18/04/2023

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A Media Logistics Platform for Production Transformation

Welcome

Agenda• Thoughts on the death of MAM• The birth of Media Logistics Platforms• An example in Production Transformation

Please interrupt at any point

• Do we have to talk about MAM?

• Really?

• How is this even related?

What Did MAM Mean 10 Years Ago?

“maintaining control and access

to your digital assets”

What is MAM Today…?1. Ingest2. Secure (ACL)3. Store4. Render / Transform5. Enrich6. Relate7. Process8. Find / Search9. Preview10. Publish… and on….

“All things to all people”

“Everything and nothing”

What Does MAM “Look” Like?

“We need a new MAM!”

Some Common Characteristics

• Monolithic • On-premise• Siloed or partially closed• Hefty integration project• Risky implementation – prone to failure (68%!)• Workflow is a different consideration• One size fits all – UI compromise across roles

What’s Breaking MAM?

ConsumerTechnology

Media Markets

So if “MAM” is Dying…What’s Next…?

…And Can Consumer Technology Help?

New Technology to the Rescue

1. Infrastructure as a Service 2. New UI Tech. HTML5, REST and JSON3. Consumerization of IT4. Mobile5. Microservices

1. IaaS and PaaS

• Economies of scale• Millions of servers• Near immediate access• Variable cost• Moving up the stack to

application management

2. New UI - HTML5, REST and JSON

• Beautiful, event-driven user interfaces• Responsive design• Mobile-ready or mobile-first• Rapid development – powerful, simple libraries• Customer driven, role-based UI

+ +

3. Consumerization of IT

• BYOD – from personal to enterprise• Shadow IT• Procuring own services• Massive innovation on the consumer side• Embracing cloud platforms

4. Mobile

• Devices are very performant• A move towards apps and discrete

functionality• Many practical applications in media – R&A,

logging, simple editing

5. Software as Microservices

Software is being built differently in the cloud than on-premise.

The new approach is basedOn “microservices”.

Goodbye single server!

5. Software as Microservices

• Opposite of monolithic (not all things to all people)• Independently deployable services• Faster development and roll-out• Plays to strengths of cloud• Service per business capability• Decoupling with messaging

5. Software as Microservices

Assets

NLE

Workflow

Scheduling

A New Approach to Media Management…

An End-to-End “MLP” Architecture

• Service approach• Looser coupling• Economies of scale• Increased visibility• Faster change

This Sounds Great!(What’s the Bad News?)

Barriers for M&E Industry?

• Moving heavy assets in and out of the cloud• Cost of processing and storing in the cloud• Perceived loss of control (security)• Service levels / Service outage• Lack of suitable software – “islands”• A brand new architecture – expensive to make the leap• Skills shortage

The Good News…

Enablers for M&E Industry?

• Standards – AMWA, DPP, etc…• Easier to justify OPEX and cost savings• IaaS is maturing in media and entertainment• Procurement is catching up• Consumer IT is breaking through• There are high-profile M&E success stories…

Media Logistics in Action

• App based approach• Review and approve• Adobe integration • Separating operational

and creative concerns• Modern REST integration• HTML5

• Data continuity• Advanced data modelling• Hierarchical structures• Data before assets• Conversion to DPP

• Seamless workflow orchestration

• End-to-end and file based

• Delivery to broadcast and catch-up

• Real-time dashboards• Operational views• Production views• Tracking data end-to-end

Finally…

Conclusions

1. New technology offers a new start for MAM2. New ways of working mean we need one!3. MAM isn’t dead – it’s evolving to something new4. End-to-end media and data continuity is key5. Not every vendor will make the leap to cloud6. Technology started it, audiences will drive it7. Media logistics is as important as MAM