we need to talk about mam

Dealing with a problem child and the birth of something new

The Muddle in the Middle Series

A Nativ Whitepaper/ www.nativ.tv

WE NEED TO TALK ABOUT MAM

2 A Nativ Whitepaper/ www.nativ.tv

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Media asset management and its family of relatives have been around for decades and are still an omnipresent subject in media technology circles. The industry continues to generate numerous “Request for Proposals” stating the need

for a new “MAM System”.

However, MAM increasingly represents a nebulous term - a silver bullet to solve all media

management woes. More worryingly, it no longer seems to encapsulate many of the problems the

industry faces when managing the creation and distribution of TV content in today’s data-driven,

multi-platform world.

In this technology-focused paper we discuss why the siloed, monolithic MAM approach will die

out and why addressing the entire value-chain is becoming increasingly important. We explain

how new “Media Logistics Platforms” promise to provide a content and data pathway to the

ultimate big data, OTT promise: programmatic service creation.


Back then, when broadcast TV dominated, workflows were

well understood and technology was keeping pace with market

demands. It was assumed that business processes would

remain unchanged for long periods, or at least be subject to

only minor modifications, and I.T. systems were built to support

this assumption. In addition, the broadcast engineering division

was a very different beast to the in-house I.T. department and

it wasn’t always clear where a MAM should sit in an organisation,

or whom should manage it.

Much has changed in recent years. Multi-platform OTT video

has grown from a stuttering start to a worldwide powerhouse.

Digital TV Research predicts that OTT video revenues are set

to rocket to $42 billion by 2020. In fact, OTT video services are

now threatening to disintermediate many incumbents, bringing

greater targeting and richer content. Although few would

suggest that OTT will replace linear broadcast altogether,

most would agree that the TV landscape has changed

radically and forever.

This explosion of OTT services creates opportunity and threat

in equal measure. Although demand for TV content is growing,

increased competition requires content owners to produce

more content more efficiently and target audiences wherever

they are. To address this new TV marketplace, content owners

and distributers are facing huge challenges both commercially

and operationally as they seek to navigate a dizzying array of

technologies, standards and commercial models. In this new

TV ecosystem the risks are high, the rewards are great and

the competition is fierce.

So, although consumers are awash with great content on exciting new platforms, behind the scenes the logistics elements of the TV supply chain are creaking and starting to show their age: The old MAM architectures no longer meet the new media management challenges.

A Changing World

If you were to ask somebody at the turn of the millennium to define media asset management, you’d probably be told that it meant maintaining control and access to your media assets. A MAM system was a place to put your audio-visual content, to store it, to sort it and to categorise it. Ultimately, some would argue that the MAM was also a place where content went to die – such was the closed and clunky nature of early MAM systems.

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The list of requisite features is now seemingly endless; ingest,

QC, storage, transcoding, metadata enriching, tagging, editing,

approvals, publishing and on and on. In fact as the list of features

grows, MAM seems an increasingly amorphous concept; more

of a catch-all agglomeration of features relying on software

architectures that are rapidly showing their age. To make matters

even more confusing, new terms have arisen such as “PAM”,

“OVP” and “video content management”, so that purchasers

are faced with a Venn diagram or evolving concepts.

In addition to the long list of “must-have” features, some

of the non-functional characteristics of a traditional MAM

are just as problematic:

• Monolithic – typically one or two servers carrying all the

software. No option for scaling horizontally and sharing

resource across multiple machines in the cloud.

• On-Premise – usually the MAM is an internal

technology that sits behind the corporate firewall

with no multi-tenancy support.

• Siloed and partially closed – It has an API which is more

of an afterthought, using outdated integration technologies.

• Workflow is a separate consideration – this is seen

as a completely separate piece of software that must also

be bolted on.

What’s clear is that the file-based, multi-platform TV industry hasn’t just placed demands on the delivery side of TV. It has put pressure on the entire value chain, from commissioning and production all the way to post-production and distribution. This in turn has forced the MAM system to do so much more.

