In Broadcast - July 2012 - 51
ISSUE 10 - JULY 2012 | WWW.INBROADCAST.COM
Modern Business Management Systems Cont.
improving our web services APIs with third party systems.”
Asset management systems have no sense of the order, only the actions, says Greg Dolan, Executive VP at Xytech. “The ﬁnancial implication of all actions must be known and tying operational events to orders where scheduling, billing and client data is stored is the only way to properly integrate to a financial system and the only way to give proper, enterprise-wide analytics. In other words, asset management systems should support the overall goals of business management systems.” Another hotspot is the agility of IT systems that enables organisations to quickly adapt to new technologies without negatively impacting operations. It should be easy to plug in the latest version of a third-party converter or to create new metadata schemes when new fields are required to ingest content or to push content to a new delivery platform. The biggest challenge for broadcasters is to create business workﬂows that take into account all of the platforms and services
on which content will be delivered, and effectively manage all of the additional business tasks and many different content elements involved. Rights management, for one, is becoming increasingly complex because broadcasters now have to ensure they have all the rights for every piece of content to be delivered to each device and each service (such as VOD), and they have to make sure that they can maximise all the rights they’ve acquired. “It can be enormously challenging to sell effectively across all of these platforms and build comprehensive campaigns that take into account the many different pieces of content, each with its own set of rights,” says Beer-Gabel. Indeed the amount of contract and rights metadata to keep track of is often outstripping the capabilities of existing traditional broadcast systems. “Many broadcasters are starting to use excel for managing their contracts and rights metadata, however in the end excel becomes a bottleneck itself as it requires extensive manual operation and with constantly changing metadata the
risk of mistakes and scheduling the wrong content is very high,” ﬁnds Vanderhallen. “In addition, the lack of visibility on available rights can result in under - or over exploitation of rights and thus in loss of revenue or breaching contracts.” He continues: “Many broadcasters do not yet have a detailed description of their current workﬂow processes. Broadcasters and media companies ﬁnd it difﬁcult to deﬁne and specify their workﬂows and what they exactly want, however the time they spend on this deﬁnitely pays back when implementing the solution.”
One of the biggest mistakes broadcasters make is to assume that a business management system designed for linear channel scheduling and traffic management will suffice for multiplatform distribution. “They need to be aware of the business processes in place in a broadcast operation that relate to how media is managed, content is programmed, campaigns and promotions are put together, and
reconciliation is done,” says Beer-Gabel. “To achieve these orchestrating tasks, BMS systems need to integrate perfectly with the rest of the operation using industry speciﬁc bi-directional and sometimes real-time interfaces (such as BXF, the CableLabs ADI 2.0 metadata specs for VOD, or SCTE 130 for advertising).” According to Vanderhallen, while the technology becomes more IT based, the workflow processes make it broadcast specific. “Suppliers providing business management solutions need to have the knowledge and experience how to implement media workﬂows that are efﬁcient and reﬂecting the business of the media organisation,” he says. “The focus will shift from technology to the knowledge about how to implement an efﬁcient media workﬂow and that’s exactly where suppliers can make a difference.” Xytech sees the management of metadata and multi-platform delivery as the factors driving change through all areas of a facility.
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