A strategic partnership between Imagine Communications and Amagi is set to provide significant benefits to TV networks and broadcasters. The collaboration focuses on enhancing cloud migration, hybrid operations, orchestration, and advertising monetization.
Improved Cloud Migration and Hybrid Operations
The partnership will accelerate the delivery of solutions addressing critical customer priorities. Imagine Communications and Amagi plan to integrate their technologies to create an environment that seamlessly moves contribution, playout, and distribution workflows between on-premises solutions and cloud services. This integration aims to help broadcasters reach broadcast, FAST (Free Ad-Supported TV), and CTV audiences more effectively.
Enhanced Monetization Through Advertising
The collaboration will also improve yield from advertising opportunities for streaming services. Amagi’s CLOUDPORT, a cloud-based platform, will be integrated into Imagine Communications’ Aviator suite as part of the Plan/Make/Monetize framework. This move enables customers to migrate to a cloud-based SaaS platform while making it easier to launch OTT (Over-The-Top) services and monetize content.
Technical Integration Details
The integration brings together Amagi’s CLOUDPORT with Imagine Communications’ Aviator suite and SureFire video ad server into Amagi’s THUNDERSTORM platform. This combination allows for the orchestration of streams, services, assets, and automation through a new component called Aviator Orchestrator, integrated with Amagi’s cloud-based services.
Business Evolution
The strategic partnership enables advertising to be planned, sold, and executed across both linear and CTV audiences. This is particularly critical for FAST publishers as their businesses grow larger and require sophisticated advertising management platforms. Imagine Communications’ on-premises and hybrid broadcast solutions expertise combined with Amagi’s cloud-native playout and content monetization leadership create a converged solution.
Both companies emphasize the need to respond to rapid changes driven by viewer engagement and business-model transitions toward CTV and direct-to-consumer models. The collaboration facilitates a well-orchestrated solution that spans cloud content acquisition, playout, graphics, master control, redundancy, SCTE decoration, and dynamic ad insertion.
Demonstrations of the integrated solutions will be available at the 2023 NAB Show in Las Vegas, where both companies will showcase their joint capabilities at Imagine Communications booth W2775 and Amagi booth W1401.