Title Image


Sinclair selects Embrace as Media Orchestration Engine

Paris, France, March 27, 2024
EMBRACE, developer of advanced automation and orchestration software solutions for the Media & Entertainment industry, announces that Sinclair Broadcast Group (NASDAQ: SBGI) a diversified media company and a leading provider of local news, has selected its solution Pulse-IT as a key component for its centralized Cloud Media Transformation initiative, hosted on Amazon Web Services, inc. (AWS).
Pulse-IT enables Sinclair to achieve operational efficiencies at scale by seamlessly orchestrating media workflows across a suite of cloud-enabled tools, which include Telestream Vantage, Sony Ci, OSI, Wide Orbit, Amagi and even Microsoft Teams.
Pulse-IT’s containerized architecture also enables it to dynamically scale when needed in response to the needs of Sinclair’s nearly 200 channels, which routinely require processing of more than 6,000 individual spots, promos, or syndicated programs per day. At slower times, the system will automatically and quickly scale back to use only minimum resources, thus achieving significant savings.
Mike Kralec, Sinclair’s SVP and Chief Technology Officer, said, “The ongoing collaboration with Embrace has enabled Sinclair to build the foundational media workflows and orchestration essential for our vision of business transformation driven by cloud-based media operations, which requires integrating our broadcast business processes, media, and playout operations in the AWS Cloud.”
Sinclair chose Pulse-IT as a media orchestration tool in large part because of its graphical, low-code or no-code paradigm used to create workflows which then run within scalable and responsive containers.
Mike Palmer, Sinclair’s AVP Media Management, added, “We looked for a modern and robust media orchestration platform that could easily integrate with a diverse range of services to implement centralized and dynamic media orchestration across our nearly 200 channels. Our combined success in delivering those critical integrations has made Pulse-IT a vital component of our cloud media operations.”
Julien Gachot, Embrace’s CEO, shared, “We were thrilled to be chosen for the most ambitious project in media tech this year. Our fundamental strategy of bringing a low-code media-oriented supply chain transformation product to the market matched the co-innovation approach expected from Sinclair’s project team. We are proud to have met or exceeded their expectations by offering a reliable, nimble, and highly scalable platform, ready for future advancements and continuous transformation.”
Pulse-IT is a media-oriented business process management software enabling customers to transform, optimize, execute, and monitor any business, broadcast, or digital media workflow simply and quickly.
The containerized and Kubernetes-orchestrated software solution features a rich and extendable API-based software architecture that is integrated with third-party provisioning, cloud networking, and orchestration applications on AWS. The solution addresses specific needs for core broadcast content preparation applications and for delivering highly intensive file-based media workflow services. These core features were instrumental in Sinclair’s success for this best-of-breed ambitious project.

Credits: DPP Media Supply Festival NY, USA 2023.

From left to right: Chris Ziemer, AWS / Richard Andes, Telestream / Julien Gachot, Embrace / Mike  Palmer, Sinclair / Rowan de Pomerai, The DPP

Since 2015, EMBRACE has been transforming content creation at scale by connecting people, systems, and processes. The company develops advanced automation, orchestration, and collaboration solutions for the media & entertainment industry and global brands. EMBRACE aims to unleash creativity and improve performance and experience around video and graphics supply chains.
Our products are heavily used 24/7 by leading media groups such as ABC News, A&E Networks, AMG-Mercedes, Arte, BCE, Be tv, CANAL+, Euronews, Mediawan Thematics, INA, Orange, Red Bee Media, RTL Group, Sinclair Broadcast Group, TF1.
Please visit www.embrace.fr for additional information.
About Sinclair
Sinclair Broadcast Group, Inc. (Nasdaq: SBGI) is a diversified media company and a leading provider of local news and sports. The Company owns, operates and/or provides services to 185 television stations in 86 markets affiliated with all the major broadcast networks; owns Tennis Channel and multicast networks Comet, CHARGE! TBD and The Nest; and owns and provides services to 21 regional sports network brands. Sinclair’s content is delivered via multiple platforms, including over-the-air, multi-channel video program distributors, and the nation’s largest streaming aggregator of local news content, NewsON. The Company regularly uses its website as a key source of Company information which can be accessed at www.sbgi.net.