Whether delivering live sports programming, streaming services, network broadcasts or content on social platforms, media companies face a daunting landscape.
Viewers are increasingly opting for interactive and personalized content. Virtual reality and augmented reality continue their drive into the mainstream. New video compression standards are challenging traditional computing infrastructure. And AI is having an impact across the board.
In a situation this dynamic, media companies will benefit most from AI-enabled media solutions that flexibly align with their changing development and delivery needs.
NVIDIA Holoscan for Media, available now, is a software-defined platform that enables developers to easily build live media applications, supercharge them with AI and then deploy them across media platforms.
A New Approach to Media Application Development
Holoscan for Media offers a new approach to development in live media. It simplifies application development by providing an internet protocol (IP)-based, cloud-native architecture that isn’t constrained by dedicated hardware, environments or locations. Instead, it integrates open-source and ubiquitous technologies and streamlines application delivery to customers, all while optimizing costs.
Traditional application development for the live media market relies on dedicated hardware. Because software is tied to that hardware, developers are constrained when it comes to innovating or upgrading applications.
Each deployment type, whether on premises or in the cloud, requires its own build, making development costly and inefficient. Beyond designing an application’s user interface and core functionalities, developers have to build out additional infrastructure services, further eating into research and development budgets.
The most significant challenge is incorporating AI, due to the complexity of building an AI software stack. This prevents many applications in pilot programs from moving to production.
Holoscan for Media eases the integration of AI into application development due to its underlying architecture, which enables software-defined video to be deployed on the same software stack as AI applications, including generative AI-based tools. This benefits vendors and research and development departments looking to incorporate AI apps into live video.
Since the platform is cloud-native, the same architecture can run independent of location, whether in the cloud, on premises or at the edge. Additionally, it’s not tied to a specific device, field-programmable gate array or appliance.
The Holoscan for Media architecture includes services like authentication, logging and security, as well as features that help broadcasters migrate to IP-based technologies, including the SMPTE ST 2110 transport protocol, the precision time protocol for timing and synchronization, and the NMOS controller and registry for dynamic device management.
A Growing Ecosystem of Partners
Beamr, Comprimato, Lawo, Media.Monks, Pebble, RED Digital Cinema, Sony Corporation and Telestream are among the early adopters already transforming live media with Holoscan for Media.
“We use Holoscan for Media as the core infrastructure for our broadcast and media workflow, granting us powerful scale to deliver interest-based content across a wide range of channels and platforms,” said Lewis Smithingham, senior vice president of innovation special operations at Media.Monks, a provider of software-defined production workflows.
“By compartmentalizing applications and making them interoperable, Holoscan for Media allows for easy adoption of new innovations from many different companies in one platform,” said Jeff Goodman, vice president of product management at RED Digital Cinema, a manufacturer of professional digital cinema cameras. “It takes much of the integration complexity out of the equation and will significantly increase the pace of innovation. We are very excited to be a part of it.”
“We believe NVIDIA Holoscan for Media is one of the paths forward to enabling the development of next-generation products and services for the industry, allowing the scaling of GPU power as needed,” said Masakazu Murata, senior general manager of media solutions business at Sony Corporation. “Our M2L-X software switcher prototype running on Holoscan for Media demonstrates how customers can run Sony’s solutions on GPU clusters.”
“Telestream is committed to transforming the media landscape, enhancing efficiency and content experiences without sacrificing quality or user-friendliness,” said Charlie Dunn, senior vice president and general manager at Telestream, a provider of digital media software and solutions. “We’ve seamlessly integrated the Holoscan for Media platform into our INSPECT IP video monitoring solution to achieve a clear and efficient avenue for ST 2110 compliance.”
Experience Holoscan for Media at NAB Show
These partners will showcase how they’re using NVIDIA Holoscan for Media at NAB Show, an event for the broadcast, media and entertainment industry, taking place April 13-17 in Las Vegas.
Explore development on Holoscan for Media and discover applications running on the platform at the Dell Technologies booth. Learn more about NVIDIA’s presence at NAB Show, including details on sessions and demos on generative AI, software-defined broadcast and immersive graphics.
Apply for access to NVIDIA Holoscan for Media today.
