Ortana Partners with Shade to Expand Intelligent Media Workflows

The new technical partnership combines Shade’s media collaboration platform with Ortana’s Cubix Media Aware Workflow Engine (MAWE), giving customers access to more than 170 technology integrations, enhancing Shade’s platform with highly automated workflows and seamless migrations/sync from media repositories and legacy media asset management systems.

By natively consuming Shade’s API, the integration enables organisations to automate workflows between Shade and the wider media technology ecosystem available through Cubix. Users are able to configure and deploy workflows with ease, whilst Cubix handles the complexity of the workflow. From live capture, remote ingest and proxy generation through to archive management, workflow automation, and migration from legacy media asset management systems - all can be deployed in minutes.

The integration is available throughout the entire Cubix product portfolio - including Connect GO’s template-based approach for highly cost-effective, rapid deployment for both on-premise and cloud-based integrations. By pairing the Shade integration with the Cubix Appliance range, post-production clients can easily add Shade to their active workflow as a seamless edit review and approval solution. Halo and Yunify users can leverage Shade's powerful AI indexing capabilities as part of their workflow, with metadata seamlessly exchanged between the two platforms and the wider ecosystem. Being consistently available across the Cubix product range gives organisations the flexibility to deploy orchestrated workflows across cloud, hybrid, or on-premises environments, achieving a consistent source of truth across disparate systems.

At the heart of every Cubix deployment is Ortana’s Media Aware Workflow Engine (MAWE), providing the intelligent orchestration layer that connects systems, automates workflows and enables organisations to build scalable, future-ready media operations.

“Today’s media organisations need to be able to flex with both demand and requirement, and so no single platform should exist in isolation. Our partnership with Shade enables customers to seamlessly integrate their existing technology investments into modern production workflows while automating many of the repetitive operational tasks that consume valuable time. Whether organisations are migrating from legacy MAM systems, integrating archive storage or building scalable workflows, Cubix provides the orchestration layer that binds everything together.” - James Gibson, Founder and CTO of Ortana Media Group

The integration enables a range of automated production workflows, including:

- Automatically archiving approved content to a range of cloud and on-premise storage whenever an asset reaches an approved status within Shade.

- Ingestion of live SDI / ST2110 / SRT / NDI / HLS feeds directly into Shade - complete with booking planner.

- Migration/sync of assets and metadata from legacy MAM systems, content repositories and archive platforms, whether on-premise or cloud-based.

- Automatic NLE proxy generation, where newly uploaded assets in Shade trigger Cubix to generate production-ready proxy media before seamlessly uploading the proxies back into Shade.

Beyond these initial workflows, the partnership provides Shade customers with immediate access to one of the industry’s largest integrated ecosystems.

Through the Cubix platform, organisations can connect Shade with more than 170 supported storage platforms, archive systems, cloud services, AI engines, media asset management systems, production technologies, resource management systems and more. This significantly extends the capabilities of the Shade platform, allowing customers to integrate technologies that may not currently have native connectivity while avoiding the cost and complexity of bespoke development.

“At Shade, we’re constantly focusing on what it looks like to be integrated with the systems customers rely on the most. We want data to continuously flow through Shade and from Shade. With Shade’s automation platform and our direct integration with Cubix. We’ve now unlocked new data sources that can connect Shade to all of the data (on-prem, cloud and archive). Cubix sits at the centre of complex workflows that rely on multiple different systems to keep productions and companies up and running autonomously, and we’re excited to partner with the Ortana team.”
- Brandon Fan - CEO & Co-Founder of Shade Inc.

For organisations adopting Shade, Cubix Connect GO provides a simple onboarding path for migrating from legacy media asset management systems. Using predefined workflow templates, customers can automate the migration of assets, metadata and associated content from existing MAM platforms, archive repositories and cloud storage into new Shade deployments, accelerating implementation while minimising operational disruption.

For more complex enterprise environments, Connect FLEX extends these capabilities further, enabling sophisticated orchestration, multi-system integration and infrastructure provisioning across larger on-premise and hybrid deployments.

Simon Harper, Channel & Partner Manager at Ortana Media Group added:“Our partnerships are about delivering greater value to customers by expanding what’s possible - putting the customer needs at the heart of our solutions. Through this collaboration, Shade customers gain immediate access to the Cubix ecosystem and the diverse range of supported technologies therein, enabling them to connect existing investments, modernise legacy environments and automate workflows without the need for bespoke development. It’s another example of how we’re working with innovative technology partners to remove vendor “lock-in” and provide solutions for customers through greater choice, faster deployment and a platform that can evolve alongside their business.”

Because every Cubix product is powered by our Media Aware Workflow Engine, organisations can continue to enhance their Shade deployment over time by incorporating capabilities such as AI enrichment, media transcoding, archive management, storage tiering, cloud migration, content distribution, reporting and analytics, all without changing the underlying platform.

As both companies continue to grow their technology ecosystems, the partnership provides customers with a flexible, scalable and future-ready platform for connecting people, content and technology through intelligent automation.

About Ortana Media Group - www.ortana.tv
Ortana Media Group is a specialist technology company with team members located globally. Ortana specialises in providing solutions for data orchestration, provisioning, workflow, and MAM through its Cubix platform. With 170+ API integrations, Ortana’s Media Aware Workflow Engine (MAWE) delivers powerful solutions built through configuration, not custom or in-house development.
ortana.tv