A new functionality was just added to the Windows Azure and it’s pretty exciting, especially if you are in Media & Entertainment business.

Here it goes, sign-up for a preview access on the bottom of the page:

Windows Azure Media Services is a cloud-based PaaS solution that enables you to efficiently build and deliver media solutions to customers. Windows Azure Media Services simplifies the creation, management, and delivery of media to almost any device including Microsoft Xbox, Windows Phone handsets and Windows PCs, as well as non-Microsoft platforms such as smart TVs, set-top boxes, MacOS, iOS, and Android.

Content providers and media partners can take advantage of the cost benefits and cloud capacity found with Windows Azure, and provide customers massive amounts of digital media in the variety of formats they require, when they require it. Windows Azure Media Services’ ready-to-use services allow customers to simplify the creation of complex media workflows built on the Microsoft Media Platform and third-party technologies.”