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Media Asset Management INTRODUCTION


Contents


04 Man vs machine Can automated metadata tools help producers realise more of the value of their programming?


Work your assets


Media asset management systems and good use of metadata can unlock additional revenue, says Adrian Pennington


06 Heading for the cloud Cloud-based news production has huge potential. Will Strauss looks at the latest systems on the market.


08 Maximising the value of an archive How upgrading its MAM system to Viz Media Engine is helping BBC Scotland make money from its assets.


perhaps, ‘metadata’. Both are resonant of a dusty, administrative


T


10 Mining the archive How three very different organisations are looking to maximise the value of their archives by digitising them under a media asset management system.


process that simply gets in the way of the creative art of programme-making. But perceptions are changing with the reali-


sation that when content is available on differ- ent platforms, failure to describe that content well in a way that makes it attractive to watch or purchase is a massive marketing own goal. Digitally annotated descriptions of program-


ming, baked into the audio or video at different points in its lifecycle, have for some time been key to streamlining efficiencies, from production to playout. But metadata is now being used to power TV search, with further potential to unlock all sorts of revenue opportunities downstream. The case for media asset management is


simple enough and is analogous to a situation we all face at home. How do you take photos, TV shows, movies and documents stored all over the place in different formats and consolidate them to make them easy to catalogue, view or play, without remortgaging the property? At a media organisation, the logical exten-


sion is that once in the digital domain, assets can be monetised by stripping out time- consuming workflows and forming money- spinning business cases.


www.broadcastnow.co.uk


here is arguably nothing that turns a producer off more than the words ‘media asset management’. Except,


Making the most of tape libraries is often the


entrée to digital asset management and a series of case studies highlight what can be achieved. Watch this space as the largest MAM system in Europe, perhaps the world, is rolled out at the BBC later this year. Fabric (previously DMI) links the corporation to digital assets at the desktop, while its entire archive is being put on the internet for public consumption under Project Barcelona. There’s no point having MAM without meta-


‘Not describing content well is a massive marketing own goal’


data, which is not only an efficient production tool but, increas- ingly, the cur- rency linking content with viewers. At issue is at what point in the production process should


metadata be generated, who does it and who gets paid for doing so? The business case for tying contextual information to video by pro- ducers has yet to be made. We take a look at how automated tools can do the heavy lifting. Archive and production assets are increas-


ingly being managed in the cloud, one of the first applications of which is in news production. Will Strauss explores the possibilities this holds. There’s money to be made from a successful


asset management strategy. Perhaps it’s time to shake the dust from MAM.


6 July 2012 | Broadcast | 3


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