Cires21 MediaCopilot streamlines video content creation with AWS

This blog was co-authored by David González, CTO at Cires21 and Nacho Mileo, Head of Product at Cires21.

The media and entertainment landscape are experiencing unprecedented transformation. Content creators across industries—from educational institutions to enterprise marketing teams—are demanding sophisticated video processing capabilities that were once exclusive to broadcast professionals. Cires21, with over 15 years of experience in broadcast and over-the-top (OTT) solutions, recognized this shift and developed MediaCopilot®.

The evolution beyond traditional broadcast

Today’s content landscape extends far beyond traditional media boundaries:

• Educational platforms require automated multilingual transcription to support global learners.
• Corporate teams seek to transform lengthy meetings into shareable highlights.
• Marketing agencies demand rapid production of subtitled clips optimized for social channels.
• Digital-native companies need flexible tools to repurpose content efficiently without heavy technical overhead.

These emerging use cases share a common challenge: they require sophisticated video processing capabilities, but lack the specialized infrastructure and expertise traditionally associated with broadcast operations.

Realizing this gap, Cires21 developed MediaCopilot, an AI-powered, cloud-native platform built on AWS that streamlines video analysis, transcription, diarization, subtitling, dubbing, reframing, metadata extraction and more. It democratizes professional-grade video workflows for organizations of all sizes.

By abstracting complexity behind a clean and intuitive interface (and also through API and MCP Server), MediaCopilot makes advanced processing accessible to any team. It empowers both video professionals, and non-specialists, to create, localize, and publish high-quality content efficiently, accelerating workflows while reducing operational overhead.

Architecting for scale and simplicity

MediaCopilot is built as a fully managed, serverless platform, that orchestrates multiple AWS services through a unified interface. Users can focus on content creation rather than infrastructure management. The platform’s architecture leverages several key AWS services.

AWS Elemental MediaLive handles live stream ingestion and encoding with low latency. AWS Elemental MediaConvert transcodes content into specific formats, and AWS Elemental MediaPackage prepares content for delivery in multiple formats. This enables seamless live-to-video on-demand (VOD) transitions and adaptive streaming capabilities that scale automatically based on demand.

Amazon SageMaker-AI powers the platform’s AI capabilities, providing the ability to build, train and deploy custom machine learning models that can perform advanced content analysis. These models detect scene boundaries, identify speakers, perform optical character recognition (OCR), and extract rich metadata—enabling intelligent search and automated content tagging that would traditionally require manual effort.

Amazon Simple Storage Service (Amazon S3) serves as the central media asset repository, providing durable, scalable, and cost-effective storage for raw footage, processed assets, subtitles and metadata. It works as the Origin for Amazon CloudFront video delivery. The service’s integration with other AWS media services enables seamless data flow throughout the processing pipeline.

Amazon CloudFront verifies global content delivery with low latency and high availability. It provides smooth playback experiences for end users across regions while maintaining security through content protection features.

Amazon Bedrock foundation models enable semantic search, content summarization, and automated generation of video descriptions. They enhance user interaction and content discoverability through natural language processing capabilities.

The entire workflow is orchestrated through AWS Step Functions and AWS Lambda, creating event-driven, serverless processing pipelines that scale automatically. They also help optimize resource utilization based on workload demands.

Architecture overview

Figure 1: High-level architecture.

The architecture diagram illustrates the complete flow. It starts with content ingestion through AWS Elemental MediaLive with processing pipelines orchestrated through serverless AWS services. Artificial intelligence and machine learning (AI/ML) analysis is done on Amazon SageMaker with asset storage in Amazon S3 and global delivery through Amazon CloudFront. This tightly integrated stack abstracts complexity, so users can ingest content once and deliver intelligent, localized video experiences anywhere.

Real-world transformation across industries

MediaCopilot addresses diverse industry scenarios by simplifying complex video workflows and accelerating content delivery timelines.

Events and live-to-VOD processing: Event producers ingest live streams through AWS Elemental MediaLive, automatically generate highlight reels using AI-driven clipping and editing—publishing optimized content to social platforms. Automated subtitling and dubbing capabilities expand audience reach across languages and regions, while intelligent content analysis identifies key moments for highlight creation.

