I've lost count of how many times I've heard software-defined production reduced to just run your broadcast software on commodity servers. The reality is far richer. True SDP is about constructing agile, hybrid workflows that let vision mixing, replays, routing, multiviewers, playout, you name it, spin up as microservices on a distributed compute layer that may live on-prem, at the edge, in the cloud, or all three at once. A unifying control and management platform sits above it, knitting everything together so teams can scale operations instantly, without the straitjacket of fixed hardware.
That philosophy drove us to create the Agile Media Processing Platform, AMPP. Think of AMPP as the iOS of media. Orchestration, monitoring, authentication, UI abstraction, billing, and transport the glue most people never see are baked in, so every tool speaks the same language. More than 300 native apps already run on it, and we publish free SDKs and public APIs so partners can slot their own tech straight in. Vizrt, Ross, Singular.live, TechX, and dozens of others have done exactly that. Need an EVS replay server that isn't AMPP-native yet? You can drop it in over MXL or another standard transport and control it through the same UI that drives everything else. Third-party graphics follow the same approach. AMP Control makes them feel local.
Keeping things open matters. Too many vendors still build walled gardens or lift and shift their old tools into a cloud VM and call it progress. We've gone the other way, and it's paying off in the field. Our Media eXchange Layer, MXL, co-developed with the EBU and powered by AMP frame-cache technology, is rapidly becoming a common standard for asynchronous media exchange. We're opening it up to the wider community so everyone can benefit.
If you want proof this works outside the lab, visit DMC's facility in Hilversum. With Broadcast Solutions, they built what is arguably the world's first fully software-defined broadcast center. AMPP sits at its heart, supporting Ziggo Sport and Rally X every day. At the opposite end of the scale, Italian outfit NVP knocks out up to 30 soccer matches each weekend from a compact control room with just a few monitors, PCs, and Stream Decks, yet delivers top-tier quality because they can summon extra resources whenever the match schedule spikes. And when NEP produced Netflix's NFL Christmas Day game, one of the largest live streaming events ever, they did it with a single rack of servers at Netflix HQ, powered end to end by AMPP. That same tech has handled the Super Bowl. It's the same codebase running in wildly different footprints.
This elasticity also tackles the skills gap biting our industry. New operators expect single sign-on, role-specific interfaces, and automation, not half a dozen clunky GUIs. AMPP lets them see only what they need, or even build their own front-end altogether, so they spend their time on storytelling instead of configuration. It makes the job more attractive to the next generation of talent and keeps experienced engineers from drowning in manual workflows.
Software-defined production isn't a promise. It's already here, running live sports, entertainment, and news around the globe. By keeping AMPP open, scalable, and vendor-neutral, we're giving content creators the freedom to adapt at the speed of imagination. Whether you're covering a local derby or the biggest game on the planet, the same platform scales to fit, and that's what the future of media production looks like.
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