In Broadcast - April 2013 - 67

ISSUE 18 - APRIL 2013 | WWW.INBROADCAST.COM

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

N E W S

InMEDIA

Understanding Media Asset Management
Ultimately, Avid view media asset management as helping to maximise efficiencies, driving return on
investment in today’s fragmented digital media rich environment...
By Craig Dwyer
Senior Director
Avid Global Centre of Excellence

W

e all know that viewers no
longer solely want a passive
experience with a TV programme in
their front room. They want to watch
catch-up TV on a laptop, download
a phone app on the move, engage
with content on a tablet, or talk
about their experiences on social
media sites. They want different
experiences on each platform,
different flavours of content, and
they want it all on their personal
schedules!
An ‘access anywhere, any time
and on any platform’ consumer
is having a profound impact on
media enterprises – and they need
to radically re-think how they set
up and integrate their workflows
and business processes – and the
implementation of efficient Media
Asset Management (MAM) systems
can help to achieve this.
In many cases, the new platform
opportunities don’t come with a
revenue stream to support them at
the start, but ensuring your content
and brand remain front and centre
with audiences is paramount in the
current marketplace. Leveraging a
MAM approach can allow you to
quickly and efficiently automate
the content transformation and
packaging required to support them.
Quite simply, MAM is the lifeblood
of the broadcast industry. It’s a
concept and solution that enables
media organisations to store,
manage, access and monetise their
digital assets efficiently. If designed
and installed effectively, it can
provide the media enterprise with
significant productivity and return
on investment (ROI) opportunities
to help them stand out in today’s
competitive media landscape.
As a provider of one of the
leading MAM solutions in the
broadcast industry – Avid Interplay
Media Asset Manager (MAM)
with installations worldwide – we
know how important it is for media
enterprises to efficiently manage
their assets. And as business
models adapt to comply with the
ever-changing media landscape,
we’re ensuring that Avid’s offering
develops to meet the needs of the
evolving enterprise.
It’s key to point out that the
benefit of a MAM solution is more

about the overarching concept than
one particular function. It’s about
being able to have the capability to
create, manipulate, access, retrieve,
distribute and monetise content in
an integrated, end-to-end solution
– this is the Holy Grail for all media
organisations.
Over time, priorities for media
enterprises have shifted. Until
recently, the overriding reason for
investing in a MAM system was
about ingesting and managing
media and providing desktop level
access through browse proxies.
Today these features are perceived
as givens and the highest priorities
are now workflow, business
process management and crosssystem integration.
The most popular function of Avid
Interplay MAM that our customers
favour is its ability to automate and
synchronise the tagging of metadata.
The ability to accurately record
metadata has become a priority for
media organisations over the past
few years as the need to automate
and leverage assets quickly and
efficiently increases. Coupled with
the Interplay Production and Avid
Media Composer integration, the
ability to very quickly find and
bring assets back into production
is invaluable.

Gaining ROI
The million dollar question that
media enterprises need to ask is
how they can achieve ROI on a
MAM system. We advise customers
that they can calculate the return on
investment by looking at the existing
processes they have in place and

A properly designed MAM can
provide real benefits

The priorities are workflow, business process management and cross-system
integration

the underlying costs. As important
as the technology investment is,
the change in working practices,
the cultural shift and the training
and support associated with it are
also important areas for media
enterprises to consider.
We have a team in place, Avid
Professional Services, which
helps media enterprises make
the technological change, but as
equally important, they assist them
with the cultural change that comes
with implementing and working with
a file-based workflow. The team
help our customers to understand
the benefits of implementing a
new workflow, or how to use their
existing workflow more efficiently.
From this review, we build a plan
that helps them introduce, manage
and capture the benefits of installing
a system such as Interplay MAM.
Our professional services team are
experienced at providing detailed
ROI calculations and business
cases to support customers
working through the complexities
of introducing or updating media
asset management systems.
Common revenue streams that
the introduction a MAM system can
enable are: reusing stock footage for
sale by having a clear, searchable
record of assets; enabling content
owners to re-use and manipulate
programmes for new channels, and
making it very efficient to transform
and repurpose assets for new
programs or for multiple platforms.
Cloud Advances
We’re seeing cloud technologies
making their way into the MAM
environment. At NAB last year,
Avid introduced Interplay Sphere
– a solution that provides remote
editors with a transparent way
to work with local media and
combine it with managed assets
in the facility. Behind the scenes
we are creating media proxies on
the fly, both at the facility and in the

local editing system, automating
the movement and combining
the final elements. We expect to
see more of this type of ‘hybrid
cloud’ where high resolution and
proxy media are combined fluidly
to create significant flexibility and
enable new workflows.
It’s important when considering
implementing a MAM system that
the enterprise asks how flexible
the systems they are deploying are;
whether it has modular servicesoriented architecture, rich process
orchestration capabilities, open
integration and an adaptable data
model. These are all very important.
Also, due to the rapid changes in
the media distribution environment,
knowing the system has the flexibility
to evolve quickly and efficiently, with
minimal downtime, is critical.

