How Sovereign AI and NVIDIA GPUs Are Transforming European Media and Entertainment

At a creative industry event in Berlin, Adobe, Bertelsmann, NVIDIA and UFA showcased the latest advances in intelligent media, including sovereign AI infrastructure for European broadcasters and faster video search for film and television producers.

Key announcements

• The European Broadcasting Union (EBU) is working with NVIDIA to extend its Sovereign Framework with cloud providers, open models and integration partners.
• Adobe Frame.io uses NVIDIA GPUs to accelerate AI-powered video search, helping German television and film producers find the right moments faster.

Sovereign cloud and open AI models for European broadcasters

The European Broadcasting Union and NVIDIA are extending sovereign standards introduced last year for European public service media. The initiative brings together sovereign cloud providers, open model developers and system integrators to define how broadcasters can deploy AI agents while maintaining control of their data, infrastructure, models and security.

The EBU is the world’s leading public service media alliance, with more than 115 member organizations in more than 55 countries and a reach of more than 1 billion people. As AI agents move into newsrooms, production and audience services, broadcasters need a foundation that protects editorial independence, data sovereignty and national resilience.

Scaling the initiative will turn these principles into deployable services. The work includes defining requirements and reference architectures for where workloads run, how data is managed, which models power services and how systems remain secure throughout their lifecycles.

“These standards provide EBU members with a shared foundation to deliver responsible and advanced services that strengthen resilience, maintain control and maintain audience trust,” said Antonio Arcidiacono, the EBU’s chief technology and innovation officer.

Sovereign cloud options for broadcasters

Cloud providers are mapping the EBU’s standards to sovereign deployment options:

• Microsoft: By deploying Microsoft Sovereign Cloud expertise, including Azure Local and Foundry Local, broadcasters can process sensitive editorial material locally and keep critical services running even when external connectivity is unavailable.
• Nevius: Nevius provides a platform for broadcasters to train, fine-tune and run their own models on European infrastructure.

Open models give broadcasters the visibility to inspect, evaluate and adapt AI for local languages, archives and editorial policies. NVIDIA Nemotron provides a foundation that broadcasters can customize for domain-specific applications and public service requirements.

“Sovereign cloud infrastructure and open models can support innovation in European public service media while protecting data, editorial independence and cultural diversity,” said Delphine Arnott, CEO and chairman of France Télévision.

Media-focused consulting and systems integration from Quest and other integration partners will help ensure that the reference architectures are practical, interoperable and deployable in real-world broadcast environments.

Adobe Frame.io accelerates AI video search with NVIDIA GPUs

Adobe also highlighted enhancements that help creative teams search video libraries more quickly. Frame.io uses NVIDIA accelerated computing to help producers discover and work with video content faster.

In its GPU-accelerated search pipeline, Frame.io uses NVIDIA NVDEC for video decoding, TensorRT for optimized AI inference and the CUDA platform for preprocessing and embedding generation.

Adobe also uses NVIDIA NVENC and NVDEC for GPU-accelerated media ingestion, speeding up video encoding and decoding and helping production teams manage growing media libraries more efficiently.

Faster search, lower latency and smaller video proxies

The result is approximately 5x faster embedding generation, up to 4x higher throughput and up to 5x lower latency for search operations. The new 2-frames-per-second proxy is approximately 80% smaller than the 360p version it replaces, reducing storage and transfer requirements while supporting visual search.

That speed is important for UFA, one of Germany’s leading film and television producers. UFA produces more than 3,500 hours of programming annually, including the daily drama Gute Zeiten, schlechte Zeiten. When editors create summaries and flashbacks, they may need to locate specific reactions or unresolved interactions dating back 15 years—content that may not be identifiable through file names or folders.

Frame.io’s semantic search finds video moments by concept, action and setting. Hybrid search adds notes, transcripts and approval status, allowing editors to search for “anxious characters,” filter by character name, limit results to approved footage and jump directly to review.

Adobe and NVIDIA expand media and entertainment collaboration

The Frame.io work is part of a broader collaboration between Adobe and NVIDIA, which also spans Adobe Substance 3D, Firefly Foundry and 3D digital twin workflows for enterprises.

Learn more about NVIDIA technology for media and entertainment.