Jonathon Try, VP Technology at Chello DMC, on the current pain points in media asset workflows, potential synergies across linear and non-linear workflows, and the benefits of asset standardisation.
What are the current “pain points” in asset workflows?
The requirements of the industry are constantly changing and workflows need to be agile so they can adapt as consumer behaviour is changing.
The requirement to deliver content for multiple devices, streamed or on-demand, means new complexity and new workflows.
In particular, the need to merge content and metadata in new ways to aid discovery of content requires more system integration.
What unexploited synergies has Chello DMC identified in linear and non-linear workflows?
The exploited synergies are in only having the content delivered once and then using it for many platforms, whether it’s content required for linear or non-linear. That is something we are doing now.
We may look at ways of optimising the workflows particularly around the on-demand content, so we create the on-demand asset and then transcode from that for other devices such as mobile and PC.
With rights and metadata, there is an opportunity to keep better track of when you’ve got something in the linear world that you can show in the non-linear world.
For our third party clients, where we don’t have information on their rights, we could augment the value of the archive with that information so we can help them find assets that they can then repurpose for content everywhere.
The issue of standardisation is ever-present when discussing these topics. How pressing do you think this issue has become?
From a broadcasters’ perspective, standardisation has a potentially large benefits and would make their lives easier.
They would only have to produce one asset, one set of metadata and deliver that to every operator.
From our perspective, we can provide the technical expertise to make that simple for our clients, as we take the pain of providing multiple versions of content and metadata.
Standardisation is unlikely to be reached across the whole of Europe, but we can make it seem like it is as far as our clients are concerned.