LAS VEGAS – Microsoft inked a deal with NBC Sports for its Windows Azure Media Services to handle live and on-demand streaming for NBC Sports’ digital platforms as part of the tech giant’s efforts to build out its content management platform. At the recent NAB show, Beet.TV caught up with Taras Bugir, Worldwide Managing Director, Media & Cable at Microsoft, for an update on the digital landscape, the needs of media companies and what’s next for the cloud-based digital content platform.

For starters, NBC will roll out the service this summer and use it to power more than 5,000 hours of games and events for, and The Windows Azure Media Services platform delivers content across multiple devices including TVs, mobile phones, wireless devices and more, Bugir tells Beet.TV in this video interview. “The core capability is to enable media companies to focus on how they create content, to get it into a digital form, to convert it, distribute it globally, get it in the hands of consumers, then monetize and measure it,” he says. “Once you can measure what you’re doing then you can monetize it.”

For more insight into how the service works, check out this video interview.

-Daisy Whitney