German media group ProSiebenSat.1 has opted for Amazon’s AWS as its primary cloud provider.
The contract will extend across its broadcast and digital media businesses, production companies, and e-commerce platforms.
ProSiebenSat.1 also wants to reduce the time to market of new applications, and introducing advanced analytics and machine learning (ML) technologies in its home markets of Germany, Austria and Switzerland.
Most of ProSiebenSat.1‘s brands have deployed applications on AWS, including its Joyn streaming platform, offering viewers over 20,000 episodes and 55 live channels in the cloud.
“By moving more of our business to AWS and incorporating AWS’s ML services, we are able to enhance our agile software development practices and derive even more value from our large consumer data platforms,’ explained Nick Thexton, Chief Technology Officer, ProSiebenSat.1.
As part of the agreement, ProSiebenSat.1 will use AWS ML services to intelligently tailor advertising to viewers and enhance personalisation and recommendations across all of its media brands.
One of its most strategic projects uses Amazon SageMaker, a fully managed service to build, train, and deploy ML models, and AWS data analytics tools to predict the future value of an upcoming advertising slot.
“Over the past few years, media companies have been using our unmatched portfolio of cloud services to transform the delivery of content and create more personalized viewing experiences to delight audiences on every platform,” said Andy Isherwood, Managing Director, Amazon Web Services EMEA.
ProSiebenSat.1 operates 15 free and pay-TV channels in Germany, Austria and Switzerland.