In Broadcast - May 2013 - 64


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

WWW.INBROADCAST.COM | ISSUE 19 - MAY 2013

N E W S

InMEDIA

MAM Meets Challenge Of Sports Content
Sports content producers face new challenges such as the need to distribute
content to more outlets and second-screen apps and to build an archive…
By Raoul Cospen
Director of Marketing and
Business Development, Dalet

N

64

ot everyone has exactly the
same problems, or faces the
same level of complexity; yet,
most face a common and clear
mandate to manage and distribute
more content faster and to more
outlets – and to do this without
incurring significant cost increases.
Traditional production models are
falling short, and many content
producers are turning to MAMbased workflows to streamline their
operations.
The model for sports production
has evolved into a file-based
workflow, but it is usually built around
files and video servers rather than
the assets and the content catalogue
where essential information about
all assets resides. This model often
relies on dedicated teams and
systems for specific channels or
outlets; for instance, one unit may
be solely responsible for web and
mobile distribution. Many different
(and often proprietary) systems are
cobbled together into a silo-like
environment. This structure makes
it difficult to add new channels,
and even basic maintenance and
upgrades become a challenge. It
lacks the agility to react quickly to
technological advances or business
challenges. It is costly, inefficient,
inflexible, and difficult to support.
MAM offers a different approach.
It has an asset-centric perspective
that looks at the process as a whole
and considers business goals.
Individual tasks are only parts of

the equation. The MAM unifies all the
different systems for all the different
sports in a common framework in
a single database, making content
accessible not only to MAM users
but also to third-party systems such
as craft editors. All the resources
– human effort, metadata, media,
and systems – are federated to
produce a more efficient outcome.
The MAM relies on open standards
rather than proprietary products. The
result is a more efficient, streamlined,
and collaborative workflow
that eliminates repetitive tasks,
speeds production, and facilitates
multiplatform distribution.
The MAM underlayer manages and
tracks media and metadata across
all the different systems, from ingest
through production, distribution, and
the archive. Metadata are maintained
throughout the lifecycle of the media.
This is key to smooth production,
workflow collaboration, and ease of
distribution for content monetisation.
For instance, by maintaining timecode information about clips that
have been replayed during live
games, it is far easier to search and
bring that archived material back into
the production workflow.
Integrated glossaries in a MAM
offer additional benefits, and make
the content more valuable. When
indexing a shot about Roger Federer,
just the fact that you type “Federer”
enriches the content with valuable
information. The glossary will reveal
that Federer is a Swiss player who

was born in August 1981, is currently
ranked number three in the world, is
right-handed, etc. Similarly, if you
search for “Swiss players born in the
80’s,” you will easily find Federer as
part of the query results.
A workflow engine can orchestrate
many human tasks in the production
chain; it can also automate
back-office functions like media
manipulation and movement,
transcoding, and distribution.
When you think about all the
individual roles that need to be
addressed, you get a sense of
the bigger picture of how MAM
can improve workflow: whether
it is managing ingest of multiple
simultaneous games; OB van
operators creating instant replays
from multicam feeds; loggers
tagging and entering metadata
tailored for individual sports;
producers creating quick-cuts and
sequences; craft editors making
packages for half-time shows; or
social media managers posting
interactive segments to chat sites.
When all these different roles are
orchestrated and managed within
the MAM, the independent silos are
transformed into a lean and efficient
“sports factory”.
The MAM allows everyone to
work in a more productive and
collaborative manner, as they can
search the organised and structured
metadata in the content catalogue
to browse, view, and retrieve media
wherever it is in the production
chain or the archive. The MAM can
also interact with various rights
and business systems, which is
increasingly important because the
rights to broadcast content after a
game are often limited to a particular
number of days and type of use.
The MAM can alert new media

MAM can easily feed second screens

producers if certain content is not
authorised for posting to social sites
or other platforms, or if third-party
contributions to a program can’t
be reused for magazine shows.
The MAM can also transparently
automate much of the distribution
process by ensuring that specific
rule sets deliver the correct media
in the correct format to many
different platforms.
With unique capabilities that are
attuned to sports, the Dalet Sports
Factory takes MAM for sports
to an even higher level. It offers
many built-in production tools for
sports-specific tasks, like logging
or highlight creation. It can also
accept live data feeds, supports
Sports ML, and integrates with
industry-standard NLEs and sports
production, replay, planning, and
stats systems. The customisable
metadata schemes in Dalet Sports
Factory can be detailed and tailored
for each sport.
Increasingly, stakeholders in
sports broadcasting are realising
the benefits of a flexible, extensible
MAM system. While MAM may not
solve all the problems associated
with live coverage and sports
production, it has dramatically
increased productivity and efficiency:
more content can be produced and
delivered to more platforms in a
shorter period of time. MAM also
provides a solid foundation that
gives greater flexibility when tackling
today’s issues and addressing
tomorrow’s challenges.

