Dallas, Texas based IT Consultancy, Pariveda Solutions, is a provider of custom cloud deployments to fortune 500 companies using Microsoft Windows Azure. One of the company's most recent projects has involved creation of a web application to help a large media organization manage subscription models and provide digital users the ability to view premium content. The solution is especially valuable during peak news cycles in which media sites experience high volumes of traffic. Windows Azure has helped meet the scalability needs of the solution, while helping reduce infrastructure cost in parallel. As a result of the deployment in the cloud, the company was able to duplicate staging environments for faster and more reliable testing. The systems built involve continuous integration and deployment so as to ensure always-on availability, because in the news, there is no downtime.