AWS for M&E Blog
AWS to show new generative AI, news distribution innovations at IBC 2025
At this year’s International Broadcasting Convention (IBC) in Amsterdam, Amazon Web Services (AWS) will showcase how its latest innovations are helping customers: speed up how they create content, reduce costs with as they connect workflows, and maximize the value of their content while they captivate audiences. IBC 2025 will also serve as a moment to reflect on, and celebrate, the incredible achievements of AWS customers using AWS Elemental Media Services since AWS acquired Elemental Technologies 10 years ago.
AWS will be at stand 5.C90 in Hall 5 at the RAI during exhibit hours and in sessions throughout the week offering engaging demos, in-depth guidance, and thoughtful discussions.
At the stand (5.C90)
The AWS stand will feature 56 AWS Partners across various demos that showcase the technologies and top use cases shaping the future of the Media & Entertainment (M&E) industry. We are demonstrating the latest cloud and AI technologies that help customers across broadcast, streaming, media supply chain, and monetization. This includes a Builder Zone and Generative AI Zone for more technical deep dives.
Throughout the AWS stand, attendees will learn how M&E companies can adapt to a shifting entertainment environment, at scale and within budget, by using the latest generative AI and cloud-based tools from AWS and its Partners.
For example, global news organization Reuters will join AWS in demonstrating live content captured from the floor of the United Kingdom (UK) Parliament—replicated in near real-time to multiple news organizations simultaneously. They will be using the open-source Time-Addressable Media Store (TAMS) API specification and AWS services including Amazon Simple Storage Service (Amazon S3), AWS Elemental MediaConvert, and AWS Step Functions. Reuters and AWS will show how cloud-native collaboration and interoperability can transform the way news is created, exchanged and monetized. AWS will also show how TAMS can be integrated with Amazon Bedrock and the TwelveLabs video understanding models to enable embedding of news content.
M&E companies want to leverage generative AI to unlock revenue from their existing content libraries and IP, reducing operational costs, while enhancing viewing experiences. AWS will feature demos showing practical use of generative AI workloads, including examples of how to use services like Amazon Bedrock, featuring Amazon Nova foundation models, and Amazon Connect.
AI agents are also helping M&E companies support new engagement features, streamline operations, and enhance advertising and monetization opportunities. The AWS booth will include more agentic AI demos than ever before, showcasing capabilities like Amazon Bedrock AgentCore, Amazon Q, and Kiro to support M&E use cases. This includes demos featuring the latest update to the Guidance for a Media Lake on AWS, which has added agentic AI capabilities from AWS Partners MASV and Nomad Media.
Attendees can explore how AWS services can support their unique needs alongside experts in the Builder Zone. This includes learning to deploy infrastructure across multiple availability zones and regions using Amazon CloudFront, and capturing detailed video quality metrics for every frame in your output with AWS Elemental MediaConvert. Explore monetizing live video while offering digital video recorder (DVR) features with AWS Elemental MediaTailor. Reimagine search and discoverability within media libraries with Cloud Storage on AWS and Amazon S3 Vectors, along with streamlining business operations with Amazon Q.
New this year, the Builder Zone will also feature experts who can discuss Digital Sovereignty at AWS. This includes the AWS European Sovereign Cloud, the first fully featured, independently operated sovereign cloud backed by strong technical controls, sovereign assurances, and legal protections required by European governments and enterprises. Anticipated to launch at the end of 2025, the AWS European Sovereign Cloud will be entirely located within the EU, physically and logically separate from other AWS Regions.
Celebrating a decade of AWS Elemental
September 3, 2025 marks 10 years since AWS acquired Elemental Technologies, now known as AWS Elemental. In many ways, the acquisition marked the beginning of a new journey for AWS in M&E, and IBC provides the ideal forum to celebrate with the customers and partners who have helped shape that journey.
Today, AWS Elemental services support innovative new streaming platforms, live digital broadcast techniques, cloud production workflows, and more. These services help customers like BBC, FOX, Netflix, PBS, and Prime Video create, transform, and deliver high-quality digital content. For example, using AWS Elemental Media Services, Tubi delivered the most-streamed Super Bowl in history to 15.5 million peak concurrent streaming viewers. Formula 1 debuted its new F1 TV Premium streaming subscription tier, and NBCUniversal delivered personalized ads across 5,000 hours of 2024 Paris Olympics content on Peacock.
The AWS stand will feature a dynamic timeline mapping out a decade of milestones and industry breakthroughs. It will give attendees a look back on the hundreds of features released since the acquisition, supporting over 1,500 customers worldwide. IBC attendees can also meet with AWS Elemental experts at the stand.
You can visit the AWS Elemental 10-year anniversary page to learn more about all of the activities planned for IBC.
