IBCs. At this year's IBC in Amsterdam, Amazon Web Services, AWS, will showcase how its latest innovations help customers streamline content creation, reduce costs by connecting workflows, and maximize the value of their content, captivating their audience.
IBC 2025 will also serve as a space 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 booth 5.C90 in Hall 5 of the RAI during exhibition hours and in sessions throughout the week, offering engaging demonstrations, in-depth advice, and rich discussions.
The AWS booth will feature 56 AWS Partners in various demonstrations showcasing the technologies and major use cases that define the future of the media and entertainment (M&E) industry. They are demonstrating the latest cloud and AI technologies that help customers in the areas of broadcasting, streaming, media supply chain, and monetization. This includes a Development Zone and a Generative AI Zone to delve into the technical aspects.
Attendees will learn how entertainment companies can adapt to an ever-evolving entertainment environment, at scale and on budget, using the latest generative and cloud-based AI tools from AWS and its partners.
For example, global news organization Reuters will team up with AWS to display live content captured from the U.K. Parliament, replicated in near real-time to multiple news organizations simultaneously.
They will use the open-source Time-Addressable Media Store (TAMS) API specification and AWS services, such as 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 integrate with Amazon Bedrock and TwelveLabs' video understanding models to enable the integration of informational content.
Media and entertainment companies are looking to leverage generative AI to generate revenue from their existing content and intellectual property libraries, reducing operational costs and improving the viewing experience. AWS will present demonstrations that demonstrate the practical use of generative AI workloads, including examples of how to use services such as Amazon Bedrock, with the basic models of Amazon Nova, and Amazon Connect.
AI agents are also helping media and entertainment companies implement new engagement features, streamline operations, and improve advertising and monetization opportunities. The AWS booth will include more AI demonstrations with agents than ever before, showcasing capabilities such as Amazon Bedrock AgentCore, Amazon Q, and Kiro to support media and entertainment use cases. This includes demos featuring the latest update to the Guide to a Media Lake on AWS, which has added AI capabilities with agents from AWS partners MASV and Nomad Media.
Attendees will be able to explore how AWS services can meet their specific needs alongside experts in the Builder Zone. This includes learning how to deploy infrastructure across multiple availability zones and regions with Amazon CloudFront and capturing detailed video quality metrics for every frame of your output with AWS Elemental MediaConvert. Explore live video monetization while offering digital video recorder (DVR) capabilities with AWS Elemental MediaTailor. Reimagine search and visibility within media libraries with Cloud Storage on AWS and Amazon S3 Vectors, and streamline business operations with Amazon Q.
New this year, the Developer Zone will also feature experts who will be able to talk about Digital Sovereignty on AWS. This includes the AWS European Sovereign Cloud, the first full-featured, independently operated sovereign cloud, backed by robust technical controls, sovereignty guarantees, and the legal protections required by European governments and businesses. Expected to launch by the end of 2025, the AWS European Sovereign Cloud will be located entirely in the EU, physically and logically separated from other AWS regions.
Celebrating a Decade of AWS Elemental
September 3, 2025 marked 10 years since AWS acquired Elemental Technologies, now known as AWS Elemental. In many ways, the acquisition marked the beginning of a new era for AWS in the media and entertainment industry, and IBC provides the ideal forum to celebrate with the customers and partners who have helped build that journey.
