hall 12 theatre today. AWS’ Color in the Cloud workfl ow, virtual
production innovation and Discovery Sports’ use of cloud production were among the themes of AWS’ Showcase Theatre sessions in 2022. Not surprisingly given its continued ascendancy throughout M&E during the past 12 months, the cloud will again feature prominently in this year’s sessions, along with a focus on evolving ideas around monetisation. Tracy Geist is Global Head of Media & Entertainment, Games, and Sports Marketing at AWS. “Last year was the fi rst time we had done an entire day at the Showcase Theatre, and we found it to be a really effective way to reach out to audiences directly at the show,” she says. “[For our 2023 programme] we are continuing with one of the big themes from last year, which is live cloud production, and we’ll look at some of the advancements that have occurred there since [the last event].” In addition, adds Geist, there will be a focus on “additional content production in the cloud” and the ever-important subject of monetisation. “We really want to look at subscriber management and retention – [areas where] customers are really looking to up monetisation efforts across content delivery services. So that means everything from addressable ad solutions to optimising the delivery of ads and the different business models [that are emerging]. There is a huge amount of interest and movement around those topics.”
GENERATING INTEREST In keeping with its prominence in the current industry debate, generative AI will also be covered during AWS’ Showcase Theatre sessions. “Generative AI is a topic of so many conversations at the moment and so we will be looking at how it can be a part of responsible use cases across our industry,” says Geist.
Responsibility is a watchword for AWS’ own developments in this area. “As an enabler of solutions, responsibility is absolutely something that we are focused on. With the use of foundation models at each stage of the process, we work very closely with our customers and partners to highlight [issues
Tracy Geist, Global Head of Media & Entertainment, Games, and Sports Marketing, AWS
related to responsibility] and we are focused on continuous evolution for that topic,” she adds.
“We really want to look at subscriber management and retention – [areas where] customers are really looking to up monetisation efforts across content delivery services”
AWS already has some major media customers in this area, including Fox Sports. The broadcaster collaborated with the Amazon Machine Learning Solutions Lab to build a natural language generation (NLG) engine that automatically produces sports narratives for commentators to use during sports events. The solution leverages Amazon SageMaker, which is a fully managed ML service.
Stephen Samwell – who is Solutions Architect Leader, Media & Entertainment
at AWS – will be reprising his MC duties for the entire day. In addition, “each session will feature a member of the AWS M&E leadership team”, says Geist.
Meanwhile, Geist is also looking forward
to AWS’ presence on the showfl oor, where the company will again explore the “end-to- end customer journey from content creation to content consumption, through all of the solutions and workfl ows our customers experience”. There is also a brand new area for this
year’s show in the form of Ask the Expert, which gives visitors the opportunity to “take a deeper dive” into specifi c areas related to content production and delivery.
AWS is hosting sessions in the Showcase Theatre (12.A60) from 10:00-16:45 today.
These sessions are free to attend and no registration is required.
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