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."

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