In Broadcast - September 2021 - 62

62
www.inbroadcast.com | Vol: 11 - Issue 9 | September 2021
InTech
Building an Effective
Cross-Platform Content
Supply Chain
With Nick Morgan, APAC Sales Director for VSN...
O
ne of the great quandaries facing
many broadcasters and media
companies who play-out content in a
linear fashion (typical server-based
play-out) has been how to effectively
create a digital supply chain of content
to complement their existing playout
that they can easily setup, manage and
understand.
In other words, design something
without the inherent complexity and
cost of setting up separate parallel
production teams and content
production paths. The creation and
publishing of digital content should
feel like a natural extension of their
existing linear operations but this is,
unfortunately, rarely the case.
Linear TV production and broadcast
works a certain way and fundamentally
hasn't changed in the past 20 years,
so introducing a completely different
set of systems,
workflows
and
operational procedures to create
and deliver digital content presents
multiple challenges to any broadcast
organization. This complexity (and
cost) is often the reason so many have
held back their expansion budgets into
the digital realm.
Multi-Platform Supply-Chain
Management
One key aspect
identified, catalogued, accessed and
stored.
This
requirement
primarily to utilizing an effective Media
Asset Management solution... but more
on that later.
Another
major consideration
speaks
is purchased, the BMS system should
automatically create placeholders
inside the MAM for the master video
and associated sub-clips/versions
ready
to receive the
is
related to multiplatform
publishing is content
versioning, where for example, a
30-minute programme will play
(with repeats) on linear broadcast
channels but may also be required
to be cutdown and repackaged into
rebranded short-form for a digital
audience who invariably have different
media consumption behaviors
and expectations around mobile
entertainment. Media companies
often prefer to " contain " these new
digital content versions together as
part of their master programme assets
and so create 'container assets' with
metadata structures that effectively
categorize and 'tag' these separate
items in such a way as to be easily
multi-platform content supply-chain
management. This process often starts
at the media acquisition stage whether
it's foreign or locally purchased/
produced content and follows through
to the content delivery endpoints, be
that linear playout or an online VOD
platform such as YouTube.
For this, media companies need a
solution that can track the content
throughout its useful lifecycle and
provide the workflow status checks
and As-Runs that ultimately alert the
commercial department that it's time
to bill for advertising or sponsorship
placement. For linear TV at least, this
process has been typically managed
by a BMS or Traffic system. For digital
content,
the
idea
of
scheduling
to
social or OTT platforms hasn't existed,
until now...
Ideally, BMS and MAM systems
should work harmoniously together
to provide tools that automate many
of these production and delivery
processes. For instance, when content
associated
media. This should then automatically
trigger a set of workflows that alert
production personnel that their
efforts are required to deliver certain
tasks within the production process.
Then, when content is finally ready
for the various delivery platforms
(and tied-back to the pre-created
MAM
asset
placeholders),
'end-point'.
more
automatic processes kick-in to manage
the delivery of that content to its
destination
This process
should be very similar for both Linear
and Non-Linear content delivery. The
tools should essentially be the same!
Holistic, Business-Driven
Scheduling
To ensure everyone is connected
to the various operational processes,
users should receive status reports all
along the production supply chain as
well as from the publishing endpoints
to signify that not only has the media
been successfully delivered but
has been played-out out to (linear)
or accessed by (digital) the target
audiences that were intended to
receive it. All of this should happen in
a way that provides familiar operating
procedures for typical broadcasters
without the production processes or
technology getting in the way (so to
speak). Adding digital (non-linear)
publishing capability should not force
a big change in working practices that
increases the use of resources or adds
time and cost.
VSN has been focused on this
problem since the world started to
consume digital content and has
consequently created a holistic content
management environment and media
supply chain solution that is both
inherently efficient and cost-effective
but also has one eye firmly on the
primary goal of any media company,
and that's... content monetization!
VSN is well known for its powerful
enterprise-class Media Asset
Management solutions with inherent
automated workflows and reporting
systems
but
has
recently
taken
a
leap into the future by introducing a
new planning & scheduling concept
(VSNCrea) relevant to both linear and
non-linear publishing which is fully
integrated with MAM and acts as a
type of process coordinator and
http://www.inbroadcast.com http://www.vsn.tv http://www.vsn.tv http://www.vsn.tv http://www.vsn.tv

In Broadcast - September 2021

Table of Contents for the Digital Edition of In Broadcast - September 2021

Contents
In Broadcast - September 2021 - Intro
In Broadcast - September 2021 - Cover1
In Broadcast - September 2021 - Cover2
In Broadcast - September 2021 - Contents
In Broadcast - September 2021 - 4
In Broadcast - September 2021 - 5
In Broadcast - September 2021 - 6
In Broadcast - September 2021 - 7
In Broadcast - September 2021 - 8
In Broadcast - September 2021 - 9
In Broadcast - September 2021 - 10
In Broadcast - September 2021 - 11
In Broadcast - September 2021 - 12
In Broadcast - September 2021 - 13
In Broadcast - September 2021 - 14
In Broadcast - September 2021 - 15
In Broadcast - September 2021 - 16
In Broadcast - September 2021 - 17
In Broadcast - September 2021 - 18
In Broadcast - September 2021 - 19
In Broadcast - September 2021 - 20
In Broadcast - September 2021 - 21
In Broadcast - September 2021 - 22
In Broadcast - September 2021 - 23
In Broadcast - September 2021 - 24
In Broadcast - September 2021 - 25
In Broadcast - September 2021 - 26
In Broadcast - September 2021 - 27
In Broadcast - September 2021 - 28
In Broadcast - September 2021 - 29
In Broadcast - September 2021 - 30
In Broadcast - September 2021 - 31
In Broadcast - September 2021 - 32
In Broadcast - September 2021 - 33
In Broadcast - September 2021 - 34
In Broadcast - September 2021 - 35
In Broadcast - September 2021 - 36
In Broadcast - September 2021 - 37
In Broadcast - September 2021 - 38
In Broadcast - September 2021 - 39
In Broadcast - September 2021 - 40
In Broadcast - September 2021 - 41
In Broadcast - September 2021 - 42
In Broadcast - September 2021 - 43
In Broadcast - September 2021 - 44
In Broadcast - September 2021 - 45
In Broadcast - September 2021 - 46
In Broadcast - September 2021 - 47
In Broadcast - September 2021 - 48
In Broadcast - September 2021 - 49
In Broadcast - September 2021 - 50
In Broadcast - September 2021 - 51
In Broadcast - September 2021 - 52
In Broadcast - September 2021 - 53
In Broadcast - September 2021 - 54
In Broadcast - September 2021 - 55
In Broadcast - September 2021 - 56
In Broadcast - September 2021 - 57
In Broadcast - September 2021 - 58
In Broadcast - September 2021 - 59
In Broadcast - September 2021 - 60
In Broadcast - September 2021 - 61
In Broadcast - September 2021 - 62
In Broadcast - September 2021 - 63
In Broadcast - September 2021 - 64
In Broadcast - September 2021 - 65
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In Broadcast - September 2021 - 77
In Broadcast - September 2021 - 78
In Broadcast - September 2021 - Cover3
In Broadcast - September 2021 - Cover4
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