Speaking sessions and more
AWS has also teamed up with NVIDIA to sponsor the Future Tech Hall (Hall 14, Stand 14.A13). Join us to learn from AWS technical leaders, AWS Partner Network (APN) partners, and customers to hear how they are accelerating the implementation of AWS for media workloads.
AWS will participate in ten sessions during IBC2025, including seven sessions on the AWS and NVIDIA Innovation Stage in the Future of Tech Hall (Hall 14) and two sessions on the Future Tech Stage. Sessions include:
- Thursday (9/11)
- 1:35 PM – World Skills Café, stand E102 – Is the Lack of Skills Holding Companies Back? (Featuring: Nina Walsh, Global Leader, Industry Business Development, AWS)
- Friday (9/12)
- 1:45 PM – Future Tech Stage – Pushing the Limits: AI Innovation in Live Sports with Formula 1 (Featuring: Ruth Buscombe, Lead race strategist at Formula 1; Sepi Motamedi, Sr. Product Manager of Live Media Solutions, NVIDIA; Chris Blandy, Director of Media & Entertainment, Games, and Sports Business Development, AWS)
- Saturday (9/13)
- 11:15 AM – AWS and NVIDIA Innovation Stage – The 2025 Club World Cup as the Engine of Innovation: How Cloud Technology Reshaped Sports Rights and Delivery (Featuring: James Pearce, SVP broadcast and streaming at DAZN; Andy Wilson, CTO at M2A Media; Paul Devlin, Global Strategy Leader for Betting, Gaming & Sports at AWS; Larissa Gorner-Meeus, CTO at Proximus Media)
- 12:00 PM – AWS and NVIDIA Innovation Stage – Future Fit Media Supply Chains (Featuring: Adam Jakubowski, VP Technical Operations at BBC Studios)
- 1:00 PM – Future Tech Stage – How Prime Video Is Changing Production with ‘Last One Laughing’ in the cloud (Featuring: Tim Bock, Head of Production, Innovation – International Originals at Amazon MGM Studios; Greg Young, Worldwide Production and Post Technology at Prime Video)
- 3:45 PM – From Rights to Revenue: Unlocking Content Value in a Digital-First World (Featuring: Richard Clarke and Damien Viel from Banijay; Kathleen Barrett, CEO at Backlight; Alex Buchanan, Director of Programs at Base)
- 4:30 PM – AWS and NVIDIA Innovation Stage – AI-Driven Media Transformation: Redefining audience experiences (Featuring: Sebastien Westerduin, CEO, Amplify; Lewis Smithingham, EVP of Strategic Industries – Media, Entertainment, Gaming & Sports, Monks; Joeri Lambert, SVP of Growth, Platforms & Tech Services EMEA, Monks; Stuart Lepkowsky – Global Head of Telco, Media & Entertainment, Games, and Sports Partner Strategy, AWS)
- Sunday (9/14)
- 12:45 PM – AWS and NVIDIA Innovation Stage – Breaking News: Next-generation workflows in News and Sports (Featuring: Sam Ross, Executive Product Manager for Shortform Production and Publication at BBC; Rebecca Light, Group Head of Content Management and Quality Control at Sky)
- 2:15 PM – AWS and NVIDIA Innovation Stage – 10 Years of Video Innovation with AWS Elemental: How it Started, How it’s Going, and What’s Next (Featuring: Eric Orme, VP Live Sports Product & Engineering at Prime Video; Alan Robinson, Executive Product Manager, BBC; Greg Truax, Director of Engineering, AWS Elemental)
- 4:30 PM – AWS and NVIDIA Innovation Stage – MovieLabs: Broadcasting the vision (Featuring: Rich Burger, CEO at MovieLabs; Tom Sharma, CTO at Avid; Raf Soltanovich, VP of Technology at Prime Video)
Additionally, IBC attendees can join AWS, AWS Partners, and other industry peers at one of our ancillary events throughout the week. This includes:
- Thoughtworks Happy Hour – Friday, September 12th | AWS booth – Hall 5, Booth 5.C90 from 5:00-6:00 PM (Register)
- Women in Media and Tech – Friday, September 12th | Apollo Hotel from 5:30-7:30 PM (Register)
- Qumulo Happy Hour – Sunday, September 14th | AWS booth – Hall 5, Booth 5.C90 from 5:00 pm-6:00 PM (Register)
Find AWS at IBC 2025
Visit the AWS stand at IBC to connect directly with subject matter experts. Learn more about the unmatched portfolio of AWS M&E services and solutions, the largest network of M&E Partners, and industry-leading foundation models for generative AI and agentic AI applications.
Book a meeting with an AWS expert at the show and check out our AWS at IBC 2025 page for more details.