On Thursday, Google has announced that it has acquired Anvato, an eight-year old video software company. Anvato’s technology offers an end-to-end service for video publishing and monetization to its customers like NBCUniversal, CBS, Univision, MSNBC, Bravo, Fox Sports and HGTV. Google states that the Anvato provides a software platform that enables encoding, editing, publishing and secure distribution of video content across multiple platforms.

Anvato’s Media content platform will complement our efforts “to enable scalable media processing and workflows in the cloud,” Belwadi Srikanth, Senior Product Manager at Google wrote in a blog post. He also wrote that the cloud is transforming the way video content is created and distributed to all the connected devices and the way users captivate to the content.

Srikanth also stated that in recent years “the adoption of over-the-top (OTT) technologies has emerged as a critical platform for delivering rich audio, video and other media via the Internet.” “With OTT adoption rapidly accelerating, the Cloud Platform and Anvato teams will work together to deliver cloud solutions that help businesses in the media and entertainment industry scale their video infrastructure efforts and deliver high-quality, live video and on-demand content to consumers on any device — be it their smartphone, tablet or connected television.”

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It was also claimed that the Google Cloud team is committed to help their customers in the media and entertainment industry “manage their infrastructure more efficiently, provision servers and networks at rapid scale and remove unnecessary overhead.”

According to Simon Margolis, director of cloud platform at SADA Systems (a Google partner based in Los Aneles), this acquisition could help in improving the position of Google Cloud platform in media and entertainment industry. So, Google could platform will now compete with other enterprise storage providers for media business. Cloud rivals Amazon Web services and Microsoft has also made investments in media companies offering video delivery.

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Alper Turgut, Anvato CEO in a blog post on Thursday wrote, “We are thrilled to bring together Anvato with the scale and power of Google Cloud Platform to provide the industry’s best offering for OTT [over-the-top] and mobile video.”


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