30 TVBEurope


The Workflow Guest Opinion


Ready to eat or past its sell-by date: how fresh is your media?


Why data migration is overtaking


digitisation as a key industry challenge for the future. By Russell Grute, Broadcast Innovation


WITH THEexplosion of multiscreen media consumption we are now entering a bright future for broadcasters and content owners everywhere. If more viewers want to access more content than ever before, and with potential new business models to monetise it ‘imagineered’ everyday, how can we lose? My own trans-media digital


natives (I mean children) search and stream, share and shout about what they find on their small screens. As long as dad pays for the household broadband service then their recession-hit pocket money is uploaded via PayPal or iTunes and content is downloaded with a swipe of their touchscreens. Like any industry driven by unpredictable mass


consumption, consumers will find a way to get what they want at the price they want to pay. Accordingly an all-new media


supply chain is evolving fast. To keep up, broadcasters need to be sure that their popular content and brand is readily accessible, enriched accordingly, fresh and ready to go. By 2012, what’s the role of MAM in this? At April’s NAB 2012 over 400 vendors featured media management or workflow


been digitised at least once and it is piling up everywhere. Multiple copies exist at different stages in the workflow. With content registered in business systems, the MAM(s), production, post and playout systems: where to look for the right information? And what happens next when


storage, servers and archives are full while simultaneously new markets demand new formats? Re-ingest again to a better format or transform it? In some ways broadcasters are now trapped by the assets they have in stock; too slow to keep our media supply chain moving. Shane Warden, general


Russell Grute: Most content has now been digitised at least once and it is piling up everywhere. Multiple copies exist at different stages in the workflow


as part of their offering. Many jumping on the marketing bandwagon, a few giving real insight into new ways to cost effectively visualise, search, broker and enrich both content and metadata for broadcast and beyond. Vidispine and IPV with Metadata Central caught my eye this year.


Put aside the accompanying


complexities of acquisition and rights management and perhaps effective media management could now be summarised as the optimal processes and actions required to assist programme making and content repackaging for existing and new markets. To determine the commercial validity (freshness) of content, MAM processes


now need to provide much more than media locations and scattered metadata.


manager at IMG Mediahouse, a unit of IMG worldwide, the global sports, fashion and media company, believes we should much better define the ‘assets’ themselves. “As an organisation dedicated to managing other people’s media interests, we have very quickly realised that simple digitisation is not preservation


responsible for helping our clients to commercially exploit their content, then we have a duty of care in execution,” he says. “At IMG this means that assets are migrated to a certified set of criteria, which include a detailed history of the physical and signal quality of the tape at the time of migration.


“In doing so we create a


record that accompanies any asset which will add context to an archive including scans of tape cassette labelling and any associated commercial and production paperwork. This is invaluable from a commercial point of view and allows us to provide provenance and assurance of the state of content throughout its lifecycle. “In addition to our migration criteria we also perform broadcast QC tests which present a profile of the asset relative to current broadcast requirements. However the fact that an asset was previously


“As an organisation dedicated to managing other people’s media interests, we have very quickly realised that simple digitisation is not preservation or migration”


Shane Warden, IMG Mediahouse


From digitisation to transformation As recently as five years ago digitisation was still a major challenge, considered the key enabler. ‘Ingest once’ and we’d be ready for anything, or so we thought. Most content has now


or migration and unless great care is taken, content owners are potentially sitting on poor quality assets and metadata. “As technologists we understand how easy it is to create a media file from a broadcast feed or tape, but I believe if we are


technically suitable for broadcast does not always mean it will pass muster now. Thus assets are registered in the MAM with associated additional metadata to readily verify their provenance and state at the time of migration


www.tvbeurope.com July 2012


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