Workflow Automation: Broadcasters just don t get it! ABSTRACT Business Process Management and Workflow Automation is viewed as indispensable in many organisations. Across industries from oil refining to software engineering, the management, automation and control of the production process has for decades been seen as essential to the efficiency of the organization, and the quality of its products. Today s broadcasters have largely failed to embrace this approach, continuing with an ad-hoc approach to process management and workflow automation, thus ignoring the opportunities for quality and efficiency gains through process management. This paper looks at how broadcasters can obtain the benefits of Workflow Automation without compromising on flexibility or responsiveness. This document contains proprietary intellectual and commercial property of Ruzz TV and its receipt or possession does not convey any rights to reproduce, disclose it contents, or to manufacture, use, or sell anything it may describe. Reproduction, disclosure or use without the specific written authorization of Ruzz TV is strictly forbidden. Copyr ight Ruz ztvpt yltd2007
What i s Wo rkflo w Aut omation? Workflow Automation is nothing new or scary. It is simply the latest incarnation of a methodology that is directly descended from the earliest attempts to organise and optimise business operations. The production line in motor vehicle manufacturing, the order fulfilment operation for an online retailer like Amazon, the rundown for a news broadcast; these are all examples where a (more or less) formalised methodology is used to ensure a business outcome which is efficiently produced, timely, predictable and repeatable. What we are talking about is nothing more than the application of the same principles more broadly within a broadcast or media organisation. As we will see, there is no reason why the tools and processes, that have been applied so successfully to so many different industries and organisations, cannot be leveraged to greater advantage within our industry. S o m e s e m i - f o r m a l d e f i n i t i o n s There is plenty of academic literature that deals with formal definitions of Business Process Management, Business Process Optimisation and Workflow Management. The interested reader is referred to the Business Process Management website www.bpm.com and the Workflow Management Coalition www.wfmc.org. For our purposes, we can use the following simplified definitions: A Business Process is an activity within an organisation that is required in order for the organisation to operate, has at least one objective, and where its success is either qualitatively or quantitatively measurable. Business Process Management covers both the strategic analysis (and potential redesign) of the Business Processes within an organisation, and the daily management of the existing Business Processes for optimal operational outcomes. A Workflow is the computerised facilitation or automation of a Business Process. A Workflow Automation System is a system that defines, manages and executes Workflows through a computerised representation of the associated Workflow logic. S o - W h a t d o e s a W o r k f l o w A u t o m a t i o n S y s t e m d o? A Workflow Automation System is a piece of software that helps an organisation define, manage and optimise its Business Processes. Such a tool typically has the following features: It provides a way to capture the Workflow associated with an existing Business Process into a computerised model. It allows for sophisticated logic within the model that can trigger additional complex actions, or create new Workflows, based on user and system input. 2 CopyrightRuzzTVPtyL td2007
It allows Workflows to be triggered manually or automatically, for example by the arrival of an Order or Work Request. It provides scheduling and resource allocation modules so that Workflow tasks can be efficiently allocated to people and other resources such as rooms and equipment. It provides integrated Quotation, Ordering and Costing modules. It provides a simple and customisable interface to each user, so they can easily see what tasks they have been allocated, and presents them with exactly (and only) the information needed to complete the task. It supports a broad range of interfaces to external systems so that as much information as possible is transferred automatically with no re-keying of data. It reacts in real-time, so that tasks are immediately assigned and tracked as soon as they change state. It provides tools to give management immediate, real-time visibility of the status of all Workflows, and automatically flags (and acts upon) tasks that are late or under-resourced. It provides accurate reporting and reconciliation of all activities, allowing for direct integration into HR (rostering and payroll) and Accounting (billing and invoicing) systems. It provides strategic and trend analysis of the performance of the Business over time, including resource utilisation and achievement of KPI targets. The key is that a good Workflow Automation system takes existing Business Processes and improves them. It is totally customised to the existing (or new) Business Processes and operational procedures within the organisation, from the logic behind the process to the screens that are presented to the user. 3 CopyrightRuzzTVPtyL td2007
