An interview from the 2023 NAB Show in Las Vegas with Nina Walsh of Amazon Web Services. Amazon Web Services (AWS) is the world’s most comprehensive and broadly adopted cloud, offering over 200 fully featured services from data centers globally. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—are using AWS to lower costs, become more agile, and innovate faster.

Media and entertainment customers face industry-wide transformation, with companies reinventing how they create content, optimize media supply chains, and compete for audience attention across streaming, broadcast, and direct-to-consumer platforms. AWS aligns the most purpose-built media and entertainment capabilities of any cloud against five solution areas to help customers transform the industry: Content Production; Media Supply Chain & Archive; Broadcast; Direct-to-Consumer & Streaming; and Data Science & Analytics. With AWS, you can select the right tools and partners for your workloads to accelerate production launches, and see faster time to value.

Solutions for Media & Entertainment

Nearly 83 AWS partner solutions were featured at the AWS booth, alongside AWS services and solutions, and in AWS Partner Village locations in the West and North Hall of the LVCC. Throughout the show, the company hosted and participatde in forward-thinking panels, as well as events tied to key industry themes such as sustainability and improving diversity, equity, and inclusion.

Content Production

Demonstrating an end-to-end Studio in the Cloud workflow, the booth featured a production-ready cloud-based filmmaking pipeline, leveraging AWS compute services, along with AWS Elemental MediaConnect and AWS Cloud Digital Interface (CDI) for uncompressed video transport. An interconnected production and post-production environment shows how customers can create faster with cloud-based infrastructure. Featured workflows include a virtual art department, principal photography with virtual production, post-production, and finishing. Post-production demonstrations include animation and rendering, picture and sound editorial, color grading, and QC workflows, all running in the cloud.


The broadcast area of the booth showcased live remote production, playout, and next-generation distribution mechanisms. Incoming live feeds from the AWS Free Kick Challenge set in the West Hall lobby simulate camera sources for a virtual live remote production (vLRP) set up. Playout within the booth demonstrated how to handle different sports rights and feeds with operational efficiency and scale, from contribution to playout. Real-world sports and other third-party event content were used to simulate a broadcaster in production with multiple channels and affiliates. AWS Elemental MediaLive and Elemental MediaLive StatMux are used for video processing and distribution.

Direct-to-Consumer & Streaming

Direct-to-Consumer (D2C) and Streaming demonstrations highlighted the wide range of available options for delivering personalized content and advertising experiences to consumers, from creation of free, subscription, and advertising-supported audio and video experiences to all-in-one complete OTT solutions. In this space, show attendees checked out fully customizable applications built on top of AWS Media Services, including AWS Elemental MediaLive, AWS Elemental MediaConvert, and AWS Elemental MediaTailor, along with hybrid solutions, that provide a unified view of the entire content delivery and consumption ecosystem.

Media Supply Chain & Archive

Demonstrations highlighting AWS-powered Media Supply Chain (MSC) workflows at NAB included archive migration, MAM modernization, media processing, workflow orchestration, metadata management, and localization. This section of the booth hosted a media supply chain for film and television VOD workloads, a radio and audio workload, and a fast-follow broadcast VOD workload with local assets ingested into a MAM.

Data Science & Analytics

Showcasing a breadth of AWS AI/ML services in action, demonstrations in the Data Science & Analytics area highlighted metadata extraction, automated closed captioning, transcription, and celebrity detection; locating similar titles using knowledge graphs; automated content moderation, content recommendations, and highlight clipping; detecting video streaming quality of service and experience; building a centralized customer data platform (CDP) that provides a comprehensive, 360-customer view; and privacy-enhanced data collaboration with AWS Clean Rooms.

NAB attendees took their best shots in the West Hall Lobby of the LVCC and kicked a sensor-filled soccer ball into a real-world goal. This challenge featured connected ball technology supported by machine learning for unprecedented insight into real-time ball movement. Multiple remote-operated cameras captured each kick and delivered the play as live broadcast using multiple ground to cloud technologies, including a private 5G network. Participants not only saw a replay of their kicks but also received highlight reels with individual stats.

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