​MAM Moves to the Cloud – EditShare has a View

As content becomes stored in the cloud and access is enabling remote collaborative workflows as well as pay as you go business models, the fundamentals of asset management are being reassessed. What it does it take for MAM to work optimally in the cloud? The Broadcast Bridge spoke to Howard Twine, director of software strategy, EditShare.

Broadcast Bridge:  Has MAM delivered on its promises?

HT (EditShare):  From personal experience I know of broadcasters that have deployed MAM systems that have saved them significant amounts of revenue. MAMs are facilitating real life remote working and this in turn is leading to a better quality of life for those involved in the production process. It is also allowing a higher throughput and churn of productions through facilities. The concept of ‘double stacking’ productions through the same facility is now common place. Rushes can be logged remotely before an editor has even finished the previous production. Editorial decisions are being made on trains by producers that not too long ago had to be breathing down the editors neck in the edit suite. Desert island type reality TV productions would not have been possible a few years ago with the size of today’s production budgets.

Broadcast Bridge:  How does the Cloud change things?

HT:  There have been some significant projects internationally that have embraced the cloud. The obvious advantage is the lack of physical infrastructure investment required. The geographical agnosticism it offers is also a advantage some large international operations have taken advantage of. The biggest headache for adopters is not the deployment of the MAM software but the connectivity for getting content into the cloud. Many people thought the connectivity problems would only appear in rural areas but it seems that the bigger and older a city is the harder it is to provide fast connectivity.

Howard Twine

Howard Twine

Broadcast Bridge:  Does MAM have a future?

HT:  The most significant aspect the cloud offers is flexibility. MAM systems of the future need to intelligently manage cloud infrastructure dynamically as well as the services required by certain workflows and processes. This capitalises on the per-hour billing for hosted computing. This means that you only pay for resources when you need them. An obvious example of this is transcode - a processor and memory intensive operation. MAM systems know what needs to be transcoded to what, where and when. Intelligent MAM systems should also be managing the computing infrastructure to facilitate these types of operations. Not just sending the occasional jobs to a transcode engine that collects dust for most of the month. Additionally, the transcode vendors (and others) need to start thinking smartly about their licensing models. Charging users on a production basis or based on the amount of content and not for perpetual licenses is much more in line with the cloud hosted computing costs. However, this isn’t simple from a MAM point of view and there are many discussions still to be had about this area alone.

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