Perfecting the Media Workflow Experience on AWS Ben Masek, 월드와이드 미디어 사업개발 헤드, AWS 디지털혁신과 맞물려 미디어 시장의 트렌드가 급격하게 변화하고 있습니다. 해당 세션에서는 2019년과 앞으로 다가올 미디어의 트렌드를 소개하고, 나아가 다양한 미디어 전략을 통해서 새로운 수익창출을 꾀하고 있는 사례들을 소개하고자 합니다.

1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS | Perfecting the Media Experience
Ben Masek, 월드와이드 미디어 사업개발 헤드, AWS
End-to-End, Meeting Viewer Expectations
Faster, Smarter and More Efficiently

2. 발표자료 바로 공개
발표자료는 발표 종료 후 해당
사이트에서 바로 보실 수
있습니다
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

3. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
An industry undergoing massive change
Shifts in consumption habits
M&A for scale
Enhanced viewing experiences
Transformed media workflows

4. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
While media firms were still debating whether
content or distribution was king digital
technology completely altered the behavior,
expectations, and power of consumers, making
them the ultimate authority to whom even kings
must bend the knee…”
“
Bob Iger, CEO The Walt Disney Company
Image courtesy of Wikimedia Commons: https://commons.wikimedia.org/wiki/File:Bob_Iger_crop_2.jpg

5. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Business Drivers Business Change Needed How AWS Helps
Better UX, Access
Anytime, anywhere
More content
Global Delivery
Low-latency streaming at scale
Increase global reach
Produce more, at scale
Video Workflows
Enable over-the-top (OTT),
broadcast playout, and video
workflows w/ Media Services and
CloudFront
Studio-in-cloud, Supply chain
Personalization
Customized viewer
engagement
Connect with Viewers
Augment experience &
engagement, tailor viewing,
personalize ads
ML and Analytics Workflows
Content / data lakes, Recommendation
engines. ML platforms and frameworks.
Server-side ad insertion
The new M&E reality

6. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Content Creation &
Post Production
Media Supply Chain &
Asset Management
Distribution
(OTT, Broadcast,
Publish)
Machine Learning &
Analytics

7. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Top global media firms trust AWS with their most crucial workloads
Content Creation &
Post Production
Media Supply Chain & Asset Management
Distribution
(OTT, Broadcast, Publish)
Machine Learning & Analytics
Media Supply Chain & Asset Management
Distribution
(OTT, Broadcast, Publish)
Machine Learning & Analytics

8. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
A platform flexible enough to support building your way
Storage Compute Database Networking CDN AI/ML
CustomAWS Media Products Partner Ecosystem
AWS Core Services
Orchestration
Build media workflows on top of AWS core services using AWS media products, leveraging our
partner ecosystem, and/or directly through customized solutions

9. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Media Solutions & Starter Kits
Automatically provision the services necessary for building common media use cases on AWS
Go to aws.amazon.com/media/solutions
Content Production
Media Supply Chain
Distribution
AIML and Analytics
Edit in the Cloud - Deploy a highly available architecture for cloud video editing
VFX Station in the Cloud - Deploy a Microsoft Windows-based visual effects environment
Automated Video Metadata Generation - Extract a rich layer of metadata from your content
Media to Cloud Migration - Set up a serverless ingest workflow to move video assets to the cloud
Media Services Application Mapper - Deploy a AWS Media Services visualization/status workflow
Live Streaming - Utilize a Solution to worldwide deliver broadcast-grade live content
Video on Demand Streaming - Create a workflow for broadcast and multiscreen VOD delivery
Live Subtitling and Translation - Generate multi-language subtitles for live OTT streaming
Automated Video Metadata Generation - Extract a rich layer of metadata from your content

10. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Benefits of Using Solution Starter Kits
The media analysis starter kit provides customers a pre-built solution for common media
use cases, which includes a step-by-step implementation guide for automated
deployment
One-Click Launch
Launch a fully-tested
solution starter kit in
your AWS account with
one click
Accelerate Revenue
Get started with your
project quickly and start
monetizing your content
Well-Architected
Rely on the architecture
as it reflects AWS best
practices
Agility
Save the resources of
developing a solution
from the beginning
Expand and Add
Use the framework and
available guides to
expand the solution
starter kit based on your
needs

11. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Sample use cases
• Studio-in-the-cloud
• VFX/Animation rendering
• Dailies reviews
• Production supply chain
Content Creation
& Production
Accelerate content creation by getting rid of
capacity constraints and geographical limits to
collaboration, while simultaneously increasing
security and operational efficiency.
11 © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

12. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Scaling up for 4.5 million rendering hours and 170,000 simultaneous
cores
Sherlock Gnomes, image courtesy of Paramount Pictures
“’Sherlock Gnomes’ was a big step up for us in
terms of quantity of textures and complexity
of the renders, and we loved every second of
working on it with Paramount’s amazing
creative team. With AWS support and
resources, we were able to stretch ourselves
creatively in a shorter window, which was key
to our success on the film.”
- Simon Vanesse, Service Line Director, Mikros Animation
Customer: Mikros Animation

13. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Adrift, image courtesy of Milk Visual Effects
Problem statement:
Use of AWS Thinkbox Deadline & Amazon EC2 Spot:
Business benefits:

14. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Customer example: Hybrid rendering pipeline
Company/Studio On-Premises AWS Cloud
Deadline Render
Nodes
Assets S3Studio’s Asset
File Server
Deadline Database
and Repository
Deadline AWS
Portal-link/RCS
Deadline AWS
Render Nodes
EC2 Spot
Deadline 10 AWS
Portal infrastructure
Secure Connection/
AWS Direct Connect
Amazon EBS
Volume

15. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Today’s Machine Room

16. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Simplified studio topology
Company/Studio On-Premises AWS Cloud
Zero client/
desktop
Assets S3 Deadline AWS
Render Nodes
EC2 Spot
Secure Connection/
Direct ConnectArtists g3 Instance

17. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
• Ingestion and processing
• Packaging and origination
• DAM, storage, and archiving
• Metadata tagging
Digital Asset
Management &
Supply Chain
Automate broadcast supply chains so you can
manage your content faster and better.
17 © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.17

18. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
21st Century Fox
Archiving and global asset distribution
The world’s premiere portfolio of cable,
broadcast, film, pay TV, and satellite assets
spanning six continents across the globe
Fox’s Challenge
Home Entertainment division needed to deliver content
(>2MM assets/year) to >90 countries in various formats and
languages. For marketing assets (key art, trailers, banners,
etc), “create once, use many”.
Use of AWS
• Digital archiving through Amazon S3 and Glacier
• Media processing with AWS Elemental, Step Functions
Business Benefits
• Savings from moving from tape to AWS
• Re-aligned engineering resources to higher value
functions
• Reduced risk of corruption versus physical tape
• Ability to start copying content in days versus months
• Include multiple regions, international

19. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Archive, Metadata Enrichment, Distribution & Monetization
Problem Statement
Publish and maintain game-day content for 1800 media partners in
as near real-time as possible. Enhance content discovery, previewing
and drastically lower download times. Additionally, provide partner
access to CFP’s content archive, branding and logos, and press
conference clips dating as far back as 2015.
The CFP is an annual post-season knockout tournament to
determine a national champion of the NCAA Division 1 Football
Bowl Subdivision, the highest level of college football
competition in the United States.
Use of AWS & Veritone
• Amazon S3
• Amazon Transcribe
• Amazon Rekognition
• aiWARE’s Cognitive Engine Ecosystem
• Veritone Core
• Veritone Digital Media Hub
Business Benefits
• Time-to-content savings. Media partners get comprehensive
access to high-value content in minutes vs hours
• Digital archive supporting current and past events and games
• Fully integrated content licensing & monetization workflow
• Greatly simplified partner management and access controls
College Football Playoff (CFP)

20. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
• OTT
• Broadcast playout
• Publishing
Distribution
Enable seamless delivery of live, linear, and on-
demand content anywhere, any time, to any
device.
20
2020 © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.20

21. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
© 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
About Netflix
Netflix is the world’s leading
internet television network, with
more than 100 million members
in more than 190 countries
enjoying 125 million hours of TV
shows and movies each day.
Netflix uses AWS for nearly all its
computing and storage needs,
including databases, analytics,
recommendation engines, video
transcoding and more – hundreds
of functions that in total use
more than 100,000 server
instances on AWS.
Our long-term goal is to let AWS do all the infrastructure work
especially where it isn’t Netflix specific. Our development team
can focus on the features that are unique to Netflix so we can
deliver the most compelling services to our members.
Neil Hunt, Chief Product Officer
“
”
Challenge Solution Benefits
• Need for massive scale and
elasticity
• Nearly 100% of its online
video service on AWS
• Global use of Amazon EC2,
Amazon S3, Amazon SQS,
Amazon EMR, Lambda, etc.
• 30-50K EC2 instances
• Application achieves near zero
downtime
• Massive scalability and elasticity
• Transcoding entire library to ~60
output renditions
Over the Top:
Netflix

22. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
TURNER
22
Pop-up channel
Problem Statement
TURNER EMEA team wanted to start a pop-up channel at
a short notice to test the market. They wanted to ensure
highest flexibility and quality while operating in a lower
budget.
TURNER is a global entertainment, sports and
news leader. They own and operate some of the
most valuable brands in the world that focus on
programming across genres such as children’s
entertainment, sports, news, movies, general
entertainment and more.
Use of AWS + Amagi
• AWS S3 for storing content, graphics, and metadata
• AWS Lambda for auto QC, graphics processing
• RDS and IAM for access
• Amagi CLOUDPORT for channel playout
Business Benefits
• Flexibility to start and stop channel for as less as 20 days
• Five geographies covered with cost-effective cloud
playout
• Flexible ads and playlist management at operator level
• Improved transparency with full view of each stage in the
broadcast workflow

23. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
2323
Machine Learning
and Analytics
Analyze customer content and contextual
data, enabling you to gain actionable insights
to identify customer interests, manage
infrastructure and monetize content.
Automate content processes to improve
operational efficiency and unlock archive
value.
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

24. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Automate media workflows, monetize content, reduce costs
content moderation | contextual ad insertion | cataloging media | multi-language metadata search | Subtitling | Translation
C O M P R E H E N DR E K O G N I T I O N
I M A G E
R E K O G N I T I O N
V I D E O
T R A N S C R I B E T R A N S L A T E T E X T R A C T

25. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use-Case: Event Broadcasting Enrichment

26. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Media enrichment: Automated Metadata Generation
Video
Rekognition
Video
Search Engine:
Amazon Elasticsearch
Asset Management System
1. Video is uploaded
and stored to the Data
lake
2. Create metadata for
celebrities, emotions, scene
time, objects, voices in video
3. The output is sent to the
digital/media asset
management system and
available in a search engine
Dynamic search indexing
Transcribe
Data Lake on AWS
Storage | Archival Storage | Data Catalog

27. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Tag, filter, and redact inappropriate content
Person 99.2% Gun 84.6% Handgun 73.5%
Drink 96.4% Alcohol 80.1% Wine 69.9%

28. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use-Case: National Football League
Background
• The NFL is America’s largest sport organization with
180 million fans worldwide
• Big content creator, created 15 of the top 20
broadcasts in the US in 2017 alone
• Generate 3 TB of data within every game week
Challenge
• Evolve manually tracked and generated basic stats and
start generating stats automatically
• Provide real-time data in <1 second
• Develop new ways of visualizing the action on the field
• Uncover deeper insights into the action on the field
• Expand the fan experience by offering a broader range of
advanced statistics
Route
Recognition
Formation
Recognition
Identifying Key
Events
TAKING NEXT GEN STATS TO THE NEXT LEVEL WITH ML
MEDIA
COACHING
OFFICIATING
IN-STADIUM
DISTRIBUTE
CAPTURE
PROCESS
DATA CAPTURE NEXT GEN STATS PLATFORM ON AWS END USERS

29. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
ML + IoT to enhance the Sports viewer experience

30. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use Case : Formula 1
Background
• Formula 1 is the worlds premier auto racing
championship.
• Since the first gran prix in 1950, Formula 1 engages with
500 million fans watching 21 global races annually.
Challenge
120 car telemetry sensors create 3Gb of data per second,
how can Formula 1 bring analytics and insights to car data
that drives advances in the sport and an deeper fan
experience delivered by their next generation OTT/VOD
platform.
https://aws.amazon.com/f1insights/
Use of AWS
• AWS Kenesis streams data into S3 in realtime
• Rekognition, SageMaker, & Transcribe analyze race
data
• AWS MediaServices powers next generation video
platform
Results
• Deeper fan experience
• Monetize data and direct to consumer video platform

31. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Sports media tagging

32. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Match Stats : Sports Highlights and Player Activity Pathing
Face collection
AMAZON
REKOGNITION
1. Store images
of recognized
Players
2. Index
individuals
into a
collection
Rekognition Video
3. Store video files
4. Path player activity
on screen and recognize
individual faces
Videos
6. Summarize Info on screen detail
Data Lake on AWS
Storage | Archival Storage | Data Catalog
5. Face Match, analysis
and Label Detection

33. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Sports Highlights and Player Activity Pathing

34. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Personalization offers material business results
Engagement
(up to 15% increase)
Product
Discovery
(up to 80% clicks on tail
items)
Revenue
(up to 5% increase)
Conversion
(up to 30% increase)

35. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use Case : Focus Online
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
Problem Statement
Focus Online recognized their architecture needed
to change in order to orchestrate the processes that
enable large scale personalization and content
recommendation
Use of AWS
• S3 + Glacier for content, archive, and data storage
• Dynamo DB and Aurora for database
• Amazon EMR + Firehose for big data
• Lambda + Step Functions for article tagging,
recommendations
Business Benefits
• >30% greater click through rate for recommendation
algorithm versus baseline on the first test alone
• Agile architecture that can provide personalization at
scale for 24MM monthly unique visitors
The leading German-language digital news magazine
with over 24MM unique monthly readers

36. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Customer: Nikkei
Automated Content Creation Using AI
Problem Statement
Nikkei was using journalists and news editors to write basic
summaries of earnings releases. They were looking for a
way to accelerate article publication and reallocate talent
to more value-add financial journalism.
Nikkei is a media organization focused on financial
news. Their flagship daily newspaper, The Nikkei,
has approximately three million subscribers.
Nikkei's multi-platform media distribution includes
online, broadcast and magazines.
Use of AWS
Nikkei developed their proprietary AI algorithm running
on EC2 to automatically create financial summaries
based on earnings releases.
Business Benefits
• Publish financial summaries in 1-2 minutes versus
hours using human journalists
• Scale during peak time during quarterly earnings
season
Financial Summary

37. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use-Case: Conde Nast
Background
• Conde Nast is a leading Media company behind some
of the most important Magazines in the world:
Challenge
• Improve the user experience by recommending the
right content based on user views
• Better understand how consumers interact with
their brands
Results
• After initially focusing on natural language
processing to detect written topics, the company
is using computer vision to analyze content from
videos and images
• The deep learning model was based on a pre-
trained model using ImageNet dataset, then
refined with manually selected images from
Instagram

38. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Sentiment analysis
Discover insights and relationships in text, Social media, etc..
Entities
Key Phrases
Language
Sentiment
Sentiment Analysis
(Amazon Comprehend)
360º view of customers
(Data Lake)
Storage | Archival Storage |
Data Catalog

39. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Use-Case: VidMob
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
VidMob is a creative technology platform that connects
brands with a global network of expert creative talent to
produce, analyze and optimize mobile video.
Problem Statement
Marketers were often in dark on why certain campaigns
worked and other’s didn’t. Consequently, they were forced
to make creative decisions without proper creative insights.
Use of AWS
VidMob integrated Amazon’s machine learning capabilities to
analyze drafts and performance. VidMob utilizes:
• Rekognition for person, object, and text detection
• Comprehend and Transcribe to transcribe and analyze
language
• SageMaker for predictive modelling
Business Benefits
• Rapid surfacing of all of the creative elements (e.g.
people, language, logo) enables marketers to optimize
and evolve their creative
• Predictive analytics allows marketers to understand how
an asset will perform before a single dollar is spent
• ML, applied to draft review, ensures that creative drafts
are platform compliant and brand safe

40. 여러분의 피드백을 기다립니다!
#AWSSummit 해시태그로
소셜미디어에 여러분의
행사소감을 올려주세요.
AWS Summit Seoul 2019
모바일 앱과 QR코드를 통해
강연평가 및 설문조사에
참여하시고 재미있는 기념품을
받아가세요.
내년 Summit을 만들 여러분의
소중한 의견 부탁 드립니다.
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

41. 감사합니다!
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.