MAM Drive
We’re se eing me dia a s set
management deve lopments
in a number of areas; greater
interoperability and process
standardisation, helping to build
and adapt complex environments
a n d FIM S ( Fr a m ewo r k fo r
Interoperable Media Service) is a
good cross-industry example.
Improvements in search
performance and the introduction
of semantic search capabilities
will make it even easier and faster
to find and re-use assets. Cloud
enablement will make assets
transparently accessible over
distributed locations, such as
primary production sites and remote
offices, or temporary locations such
as large sports events.
Ultimately, what media enterprises
are realising is that consumers will
continue to drive the demand for
content and dictate their interaction
with it. And to keep up with this,
content owners are setting up their
infrastructure to compete in today’s
multi-platform world.

67


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In Broadcast - April 2013

Table of Contents for the Digital Edition of In Broadcast - April 2013

In Broadcast - April 2013
Contents
InNEWS: Chyron to Merge With Hego Group
InNEWS: Studiovision Lebanon HD OB Truck
InPREVIEW: Nab Show 2013 Keynote Address: Disruptive Media
InREPLY: Harmonic Answers on MPEG DASH
InGEAR: Camp Digital Hits the Road
InVIEW: Hyper-Local TV Channels
InMEDIA: Digital Nirvana’s Cloud Based Anystream IQ
InMEDIA: Keeping One Step Ahead With on Demand Video Streaming Technology
InMEDIA: Understanding Media Asset Management
InTEST: Oversight via Monitoring & Logging
In Broadcast - April 2013 - In Broadcast - April 2013
In Broadcast - April 2013 - Cover2
In Broadcast - April 2013 - Contents
In Broadcast - April 2013 - InNEWS: Chyron to Merge With Hego Group
In Broadcast - April 2013 - 5
In Broadcast - April 2013 - InNEWS: Studiovision Lebanon HD OB Truck
In Broadcast - April 2013 - 7
In Broadcast - April 2013 - 8
In Broadcast - April 2013 - 9
In Broadcast - April 2013 - 10
In Broadcast - April 2013 - 11
In Broadcast - April 2013 - 12
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In Broadcast - April 2013 - 29
In Broadcast - April 2013 - InPREVIEW: Nab Show 2013 Keynote Address: Disruptive Media
In Broadcast - April 2013 - 31
In Broadcast - April 2013 - 32
In Broadcast - April 2013 - 33
In Broadcast - April 2013 - InREPLY: Harmonic Answers on MPEG DASH
In Broadcast - April 2013 - 35
In Broadcast - April 2013 - 36
In Broadcast - April 2013 - 37
In Broadcast - April 2013 - InGEAR: Camp Digital Hits the Road
In Broadcast - April 2013 - 39
In Broadcast - April 2013 - 40
In Broadcast - April 2013 - 41
In Broadcast - April 2013 - InVIEW: Hyper-Local TV Channels
In Broadcast - April 2013 - 43
In Broadcast - April 2013 - 44
In Broadcast - April 2013 - 45
In Broadcast - April 2013 - 46
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In Broadcast - April 2013 - 52
In Broadcast - April 2013 - 53
In Broadcast - April 2013 - 54
In Broadcast - April 2013 - 55
In Broadcast - April 2013 - InMEDIA: Digital Nirvana’s Cloud Based Anystream IQ
In Broadcast - April 2013 - 57
In Broadcast - April 2013 - 58
In Broadcast - April 2013 - InMEDIA: Keeping One Step Ahead With on Demand Video Streaming Technology
In Broadcast - April 2013 - 60
In Broadcast - April 2013 - 61
In Broadcast - April 2013 - 62
In Broadcast - April 2013 - 63
In Broadcast - April 2013 - 64
In Broadcast - April 2013 - 65
In Broadcast - April 2013 - 66
In Broadcast - April 2013 - InMEDIA: Understanding Media Asset Management
In Broadcast - April 2013 - 68
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In Broadcast - April 2013 - InTEST: Oversight via Monitoring & Logging
In Broadcast - April 2013 - 89
In Broadcast - April 2013 - 90
In Broadcast - April 2013 - Cover4
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