About Me

Sam Russell portrait

I work where IT meets media. After years in advertising, I moved into television. I was General Manager at MediaHub Australia, and I am now Head of IT at Endemol Shine Australia.

Television is a digital business. Our productions reach millions. They do not run without the infrastructure behind them. I lead the team that designs, operates and secures that stack: hybrid cloud, broadcast and post-production workflows, storage, networking, and enterprise applications. When creative or commercial demands shift, the infrastructure has to move with them.

Over the last few years I have brought agentic AI and LLM-powered automation into that environment. We started with internal tools, then moved into production and post-production pipelines. We now run multi-agent orchestration layers that plug into existing IT and business systems. The goal is straightforward: autonomous task execution, better decision support, and fewer people-hours spent on work machines can handle.

I still do the work myself. Infrastructure automation, DevOps, AI/ML ops. I run a home lab for container orchestration, distributed inference, and model deployment. What interests me most is how autonomous agents can safely extend IT operations, security, and content production inside large media organisations. I want teams working with the best infrastructure available, not catching up to it.

What I focus on

How I work

I prefer practical solutions over buzzwords. Most of my projects start with a specific problem, not a technology looking for a use case. If I cannot measure the benefit, I usually do not ship it.

This site

Sam Russell Tech is where I publish notes, patterns and lessons learned. It is opinionated by design. I would rather be clear than exhaustive.

Elsewhere

For updates, use the RSS feed, or connect with me on LinkedIn.