In Broadcast - November 2012 - 66


I N T E R N A T I O N A L

N E W S

WWW.INBROADCAST.COM | ISSUE 14 - NOV/DEC 2012

InSTUDIO
MAM – Maximise Media Value And Minimise Costs
Raoul Cospen

Media Asset Management (MAM) is a vital part of the modern digital age and it should be – we are all doing it in one way or another says Raoul Cospen, Director of Marketing, Dalet
We’re all Media Asset Managers. There’s the pile of CDs on the shelf, your iTunes collection, rather mysteriously managed somewhere on your disk by Apple. Then there are your photos. The ones nicely organised on your drive archived using six different directory schemes across seven backup drives. It’s wonderful, but it’s a mess. Oddly enough, this is not too different from how media is managed in major media companies. Assets are distributed across multiple locations and organised following different schemes. It can be hard to find and use an asset in one place if it was created in another. This may be because the organisation has grown organically over time to accommodate different needs. This traditional organisation is being challenged by new business realities. Content producers must re-invent their business models to capture new markets and reduce production costs. However, when they turn to their existing infrastructures, they find that adhoc adaptations fall short. Multiple production islands are inefficient. Valuable assets are hidden in inaccessible libraries. Metadata is poorly maintained and not carried through the process. Setting up new business processes requires expensive investments. The first step in meeting these challenges is the move to filebased workflows, which are already mature in many facilities. But two further steps are needed: the

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Business Process Manager provides reports

integration of production islands under a single MAM system, and the orchestration of business processes using Business Process Management (BPM). This article focuses on the MAM workflow in program preparation for multiplatform delivery and content monetisation. How can a MAM simplify production and help you win in a multiscreen world?

The Challenges
There’s a dual challenge: simplifying the creative process and making the best possible end product. Take the costs and complexity out of

making and managing media, and provide the consumer with a rich and satisfying experience. Inside a typical content factory, you see multiple groups at work – sales, marketing, producers, editors, librarians, technical and business staffs. Multiple production teams are working on different content. Each team typically has its own VTRs, editing bays, systems, and storage. Executives are finding such resource redundancies difficult to support, and vertical production units are not easily repurposed for new business opportunities. Additionally, modern consumers expect their experiences to be rich and interactive. Production systems must handle more, richer media and metadata across the whole pipeline – multiformat video, multilanguage 5.1 audio, subtitles, multiple versions, and extensive metadata for connected TV. MAM can automate many of these demands to meet the unique requirements of new distribution channels.

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Do You Need MAM?
File-based workflows address some of these challenges. However, limitations arise if you are not integrated with a MAM: • Non-harvested efficiency gains •

– copying and transferring files, re-entering metadata, manual revision management, and complex reviews and approvals are just some of the costs of retaining islands of production. A MAM reduces costs by employing enterprise-wide content sharing; Limited fl exibility – an islandbased infrastructure is less adaptable to new business opportunities. A versatile MAM lets you reassign resources, assets, and processes where they are most needed; Limited access – an island-based infrastructure makes it difficult to view assets across islands, reducing the potential value of content. A MAM provides rightsdetermined access across the enterprise; Unconsolidated metadata – in an island infrastructure, all kinds of assets and metadata (video, graphics, PDFs, subtitles, rights, etc.) are spread across different systems. A MAM centralises the management and, simplifies access; Limited interoperability – multiple legacy systems invite challenges.

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Table of Contents for the Digital Edition of In Broadcast - November 2012

In Broadcast - November 2012
Contents
F1™ Indian GP Goes Live With Blackmagic
Sony Extends 4K Camera System Range
Allegro DVT Answers the Inbroadcast Questions
Broadcast India 2012
AES Show 2012 San Francisco
Sony & Espn Produce ‘X Games LA’ 2012 in 3D
AJA Ki Pro F1™ 2012 Game Promo First
Shure’s Axient Makes 2012 London Games Debut
Watching the Weather: Whipping Up a Storm
Digital Rapids Kayak Media Workflow Platform
In Broadcast - November 2012 - Intro
In Broadcast - November 2012 - In Broadcast - November 2012
In Broadcast - November 2012 - 2
In Broadcast - November 2012 - Contents
In Broadcast - November 2012 - F1™ Indian GP Goes Live With Blackmagic
In Broadcast - November 2012 - 5
In Broadcast - November 2012 - Sony Extends 4K Camera System Range
In Broadcast - November 2012 - 7
In Broadcast - November 2012 - 8
In Broadcast - November 2012 - 9
In Broadcast - November 2012 - 10
In Broadcast - November 2012 - 11
In Broadcast - November 2012 - 12
In Broadcast - November 2012 - 13
In Broadcast - November 2012 - 14
In Broadcast - November 2012 - 15
In Broadcast - November 2012 - 16
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In Broadcast - November 2012 - 18
In Broadcast - November 2012 - 19
In Broadcast - November 2012 - 20
In Broadcast - November 2012 - 21
In Broadcast - November 2012 - 22
In Broadcast - November 2012 - 23
In Broadcast - November 2012 - Allegro DVT Answers the Inbroadcast Questions
In Broadcast - November 2012 - 25
In Broadcast - November 2012 - 26
In Broadcast - November 2012 - 27
In Broadcast - November 2012 - 28
In Broadcast - November 2012 - 29
In Broadcast - November 2012 - 30
In Broadcast - November 2012 - 31
In Broadcast - November 2012 - Broadcast India 2012
In Broadcast - November 2012 - 33
In Broadcast - November 2012 - AES Show 2012 San Francisco
In Broadcast - November 2012 - 35
In Broadcast - November 2012 - 36
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In Broadcast - November 2012 - Sony & Espn Produce ‘X Games LA’ 2012 in 3D
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In Broadcast - November 2012 - 51
In Broadcast - November 2012 - AJA Ki Pro F1™ 2012 Game Promo First
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In Broadcast - November 2012 - Shure’s Axient Makes 2012 London Games Debut
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In Broadcast - November 2012 - Watching the Weather: Whipping Up a Storm
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In Broadcast - November 2012 - Digital Rapids Kayak Media Workflow Platform
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In Broadcast - November 2012 - S1
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
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