151 MED I A & COMMUN I CAT I ONS is simply no requirement to move large media assets around, saving significant time, energy and costs.” Some content providers use cloud-based tools rather than cloud-native solutions. “These solutions are indeed superior to traditional outside broadcast technology,” says McDonough. “However, they still require dedicated hardware – cloud-based tools are simply stored somewhere else and controlled remotely over the internet. “Cloud-native solutions like Blackbird do not use or require dedicated hardware or infrastructure. This is the only way the industry can unlock the real benefits of cloud – namely scalability, flexibility and sustainability. If the solution is not cloud native or browser-based, it is just a stopgap to the inevitable future.” Blackbird has been deployed by a variety of customers on Microsoft Azure, including the National Rugby League (NRL) in Australia and New Zealand as well as one of the world’s leading sports federations. Another client is Deltatre which uses Blackbird to create content for the NFL’s Game Pass platform – the league’s premium subscription service. Deltatre’s digital production teams in the USA, UK and Italy collaborate using Blackbird to quickly create sport highlights for millions of fans to enjoy. The NRL streams sports games that are run through Azure and from content partners’ production locations. “The NRL’s digital team use Blackbird to rapidly create and publish highlights to social and over-the-top platforms,” says McDonough. “Clips can be delivered within just 30 seconds.” These examples showcase how Blackbird leverages Microsoft technologies to provide organisations that create video at scale with a solution for fast, lower cost and sustainable content creation that improves efficiencies and performance. “Our partnership with Microsoft is stronger than ever, and we’re tremendously excited to continue working closely together to provide the industry’s most efficient and innovative cloud video solutions.”
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