December2013
www.tvbeurope.com
“For MAM solutions, large and small, the integration to the surrounding business systems is critical” — Mike Shaw, Orad
Can a MAM add revenue streams to a user’s portfolio?
Campanotti: Leveraging MAM and a digital asset repository will allow the creative process to focus on creativity rather than technical challenges, format compatibility, migration, etc. This more intense focus on creativity can allow new avenues for revenue generation to evolve more quickly. Further, allowing the ‘testing’ of these new revenue opportunities without having to make a large investment in infrastructure or staff can make the organisation more agile and better able to start and stop these initiatives based on results. Casaccia: Unfortunately, the
answer to this question is probably no, at least not in the direct fashion. A MAM system must generally be considered a ‘cost of doing business’ — similar to inventory management in any other industry. Differentiation among the valuation of MAM systems is found in how they minimise this cost. Finding new revenue streams such as web or video-on-demand simply allows this cost to be recouped more thoroughly. Cospen: Typically, our customers leverage the productivity gains from MAM to launch new distribution or broadcast channels, which can have a direct — and positive — impact on revenue. For instance, Mediaset in Italy is able to distribute 10 times more content with the Dalet MAM and hence, more revenue stream opportunities. Jakobsen: The most common approach is that you add more channels. With a file-based workflow or MAM adding channels is easier and less expensive. The other approach is to sell in-house media for which you have rights to other businesses. The MAM lets you exploit business opportunities much more quickly and efficiently. As the saying goes, ‘luck is when opportunity meets preparation.’ Potuzak: Yes. Revenues
come from a business model of reusing their most important asset — their content. If you can’t find it, you can’t use it
TVBEurope 19 MAM Forum 2013
What steps are needed to ensure Metadata is preserved accurately throughout the media management process?
Patrice Rosay, Netia
Campanotti: Metadata accuracy through the entire content lifecycle is key to any enterprise MAM system. Enrichment of technical metadata during capture, migration, and ingest should be married with programme and contextual metadata as it flows through the production, transmission, and online chains. Each consumption mechanism will have its own specific requirements. It is also imperative that the MAM be able to map, translate, extract, and publish metadata from the growing repository over time in order to feed these consumption and monetisation paths accurately. Casaccia: Since the structure
of metadata that is associated with incoming content, as well as that which must be associated with content being placed in multiple delivery systems, can vary wildly from each other, the MAM system must provide a robust and easily implemented metadata exchange interface. XML has emerged as the clear choice mechanism to do this. Dwyer: One approach
Julian Wright, Blue Lucy Media
and you cannot sell it. That is the problem with manual tape-based systems, finding the right content quickly. It also enables customers to mark their content so if they sell it for rebroadcast by others, they can verify if it is legal. Rosay: The automated handling and distribution of content allows MAM system users to process media in less time and to complete a higher volume of processing tasks in that time. A MAM system enables users to optimise ROI, not only by monitoring production costs, but also by enhancing the quality of the content being produced. Wright: Certainly. A content
owner who has an asset catalogue that is well indexed and readily retrievable is able to rapidly and inexpensively exploit new business models as they develop. We see the MAM and properly catalogued material as core to monetising content archives.
Avid recommends is building integration between the MAM
technology and policy to protect that data and revenue streams. Technical solutions include secure storage, backup and even disaster recovery sites with full or partial broadcasting capability. Policy solutions include procedures for maintaining data backups, synchronising data between sites and most importantly frequent training for the staff on how to implement these procedures for restoration or switching to a backup site. Rosay: A good architecture is
Craig Dwyer, Avid
repository. This choice should be based on the selected system having highly extensible and flexible metadata schema(s). In the case of assets with embedded metadata, all chosen parts of the system should preserve this and/or modify this metadata as appropriate. Potuzak: First, a facility wide
metadata schema needs to be defined that works for all departments. Not everyone will use all the metadata, but the MAM must accommodate its breadth. Certain metadata
simple, using the least number of gateways between functional islands. Sharing a central metadata repository all along the process, from ingest, preparation, editing, and production up to the delivery or broadcast, is an ideal approach, and a detailed flow analysis is essential. However, because organisational and operational needs change and mistakes do occur, the MAM must be capable of handling meta model evolutions. The updating of metadata is crucial to the effective description of content. In fact, the added value of media depends on this capability. However operations
“A facility wide metadata schema needs to be defined that works for all departments. Not everyone will use all the metadata, but the MAM must accommodate its breadth”
and the resource and programme planning systems. By joining up these key components the metadata flows across the systems, and can be used to keep track of every element involved in the programme. Some clients have taken this further and even put metadata on the physical camera cards that go out on location. Once the cards are returned to the central import desk, they are imported and the MAM automatically moves the files to the archive for backup and to the correct production environment for post production. Mehring: In order to ensure
metadata integrity, it is essential to select a master metadata
fieldsmust be protected from unauthorised editing. The most critical step is ingest. The ingest operator must enter and verify all the metadata at this stage. As a clip proceeds throughout the workflow, journalists or others will add metadata, again with the proper permissions. The MAM system also needs to be open with a way to import and export metadata using standard formats like XML. This lets it interact with other databases in the facility such as in production or sales. Also, customers need to think about how they stay in business in case of an emergency. As the MAM becomes the heart of their operation, they must use both
Pavel Potuzak, Aveco
evolve, metadata must not only be preserved, but always linked to the appropriate asset. Even when processing a file for export or transcoding media for distribution to different target platforms, the MAM system must keep track of the metadata attached to the file. Shaw: For MAM solutions,
large and small, the integration to the surrounding business systems is critical. Metadata should be exchanged via interfaces between systems, minimising re-keying and maximising benefits. iFind can be supplied with standard web service-based interfaces, making integration a simple and straightforward process.
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