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36 TVBEurope IBC Wrap-Up Far beyond technology


“Beam me down Scotty. I’ve had enough of ‘the enterprise’”... Media management and Media Asset Management (MAM) developments at IBC2012, according to Russell Grute


WAS ‘ENTERPRISE’ the most overused and misused word at IBC this year? As part of my ongoing analysis of media management and solutions, I met with over


‘a MAM’ or not. The range of media management requirements and aspirations is now wider than ever; right across the business in fact; throughout the enterprise.


to future success — whether that’s feeding existing audiences more cost effectively or trying to win new audiences in new places. So did IBC make things any clearer about more efficient and


Optimal MAM requires a carefully balanced view of media planning and operations combined with supporting technology. Very few technologies can stand alone now


20 MAM and related technology vendors this year at IBC. Every operation, process and technology is now part of an organisation’s media management; whether you have


From acquisition and


programme making, through post and packaging to distribution, ad sales and sponsorship, good media management is cited as pivotal


cost effective media management? For me enterprise was certainly this year’s most used and abused word... I lost count of the number of ‘enterprise-ready’ vendors,


Russell Grute: ‘Many broadcasters and media companies find it equally challenging to define their own MAM requirements’


www.tvbeurope.com November2012


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