Industry Insights: Navigating the future of media asset management in broadcast production

Apr 03 2023

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The rapid evolution of the media landscape has created an increasing demand for efficient, scalable, and secure broadcast storage and media asset management (MAM) solutions.

As part of our Industry Insights series, leading vendors gathered to discuss the current challenges and explore the potential of cloud-based MAM systems along with emerging technologies such as artificial intelligence (AI) and machine learning (ML) to address these pain points. Central to the discussion is the importance of seamless collaboration, navigating the complex storage options landscape, managing high operational costs for new formats, and prioritizing flexibility and openness in MAM systems.

The roundtable participants acknowledge that cloud adoption for MAM and storage has gained significant traction, primarily due to the coronavirus pandemic, which emphasized the need for remote access and greater flexibility. However, professionals in the industry often operate within storage silos and face challenges in unlocking the full value of stored assets for distribution and monetization. As a solution, hybrid cloud models, which combine both on-premise and cloud storage, are emerging as a practical and efficient approach for many organizations.

In addition to embracing cloud solutions, the impact of AI and ML on broadcast workflows is becoming increasingly apparent.

These technologies have the potential to streamline operations through improved metadata management, automatic transcription and translation, and intelligent indexing of content. This allows media professionals to focus on creating and delivering high-quality content in a competitive market. As the industry evolves, leveraging these cutting-edge technologies will be essential for success and maintaining a competitive edge.

What are the current pain points in broadcast storage and MAM?
Sunil Mudholkar, VP of product management, EditShare: Current pain points I think are focused on making collaboration easier across locations that are more dispersed than ever. Whether this is performant, remote access to media or keeping NLE projects in sync across tools and creators/producers.

Jon Finegold, CMO, Signiant: The sheer variety of storage options and MAM vendors make it a very confusing landscape. There are so many different choices between on-prem and cloud, different tiers of storage, file and object storage, etc. IT teams have a lot of flexibility to balance cost and performance but that choice also creates complexity.

Toni Vilalta, director of product development, VSN: New formats, such as 4K or 8K, make the operational costs too high. With cloud or hybrid storage architectures, MAM systems should provide support for critical security services like encryption or cryptographic protocols. Another challenge of MAM systems is to be able to manage enormous amounts of content in storage, adding AI capabilities for automatic cataloging.

Sam Peterson, COO, Bitcentral: There is no “one size fits all approach” because customers and the industry as a whole will have varying business requirements and they’re constantly evolving depending on their needs and the market landscape. For some in the industry, there is also resistance to change, which is undermining successful projects. Changing these attitudes can have a positive impact going forward.

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