Public cloud provider Amazon Web Services today announced that it has acquired Elemental Technologies, a startup with video processing services to repurpose traditional video content into digital formats.

Terms of the deal weren’t disclosed, but a report from The Information earlier today pegged the deal at $500 million.

AWS, a fast-growing division of and the biggest public cloud available today, intends to roll out new services based on Elemental’s technology, according to a statement from Amazon.

And the deal may help AWS branch out further beyond the public cloud into companies’ on-premises data centers.

“Today’s announcement will allow us to work even more closely together to provide media companies with a family of on-premises, hybrid, and cloud-based solutions for Internet-based video delivery,” AWS chief evangelist Jeff Barr wrote in a blog post.

Other recent AWS acquisitions include ClusterK, Amiato, and 2lemetry.

Elemental started in 2006 and was based in Portland, Oregon. Investors include Sky, Telstra, General Catalyst Partners, Norwest Venture Partners, and Voyager Capital.

Customers included ABC, BBC, Comcast, ESPN, HBO, NASA, NHK, and Warner Bros.

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