Sinclair Broadcast Group has deeply integrated Sony’s Ci Media Cloud into its operational workflow, with over 5,000 users utilizing the platform daily across departments like master control, news, sports, and engineering. The platform’s intuitive interface requires minimal training, enabling faster adoption and empowering users to customize workflows without needing technical assistance. Ci supports diverse functions, including file sending and receiving, metadata management, and advanced search capabilities, which can be tailored for workflows ranging from high school sports contributions to commercial spot management. Its robust API allows seamless integration with other systems, automating tasks such as file search, movement, and metadata updates while enabling granular event reporting for detailed cost tracking.
Ci’s flexibility aligns with Sinclair’s commitment to the MovieLabs 2030 vision, where services interact directly with media stored independently of applications. As a core element of Sinclair’s Cloud Media Pipeline (CMP), which processes 30,000 files weekly, Ci acts as a “window” into shared storage, facilitating media access, metadata adjustments, and downstream workflows. Its adaptability proved invaluable during a disaster recovery scenario, showcasing its ability to address unforeseen challenges due to its user-friendly interface and cloud-native architecture. For Sinclair, Sony Ci is a versatile, integral tool driving efficiency and innovation in media management.
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