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The media and entertainment ecosystem is undergoing a shift as AI continues to power innovation throughout the industry. Broadcast cloud migration, FAST channel growth, and AI-driven media workflows are reshaping the fundamentals of how content is created, distributed, and monetized.
In a recent Industries Live session with AWS, Amagi’s Paul Finster (VP, Business Development) shared how the company is helping media companies navigate and lead this shift.
AWS: How is Amagi positioning itself for the changing industry landscape?
Finster: So, what I'd like to do is reference our latest FAST report. As part of that report, we also integrated a bit of a special series on AI and media workflows, where we take a look at everything that is needed, screen-to-screen, glass-to-glass, for producing and distributing content. And I do have one slide here. I'd love to reference if we can bring that up because I think this is really interesting as we look at how AI can be leveraged across all these areas, whether it's content preparation, playout, social media and social content, production, and distribution. We can look at content localization, whether that's captioning or dubbing, and then all sorts of different elements.
So as we move forward as a company, we are embracing AI, including new AI tools across our entire product line, addressing all of these areas. And so we are working together with partners in AI-based live dubbing, with file-based dubbing. We are adding AI features to our scheduling capability so that you can look at archives and schedule those channels with that content archive. We are using AI tools, and some of these are based on AWS bedrock. Of course, we are using these AI tools to do metadata enrichment. So, taking scene-level metadata, title-based metadata, and enriching that to provide better discovery capabilities to our end partners. So there are all sorts of AI that we're embedding and adding to our product line, which is really exciting for us.
In the treemap, you can see that we've done some level of due diligence on where AI can be impactful immediately, where it may come into play later. And we're focused on those areas where, again, we can either reduce cost, as you said, increase automation, or create new revenue streams. One of the new products we just launched is called NewsPulse, where we can actually take news highlights, reformat them for portrait mode, mobile distribution, and have that automatically provided to newsrooms around the world. So that's in limited trials today with production customers. So we're really excited to drive that into new areas like sports highlights and other interesting areas.
AWS: Where do agents and automation fit into Amagi’s workflow?
Finster: Yeah, so one of the things we do is manage quite large archives of content for many of our customers. And as they bring in offline archives and digitize those and bring those into the cloud, we can help companies schedule that content. So there may be topical types of content you want to pull out. We can create AI rules to go find that content as it appears in the archive. Essentially, automating what may have been many people digging through content, you can use a chat wizard to define the content you want, add it to a schedule, set up rules for the future, so those agents can just run in the background and help automate that workflow, which used to be very manually intensive.
The other thing that happens is that some of this older content doesn't have metadata. So we are using AI tools to essentially do scene-level metadata, whether that's through speech-to-text and figuring out what's happening in scenes. We can pull that out and then do title-level descriptions. We can take directors, actors, off the end credits and add that to the metadata. So there's a ton of really interesting use cases that we're working on.
What's just exciting about all of this is just the agility that cloud provides, right? You know, where this may have taken days, weeks, months to do some of these, workflows can now be done in minutes. The content is all in cloud storage. We can manage all of this in quick workflows to pop up channels, again on topical interest areas. So there's a lot of fun stuff that we're doing for many companies around the world.
AWS: Can you share a broadcast transformation case study?
Finster: One that pops to mind is Sinclair. So, we've been partners with AWS and Deloitte on implementing a very large-scale migration from essentially facility-based on-premise playout to the cloud. And with great success, we've been able to migrate hundreds of Sinclair’s broadcast stations from what were disparate stacks of different hardware solutions in every station to one centralized cloud-based solution that essentially allows people to log in remotely through browser control, manage the master playout of all of these stations, leveraging content across stations. The local markets can see other local market content. And then, of course, grabbing the national feed elements that are important. So this has been a huge success, both in reducing costs for Sinclair and in creating agility that was never available before for them. So very exciting, and that work with Sinclair continues to expand.
One of the challenges was the resources to support each local station. Each local station was bought and sold many times, so the hardware stacks of equipment were all over the place, very, very different sets of hardware. And so that support challenge was significant for Sinclair. This essentially normalizes everything on the cloud, provides one place for managing across their large distribution of channels, but also gives the local channels the flexibility to do the things they need to do in the market, which is exciting for everybody.
We have migrated over [115 stations on Amagi] now. So, you know, there's more to come. And what it also does is set up Sinclair from a commercial business perspective to potentially acquire other stations and move them to the cloud quite quickly to reduce those costs. So there are some future benefits as Sinclair considers further consolidation.AWS: What cloud benefits stand out especially for live events and scale?
Finster: It's probably worth mentioning another one of our customers, DAZN, which is based in Europe and does live sports events. So for DAZN, they run somewhere near 40,000 different live events over the course of a year. And so we do have spin-up, spin-down of those live events in AWS, which again, reduces costs and provides flexibility, adaptability, and the ability to surge when there's something. The Olympics come along, and we are running hundreds of events for NBCU. That's another element where cloud is really helping provide that flexibility. We can spin up new live or pop-up channels in a matter of minutes at this point.
AWS: What is the current state of FAST channels?
Finster: FAST is growing. So we calculate somewhere around 20% year-on-year growth. If you look at certain markets like LATAM, that growth is 60% year-on-year. So the FAST industry is growing. I would say there are more premium channels coming into the market as eyeballs and revenue are explored there. The other thing I wanted to mention is our partners Nielsen, in their Gauge Report last year, for the first time showed that FAST is somewhere around 6% of all TV consumption, which is a big number at this point. If you look at broadcasting cable, they're both in the low 20s. So FAST is taking market share. It is where ad dollars are going. So there are some great numbers.
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