In Broadcast - August 2018 - 54

54

www.inbroadcast.com | Vol: 8 - Issue 7 | August 2018

InMedia

Moving Just in Time
Further up the Line
Broadcast Management System solutions are powering dynamic
changes and individualised delivery to different audiences,
writes Contributing Editor Adrian Pennington...

B

roadcasting is shifting from a
'create one distribute to many'
to a narrowcasting model in which
multiple variations of content are
created for distribution to different
groups, platforms and ultimately
individuals.
The Broadcast Management System
(BMS) is an essential component in this
evolution required to streamline and
automate workflows. Content is being
delivered directly to the consumer as
OTT, on social media, or in packages
sold to third-party platforms. Popup channels are created for specific
audiences and events.
This shift impacts every area of
the media business - the nature and
structure of intellectual property
rights, the scheduling of media and
how advertising packages are put
together and sold. However, the
change has not been a 'big bang' and
while BMS vendors are increasingly
implementing digital first solutions,
traditional linear television still
represents the largest revenue source
for many of their customers.
"The key to supporting our
customers through this change has
been to provide them with a suite
of applications and solutions that
can handle both broadcast and
narrowcast, nonlinear and linear, in a
single application," says Sina Billhardt,
Product Manager, Arvato Systems.
"This is combined with automation in
workflows to mitigate extra workload
from the additional variations and
an approach to delivering software
and solutions that anticipate and
can accommodate future shifts and
opportunities without knowing the
detail of what they might be."

Media business management systems focus on rights

According
to
Geert
Van
Droogenbroeck, Marketing Manager
for
MediaGenix,
the
changes
make it essential for operators
to recommend content based on
usage: "Algorithms are written
to track viewing preferences and
content is personalised based on
this information. Metadata becomes
all important in creating sufficient
relevant tags to define preference in
ever greater detail. AI is being used
to process large amounts of data in
a meaningful way on a unique user
level."
He adds: "The more sophisticated
this becomes, the more personal
the service will be as the UI will
be different for each user. Added
complexity comes when a service
needs to take into account both what
a user is watching in a linear / catch
up environment and an on-demand
environment."
Another challenge is that the
content has to adapt to the destination
communication devices, not just

technically, but also from an editorial
point of view. Facebook's long-form
story format needs to be different
when viewed on a Website or a
connected TV. "The changes have a
huge impact on content itself," says
Droogenbroeck. "Traditional players
have become more creative in how
they package content for a target
group. They split content into smaller
parts that fit social and on-demand
media, repackage seasons into
different themes or add bonus content
for the true fan.
"Media companies need to be able
to slice and dice content for use on
different platforms," he says. "They
need to manage rights for new
versions of content that are assembled
from many existing content parts.
They will also want to present existing
content in new and different ways, and
group titles into collections for selling,
planning or re-packaging. This requires
a flexible content-centric system and
quick editorial decisions that rely on
a powerful management of media and

"a suite of applications and
solutions that can
handle both broadcast
and narrowcast"

Sina Billhardt, Arvato

Provys BMS user interface

material workflows and of complex
rights and underlying rights and
royalties."
The BMS should therefore assist
producers, curators and schedulers in
managing this complexity and make it
simple to connect the right audience to
the right content version.
"Unfortunately, the total revenues of
the market remain flat or show only a
limited growth and broadcasters have
to survive with lower incomes per
channel," points out Michal Stehlik,
Director - Product Development,
Provys. "This leads to an increased
pressure on the automation of all
processes associated with each
individual distribution channel."
Provys believe that this automation
process is possible only when it is built
on a strong foundation of content and
rights libraries, regardless of the type
and coverage of the channel. The
key to success, it asserts, is finding
the right content to offer, efficiently
utilising all available rights and using
information to support further content
procurement or production.
"This is why we think BMS is a
key system for transformation
from a linear channel broadcaster
to a content centric, multichannel
operator," says Stehlik. "We guarantee
that Provys is the right solution to
support this transformation."

"BMS is a key system for
transformation from a
linear channel broadcaster
to a content centric,

multichannel operator"
Michal Stehlik, Provys

Just In Time assembly
In general, it is more efficient to
package the channel for delivery at the
end of the broadcast technology chain
- a strategy which supports efficient
reuse of content. The time when
commercial breaks were compiled
onto a single tape, subtitles burnt into
the picture and audio tracks recorded
together with the picture, are over.
Today, playout automation assembles
all the necessary pieces 'Just In Time'
(JIT) with graphics rendered during
playout and no need to use postproduction resources.
"It is now possible to introduce
changes just a few minutes before
transmission and produce multiple
feeds with different branding from
a single media," says Stehlik. "From
the BMS system perspective, we first
define the rules and then schedule


http://www.inbroadcast.com https://www.provys.com/rights.html https://www.provys.com/planning.html

Table of Contents for the Digital Edition of In Broadcast - August 2018

Contents
In Broadcast - August 2018 - Intro
In Broadcast - August 2018 - Cover1
In Broadcast - August 2018 - Cover2
In Broadcast - August 2018 - Contents
In Broadcast - August 2018 - 4
In Broadcast - August 2018 - 5
In Broadcast - August 2018 - 6
In Broadcast - August 2018 - 7
In Broadcast - August 2018 - 8
In Broadcast - August 2018 - 9
In Broadcast - August 2018 - 10
In Broadcast - August 2018 - 11
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In Broadcast - August 2018 - 26
In Broadcast - August 2018 - 27
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In Broadcast - August 2018 - 63
In Broadcast - August 2018 - 64
In Broadcast - August 2018 - Cover4
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