The document discusses how traditional media asset management (MAM) systems are outdated and no longer meet industry needs. It proposes that a new approach called a Media Logistics Platform (MLP) is needed, which uses microservices, cloud computing, and other modern technologies. An MLP would break applications into independent, interchangeable services. This would provide benefits like improved scalability, flexibility, and faster innovation. The document gives an example of how an MLP was implemented for a production company, allowing end-to-end workflow management and data continuity across different applications and teams. While challenges remain in fully adopting cloud-based systems, new standards and success stories indicate the industry is evolving toward this new media logistics approach.

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A Media Logistics Platform for
Production Transformation
06/11/2014

2. Welcome
Agenda
• Thoughts on the death of MAM
• The birth of Media Logistics Platforms
• An example in Production Transformation
Please interrupt at any point

3. • Do we have to talk about
MAM?
• Really?
• How is this even related?

4. What Did MAM Mean 10 Years Ago?
“maintaining
control and access
to your digital
assets”

5. What is MAM Today…?
1. Ingest
2. Secure (ACL)
3. Store
4. Render / Transform
5. Enrich
6. Relate
7. Process
8. Find / Search
9. Preview
10. Publish… and on….
“All things to
all people”
“Everything
and nothing”

6. What Does MAM “Look” Like?
“We need a
new MAM!”

7. 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

8. What’s Breaking MAM?
Consumer
Technology
Media
Markets

9. So if “MAM” is Dying…
What’s Next…?

11. …And Can Consumer Technology Help?

12. New Technology to the Rescue
1. Infrastructure as a Service
2. New UI Tech. HTML5, REST and JSON
3. Consumerization of IT
4. Mobile
5. Microservices

13. 1. IaaS and PaaS
• Economies of scale
• Millions of servers
• Near immediate access
• Variable cost
• Moving up the stack to
application management

14. 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

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

16. 4. Mobile
• Devices are very performant
• A move towards apps and discrete
functionality
• Many practical applications in media – R&A,
logging, simple editing

17. 5. Software as Microservices
Software is being built
differently in the cloud
than on-premise.
The new approach is based
On “microservices”.
Goodbye single server!

18. 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

19. 5. Software as Microservices
Assets
Workflow
NLE
Scheduling

20. A New Approach to Media
Management…

21. An End-to-End “MLP” Architecture
• Service approach
• Looser coupling
• Economies of scale
• Increased visibility
• Faster change

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

23. 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

24. The Good News…

25. 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…

26. Media Logistics in Action

27. • App based approach
• Review and approve
• Adobe integration
• Separating operational
and creative concerns
• Modern REST integration
• HTML5

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

29. • Seamless workflow
orchestration
• End-to-end and file
based
• Delivery to broadcast
and catch-up

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

31. Finally…

32. Conclusions
1. New technology offers a new start for MAM
2. New ways of working mean we need one!
3. MAM isn’t dead – it’s evolving to something new
4. End-to-end media and data continuity is key
5. Not every vendor will make the leap to cloud
6. Technology started it, audiences will drive it
7. Media logistics is as important as MAM