MAM: The Beating Heart



Most organisations are leaping towards outmatching their asset management using MAM, to ensure streamlined storage solutions

By Anisha Gakhar

The year gone by created ripples throughout the meniscus of media technology, equally so in the content management arena. A sub-set of Digital Asset Management (DAM), which was first conceived in the television and film industry, Media Asset Management (MAM) solutions are gaining attention across the broadcast industry and other domains. A MAM system enables a single repository or library for storing and managing multi-media files.
From production houses to government institutions, sports federations to other entities aiming at building a common storage space for managing their digital content, many organisations have adapted to accommodate MAM in their daily operations.

Administering high volumes of content, involves endless iterations of increasing channels, thus, creating a cluttered environment that becomes tedious to superintend. This calls for a business critical need to catalogue data in compiled fashion. Enter, MAM.
Alexander Stoyanov, sales director, PBT EU Ltd, said, “The bold ones reinvent and revolutionise their process, adopting new technologies almost overnight. It requires flexibility and organisational courage and determination. On the other hand, the conservative approach is companies try to mitigate the transitional stress by replicating existing workflows, whilst adapting to the new technological realities. I can’t say which approach is better, since everybody has their own consideration,”
A MAM system is built from the ground up, especially for large libraries, facilitating the capacity and processing power required to consolidate the content chain across multiple diverse systems. This in turn makes it easy to archive, scout and monetise the content, thereby increasing business revenues.
Eventually, it boils down to market niche, type of client, level of technology penetration, and diverse trends. Some technologies win with their simplicity, easy adoption and short learning curve; while others embrace connectivity and interoperability. Regardless, today a MAM system is a must for almost any type of organisation wanting to cope with copious amounts of content.

“Are you so rich, that you can operate without a MAM of some kind?” asks Stoyanov to his clients, whilst explaining to them the cost effectiveness that MAM enables. A few organisations practically live with the status quo, because MAM deployment might involve leaving one’s comfort zone and making efforts in the initial stages of use. The execution might not be a cakewalk, but an amount of professional and skilled intervention could accompany an organisation in their journey and take them beyond.
Although, requirements can be complex and the system can be customised to suit specific needs, the MAM system is usually deployed to attain: secure and future-proof archiving of video and large media files, with an easy-to-use, efficient and reliable access. It makes digital asset management reasonably cost-effective, thus, bettering business financial models.
Stoyanov added, “It is no surprise that MAM systems have become the beating heart of many media organisations. The supply chain is almost mission-impossible without the right sets of tools. The sooner the majority of the industry realises it, the more stable their market position will be.
From asset indexation, and all the way through process orchestration, to fast delivery to market – all must be streamlined and constantly optimised in order to lessen costs and ensure a competitive edge.
Dynamic metadata creation, live collaboration and merging multiple diverse systems under one management layer, are just a few advantages amongst a host of others, which were considered an exotic adventure some time back and are now considered almost a commodity.

The growing number of industry formats is driving the demand for systems that can handle, convert, and in the same breath – be future-proof towards rapidly advancing technological and business environments. By integrating the MAM system with AI, Cloud and machine learning, possibilities might almost be infinite.
Automation, workflow flexibility and limiting human interaction to control and manage assets manually, are the augmentations expected to drive the industry towards incorporating MAM systems. At the end of the day, the core idea behind inventing the MAM system was to primarily put order in the chaos, and make the transition towards a fully digital environment.
We never know, sooner or later, there shall come a time, when the return of investment for such a system would be to squeeze as much as possible, especially in monetisation and revenue generation.
“There are tons of ingenious technologies around which do not survive because users are skeptical by nature and cautious in decision making. And progress needs exactly the opposite attitude,” concluded Stoyanov.

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