Content Management Moves to the Cloud: Tedial has a View

Along with almost every other part of the production to delivery chain content management solutions are being reworked in the cloud. What does this mean for broadcasters or large content owners and is such a solution suitable for every client for every occasion? MAM vendors provide their views, here from Tedial and its Business Solution Director, Julian Fernandez-Campon.

The Broadcast Bridge:  More and more aspects of production and delivery are being moved to cloud networks. Why would you advocate content management to follow suit?

Tedial:  The cloud can provide media companies and content owners with further management and storage options. These range from storage services with additional backup in a separate location; content storage with the additional capability to transcode different formats for delivery; to full MAM features for content management providing complete search capability and the ability for content to be managed by third-party service providers if required. This last scenario provides broadcasters with a full multi-tenant MAM in the cloud with independent virtual MAMs sharing the same IT platform, providing an always-online multi-site architecture. In addition, broadcasters can control investment and have access to on-demand-services that can adapt dynamically to their business needs.

The Broadcast Bridge:  Are there any downsides to cloud content management or reasons why this may not necessarily work in every case?

Tedial:  Yes, there are three main aspects that could affect the profitability/viability of moving the operation into the Cloud:

  1. Cost: Broadcasters have to analyse carefully and adapt their operation in order to minimise the cloud service cost
  2. Local Operation: In some cases, some local operation is required, which makes a ‘pure’ cloud approach inefficient. This means moving to a hybrid approach instead.
  3. Legality: Some broadcasters cannot have their content stored outside their country, which might impose limitations on the cloud service provider

The Broadcast Bridge:  With multiple delivery channels and devices, programme rights are increasingly complicated. If you don’t have the rights, or if you don’t know what rights you have, then you don’t have the content. What is the media management solution?

Tedial:  Media Management solutions have to be rights-management aware, with efficient integration with the scheduling/rights management systems. But this is not sufficient; Media Asset Management solutions also need to evolve the concept of content rights. This means that rights are not only assigned to a piece of content (a movie for example) and the dates in which that content can be aired but also to the destination such as a cinema channel or premium channel. This concept will allow broadcasters to efficiently manage delivery operations (components, transformations, packaging) combined with the availability per each destination.

Julian Fernandez-Campon<br />

Julian Fernandez-Campon

The Broadcast Bridge:  Outside of rights: how can an asset management platform help content owners' leverage metadata to maximise revenue or open new monetization opportunities?

Tedial:  Distributed access better enables anyone within the organisation to access content from any location. This high-level of flexibility means that it’s easier to evolve and amend media services. Time to market is also reduced if the cloud infrastructure is already available. Broadcasters for example, can focus on their core business of programme making, brand care and audience engagement. Speed of delivery is also key. To meet the demands of the multi-screen world, broadcasters require solutions that enable fast and secure access over IP, providing automated workflows that package and present content, which can then be delivered to the cloud, and other sites. This removes the unnecessary complexity caused when working between so many desktops and departments using LAN or MPLS.

The Broadcast Bridge:  What is the best way of assessing return on investment in a MAM solution?

Tedial:  In this context, a MAM solution is the driver that enables broadcasters to produce, prepare and distribute content efficiently. There are several ways to measure the return of investment: compare the current operational costs with the time and resources saving; measure business growth as a result of processes optimisation (dynamic cost saving); check in real-time the bottlenecks for a specific production, etc. In all cases, MAM solutions need to have reporting mechanisms to allow broadcasters to get all this information from the operation, process it and take action for optimisation.

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