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Oracle has introduced Oracle Media Fabric, a platform that combines media production and video delivery in a single system.
The platform is aimed at media groups, streaming services and brands looking to manage content creation, adaptation and distribution through one system.
Oracle Media Fabric combines three existing product areas: Oracle Creative Studio, Oracle AI Media Models and Oracle Video Edge. It also includes what Oracle calls the Oracle Adaptive Media Platform, which links content creation with distribution and advertising workflows.
The launch is centred on connecting processes that media businesses have often handled separately. Production teams typically use one set of tools to create programming and marketing assets, while streaming and broadcast teams rely on other systems to deliver video to viewers and monitor performance.
Oracle says the new platform is designed to reduce the time and cost involved in producing content, while supporting tailored advertising, personalised programming and shared viewing features. The system uses AI tools across production and distribution workflows and is built around open standards.
Clay Magouyrk, Chief Executive Officer of Oracle, described the launch as a shift in how those tasks are organised.
"Creating content and delivering it to viewers were separate processes," said Clay Magouyrk, Chief Executive Officer of Oracle. "With Oracle Media Fabric, we're bringing content creation and streaming together, using AI across the entire production and distribution workflow. That helps creators reduce production time and cost, make better use of their existing content, and tailor viewing experiences for different audiences in real time."
Platform components
Oracle Creative Studio is positioned as the content production layer. It is intended for professional media teams as well as other creators and can be used to turn concepts into storyboards, scenes, video, visual effects and virtual characters.
The studio product draws on Oracle AI Media Models as well as third-party models. Oracle says the setup is model-agnostic, allowing customers to choose tools for specific tasks based on factors such as security, provenance, cost and intellectual property protection.
Oracle AI Media Models focus on video generation, image generation and image editing. The models are intended to help studios and entertainment businesses process media at scale, curate and search content, and customise models on Oracle Cloud Infrastructure while keeping creative control.
Video delivery is handled by Oracle Video Edge. The managed service is aimed at broadcasters and streaming operators serving large live audiences, where playback delays and congestion can hurt viewer retention. Oracle says the platform uses live network and playback data to direct audiences to suitable delivery locations across Oracle Cloud Infrastructure and participating content delivery network and internet service provider networks.
Advertising focus
A notable part of the launch is the Adaptive Media Platform, which Oracle says can connect production outputs with advertising and audience data. In practice, that means a brand could create multiple versions of an advert from a base asset while staying within approval rules and brand guidelines.
Oracle says the same system could also help media customers understand how audiences respond to programming and advertising. That information could then be used within customers' own applications to adjust programming, target advertising more precisely and explore additional ways to generate revenue from existing content libraries.
Oracle also says the platform includes safeguards intended to protect customers' intellectual property and reduce the risk that generated content infringes the rights of others. That addresses one of the main concerns among studios, broadcasters and advertisers as they test generative AI in commercial media workflows.
The launch reflects a broader push across the media technology market to combine content creation software with distribution infrastructure and audience analytics. Streaming groups and broadcasters are under pressure to lower production spending, make better use of archived content and improve advertising returns, particularly as viewers spread across more apps and devices.
Oracle's approach also emphasises serving customers beyond the largest streaming groups. The company says the platform is meant to bring tools once largely limited to major proprietary streaming operations to a wider range of creators and media owners.
Oracle Media Fabric is planned to be available within the next 12 months.