Sounds good, but it doesn t apply to o ur organi sation because There are any number of objections that are typically raised when discussing the formalisation and automation of processes within a broadcaster. Some of them are discussed below: W e a r e n t a t r a d i t i o n a l m a n u f a c t u r i n g o p e r a t i o n True, but there is no question that a broadcaster or media company has well-defined Business Processes that can be optimised by a Workflow Automation solution. For example, the following Processes have already been successfully and profitably implemented in Workflow Automation solutions by major media companies around the world: The complete DVD Authoring process from concept to multiplexing and QC Ordering, scheduling and resource allocation/rostering for studio and outside broadcast production facilities including internal cost accounting Web-based ordering and delivery of content in multiple formats to multiple clients Design, creation and delivery of graphic elements required for Production and Playout Some of the other broadcast and media-related Business Processes that could also benefit greatly from Workflow Automation include: Program Preparation (Ingest through Playout) Content Management (Archiving, Transcoding etc) Fault tracking and reporting (Discrepancy reports, Equipment faults, etc) Disaster Recovery (DR) procedures O u r b u s i n e s s i s u n i q u e, w e a r e n t l i k e o t h e r b r o a d c a s t e r s Some so-called Workflow Automation products lock you into rigid workflows which correspond to the manufacturer s idea of how television should be made. This is fine if your organisation fits inside their cookie-cutter; if not, you must either change your whole operation, or you have to find a way of shoe-horning it into the product s view of the world, often a most uncomfortable fit. But this is a limitation of the product, not the approach. True Workflow Automation systems, of the sort discussed in this paper, allow your existing processes to be captured exactly as they work today, including screen layouts (etc) that are fully customised. Indeed, the whole point is to capture and optimise your existing processes, not to make you change the way you operate. 4 CopyrightRuzzTVPtyL td2007
W e n e e d t o b e d y n a m i c a n d r e s p o n s i v e, w e c a n t b e l o c k e d i n t o r i g i d f o r m a l i s e d p r o c e s s e s Of course you do, but the fact is that you can be more dynamic, and respond faster and more effectively, if you have well-defined and automated workflows. Suppose you are a news organisation and there is a late-breaking story, maybe overseas there are a huge number of operational steps to be taken. Everything from booking airfares and accommodation for talent, crew and equipment, arranging Visas, arranging local contacts, booking links, contacting programming, liaise with presentation, booking host studios, equipment hire, telecoms requirements, promo production, research, library searches, etc, etc. How is this managed today? Can you be confident that nothing will slip through the cracks? Does your EP have the ability to view the status of all these tasks, who they are assigned to, which are delayed? There are Workflow Management tools that can capture and manage all these necessary steps, yet are flexible and dynamic enough to reflect the particular circumstances of each event. W e a l r e a d y h a v e m o r e t h a n e n o u g h p a p e r w o r k, o u r p e o p l e n e e d t o c o n c e n t r a t e o n t h e i r j o b n o t d a t a e n t r y A properly implemented Workflow Automation solution actually reduces paperwork. It does this by integrating all the information required for the user into one screen, a onestop-shop for everything they need to perform their job. By replacing emails, phone calls, spreadsheets and paper-based forms with one user interface, the user has more time to focus on the task at hand. O u r p r o c e s s e s c h a n g e a l l t h e t i m e That s no excuse to work inefficiently with manual and/or paper driven processes. In fact, easy changing or rebuilding of Workflows is one of the main features of Workflow Automation systems. This is particularly applicable to the Media industry where products and production methods evolve faster and faster it is necessary to provide support infrastructure for staff to let them concentrate on their real, main work. With systems as described, you can design, modify and optimise processes, application forms, work orders, interfaces/gateways and reports whenever needed. I t s t o o r i s k y t o c h a n g e a l l o u r p r o c e s s e s t o a n a u t o m a t e d s y s t e m First, it is feasible indeed recommended to start slowly. Initially it is possible to automate a few processes then learn how to push that further into your organisation. Workflow Automation isn t an all or nothing solution it s flexible, can work with existing manual and helps exactly at the place you need it. Second, isn t it more risky to have you key Business Processes depending on your existing employees knowledge, attention, time, speed and availability? How well are 5 CopyrightRuzzTVPtyL td2007