Educational platforms: Institutions enrich recorded lectures with AI-generated multilingual subtitles and voice overs powered by Amazon SageMaker and Amazon Bedrock. Intelligent search capabilities, enabled by metadata extraction, help students quickly locate relevant content within large video libraries, significantly enhancing learning outcomes and accessibility.

Marketing and content creation: Marketers and creators efficiently convert long-form videos into platform-optimized clips. Automated reframing adjusts aspect ratios for platforms like Instagram and TikTok, while subtitle embedding ensures accessibility compliance. The platform exports Edit Decision Lists (EDLs) that facilitate further refinement in traditional editing suites, bridging cloud automation with existing workflows.

Embracing the agentic future

As artificial intelligence continues to evolve, so does the way teams orchestrate video workflows. MediaCopilot is pioneering this evolution with the introduction of MediaCopilot MCP (Model Context Protocol) Server, an innovative interface layer that enables autonomous agents to connect and interact programmatically with the platform.

MediaCopilot MCP Server exposes a structured, task-oriented API surface with a declarative schema for media operations. Developers can integrate custom agents or third-party frameworks that can plan, execute, and monitor entire complex workflows. Tasks such as multilingual adaptation, highlight extraction, or content summarization can now be triggered through agent-level instructions without requiring manual UI operation or service orchestration.

These agents combine AWS foundation models with enterprise APIs and data sources to execute sophisticated video workflows in response to natural language instructions or contextual triggers. This transforms MediaCopilot into a programmable video assistant that scales content production through intelligent automation and delegation.

AWS as the innovation catalyst for Cires21

AWS provides the scalable, flexible infrastructure that underpins the innovation of MediaCopilot. The comprehensive suite of AWS media services has been instrumental in accelerating the development and deployment of MediaCopilot. Rather than building infrastructure from scratch, Cires21 leveraged ready-to-use AWS services for live and on-demand video processing, significantly reducing time-to-market.

Amazon SageMaker and Amazon Bedrock eliminated the need for managing AI/ML infrastructure. They enable rapid deployment of custom AI models and foundational models that enrich video content with intelligent analysis. Amazon S3 and Amazon CloudFront provided secure, scalable storage and global delivery capabilities from day one. AWS Step Functions and AWS Lambda automated orchestration and event-driven processing, creating resilient workflows that handle varying workloads efficiently.

With this foundation Cires21 can focus on enhancing features and delivering customer value rather than managing underlying infrastructure complexity.

The future of intelligent video workflows

MediaCopilot represents a paradigm shift in how organizations approach video content creation and distribution. By combining the deep media expertise of Cires21 with the cloud-focused capabilities of AWS, the platform demonstrates how artificial intelligence and cloud computing can democratize sophisticated video workflows.

As video content continues to permeate industries beyond traditional media, the demand for accessible, intelligent processing solutions will only grow. AWS remains committed to advancing these capabilities through continued innovation in AI services, media processing, and cloud infrastructure.

The collaboration between AWS and Cires21 exemplifies how cloud technology can transform industry-specific challenges into opportunities for innovation and growth. By abstracting complexity, while maintaining professional-grade quality, MediaCopilot enables organizations to unlock the full potential of their video assets—accelerating production, enhancing accessibility, and expanding global reach.

Whether processing live streams, pre-recorded content, or existing video libraries, MediaCopilot, powered by AWS, provides the foundation for intelligent, scalable video workflows that adapt to evolving business needs.

Visit the AWS Marketplace to start using Cires21 MediaCopilot.

To learn more about AWS media services and how they can transform your video workflows, visit the AWS Media Services page. Or contact an AWS Representative to know how we can help accelerate your business.

Further reading

• AWS for Media & Entertainment
• Choosing the right AWS live streaming solution for your use case
• Transforming sports storytelling with generative AI on AWS
• Welcome to AWS MCP Servers
• Making accessibility native to AI-driven subtitling workflows: MediaCopilot embraces UNE 153010

About Cires21

For more than a decade, Cires21 has partnered with leading broadcasters and over the top (OTT) providers across Europe, deploying high-performance video workflows using the robust media infrastructure of AWS. Their flagship C21 Live Encoder, along with C21 Live Control and C21 Live Origin, has become integral to broadcast operations throughout the region.