The media industry expects an ever-faster rollout of new capabilities, driven by the pace of the competition and, to a large extent, by the new era of streaming service providers. As the traditional media industry transitions to be more aligned with this need for speed, the operational approach to media must evolve in line with these new expectations. This means introducing more modern approaches to deployment, notably Continuous Integration and Continuous Release (CI/CR) and combined Development and Operations (DevOps). But what does this mean for the overall operations of media companies? And what are the impacts on organizations, infrastructure, and interactions with media technology vendors?