BCA Show Preview - 58
A part of
SHOW PREVIEW | 26-28 June 2018
MARINA BAY SANDS * SUNTEC SINGAPORE
Victory in Video Production
The Power is in Your Hands
The shift in content consumption patterns towards digital platforms is too massive
to ignore, says Bea Alonso, Business Development Director for Media Logistics in
Asia-Pacific and Japan...
t was reported in a recent study that OTT
services doubled their hours of content
offerings over the last 12 months. Additionally,
a 2016 report by Kantar TNS revealed that
64% of connected consumers in Asia-Pacific
watch online video content daily.
As the demand for content grows, changes
are needed in the way video is produced,
managed and distributed. Content owners
and producers should no longer be tied to
individual solutions from multiple vendors,
nor legacy systems that cannot be integrated
and are too critical to risk replacing either.
Here we enter an era where the power
is in the hands of producers to remould
video production. They must be enabled to
customise the solutions they need, forging
the tool that helps them stay ahead.
Round 1: Keeping consumers
contented with content
The big players know that content is king
and the kingmaker. The large amounts
spent on producing and acquiring content
is testament to this - Netflix spends US$8
billion, HBO spends US$2 billion, and
Facebook and Apple both spend around
US$1 billion. But simply having content is
not the be-all and end-all. Regardless of
size, media companies are also searching
for strategies to supply the right content to
relevant audiences via the most suitable
channel and in appropriate volumes.
Yet, not all players have unlimited resources
to produce and acquire enough content
that can attract audiences and sustain their
Round 2: High-quality content
on low quantity time
Manual content creation and distribution
for all players alike is unfeasible when
companies are trying to get their content to
the market faster. Even if production units
could keep up, the next challenge of how
to monetise content for a longer period and
extend its shelf life presents itself.
Media companies often allocate significant
resources and marketing funds to drive traffic
to their website, but if content is ill-suited
and low in quality, viewers will lose attention,
culminating in a high drop-off rate for that
piece of content that took hours of production
time. A worse reality is when viewers flock to
one of the other competing sites out there.
There is a need to get it right with audiences
and this cannot be based on intuition alone.
Rich data and insights into viewing patterns
give content owners an idea of what their
consumers want to watch, and thus their
content ROI. They can then base their future
content investment decisions based on data
and focus on desirable and high-quality
Changes in how video is produced and distributed are needed
Video production is being remoulded
Take down: You know you best
What then is the solution in the face of all
this production mayhem? In essence, it is a
customisable solution for media companies,
created by the media companies themselves.
There are multiple pain points that content
companies face, from ineffective use of
resources, to the inability to modernise and
align existing workflows without replacing
them, to the lacklustre insights gathered from
poor, outdated or unsynchronised data sets.
Yet, one has to be part of daily operations to
truly understand these woes.
A case that illustrates how each content
company faces its own nuanced set of
issues is Korea Content Platform (KCP).
KCP is a joint-venture between three major
Korean broadcasters that offer exciting
K-Drama content via an SVOD service. The
company realised that they had complex
business rules requiring manual processes
in their operations, and that resulted in errors
and missed deadlines to distribute content.
Moreover, with a high volume of metadata
and assets coming from different partners, it
was difficult to get visibility into their content
KCP needed a solution that allowed for
the automation of media operations and to
prepare large amounts of content in a timely
manner. These specific pain points were
met with a configurable video platform that
enabled KCP to collect assets, information
and different types of metadata from their
partners, and automate workflows to
process and manage them for publishing.
The platform also lets users create and
change business rules behind the processes
and offers robust reporting features for the
monitoring of media operations effectively
and generation of reports on how their
content business is performing.
A configurable video platform is thus
the key to meeting highly specific needs.
These platforms provide applications that let
content companies build their solutions or
have built-in API infrastructure that allow for
the creation and hosting of the company's
own apps. These solutions should cater to
various types of data throughout content
supply chains to create better, more targeted
Sustaining the dollars
Just like KCP, companies that get the
solution they need through delivery platforms
that are open and extensible will be able to
streamline, connect and power the entire
supply chain from production to profit. This
way media companies can accelerate the
efficiency of their content supply chain
towards becoming more flexible, and
ultimately, more profitable.