MediaCloud was formerly owned by Deluxe. As part of the acquisition, SBS renewed its playout contract for MediaCloud services for seven years. All SBS titles will be assembled and played out via the TBS-owned suite of software-defined and cloud-based capabilities. Darren Farnham, SBS Acting Chief Technology Officer said, “We’re pleased to have extended our agreement for MediaCloud services with the backing of Telstra, and to continue delivering SBS’s unique content to audiences on their device of choice.” Head of Telstra Broadcast Services Andreas Eriksson said, “The global media industry is expanding to cloud-enabled and software-defined capabilities. Adding these leading new capabilities alongside TBS’s existing global fibre and satellite networks sets us up to meet the evolving needs of the broadcast market as well as expand our value proposition to our global client base by providing a world-class broadcast operations in London.