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

In Broadcast - May 2013
Contents
InNEWS: Eredivisie Live Kicks Off With Evs Systems
InNEWS: Nep Develops Arise Networks’ Ny News Centre
InREPLY: International Success for Atg Broadcast
InGEAR: Blackmagic Design Demos Production Camera 4k
InGEAR: Ensemble Designs’ Brighteye Nxt 430 Router
InAUDIO: Clear-Com’s Eclipse - Pico for Ktv
InSTUDIO: Cartoni Debuts Magnum & Jibo & Nabshow 2013
InMEDIA: Avid Live Shows at Dock 10 Post
InMEDIA: How Mam Meets the Challenges of Managing Sports Content
InFILE: Simplifying Alpha Network’s Ott and Iptv Delivery - Harmonic
In Broadcast - May 2013 - In Broadcast - May 2013
In Broadcast - May 2013 - Cover2
In Broadcast - May 2013 - Contents
In Broadcast - May 2013 - InNEWS: Eredivisie Live Kicks Off With Evs Systems
In Broadcast - May 2013 - 5
In Broadcast - May 2013 - InNEWS: Nep Develops Arise Networks’ Ny News Centre
In Broadcast - May 2013 - 7
In Broadcast - May 2013 - 8
In Broadcast - May 2013 - 9
In Broadcast - May 2013 - 10
In Broadcast - May 2013 - 11
In Broadcast - May 2013 - 12
In Broadcast - May 2013 - 13
In Broadcast - May 2013 - 14
In Broadcast - May 2013 - 15
In Broadcast - May 2013 - 16
In Broadcast - May 2013 - 17
In Broadcast - May 2013 - 18
In Broadcast - May 2013 - 19
In Broadcast - May 2013 - 20
In Broadcast - May 2013 - 21
In Broadcast - May 2013 - 22
In Broadcast - May 2013 - 23
In Broadcast - May 2013 - 24
In Broadcast - May 2013 - 25
In Broadcast - May 2013 - 26
In Broadcast - May 2013 - 27
In Broadcast - May 2013 - InREPLY: International Success for Atg Broadcast
In Broadcast - May 2013 - 29
In Broadcast - May 2013 - 30
In Broadcast - May 2013 - 31
In Broadcast - May 2013 - 32
In Broadcast - May 2013 - 33
In Broadcast - May 2013 - 34
In Broadcast - May 2013 - 35
In Broadcast - May 2013 - InGEAR: Blackmagic Design Demos Production Camera 4k
In Broadcast - May 2013 - 37
In Broadcast - May 2013 - InGEAR: Ensemble Designs’ Brighteye Nxt 430 Router
In Broadcast - May 2013 - 39
In Broadcast - May 2013 - 40
In Broadcast - May 2013 - 41
In Broadcast - May 2013 - 42
In Broadcast - May 2013 - 43
In Broadcast - May 2013 - 44
In Broadcast - May 2013 - 45
In Broadcast - May 2013 - 46
In Broadcast - May 2013 - InAUDIO: Clear-Com’s Eclipse - Pico for Ktv
In Broadcast - May 2013 - 48
In Broadcast - May 2013 - 49
In Broadcast - May 2013 - 50
In Broadcast - May 2013 - 51
In Broadcast - May 2013 - 52
In Broadcast - May 2013 - 53
In Broadcast - May 2013 - 54
In Broadcast - May 2013 - 55
In Broadcast - May 2013 - InSTUDIO: Cartoni Debuts Magnum & Jibo & Nabshow 2013
In Broadcast - May 2013 - 57
In Broadcast - May 2013 - 58
In Broadcast - May 2013 - 59
In Broadcast - May 2013 - 60
In Broadcast - May 2013 - InMEDIA: Avid Live Shows at Dock 10 Post
In Broadcast - May 2013 - 62
In Broadcast - May 2013 - 63
In Broadcast - May 2013 - InMEDIA: How Mam Meets the Challenges of Managing Sports Content
In Broadcast - May 2013 - 65
In Broadcast - May 2013 - 66
In Broadcast - May 2013 - 67
In Broadcast - May 2013 - 68
In Broadcast - May 2013 - 69
In Broadcast - May 2013 - 70
In Broadcast - May 2013 - 71
In Broadcast - May 2013 - InFILE: Simplifying Alpha Network’s Ott and Iptv Delivery - Harmonic
In Broadcast - May 2013 - 73
In Broadcast - May 2013 - 74
In Broadcast - May 2013 - 75
In Broadcast - May 2013 - 76
In Broadcast - May 2013 - 77
In Broadcast - May 2013 - 78
In Broadcast - May 2013 - Cover3
In Broadcast - May 2013 - Cover4
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