In some ways broadcasters are now trapped by the assets they have in stock
with advisory information regarding modern day technical broadcast suitability. “When considering wider online distribution and new markets for our clients we are now planning to expand this approach to identify more attributes which affect the readiness of content for all markets. We are working to establish a media asset architecture that suits all of our value added processes and protects our clients’ interests,” says Warden.
An asset
Unexpected item in the bagging area... Creativity and content need to flow and a pitfall of IT broadcast systems is that processes sometimes just stop. This is usually due to files, wrappers or metadata being received in an unexpected state by associated applications or systems. Establishing the correct levels of content validity in operations such as programme making, post production, operations and playout, keeps fresh content moving toward the audience.
architecture based
not on a technology- up view but instead using a business-
down perspective enables the best workflow with fewest hiccups
An asset architecture based not on a technology-up view but instead using a business-down perspective enables the best workflow with fewest hiccups. As well as providing good picture quality and enabling efficient content transformation for smaller screens and streaming, media assets now also have to allow easier location, inspection and enrichment throughout the content lifecycle. Planning systems in acquisitions, ad sales and scheduling for example need access to media and its attributes. In programme making and post production continuous logging, indexing and tagging provide rich metadata to share in the storytelling and creative cycles. Increasingly for second screen and companion devices this information adds additional depth and engagement for the viewer. In fact this type of data is the key to creating new audiences, as long as the content is ready to eat too. MAM solutions are often seen
as expensive, and this will always be true if we only consider the cost of the factory. With an
TVBEurope 31 The Workflow
With the explosion of multiscreen media consumption we’re now entering a bright future for broadcasters and content owners everywhere
optimal business-ready media asset architecture, enabling faster knowledge of content readiness for new audiences, we could more accurately calculate the unit cost of production. And then continuously drive it down using good creative and logistical processes alongside optimal technology utilisation. This is what happens in many other industries and this will allow broadcasters to keep the pace. — by using MAM more effectively
to thrust fresh and relevant content toward today’s new audiences, who are using VOD, mobile and mostly OTT at minimal technological cost. Crucially, this allows
broadcasters to focus on great programme making, creative storytelling and develop a compelling multiscreen presence. These are their real advantages to viewers and advertisers everywhere. www.broadcastinnovation.tvwww.imgworld.com