Rocky is Not a Sports M0vie

After reading this, you’ll agree

At Sinclair Broadcast Group, Sony’s Ci Media Cloud serves as a core component in our operational workflow, supporting various tasks across multiple departments. Our master control and traffic teams use Ci to manage spots, promos, and syndicated content. Sinclair’s news department uses Ci as a replacement for Dropbox enabling quick sharing of files with both internal and external users.

Currently, more than 5,000 users across Sinclair rely on Ci, making it part of daily operations for more than 80% of our staff.

Sony Ci operates as a service on top of Sinclair’s own AWS S3 storage, allowing us to take advantage of our special Amazon pricing. By separating the data from the Sony Ci service, we are also able to have other applications and services simultaneously access this media. This also aligns with the core tenets of the larger MovieLabs 2030 vision, to which we subscribe.

At Sinclair, News uses Sony Ci to trade content with both internal external sources in a controlled and auditable manner while keeping workflow complexity low enough to encourage wide use and compliance. Workflow automation allows content to flow seamlessly between Ci and our production systems.

Ci provides Master Control users an interface to our Cloud Media Pipeline, which processes nearly 30,000 syndicated programs, spots and promos each week for 185 Sinclair stations in 86 markets. Highly integrated automation, using the Ci API, connects Ci to both Traffic and Playout systems.

In general, the design of Ci minimizes the need for extensive training, allowing new users to apply the platform to their daily workflows with minimal formal instruction. The tools provided by Sony Ci are both intuitive and designed to be applied in a wide range of workflows. Our users have no problem applying Ci to various site-specific workflows, much like a Swiss Army knife.