Managing Digital Assets for Profit

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1 Managing Digital Assets for Profit Peter Lyman Nordicity Group CSUA Feb. 2004

2 Subjects to Cover Value in content assets Definitions and functions Digital media life cycle Evolution of broadcast production Indexing through metadata Evidence of enhanced profit Asset management conclusions

3 Value in Asset Management Broadcasters spend money to acquire, produce, manage, and distribute content. Asset management can lead to more efficient processes which lowers COST Broadcasters are finding new uses for content and new ways to deliver it. Asset management enables the user to find, extract, and exploit the content assets to earn more REVENUE

4 Asset Management Lexicon A Media Object = undifferentiated media object (BLOB) Media Object + Metadata = CONTENT Content + Rights = MEDIA ASSET Media Asset + Broadband Pipe = SERVICE Service + Customer Profile = PERSONALIZED SERVICE Personalized Service + Secure Distribution = NEW BUSINESS MODELS/OPPORTUNITIES

5 Asset Management Functions Storage and Management advanced data modeling advanced storage management broad data type support ƒstatic and streaming search/item integrity Rights Protection low value through high value marking and secure content delivery Search and Access comprehensive search comprehensive access control Distribution intranet, internet, notes forwarding and streaming delivery Application Support open to the industry support popular programming models open to common data types Source: IBM

6 The digital media lifecycle All digital media moves through the same lifecycle Create Planning, creating, producing and encoding information and unstructured assets such as video, audio, animation and images. Manage Managing the workflow, processing production, storage and retrieval of digital media, as well as the cataloging, indexing and annotation of original content Distribute & Transact Securely licensing, selling, and delivering digital content for business across multiple devices and delivery channels

7 The IBM Digital Media Factory Create Manage Distribute & Transact Editing Set-Top Box Rendering LAN Retail Display Interactive Media Video Text Animation Ingest & Indexing Engine Content Management System Digital Rights System Infrastructure Services Content Aggregation Streaming Media Server Edge Cache PC Wireless Device Image Audio Other Data Multirepository Search Middleware Business Rights System E-sourcing Managed Business Hosting Storage Transaction Server Distribution Scheduling Return Network WAN Wireless Gateway Kiosk Media Gateway Application Integration Middleware Business Support Systems, Operational Support Systems Rich Media Creation Warehousing Protection Infrastructure Delivery Devices This framework enables companies to distribute digital content securely in any media to anyone, to any place or any device, at anytime and measure the result.

8 A new pervasive media age is emerging Pervasive Media Defined: Pervasive Media Refers to the Availability of Any Media, Anytime, Anywhere It is the Smart Content that Rides on Ubiquitous, Networked Computing Devices Consumers Will Encounter Networked Entertainment Everywhere Digital video recorders Game consoles Home Internet appliances Cell phones Laptops Interactive and Internet TVs Retail locations Consumers MP3 players Autos PDAs Internet radios PCs IBM Global Digital Media Group

9 Traditional TV Production Streaming Video Tape VTR Editing Suite VTR Tape Streaming Video Archive Tape Play Out Automation Catalog Tape Library

10 Server-based TV Production SDI Ingest Server FTP Editing Suite FTP Play Out Server SDI FTP Archive Catalog Disk File System Play Out Automation Hierarchical Storage Manager IBM Tape System

11 Centralized-Storage-Based TV Production SDI Ingest Application (Encoding and Metadata Extraction) Streaming File Editing Suite Direct Access FTP Play Out Server SDI Archive Catalog Disk File System Play Out Automation Hierarchical Storage Manager IBM Tape System

12 Reduced Management & Administrative Costs

13 Sony: Fasten your seat belt Sony begins the journey that will revolutionize the way electronic media is produced, edited, distributed and stored for the future. In the anycast era, computer technology advanced to respond to stringent broadcast level requirements and today they are moving toward an IT-based infrastructure where content is handled as data files, rather than traditional signals..rethinking how A/V production can be enhanced by new, IT-based storage and networking technologies.within an IT infrastructure Source: Sony NAB brochure 2003

14 Metadata Tools as the Key to Indexing Content Type of Info Structural Descriptive Rights Administrative Source: IBM Purpose To identify the relationship between episodes, series, etc. To identify the bibliographic description of the media To identify the rights acquired and available for a piece of media To identify the audit trail for a media object under control of the system Examples This is frame x of episode y of volume 2 of series z Title Director Awards ToonML Prop number Free tv rights rights available for France, but no clear music rights When ingested, archived, or deleted Where used Who used

15 Metadata s Value Improves linkages between program content and content promotion Increases ad sales by facilitating context based advertising Reduces low value-add handling of media via metadata driven workflow Improves access to media assets by all desirable parties Improves search tools for creative and editorial handlers of media

16 Evidence of Enhanced Profit Broadcaster Large European Large Latin American Challenge Efficient workflow among 10 newsrooms Move off tape Make $ from syndication Benefit Tighter control over costs Faster access to sports, news New syndication revenues Faster promo trailers, archive repurposing Digital satellite radio Major US lifestyle cable channel Offer 100+ channels Deliver individual CDs Create digital image archive Improve access to images New e-business digital infrastructure New e-commerce business model Easier, faster re-use of assets Increased revenues

17 Asset Management Conclusions Asset management is part of overall ITcentric re-design of a broadcasting plant. Broadcasting groups will lose opportunities to reduce cost and gain new revenue opportunities if they do not invest in content asset management. Digital asset management can help keep track of, protect, and exploit content rights and help develop the trust of rights holders.

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