Amazon introduces AWS Media Services based on Elemental for the creation of video applications


The video is what consumers are paying attention to these days, and Amazon AWS hopes to capitalize on it with one of its latest releases. Replicating its video services for media companies, application publishers and indeed any other organization that has considered launching a video service, Amazon today announced a new suite of five video processing tools as part of AWS Media Services, tools based in the cloud to help build, service and monetize video streams.

The new release puts it in competition to some extent with the likes of Google YouTube and its efforts to work with media companies and other creators to build and host live broadcasts and ads-based videos. Interesting moment, given all the negative press that YouTube has had about the type of content it has been hosting over the years.

The company also seems to refer to the AWS Elemental Media Services product. The "Elemental" in the name comes from the AWS video business, formed in large part by the acquisition of Elemental Technologies for around $ 500 million in 2015, and supplemented with additional IP and talent through other purchases, including software ThinkBox earlier this year. .

The idea of ​​AWS Media Services, announced on the eve of its great Re: Invent conference, together with a great boost of mixed reality in the form of a new platform called Sumerian, is quite detrimental to the industry. video. [19659002] Until now, the construction of services as advertising directed around a video stream required integration with external suppliers. Similarly, to account for increases in traffic, suppliers had to build expensive equipment to manage capacity. The goal of Amazon is to get it out of the hands of the video providers, letting them essentially download it to AWS, and its cloud, which greatly reduces the prices for the use of such tools, and facilitates the use of them in a comprehensive manner.

"For most of the six decades, professional-level video workflows were limited to a few major players in the industry who could afford to build and maintain a customized infrastructure that would be updated once or twice every decade "said Alex Dunlap, GM at AWS Elemental, in a statement. "These companies spent a great deal of time, money and focused operational infrastructure with resources that could have been better spent creating great content and viewer experiences." We created AWS Elemental Media Services to allow customers to concentrate on delivering video. high quality, reliable, to any device, anywhere, without the undifferentiated uptake of the management infrastructure.This not only helps traditional video providers to innovate faster, but also opens up new opportunities for startups, government agencies , schools and multinational companies that, before today, had limited access to premium quality video technology. "

Video, however, is a medium that any editor who works in digital can not ignore, if he hopes to find as many ways as possible to connect with other people. According to Zenith figures, online video viewing worldwide will increase by 20% in 2017, to 47.4 minutes per day to watch videos. Mobile video in particular is driving that momentum, with the greatest growth compared to the desktop.

Amazon says that the companies that use the new tools include BT, Pac-12 Networks, Amazon Prime Video, Fox Sports Australia, fuboTV, Nine, Spuul, M2A Media, Cinépolis and IMAGICA.

Notably, Netflix, a big client for Amazon on the video hosting front, is not mentioned.

The five services cover different aspects of creating, transmitting and earning money with videos:

AWS Elemental MediaConvert will allow publishers to format and compress video content on demand "for delivery to virtually any device of reproduction, with high-quality video transcoding and transmission-level functions. "

AWS Elemental MediaLive will allow editors to encode broadcast quality live video for TV or connected devices.

AWS Elemental MediaPackage will help producers prepare and "protect" live video streams with additional tools, such as immediate playback.

AWS Elemental Media Store is a video storage service (how could an AWS service not have this, I ask?)

AWS Elemental MediaTailor allows you to monetize the videos with targeted (personalized) advertising. It is not clear where the advertising technology comes from (we are still looking for it) but it is interesting for me to see Amazon advance more in this area, since it depends and competes directly with YouTube and its services for video creators. [19659002]

The service is launched today after running in a closed preview for some time with previous clients. Those who use it can also integrate it with other AWS services, said Amazon: "AWS Direct Connect and AWS Snowball for content ingestion, Amazon CloudFront for content delivery, Amazon CloudWatch for monitoring, and Amazon Rekognition for artificial intelligence. "Let the Hunger Games begin.

Featured Image: Thomas Cloer / Flickr UNDER A LICENSE CC BY-SA 2.0

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