Automating Video Transcription for Media Insights with AWS

PressClipping is a Macedonian company specialising in media monitoring and analysis. It tracks and evaluates content across print, broadcast, digital, and social platforms to help organisations understand public perception, media reach, and brand visibility. The company serves clients who rely on timely and accurate insights to guide communication and branding strategies.

In a media environment where speed is everything, PressClipping’s reliance on manual transcription was becoming a constraint. Like many content-heavy businesses, the process of converting recorded material into usable data was slow, repetitive, and exposed to inconsistency.

As the company scaled its monitoring services, the volume of audio and video content increased—while the resources available to process it did not. Manual workflows began to delay delivery times, increase operational overhead, and limit scalability.

What was needed was a secure, automated, and scalable way to transcribe content efficiently—without losing control over accuracy or compliance.

• Manual transcription created processing delays
• Operational overhead was growing unsustainably
• Inconsistency across outputs affected reliability
• No scalable mechanism for handling spikes in content volume

By addressing transcription as a repeatable workflow challenge, PressClipping saw an opportunity to improve quality, cut costs, and increase responsiveness to client needs.

To support PressClipping’s goals, PCG designed a fully automated, serverless transcription pipeline using AWS-native services. The system was developed as a proof of concept, deployed securely in the client’s AWS account, and delivered using Infrastructure as Code (Terraform) to ensure repeatability.

• AWS Lambda Trigger whenever a new media file is uploaded, ensuring real-time processing without human intervention.
• Amazon Transcribe Converts speech to text with high accuracy, outputting structured transcripts directly to Amazon S3.
• AWS Identity and Access Management (IAM) and Amazon CloudWatch IAM roles control access, while CloudWatch logging ensures visibility and compliance across workflows.

The AWS services that were chosen offer scalability, reliability, and simplicity. Lambda enables real-time processing with no infrastructure to manage. Amazon Transcribe provides a battle-tested model for media-rich domains. And serverless design ensures costs stay low—even during periods of high volume.

As an AWS Premier Tier Services Partner, PCG also secured AWS funding that covered 100% of the project cost—allowing PressClipping to validate the solution with no upfront investment.

The new solution delivered a significant reduction in processing time and eliminated the need for manual task-switching by internal teams.

• Transcription jobs are now launched instantly upon file upload
• Serverless architecture simplifies management and scaling
• Infrastructure is reproducible and version-controlled via Terraform
• Cloud-native security and monitoring are built in from day one

Stronger business value and client experience

By automating a previously manual process, PressClipping was able to reallocate time to more valuable tasks, reduce the risk of human error, and deliver more consistent service at greater speed. The shift also gave internal teams the flexibility to focus on quality assurance and client needs, rather than routine operational work.

• Faster turnaround for clients relying on timely insights
• Reduced labour costs in internal transcription processes
• Improved consistency across reports and deliverables
• Scalable platform ready to grow with service demand

Together, these benefits have enabled PressClipping to deliver better outcomes for clients while reducing pressure on internal teams. As things move forward, several important considerations are being addressed:

• Multilingual Support – Expand transcription to cover more languages and dialects.
• Advanced Feature Integration – Add speaker ID and custom vocabulary to improve accuracy.
• Workflow Automation – Connect transcripts to analytics and reporting tools for smoother delivery.

A Practical Approach to AI in Media Workflows

Ultimately, this case shows that AI doesn’t require a full transformation to deliver value. By focusing on a repeatable bottleneck, PressClipping was able to improve performance, reduce costs, and lay the groundwork for future AI-driven enhancements. If you're facing similar workflow bottlenecks, it may be time to explore what AI can do for your business too.

For more examples, see our article: Real-World AI Use Cases for SMEs

Public Cloud Group (PCG) supports companies in their digital transformation through the use of public cloud solutions.

With a product portfolio designed to accompany organisations of all sizes in their cloud journey and competence that is a synonym for highly qualified staff that clients and partners like to work with, PCG is positioned as a reliable and trustworthy partner for the hyperscalers, relevant and with repeatedly validated competence and credibility.

We have the highest partnership status with the three relevant hyperscalers: Amazon Web Services (AWS), Google, and Microsoft. As experienced providers, we advise our customers independently with cloud implementation, application development, and managed services.