Bruce’s Shorts | 4.18 - Why MAM is Rarely Trending But Always Needed

If you read Devoncroft Industry reports you will notice that what is trending is rarely what people spend money on. Ever wondered why? In this latest Bruce’s Short, Bruce Devlin looks at why MAM doesn’t have a buzz like UHD, but forms an essential part of a modern media business.

MAM, its all about the workflow. The number one spend for many media organisations is Media Asset Management or MAM. 

MAM became popular when a vast number of tapes had to be identified, played or retrieved. When tapes turned into files, MAM became essential to identify a specific media file in a huge storage array. Without MAM the files could get lost. As MAM evolved it handled more and more metadata.

The introduction of this rich metadata meant that MAM was morphing into the areas like planning and resource management. MAM had become like a specialised Enterprse Resource Planning (ERP) application.

Today MAM is about workflows, and is about the business of running a media enterprise.

The future for MAM looks very healthy and Devlin expects to see further innovation in this essential underpinning to media businesses.

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