A Broken Concept

• One-size-fits-all user interface - The UI needs to offer

myriad functionality while providing contexts to support both

operational and creative users.

• Requires a lengthy integration project – The above

characteristics mean that a new MAM project can easily

cost you upwards of a million dollars.

• Risky implementation – Most traditionally managed,

large-scale I.T. integration projects fail.

Combine these with the rapidly changing demands of the new TV ecosystem and it’s no wonder so many MAM projects fail to deliver on their promise.


Fixed line and mobile networks have enabled delivery of high

quality video and a true multi-platform TV experience. Cloud-

based services have paved the way for easy file sharing, social

media and cross platform, scalable services.

These advances have catalysed a disruptive OTT play from new

entrants such as Google, Amazon, Apple, Netflix, and Spotify.

To combat this, many broadcast incumbents have also moved

to create new personalized, multi-screen service experiences

to test audience appetite. Whether you’re a disrupter or an

incumbent, the results of these early experiments are clear:

this is what consumers want. The services are successful.

The experiment is becoming the core business.

Multi-screen, personalized video services and the competitive

requirement to deliver on-demand content at scale hugely

increases the complexity of a now non-linear supply chain.

The commercial cost of getting this supply chain management

wrong is also increased. In this context traditional MAM

architectural models, engineered for predictable and linear

schedule services, become unfit for purpose. The challenge

here is further compounded by a lack of file format

standardization, and the problem of legacy systems still

largely engineered for a logistics model dictated by tape.

This leaves a media logistics and supply chain gap for premium

media and brands. On the delivery side, the market is served

by solutions that offer service delivery and service management

for the multi-screen consumer, the now mature Online Video

Platform (OVP) market. This space has reached a point in its

development where there are a small number of market-leading

players such as Ooyala, thePlatform, Brightcove, and Kaltura,

as well as major vendors such as Ericsson and Cisco.

However, as the OVP platform market has matured, it has exposed the vital need for upstream logistics solutions, and the immaturity of current offerings in this area.

The best solution must provide both new-generation OTT service

providers and traditional broadcasters with hosted platforms

for production integration, media/data management, content

exchange and workflow control.

What’s Breaking It?

The usefulness of traditional MAM systems is being indirectly eroded by rapid changes in consumer-driven technology and audience behaviour. Advances in these areas have brought about user-friendly devices, with fast processers to enable smooth video decoding and high resolution.

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Vertical to Horizontal: The Birth of Media Logistics Platforms

As the fight for audience continues, there is a need to target viewers more accurately with the right content and the right commercial model. The upstream elements of the value chain need to support an end-to-end platform-approach and replace silo-ed media management systems if this efficiency is to be realised.

So if MAM as you know it is dying out and there is a need

to create and deliver file-based content more cost-effectively

and intelligently, what fulfils this need?

The new TV marketplace requires modular media

management platforms and services to help media

companies manage this complexity – to help them be that

vital media management and staging platform for producers,

aggregators, and service providers. This demand has created

supply. A range of players in the media technology and

services market have launched platform propositions in

these otherwise undefined markets. These include

incumbents such as Technicolor, Deluxe and Sony DADC,

as well as new entrants such as Nativ.

These new platforms are being developed using new technologies and new architectures to address the next big challenge.


When coupled with a lack of clarity around long-term cloud

pricing and the obligatory security concerns, it’s no surprise that

this new concept has seemed all too risky and more of a barrier

than an opportunity.

Things are now changing fast though as the media and

entertainment sector becomes an increasingly important

target market for IaaS vendors. As the price wars continue and

technology improves it’s becoming increasingly viable to manage

large media file storage and processing natively in the cloud.

The good news is that many of the forward thinking software

vendors are highly aware of this and are staking their future on

the cloud; and it’s clear that many more will follow.

