In Broadcast - April 2014 - 44


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

WWW.INBROADCAST.COM | ISSUE 30 - APRIL 2014

N E W S

InFILE

Managing Broadcast Media Assets

As the broadcast industry buzzes with 4K excitement, the Media Asset Management (MAM) world,
once a trendy headline term, has kept on evolving quietly behind the scenes...

By Monica Heck
Contributing Editor

A

44

t this point in time, the MAM
market seems to have reached
a certain level of maturity, with
vendors emerging from the siloed
mentality of the past.
"I would say MAM is no longer
'trendy' but standard," comments
Geoff Hutton, Chief Functional
Architect for Pilat Media. Kevin
Savina, director of Product Strategy
at Dalet, agrees. "MAM is no longer
seen as a magic solution. People
on the broadcast side have a much
better view of what they expect to
do and gain by putting in place a
MAM project."
The actual term "MAM" however
still generates much debate and
many different definitions. Bruce
Devlin, CTO of AmberFin, surveyed
MAM vendors as part of his SMPTE
regional seminar involvement
and heard a multitude of MAM
definitions, ranging from niche
installations to all-encompassing
enterprise-wide solutions along
with various definitions of what
constitutes an 'asset'.
Karl Mehring, Senior Product
Manager at Snell concurs, referring
to MAM as an umbrella term. "As a
result, many companies claim to offer
MAM solutions, meaning there are
far too many systems on the market.
This makes it harder for broadcasters
to shortlist suppliers that could
potentially suit their needs."
The nature of MAM projects has
evolved in recent years to match
the pace of the digital revolution.
Craig Dwyer, Senior Director of the
Global Centre of Excellence at Avid,
cites the accelerated digitisation of
media assets, the 'consumerisation'
of content creation and distribution
and the relentless pressure for
operational efficiency as challenges
to media enterprises. "These
challenges, combined with the fact
that a wide variety of companies are
building and managing a complex
multi-vendor solution that delivers
on the promise of the new file
based workflows, mean everyone
is drowning in files."
The advent of multiplatform arising
from non-linear and on-demand
TV consumption has also affected
MAM. "The media preparation
load supported by broadcasters
has increased," said Hutton. "Until

Karl Mehring,
Snell

"...Many companies
claim to offer MAM
solutions

"

recently, broadcasters had to handle
HD and SD versions of content.
Now they have to produce content
in a wide variety of formats that
necessitates transcoding operations,
DRM encryption and other media
preparation steps in the modern day
'content factory'."
A modern MAM software
vendor must now not only offer
full software functionalities but
also help broadcasters manage
the change in how people work
within the organisation. "It's not
just about the technical capabilities
of binding together coherent
workflows between different silos,
it's also about giving better visibility
and management on these newly
designed workflows and helping the
business handle the changes to work
processes," explained Savina.

Avid remote applications being used
on an iPad in a newsroom

MAM Tech Trends

Move over content, metadata is now
king of MAM, especially in the new
world of multiplatform. "Content
is useless unless you manage
the metadata from one end of the
system to the other," said Tony
Taylor, Chairman and CEO of TMD.
"The challenge of MAM is not just
about making sure it's not just the

Dalet Galaxy Onecut Multimedia editor

content that's QC'ed and correct,
but also the metadata. For example,
one of our consultancy clients had
to enter the title of an acquired
programme into 34 separate
systems in their workflow. That's
34 times it can go wrong. We aim to
implement a workflow solution that
handles the metadata all the way
through in a very consistent manner."
Paul Turner, Telestream VP of
Enterprise Product Management,
has noticed a rise in demand for
search functionality, which requires
the extraction, storage and
management of metadata along with
the asset. "Use of proxy media to
allow for visual searching, along with
the ability to search on audio content
is also important. Given the huge
amount of media available to users,
search capabilities are of paramount
importance. The media is worthless
if you can't locate the video or audio
you're looking for."
Evolving from being heavily
broadcast centric, the industry has
been marching towards broadcast/IT
convergence. "Today IPTV streaming,
VoD and mobile TV, along with the
ability to make money from these
methods of distribution, are seen as
the most important areas of growth
and development," said Mehring.
"There's also an ongoing push to
continue improving the efficiencies
and quality of linear playout."
One of the biggest challenges for
MAM in a post-digital revolution
world comes from the plethora of
formats and delivery channels that
broadcasters must manage. Both
Devlin and Peter Gallen, Tedial's
Product Manager, point to the FIMS
project, a joint initiative between the
AMWA and the EBU, as attempts
to solve this issue. "Particularly
in Europe the technology trend is
heading towards more efficient
integration between MAM and
the peripheral sub-systems that
are increasing in their file-based

Peter Gallen,
Tedial

technology
"...The is heading
trend
towards more
efficient integration

"

platforms," said Gallen. "The
FIMS initiative is an example of
rationalising this trend by avoiding
one-to-one integration in favour of
a system that provides a common
integration bus."
The practice has proven more
difficult however, according to Devlin.
"It's a chicken and egg situation. The
MAM vendors and to some extent
vendors like AmberFin aren't going
to implement FIMS until somebody
actually asks for it, because we don't
have the margin for speculative
implementation."
Devlin also mentions the economic
climate, which has made it hard to
prove the benefits of open standards
in MAM. "There are standards that
have been really successful, the UK
digital production partnership (DPP)
for example has created a delivery
spec that will go live on October 15,
which has inspired the creation of
an international taskforce. If it works,
we can define a truly transactional
format for file-based interchange."
The MAM trailblazers of the
industry are re-assessing their
environment at this point, according
to Mehring, specifically focusing on
the costly and long software and
workflow development overheads
associated with owning these
systems. "They're looking at a new
wave of MAM offerings designed
CONTINUED ON PAGE 46


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Table of Contents for the Digital Edition of In Broadcast - April 2014

In Broadcast - April 2014 - Intro
In Broadcast - April 2014 - Cover1
In Broadcast - April 2014 - Cover2
In Broadcast - April 2014 - 3
In Broadcast - April 2014 - 4
In Broadcast - April 2014 - 5
In Broadcast - April 2014 - 6
In Broadcast - April 2014 - 7
In Broadcast - April 2014 - 8
In Broadcast - April 2014 - 9
In Broadcast - April 2014 - 10
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In Broadcast - April 2014 - 14
In Broadcast - April 2014 - 15
In Broadcast - April 2014 - 16
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In Broadcast - April 2014 - 18
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In Broadcast - April 2014 - 20
In Broadcast - April 2014 - 21
In Broadcast - April 2014 - 22
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In Broadcast - April 2014 - 24
In Broadcast - April 2014 - 25
In Broadcast - April 2014 - 26
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In Broadcast - April 2014 - 28
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In Broadcast - April 2014 - 30
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In Broadcast - April 2014 - 32
In Broadcast - April 2014 - 33
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In Broadcast - April 2014 - 37
In Broadcast - April 2014 - 38
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In Broadcast - April 2014 - 40
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In Broadcast - April 2014 - 79
In Broadcast - April 2014 - 80
In Broadcast - April 2014 - 81
In Broadcast - April 2014 - 82
In Broadcast - April 2014 - S1
In Broadcast - April 2014 - S2
In Broadcast - April 2014 - S3
In Broadcast - April 2014 - S4
In Broadcast - April 2014 - S5
In Broadcast - April 2014 - S6
In Broadcast - April 2014 - S7
In Broadcast - April 2014 - S8
In Broadcast - April 2014 - S9
In Broadcast - April 2014 - S10
In Broadcast - April 2014 - S11
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