A broadcast technology that has seen significant change and progress during this time is the MAM (Media Asset Management) system. Traditionally designed as a multimedia database, the role of the MAM was to simply store and browse media, together with some associated metadata, without the use of a VTR. This often meant that the archive - or HSM system (Hierarchical Storage Management) – was used by operators as a MAM and was mistakenly put at the center of daily workflow.

Because of changing market demands and the evolution of technology in terms of computer processing, programming languages and network interconnectivity, the concept of the MAM has changed significantly. Now it’s quite challenging to find a precise definition of what a MAM is with growing confusion between DAM (Digital Asset Management), MAM and PAM (Program Asset Management) technology.

In today’s digital world, MAM offers much more than a database. Now users can expect increased content management options (media and all the related information); integration of different areas for processing automation; and sophisticated workflow management for content preparation. Also, user interfaces are now web-based, which simplifies support and opens up the MAM so that it can be accessed from multiple geographical sites.

Now we can see that the basic multimedia database that was a MAM has transitioned to a content management system that’s fully integrated with the entire business from acquisition, production and delivery to provide efficient and cost-effective operations. However, the desire to achieve these results brings about two new challenges for broadcasters and content owners. The first is the need to streamline operations to ensure cost control and predictability. Although not new, cost reduction is becoming more important due to the unpredictable level of competition in all the territories. The arrival of new, global technologies makes it easy to produce and publish content to a large potential audience using the Internet.

The second is multiple content packaging requirements for multi-screen delivery. As highlighted, the way that we consume content has changed dramatically. Traditional linear playout and viewing on-demand has evolved very quickly into the concept of ‘content everywhere’ via smart TVs, tablets, smart phones and PCs. This has an impact in the preparation and delivery of programming content. Different variations of the same content have to be generated for each destination, made easy to discover and attractive for the viewer with specific languages for each region all while trying to minimize costs.

To help solve these problems, MAM systems have evolved to manage large amounts of content and related media and attachments such as, audio languages, subtitles and EPG information. MAM now also provides efficient tools to simplify operations and maximize efficiency.

As such, when selecting a MAM, broadcasters and content owners have to consider a number of requirements: integration, improved workflow, access to content throughout the business, increased user experience, reporting processes, scalability and flexibility.

Let’s take these points and look at them in more detail. As we’ve already learned integration is key. The MAM needs to be fully integrated different areas of the business for workflow management and content preparation as well as the web-based user interface. By improving these processes customers have well-defined and integrated workflows to automate the content and metadata exchange between these areas. This allows operators to focus on specific tasks, for example editing, thereby removing the longstanding problem of carrying out repetitive tasks such as copying files, creating jobs manually and repeatedly entering metadata.

It’s important for users to have access to content throughout the business. Today’s MAM simplifies content access and discovery and provides low-res browsing of related media, removing the complexity for the user that resides in terms of wrappers and codecs etc. For some facilities the amount of files in terms of audio languages, subtitles, scripts and other related information is huge. If the MAM can provide the required high-level tools to manage this process, the operator’s complexity remains hidden; replaced with a logical view of the content with direct access to the different components for validation and content delivery.

Such tools enable a far greater user experience. It’s important that the operator interfaces are simple and intuitive to optimize operation, using low-res files when possible to reduce latency. In today’s broadcast environment the staff just wants the tools that they need to get their job done not a lot of complex options that they may never use.

Reporting is another important feature. Operators need a version of the aeronautical “black box”, which collates information about everything that’s going on in the system. It identifies and solves problems, interacts with the system to prioritize tasks when required, detects bottlenecks and provides a solution as required by the user. It means the user is no longer the slave of the MAM.

Scalability is also key. In 2014 customers don’t want the “big bang”, they want operational change. This type of change is usually gradual starting with specific media processing needs that will decrease in some areas and expand in others without affecting the production process. The MAM also needs to be flexible, allowing business needs to evolve without each change involving costly and complex investments, particularly now when companies have to be agile to adapt to new business needs and new content preparation.

Multi-site deployment is another area that‘s often overlooked. Few customers actually operate on a single site, and instead work with partners in production and distribution. Multiple scenarios can be applied to multi-site deployment such as cost reduction and operational efficiency to implement a distributed content production chain. Customers might have a central hub which produces most of the content, but enables other distributed sites to enrich that content by adding languages, subtitles and promos.

With multi-site deployment, customers can also have a secondary site where part of the operation is replicated and where select content is automatically transferred for access in the event of a failure at the first site, thereby creating a disaster recovery scenario.

The role of the MAM has changed dramatically over the years. Anyone considering such solution needs to be sure the selected system provides a combination of features and options that optimize the facility’s operations and provide the desired content management.