The hype is over, IaaS technologies are maturing and most would agree that the writing is on the wall – cloud technology is here to stay.

There are a number of new technologies and architectural

approaches that are finally paving the way for a more efficient,

end-to-end media logistics strategy. Although they have evolved

to support huge consumer-driven cloud-based propositions they

are now mature enough to be harnessed farther upstream in the

TV supply chain. They promise to deliver true cost savings and

allow more budget to be invested in the creation process rather

than overspending on media logistics.

Infrastructure as a Service (IaaS)Replacing in-house I.T. infrastructure (“the server room”) with

cloud-based services enables companies to swap capex

for opex and meet spikes in demand by auto-scaling their

infrastructure as and when required. At a glance this seems an

attractive proposition when considering that many elements of

the production industry are project-based and budgets are tight.

It’s a great opportunity to throw out old on premise kit and start

afresh with a new, more flexible procurement model. In addition,

cloud offers advantages for providing end-to-end services as

infrastructure can reside outside the corporate network and

therefore be made available to partner companies, offering

enhanced collaboration and streamlined workflows.

However, the media and entertainment industry is one of the

last industries to embrace cloud en masse and end-to-end. This

has been for good reason, as production file sizes can be vast

and the cost and time taken to move heavy assets in and out of

the cloud has been prohibitive. Also a hybrid approach has made

software re-architecture hugely complex - cloud-based media

services have been too isolated from on premise systems and

lacked the rich APIs to make wider enterprise-integration viable.

It’s now clear that for content owners to enjoy the level of scale

and cost-savings offered by cloud platforms, the software must

make the leap to being “cloud-native”. The entire platform must

reside on a scalable, virtual environment, either in a private or

public cloud.

Perhaps ironically, the same consumer technology that has broken the old enterprise MAM approach is offering opportunities to fix media logistics problems brought about by cross-platform, personalised TV.

Consumer-Driven Technology: The New Building Blocks

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Web TechnologiesThe same market forces that have moved consumer software

to the cloud have brought about a rapid evolution in user

interface technologies, both in the browser and the back end.

Across all facets of enterprise I.T., user interfaces are becoming

increasingly HTML5-based.

Since the dot com bubble burst, HTML standards have moved

at pace. The latest HTML5 standard is evolving quickly and,

combined with powerful new JavaScript and CSS libraries, it’s

becoming quicker and cheaper to make beautiful user interfaces

that work well on desktops and tablets alike. The web start-up

world is buzzing again.

These new standards allow developers and designers to create

user interfaces that offer the same degree of sophistication

and responsiveness as desktop applications. As users more

frequently access web-based services through mobile devices

and apps, they have come to expect more elegant user

experiences in the enterprise I.T. space. This has brought about

a slew of disruptive start-ups aiming to replace the older, clunky

enterprise I.T. applications of the past. This new generation of

web start-ups has spawned many new technologies, frameworks

and device technologies, all of which can be harnessed for next

generation media management platforms.

These new technologies offer significant benefits for

future media logistics platforms because where end-to-end

collaboration is concerned, isolated desktop apps are not

going to cut it.

Consumerization of ITThanks to the consumerization of enterprise I.T., smartphones,

mobile apps, and cloud storage are the norm and users

increasingly enjoy almost unthinkably simple access to

business applications. It’s therefore no surprise that there

is an increasing trend towards BYOD (Bring Your Own Device),

where workforces bring their own technologies into the

work place and expect to use them for work purposes. The

smartphone and tablet revolution offers huge benefits when

it comes to media management workflows. Users can interact

with workflows at any time, in any location, which can bring

efficiencies to workflows and save time and money.

Mobile devices, with their limited screen size, naturally lend

themselves to an app-based approach. Media technology

companies can embrace this by offering simpler applications

that allow users to participate in media workflows without

having to log in to the full system. This approach offers discrete

functionality which can be accessed on the move – functions

such as review and approval, commenting and real-time

business analytics.

