2010 Archive - AWS Elemental Blog

Video Processing Perspectives

2010 Archive - AWS Elemental Blog
2010 Archive - AWS Elemental Blog
Submitted by Lisa on December 23, 2010

We’ve had many significant developments at Elemental in this transformative year including numerous customer wins, a Series B funding round and strong additions to our executive team. But what achievements truly stand out as highlights in 2010?

Elemental History of Innovation


Q: How was live encoding revolutionized in 2010?

A: Elemental launched its GPU-accelerated Elemental Live encoder at NAB 2010 and promptly took home a Mario Award from TV Technology Magazine. The Mario recognizes significant technical breakthroughs predicted to profoundly impact the future of audio and video technology. Just seven months later, Elemental Live is widely deployed in content production workflows to create multi-formatted video.

Q: How did Elemental up the ante for live streaming 3D? 

A: Elemental partnered with Microsoft and NVIDIA at IBC 2010 to achieve the first live Smooth Streaming 3D broadcast in full HD. The demonstration featured a real-world 3D workflow in which Elemental Live performed the heavy-duty encoding required to stream live 3D adaptive bit rate video at up to 1080p over the Internet to the Elemental and Microsoft booths on the trade show floor.

Q: How did half a million online viewers attend a rock concert in real time?

A: Elemental joined forces with Microsoft and iStreamPlanet in November to deliver the first live concert streamed over the Internet in full 1080p HD. The event featured Grammy Award-winning artist Imogen Heap performing live in London. Elemental was subsequently highlighted as an iStreamPlanet partner for the collaborative and successful delivery of this broadcast-quality event.

Q: Who took GPU-accelerated video transcoding off the ground and into the cloud? 

A: Elemental was the first to perform video transcoding in the Amazon Web Services cloud infrastructure using GPU compute power. In the coming year, Elemental will launch its Accelerated Cloud Transcoding (ACT) family of services as an augmented offering to its customers who want to take advantage of scalable, pay-as-you-go transcoding performed on powerful graphics processors.

Q: What the heck is Snow Days and why do we keep tweeting about it?

A: Snow Days is a first-of-its-kind and ongoing winter event at the Cleveland Indians baseball stadium that features snow tubing, ice skating and other family-oriented snow and ice-based activities. Elemental is live streaming the action on the field 24/7 for the duration of the event: November 26-January 2. As an uninterrupted live streaming event, this rivals coverage of the BP oil spill! However, we like to think Elemental’s nonstop streaming of Snow Days is a more positive contribution to perfecting the media experience.

Note that since this entry was posted, Elemental ACT has been rebranded as Elemental™ Cloud

Submitted by Eli on November 25, 2010

Baseball season may still be four months away as snow blankets Progressive Field in Cleveland, but that isn’t keeping people away from the ballpark. In fact, it’s bringing them in. The Indians’ Snow Days, a month-long “gigantic winter fun event,” kicks off today at the venue in downtown Cleveland.

Snow Days

Although baseball stadiums historically go quiet during the winter, save for the Winter Classic, Progressive Field is bringing the noise. The organization’s goal is to make Snow Days a marquee destination featuring wintery food, fun and activities, including:

  • The “Batterhorn,” a multi-lane snow tubing track that begins at a height of 60 feet, 6 inches (the same distance from home plate to the pitcher’s mound)
  • The “Frozen Mile,” a quarter mile-long ice rink around the outfield warning track
  • “Slider’s Snow Zone,” a kids’ play area in left field
  • The “Home Run Porch,” a fire pit lounge area with concessions
  • The “Winter Haven” walking trail with snow angels in the outfield, lighted trees and a giant snow maze
  • A big fireworks display on November 26 (“Snopening Day”).

So what does this have to do with Elemental? Elemental Live is powering live coverage of Snow Days over at the Tribe's website. Adobe Flash adaptive bit rate streams are live around the clock for the duration of the event, which concludes on January 2. This lets viewers watch as 150 tons of snow is pumped into the park each day, kids fly down the track on tubes and wobbly skaters navigate the oversized ice rink. And who knows, maybe executives at other baseball franchises will tune in to get winter event ideas for their own ballparks. Snow Days could be shoveling the path (plowing the way?) for more year-round fun down the road.

Submitted by Keith on November 15, 2010

Today, Amazon Web Services (AWS) announced its new GPU cloud-hosted solution called Amazon Cluster GPU Instances. Elemental is proud to partner with AWS to provide the world’s first GPU-accelerated cloud transcoding services running on Amazon’s EC2 GPU Clusters. Tomorrow, Elemental will officially announce our Elemental Accelerated Cloud Transcoding family of services – Elemental ACT™ for short.

Elemental ACT is our first foray into cloud-based transcoding. With these services, Elemental will augment our existing solutions to provide media conversion options across a broad continuum that meet the varied needs of our customers. With a full complement of offerings from the pay-as-you-grow cloud “utility” service to the unique hybrid models that help meet elastic demand for high-quality transcoding, Elemental will continue to set the benchmark in high performance transcoding for our customers. And with our efficient use of Amazon Machine Instances, we will be able to provide significant cost savings to customers as well.

Elemental ACT Cloud Transcoding Workflow

Whether it’s in the cloud or the data center, we’re eager to find new ways to optimize the use of graphics processing units wherever they reside. We are excited to extend our existing track record of video innovation around high performance computing using Amazon Web Services.

Note that since this entry was posted, Elemental ACT has been rebranded as Elemental™ Cloud