NASCAR swerves onto AWS for video automation tools

NASCAR also plans to use AWS Media Services, including AWS Elemental MediaLive and AWS Elemental MediaStore to support NASCAR Drive. (Pixabay)

NASCAR will begin using Amazon Web Services’ machine learning-based and artificial intelligence-based automation tools to launch a new video series.

The racing associations wants to use its years of archival footage to create a new series called This Moment in NASCAR History and it’s going to lean heavily on AWS services to eliminate a lot of the manual labor. NASCAR is migrating its 18-petabyte video archive to AWS and will use image and video analysis service Amazon Rekognition to automatically tag specific video frames with metadata, including driver, car, race, lap, time, and sponsors. The process will make it easier for NASCAR to search those tags to surface moments from past races.

NASCAR is also going to use Amazon SageMaker to train learning models against its historical footage to enhance metadata and video analytics. Automatic speech recognition service Amazon Transcribe will let NASCAR caption and time stamp every word of speech within archived videos so that NASCAR video producers can locate source footage via text searches.


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NASCAR also plans to use AWS Media Services, including AWS Elemental MediaLive and AWS Elemental MediaStore to support NASCAR Drive, which provides first-person viewing angles by using in-car cameras, live audio and live leaderboards. AWS Media Services will help NASCAR to process, package, and store broadcast video content including live races for delivery to broadcast and industry partners.

“Speed and efficiency are key in racing and business, which is why we chose AWS—the cloud with unmatched performance, the most comprehensive set of services, and the fastest pace of innovation—to accelerate our migration to the cloud,” said Craig Neeb, executive vice president of innovation and development at NASCAR, in a statement. “Leveraging AWS to power our new video series gives our highly engaged fans a historical look at our sport, while providing a sneak peek at the initial results of this exciting collaboration.”

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