MicroservicesPerhaps the biggest change brought about by the intersection

of enterprise I.T. and consumer cloud technologies relates to

underlying software architectures. As mentioned, the public cloud

offers almost limitless access to cheap compute and storage

with a promise that a shared technology platform can expand

and contract to meet demand. However, taking advantage of

commodity compute and storage at scale can only be harnessed

if a platform is architected to scale horizontally across hundreds

of servers. It will also only feasibly work if the application user

interface is web-based and the platform is multi-tenanted.

Hence, the availability of cloud services has helped usher

in a new way of architecting software where enterprise

applications are broken up into simpler, shared services that

can be developed and managed separately and scaled out and

deployed independently. This “microservice” concept is based

on a service orientated philosophy and allows faster development

and roll out through better decoupling of functionality, and

of course huge scale and cost-savings for shared platforms.

In the MAM world, these “cloud-native” platforms are few

and far between and in fact most MAM systems are single-

server, monolithic and cannot scale horizontally. It’s all very well

deploying a legacy MAM system to a virtual machine in the cloud,

but it offers few benefits if the underlying scalability is not there.


What Defines a Media Logistics Platform?

There are some key features that the new TV supply chains demand and that define the new breed of media logistics platform.

Production Integration In order to manage end-to-end, file-based content workflows,

MLPs must be integrated into the heart of pre-production and

production processes. Such systems must be deeply embedded

into edit and logging environments and support workflows

related to commissioning, storage and data management.

Gathering data at source is key to understanding the

performance of content, so MLPs must support the gathering

of a rich set of business data and content metadata that can

be embellished throughout post production and distribution.

In many existing workflows, loss of data can inhibit the

successful exploitation of content for new services.

Asset ManagementAn MLP has to be more than just a faster and more efficient

content pipe. It has to be an asset management platform in its

own right. One major inefficiency of the systems architecture

of many media companies is that multiple content and data

repositories make it difficult to track and retrieve content.

The MLP needs to offer a pathway to a single hosted asset

management system that enables media to flow into, and be

warehoused in, one common platform. It must integrate with

hierarchical storage management systems to support advanced

retention policies and economical storage of content at scale.

End-to-End and File-basedIn order to enjoy real cost savings when managing the creation

and delivery of TV content it’s important to consider an end-to-

end approach to manage both data and media. Shifting content

from file to tape and back again is hardly going to bring about

cost savings. Only when a file is digitised can it be stored and

processed on commodity I.T. It’s only by allowing content and

data to pass more efficiently along the value chain that money

can be saved and content can be better targeted.

Multi-tenantedMulti-tenancy is an architecture in which a single software

platform serves multiple customers. Each customer is called

a tenant. Multi-tenancy allows MLPs to support fine-grained

access control and the ability for internal and external users and

systems to interact with content and data services in a secure

fashion. From an architectural standpoint, this is also a critical

function if economies of scale are to be offered via shared

microservices, scaled across commodity cloud infrastructure.

Data ContinuityEnd-to-end data continuity is critical. It’s all very well delivering

content to myriad platforms, but without a rich set of data,

how will it be matched to audiences and their on-demand

viewing profiles?

Much of MAM has been focused on managing assets and

limited metadata and yet data is the key to the OTT promise

of a personalized TV experience and high content performance.

A lack of taxonomy standardization and the proliferation of

silo-ed MAM systems means that from creation to consumption,

much valuable metadata is lost between each stage of the

supply chain.

The key to supporting search, profiling, advertising and TV

monetization in general is capturing as much data as possible

at the commissioning stage and preserving and enriching it

through production, post and distribution, without the need for

manual data wrangling. Hence, a core requirement of an MLP is

the ability to translate and preserve business data and metadata,

manage taxonomies, and validate exchange formats end-to-end.

