In Broadcast - July 2017 - 63

63

www.inbroadcast.com | Vol: 7 - Issue 6

The Ultimate MAM System Goal

Kevin Savina, Dalet

MAM can also talk to localised services
for managing the hi-res and the
creation of proxies around that.
"In essence, the cloud removes some
of the barriers to entry when it comes
to MAM, enabling a larger client-base
to get access to the associated services
like streaming, transcoding and
metadata management that a MAM
can offer in a cost-effective way."

"Using new machine learning
and content analysis technologies
in the cloud enables search and
content discovery of archives with
limited metadata to be discoverable
in production timescales," he says.
"What's more MAM systems in the
cloud can be very easy to implement
using
templated
deployment
methods."
Ahead of architecting a MAM that
works with assets in the cloud, Dwyer
suggests looking carefully at the
content lifecycle and understanding
the media flows to ensure clients
understand all the considerations of
operational, technical and economic
impacts.
It's clearly important to understand
exactly what cloud means for each
client. For example, is it a hosted
solution where there is a responsibility
on the client to make sure that those
services are up and running and
being interacted with, or is it a SaaS
solution where the manufacturer is
actually running those services for the
customer? There's also off-premises
and on-premises solutions. In reality
what seems to be happening is the
evolution of a hybrid approach.
"Usually a hybrid approach is more
effective with metadata and proxies
in the cloud to improve collaboration
and asset re-use; and the storage
sub systems kept in the on-premises
environment," says Dwyer. "Avid
suggests understanding the use cases
first, and then design the system to
match the customers' economics. In
many cases that may still have an onpremise element but be able to scale
in the cloud when required through a
hybrid deployment model."
"Costs associated with the cloud tend
to be ingress and egress, so providers
such as AWS or Azure typically make
their money in moving content in and
out," says Nigel Booth, EVP Business
Development and Marketing at IPV.
"The beauty of IPV's hybrid approach -
and it's the area where we're actually
seeing some real benefits - is that
proxies can live in the cloud, but the

Not Simple Virtualisation
While many systems can be
virtualised on-premises or offpremises as well as in the cloud,
making this a success depends not just
on virtualising hardware but on how
the underlying software services have
been architected. It's very difficult
to virtualise a large monolithic set of
software tools.
IPV has written its Curator software
as a series of 'micro services' that
communicate
with
each
other
through open APIs. "This ensures that
additional services such as transcode,
QC or accelerated file transfer can be
'spun up or down' as the need arises,
meaning you are only paying for
what you use as opposed to having
to architect your system for a worst
case scenario, typically seen in onpremise solutions," says Booth. "Using
a product that has been architected
for the cloud means that rather than
losing money significant savings can
be realised."
Architecting asset management
whether for the cloud or for onpremise should be pretty similar,
reckons Parham Azimi, Cantemo's CEO.
"Either way, you still need to work
out why you are implementing, who is
going to be involved, who it is going
to touch, and what your needs are
relating to the files and metadata you
are working with.
"If anything, it is easier, and
potentially cheaper if you are
deploying in the cloud since you can
start very small and build on that as
needed, without needing any massive
infrastructure changes," Azimi says.
"You can literally start with two
users and expand to 20,000 without
even having to manually touch the
infrastructure."
Tedial explains that its software
was developed to be deployed on
virtual systems and deployed its first
cloud based system in 2011. "It is
simply a cloud-based virtualisation
of [a company's] library control
system, metadata, monitoring tools

"A MAM should be able to
leverage cloud services so
that users can benefit
from the cloud
through the MAM"

and workflows, so it moves their
human interaction with machines
and the media off local hardware
and into a virtualised environment,"
says Jay Batista, General Manager,
US Operations. "We've been very
successful in rolling these solutions
out into cloud infrastructure and we
currently support several platforms
including AWS."
Ultimate Media Factory
Ã…hlin believes MAM will be reduced
to a comparably irrelevant software
category unless vendors turn it in to
a SaaS for clients to understand clear
links between MAM value and the
financial bottom line.
He argues that this is possible now
as the industry moves to a PaaS model
in which the media supply chain is
measured by cost and revenue as
equal and comparable entities.
"Everything you need to 'process' to
get your content to your audience will
be comparable. Imagine setting up a
new niche channel in a few hours with
no capex, no staff, no infrastructure
and no software to run - and then
measure cost on the same terms as
revenue. Vidispine's Vidinet PaaS
features elastic scaling of the platform
layer including media services and
pay-per-use. It is this ultimate media
factory."
MAM catalogues are an essential part
of media operations, and they are not
disappearing but simply virtualising
an existing MAM infrastructure and

InFile
cont'd...

Tedial Evolution Version Factory

hosting it in a cloud environment
(public or private) won't gain the other
cloud benefits of elastic business rules
and elastic costs.
"To truly enable these items,
MAM and workflow orchestration
systems built around them should
be architected to enable individual
processes to be created and deployed
as business needs require them,"
argues Savina. "This requires that
vendors have knowledge of the cloud
platform the customer has chosen
in order to properly create either a
virtual machine instance or virtual
container host, clone the proper
process, start the machine/container,
start the process and connect it to
the central system (and of course,
the opposite, when the business need
expires)."
Smart vendors see the cloud as
an enabler of new business models,
providing customers with what they
want, when they want it. For that to
happen, MAM needs to move from
solution to a smooth part of a business
workflow.

"We've been very
successful in rolling
these solutions
out into cloud
infrastructure"
Jay Batista, Tedial

Vidispine Vidinet pay-per-use production costings


http://www.inbroadcast.com http://www.tedial.com/modules-and-architecture/tedial-media-factory https://www.vidispine.com/vidispine

Table of Contents for the Digital Edition of In Broadcast - July 2017

Contents
In Broadcast - July 2017 - Intro
In Broadcast - July 2017 - Cover1
In Broadcast - July 2017 - Cover2
In Broadcast - July 2017 - Contents
In Broadcast - July 2017 - 4
In Broadcast - July 2017 - 5
In Broadcast - July 2017 - 6
In Broadcast - July 2017 - 7
In Broadcast - July 2017 - 8
In Broadcast - July 2017 - 9
In Broadcast - July 2017 - 10
In Broadcast - July 2017 - 11
In Broadcast - July 2017 - 12
In Broadcast - July 2017 - 13
In Broadcast - July 2017 - 14
In Broadcast - July 2017 - 15
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In Broadcast - July 2017 - 17
In Broadcast - July 2017 - 18
In Broadcast - July 2017 - 19
In Broadcast - July 2017 - 20
In Broadcast - July 2017 - 21
In Broadcast - July 2017 - 22
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In Broadcast - July 2017 - 24
In Broadcast - July 2017 - 25
In Broadcast - July 2017 - 26
In Broadcast - July 2017 - 27
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In Broadcast - July 2017 - 65
In Broadcast - July 2017 - 66
In Broadcast - July 2017 - Cover3
In Broadcast - July 2017 - Cover4
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