Cloud computing giant Amazon Web Services Inc. has landed another major broadcast customer: Turner Broadcasting System Inc., the media conglomerate that owns popular TV channels such as CNN, NCAA, TBS, TNT and the Cartoon Network.

Amazon announced the move at its AWS re:Invent conference in Las Vegas today, saying that Turner has chosen it as its preferred cloud provider. It said Turner is currently in the process of migrating its entire information technology infrastructure stack to its public cloud platform. That includes decades of content, including some 15 petabytes worth of archived CNN videos.

Turner also said it was planning to move its entire media supply chain to the AWS so it can “reimagine the TV viewing experience” for its fans. Neither company said how much the deal would be worth.

The broadcaster said that by moving to AWS, it will enjoy benefits including a more “secure, cost-effective and elastic way to distribute content to viewers.” In reality, what this means is it will be easier for Turner to deliver its content via flexible “on-demand” and “pay-as-you-go” models, similar to companies such as Netflix Inc. The company will also be able to use Amazon’s platform to create more applications and services for viewers.

Another crucial advantage is that Turner will be able to leverage Amazon’s artificial intelligence and machine learning services to optimize its content delivery systems so it can deliver more personalized experiences and advertising for each viewer. The company’s advertising, content creator and media research partners will also benefit, as Amazon’s analytics services will provide deeper insights into customer’s viewing habits.

“Video has been one of the biggest growth areas for years, and AWS has already had a strong presence including major customers like Netflix, and as a platform with Twitch,” said Stu Miniman, an analyst with SiliconANGLE sister company Wikibon. “With AWS Elemental and other services, AWS’s tooling and scale are making it faster and easier for companies like Turner and Disney to create and leverage live and on-demand video.”

On Monday, AWS had announced that it’s stepping up its video production capabilities by expanding the scope of its popular AWS Elemental Media Services suite with five new services designed to enable the end-to-end processing of video content.

Turner Chief Technology Officer Jeremy Legg said the company also chose AWS due to its ability to scale during times of peak demand. “Given that we reach over 80 percent of adults and 70 percent of millennials every month, we needed a cloud provider that has the ability to support massive-scale media businesses like ours which often have spikes in demand across our diverse portfolio,” Legg said in a statement.

For Amazon, Turner represents the latest milestone for its cloud platform. AWS appears to be becoming the public cloud of choice for many media companies and broadcasters. Dozens of high-profile media firms have migrated their infrastructure to the AWS cloud in the last few years, including Walt Disney Co., the British Broadcasting Corp., Netflix, Discovery Communications, Guardian News & Media, Time Inc. and Spotify Inc.

“We’re seeing media and entertainment companies leverage the on-demand, pay-as-you go benefits of AWS to scale and cost effectively stream videos across a variety of devices, broadcast programs, and publish content around the world,” said Mike Clayville, vice president, worldwide commercial sales at AWS.

Image: Turner