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API DrivenAs your media and data travels its end-to-end journey, it will

need to visit any number of integrated and third party services,

including transcoders, QC applications, review and approval apps

and edit tools. A rich API is key to avoiding vendor lock-in and

cheaply plugging into best of breed services both on premise

and in the cloud.

Clearly in the complex world of media management, openness

is key. This can only be realised by MLPs offering a robust and

flexible API that plugs into third party systems can use and for

new apps to be developed independently. In fact, in the vast

ecosystem of media technology software, many would argue

that the rich, web-based API is now far more important than

the MAM feature set.

This open API approach is a very different one to traditional

MAM systems. Rather than being an afterthought, modern

web-based APIs allow developers to rapidly develop new cross-

platform apps that capitalise on existing services, to decrease

time to market and allow them to focus on usability and features,

rather than building system level services like storage, transcode

and workflow from scratch.

Flexible DeliveryThe need to increase the revenue yield on content acquired or

produced is common to all media companies. Hence an MLP

needs to facilitate the packaging and delivery of content to

a broad library of common third-party publishers, as well as

intermediary distribution infrastructure such as content delivery

networks. This will enable profitable exploitation of new outlets.

In this context plug-ability and data interchange is key.

Cloud-NativeThe advantages of a cloud infrastructure model for a premium

video logistics platform cannot be ignored.

First, it enables a media company to more effectively scale its

capacity as the volume of media managed and stored by such

a platform grows. Second, it allows an MLP to offer a common

roadmap of new features and capabilities that enables its

customers to manage the common changes and challenges

facing all premium media companies, such as new file formats.

Third, it helps an MLP to directly reach production staff, service

managers, and producers who need new tools to manage their

media and, potentially, are not being appropriately served by

internal IT or broadcast engineering – or both.

CollaborationThe increasing complexity of the TV supply chain is driving the

need for greater collaboration between all parties in the media

ecosystem. An MLP model enables new and more flexible tools

for collaboration.

The cloud model also enables more efficient remote access

by increasingly nomadic operators working across multiple

screens. In a market where even the workhorse PC, the Mac

Pro, is effectively a portable device, anywhere and anytime

collaborative access to a cloud platform is highly valuable.

Workflow AutomationIt is clear that many elements of the TV supply chain are

fundamentally creative and can neither be mechanized

nor commoditised. However, for everything else, workflow

automation can cut out manual labour, offer greater scale and

remove human error. In a file-based world, workflow automation

is a core component in the quest to lower the cost of creating,

managing and delivering premium content at scale. Workflow

is the cornerstone of the composable enterprise.

ComposableGreenfield opportunities in premium media are very rare.

The norm is legacy systems, idiosyncratic workflows, and file

format diversity. Hence it is vital that MLPs are highly modular

and extremely configurable to address huge complexity and

support existing legacy systems and processes.

To support the new composable media enterprise, APIs will

play a large role, but much more is required. To handle the level

of diversity in technologies, standards and business models,

every element of an MLP must be highly configurable, including

workflows, metadata, business data and access control, with

low operating impact and cost.

Data DrivenEnd-to-end business intelligence is key to “closing the loop”

and feeding end-user content performance data back into the

production process to maximise future production investment.

It also plays a critical role in providing insight into the

performance and efficiency of your media supply chain.

Successful content creation and monetization requires near

real-time analytics to enable content and finance operations

to understand viewing performance at a per-asset level and

help manage all content touch points for assets, from ingest to

delivery. This can only be enabled by tracking data across the

entire supply chain which in turn requires open media logistics

platforms (and is often hindered by siloed MAM systems).

Coupled with a composable enterprise, adaptability and

competitiveness can be sustained.


This model takes horizontal process integration to an entirely

new level by assuming that operating functions, processes,

products and services will undergo continuous change and

re-configuration. Recombinant “building blocks” can be selected

and assembled in various combinations to satisfy specific

user requirements.

