Jamie Duemo, Media and Entertainment Worldwide Strategy Leader, Broadcast at AWS and Andrew Cross, CEO at Grass Valley discussed the current financial challenges facing the media industry and how new technologies such as software-based infrastructure and cloud can help lower long term capital risks for broadcasters and production companies while simultaneously lowering the risk of experimentation with both content creation and viewership reach. Cloud will end up changing the way broadcasters work. Jamie and Andrew describe the platforms that make this work and how they must be designed.