A system can include a controller that employs an application interface to create and manage resources for encoding or transcoding an input media asset. The resources can include a media splitter to divide the input media asset into a plurality of media blocks. A media analyzer can analyze separately media content in each of the media blocks to determine respective encoding parameters for each of the media blocks based on a complexity for each of the respective media blocks. A plurality of encoders can encode or transcode, in parallel with each other, each of the media blocks based on the determined encoding parameters to generate an encoded media file in a target format.