Rather than considering “islands” of functionality in the cloud

or on premise, such as transcode and storage, we adopt an

approach where the entire platform resides in a public or

private cloud environment and business processes are broken

down into the minimized set of “atomic” functions.

The bottom layer represents commodity infrastructure as a

service. The MLP “plugs in” to storage, network and processing

services such as transcode, QC and rendering via its Resource

layer. The Resource layer controls access to enterprise

resources and ensures there are limitations based on access

control and quotas.

Shattering the Monolith: The Composable Enterprise

Below we discuss a fundamentally different architecture for future media management based on our own MioEverywhere platform design and the more general “Composable Enterprise” approach.

Screener / Portal

Mio Console

OVP / OTTMAM / CMSReview & Approval

LoggingCreative ToolsAdobeAvid

TasksJobs

WorkflowsSearchStructuredUnstructured

EventsEvent Processing

JobsActionsTimed Actions

PlayersTemplates

AssetsIngestPackagingDelivery

DataMetadataUser-defined objects

Resources - Storage, I/O, Processing

REST API

Mio Objects

Mio Services

SDK / Java / Scripting

Compute Storage Network

Apps Mio Cloud

AccessUsersRolesAccounts

Analytics

Above the resource layer sit a number of media management

microservices that interact but are loosely coupled:

• The Asset service provides access to functionality

offered by a traditional MAM system, such as storage

management, metadata management, media manipulation

and content structuring.

• The Access service provides security and fine grained access

control. It layers on a multi-tenanted approach where objects

and services can be accessed securely.

• The Workflow service is a key component that allows upper

level applications to automate repetitive tasks at scale and

orchestrates between machine-based work and remote user-

based tasks.

• The Job service supports the simultaneous execution of an

array of different background media processes which can be

monitored and tracked.

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• Perhaps the most important service is the Data service.

It goes much further than managing metadata for assets.

It allows users and developers to define completely new

object types and complex data hierarchies, for example,

productions, series, episodes and rights information. This

means that a single platform can manage and maintain data

from pre-production and commissioning all along the supply

chain to distribution to OTT and broadcast platforms. Data

continuity is key to allowing content to be personalised,

searched and found.

On top of the service layer sits the RESTful API, which provides

access to the underlying services. This open, web-based

interface allows applications to be built on top of these services.

The upper Application layer is where individual, cross-platform

media management apps reside. The app approach allows

individual applications to fulfil coherent roles and independently

address both creative and operational needs for media asset

management, workflow and beyond. (This goes against the

traditional MAM model where a single user interface has to serve

all functionality to all people.) App types can vary from traditional

content management systems to mobile review and approve

apps. Some products such as Adobe Premiere and Prelude

already support this architectural approach and have worked

successfully with an MLP. It seems likely that others will follow.

What are the Barriers and the Drivers for MLP?

There are still some barriers that have until recently slowed the

progress of an MLP approach. For example in the cloud space

alone, there are some big issues to tackle:

• Moving heavy assets in and out of the cloud can

be expensive.

• The price fluctuation of cloud service providers

is hard to predict long term.

• Cloud often raises a fear of losing control of

one’s content.

• Worry about a public cloud platform suffering

a sustained outage.

Another barrier has been a lack of software solutions to bring

the MLP promise to life, as for many vendors, re-architecting

an on premise, monolithic platform from scratch is a real stretch.

The composable / microservices approach is the complete

opposite to the static, monolithic approach and re-engineering

is a costly and complex challenge.

Luckily many of these barriers are finally being overcome and

accelerated by standards efforts from organisations such as

DPP and AMWA, which are helping to make software and media

interoperability more standardised. This in turn drives down costs

and helps to commoditize the media logistics platform.

A further catalyst is the increased maturity of cloud and IaaS

and the fact that procurement is catching up with this approach

to utilising I.T. infrastructure. As consumer IT breaks into the

enterprise, BYOD and other trends are forcing enterprise

software companies to think about usability and portability

in their software design.