you currently protected against the loss of key employees? Are your existing processes fully documented? Having your processes implemented in a Workflow Automation solution reduces Risk by reducing reliance on key personnel and increasing visibility/transparency of processes that are critical to business success. W e a r e n t b i g e n o u g h t o b e n e f i t Typically Workflow systems can be used by companies that are less than ten people up to thousands. Because the system adapts to the requirements, Workflows can be small and fast if needed. Even the smallest possible process like dubbing for a client can benefit: you have the customer s order, receiving the content, processing the dub, QC, delivering the tape or file and finally the Invoice. These are typical steps of a Workflow that can be supported by customised forms and functions. Nothing can be forgotten because the system takes care of it. These systems can also help small organisations achieve big-company efficiency with small company overheads. For example, Ordering, Invoicing, Receivables etc can all be handled directly by the Workflow system instead of requiring separate departments or software packages. Finally, Workflow Automation can help very small companies to connect and synchronize their processes with their customers or suppliers in order to provide a best in class service, for example through a Web-based ordering system. This makes them more valuable and nearly impossible to replace. I t s o u n d s n i c e, b u t w e c a n t s e e a n y q u a n t i t a t i v e R e t u r n O n I n v e s t m e n t ( R O I ) It is true that some of the major benefits of the implementation of such a system are strategic, and as such can be hard to quantify. How do you put a dollar figure on reduced risk or improved quality? It s not only that; the largest improvements are in savings of employee work time. Productivity is a hard fact and is recognized in the pocket immediately. When people are being relieved from administration and coordination efforts, from paperwork, from writing the same information again and again, from searching for detail and aggregated information it is not rarely that they say before I needed 4 hours to get all the information and overlook, today I have it at my fingers in just a second. This does not only mean to produce more for less, it also means to produce faster than the competition. Typically, companies generate large, quantifiable ROI s every year by implementation of a Workflow Automation solution. 6 CopyrightRuzzTVPtyL td2007
Benefits o f a Wo rkflo w Automatio n Solutio n Let s look at some of the other real, tangible benefits of having a Workflow Automation solution of the kind we have been discussing: I t f o r c e s c a p t u r e a n d a n a l y s i s o f t h e e x i s t i n g p r o c e s s e s So often companies even do not know how they do something and where are the problems, or more importantly the potentials. Designing a Workflow brings all those potentials to light and it s up to the company to take full advantage of it. I t s u p p o r t s a n d e n c o u r a g e s c h a n g e Once the Business Processes are incorporated in the Workflow Automation system, it becomes much easier to enhance/optimise/change these Workflows in the future. A change in Workflow becomes as simple as reconfiguring the software, rather than a major documentation, communication and training exercise as manuals are updated and staff are informed regarding the new procedures. Indeed staff that are not directly involved in the areas of change will not even be aware that anything has changed. Put simply, a Workflow Automation encourages change by making it easy to achieve. I t i m p r o v e s m a n a g e m e n t v i s i b i l i t y o f t h e c u r r e n t p r o c e s s e s That s another huge point. How do you want to navigate a vehicle if you don t know the map? For decision makers as well as for project managers (producers) it is essential to know what is where, why and with whom. Because a Workflow automation system knows about the processes, it can clearly visualise status, quality, utilisation etc. in any convenient form like 2D or even 3D. I t f a c i l i t a t e s s c a l a b i l i t y A Workflow Automation solution makes expansion of an existing operation much easier. The addition of extra channels or new programs or facilities is facilitated in the following ways: Having an accurate understanding of the utilisation/efficiency of the existing operation means that future staffing requirements and other costs can be accurately predicated The tool ensures that the company s existing Processes are correctly applied to the new/expanded facilities, ensuring consistent quality of delivery of the product/service - even with new and inexperienced staff 7 CopyrightRuzzTVPtyL td2007
I t r e d u c e s t r a i n i n g You don not have to teach new employees about the processes, where they get things from, when and how, where they have to deliver it and which special cases can appear and how to deal with them. They just receive their individual designed and self explained work orders like they receive email and concentrate on their real job. The system takes care of the typical eventualities and guides individuals, department or whole companies. Conclusion This paper has tried to encourage broadcasters and media organisations of all sizes to look at the application of a Workflow Automation solution to their businesses. It has shown that there is no good reason why such systems cannot bring the same benefits to our industry as are already enjoyed across other industry sectors such as traditional manufacturing. 8 CopyrightRuzzTVPtyL td2007