Perhaps the biggest driver is confidence. There have now

been some high-profile success stories in the realm of cloud

TV and media management. (Netflix, BBC iPlayer, Amazon

Instant Video to name but a few.)


There is now a need to drive down the cost of producing and

distributing content in a cross-platform way and to address

emerging business models for monetising content. It is a reality

of the media landscape today that supplier relationships, logistics

networks, product design and customer service all live in a state

of permanent flux. Hence, sustainable competitive advantage

requires a high degree of operational adaptability.

The same consumer-driven technologies which have paved

the way for personalized, multi-platform TV have in turn made

upstream processes in the production and post-production world

really show their age. Many media I.T. services were built to serve

static and often functionally siloed operating model which are

rapidly dying out. The incumbents are frequently weighed down

with unwieldy, patched-together technology stacks. They still rely

on outsourced manual labour and extensive workarounds and

front offices are disjointed from their colleagues at the back.

Media I.T. needs to become much more horizontally integrated

and dynamically composable to keep pace with the speed

of media businesses today. Fortunately, new consumer

technologies can be harnessed to improve the entire TV and

video supply chain. This can only be brought about by removing

silos and introducing new end-to-end, data-driven architectures

that rely on composable, web-based technologies that can

operate cheaply at scale. It brings about the need for a new

media management paradigm as drastic as the paradigm

shift from linear broadcast to OTT.

The overwhelming complexity of cross-platform TV can only

be managed by a completely new family of software products

that replace the old on premise, monolithic MAM systems.

By harnessing MLPs, content owners will be unhampered by

outdated IT paradigms and these new platforms will keep the

wheels of the TV industry spinning freely and quickly in response

to changing demands.

Just as the OVP market has seen rapid growth and an

accelerated journey to maturity, so the MLP market is now

set for growth, as premium media companies look to solve

the media management and logistics challenges that are

today acting as an impediment to growth.

The core drivers of growth for the MLP market will be the

expansion of multi-screen TV markets, the growing complexity

of media management, and the increasing maturity of technology

and platform strategy at media companies. It will also be driven

by the need for richer data about content and its usage in the

market place.

Conclusions

The web-connected consumer is forcing the traditional TV supply chain to evolve. The new TV market is a digital audience of one, where the consumer is in control and demands access to a personalized media experience across multiple, fragmented platforms. Maintaining competitive differentiation requires continuous innovation as product and service lifecycles continue contracting. In other words change is a constant.

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Contact us to talk about your Media Logistics challenges:

t: +44 207 580 9488

e: [email protected]

www.nativ.tv

In summary:

• New technology offers a new start for MAM and new ways

of working mean we need one! In fact MAM isn’t dead – it’s

evolving to something new.

• Workflow is more important than MAM. Storing and

retrieving content is a “must have” but vital is the requirement

to mobilise media and think in terms of workflow and media

logistics. It’s about making the journey from creation to

consumption as short and profitable as possible.

• Data continuity and end-to-end, data-driven platforms

are key to assessing the performance of TV content and

targeting the right audiences with content which they are

prepared to pay for and advertising which they are prepared

to watch. In the long term, audience insight coupled with great

content will separate the winners from the losers.

• Not every MAM vendor will make the leap to an MLP

model. The unwelcome truth is that for a system to really

scale in the cloud, it requires the opposite architectural

approach to traditional MAM systems. Not all vendors will

have the capital or the time to invest in this transition and will

continue to milk the aging MAM market.

• Technology started it, user behaviour will drive it.

Ultimately consumer technology ignited cross-platform TV

and it is now driving innovation upstream in the production

and post-production markets. The key priority now is making

production and distribution of premium content at scale as

efficient as possible and continuing to focus on the data itself

to drive this evolution.

www.nativ.tv

Contact us to take back control of your content

t: +44 207 580 9488e: [email protected] : @NativLtd