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www.vsn-tv.com [email protected] White Paper VSNExplorer MAM VSN Innovation & Media Solutions White Paper Index 01 _ Introduction 02 _ What is a MAM and how can it help your company? 03 _ Some words on Metadata 04 _ Asset Management through history 05 _ 10+1 requirements of an advanced MAM 06 _ Our MAM: VSNExplorer 07 _ Looking for the perfect MAM 08 _ The Expert’s Opinion: VSN’s CTO 2 VSNExplorer MAM | White Paper VSNExplorer MAM White Paper VSN Innovation & Media Solutions 01 Introduction Nowadays, competitiveness within Broadcast and Media industries has grown to a point where every second is paramount in content creation and production. Therefore, it is impossible to understand the Broadcast, Audiovisual and Media & Entertainment industries without paying attention to one of the most crucial tools to its daily operations: the Media Asset Management (MAM) systems. At VSN we want to offer a general vision on this technology, paying attention to how the rise of new video files, with different formats and aimed at different platforms has created a complex environment that makes it necessary for media companies to correctly manage every media asset and automate repetitive tasks as much as possible in order to increase efficiency and avoid mistakes. VSNExplorer MAM | White Paper 3 VSNExplorer MAM VSN Innovation & Media Solutions White Paper 02 What is a MAM system and how can it help your company? To begin with, let’s first define the concept of a MAM: At this point, to fully understand Media Asset A Media Asset Management (MAM) system is a Management (MAM) technologies, we need to have tool that manages, organizes and catalogues any a clear knowledge of what media assets are and why it is key to have a MAM tool to manage them. type of assets of a company in a centralized way, with the possibility of associating them one or several files and customized metadata to ease the content searching, retrieving and distribution tasks. 4 VSNExplorer MAM | White Paper VSNExplorer MAM White Paper VSN Innovation & Media Solutions 02 So, what is an asset? In its most basic definition, an asset is a resource. broadcast sector, an asset could be a movie that complicated concept. For example, instead of an Let’s see some examples: you buy from some producer; an advertising asset being just one single episode that needs campaign that you generate for selling more units to go on air at a specific time, it could actually be For any person, an asset could be a house, a car, of your product; news stories created by journalists several episodes or an entire series. definitely any good that someone appreciates in the newsroom; ingest of raw footage for editing... and wants to keep in a safe place, use for gaining Now even closed captions and subtitles, too, have a profit, sell or even share with others. In the become primary assets. All these assets need industry, assets are goods or values on which every to be managed as well, placed in a safe location, business depends for its daily work. For example, in with specific permissions, specific metadata a building factory the assets could be the workers, to have a complete description of them and of the raw material, the machinery, etc. course, they have to be ready for being searched and distributed at any time and from anywhere. In Obviously, every company has different ways fact, in a multiplatform world like the one in which of keeping and taking care of its assets. In the we live nowadays, an asset sometimes is a more Metadata assignment in VSNExplorer VSNExplorer MAM | White Paper 5 VSNExplorer MAM VSN Innovation & Media Solutions White Paper 02 Generally, all assets need to be managed and Precise media Advanced files cataloguing Searches protected, in order to extract the most value from them. That’s why it is key for companies to count A MAM system gives you a set of tools to Allows to define search rules/criteria to have with the best and most advanced systems to catalogue the media assets using custom quick access to any media content, at anytime handle and correctly manage their own assets. metadata fields. and anywhere. Now going back to talking about MAM systems, what advantages does the use of a MAM give to companies? Increased Increased Interoperability Revenue The content management system is the core More content quality and more efficiency in the of every deployment. That is why an open management of resources make audiovisual system that can be integrated with third-party companies more profitable. technology and be customized to meet any specific requirement that users may have is extremely important. 6 VSNExplorer MAM | White Paper VSNExplorer MAM White Paper VSN Innovation & Media Solutions 03 Some words on Metadata We have been talking about the importance of the metadata for the correct management, cataloguing and recovering of digital files. At this point, the natural question before talking about MAM is: What is Metadata? “Metadata is “data about data”, that is, information that allows us to descriptively know data regarding certain file or content and that eases its identification, description and classification, “ optimizing its management. VSNExplorer MAM | White Paper 7 VSNExplorer MAM VSN Innovation & Media Solutions White Paper 03 Let’s see an example. Let’s imagine that we work In this way, if in the future one of our colleagues is it has a crucial role in the distribution of content for a sports channel and that we are editing a making a documentary about this football player, it between Broadcast and Media & Entertainment video about a goal scored by Messi in the World will only be necessary to put in the search field of its companies. That’s why its correct design, Cup. Together with the editing process, we can management system keywords such as Messi or implementation and development are essential in introduce information related to that video, in the goal Messi, in order to immediately find this video a world that is being flooded with digital content. form of tags, that will help us to find it in the future (and similar others), saving time and resources and Metadata is no longer a technical requirement, but if needed. increasing the quality of the final results. a business and operative one. And, as we will see in the following lines, a MAM system uses metadata In this case the metadata that we could associate In this way, these metadata, associated to media to find, manage and distribute the media, making it to this video is: Messi goal, World Cup 2018, digital files that the broadcast industry uses, allow very important for a company. Argentinian national team, Lionel Messi, far away us to identify, describe and classificate content. goal, international match, Messi Argentina... We could even automatically detect metadata from As a conclusion, the more metadata, the more the media file, such as its duration, quality, format, valuable your content management tool and objects, emotions, etc. archive are. Metadata has become one of the most important aspects of content management, and 8 VSNExplorer MAM | White Paper VSNExplorer MAM White Paper VSN Innovation & Media Solutions 04 Asset Management through History 80’s & 90’s 1998 Before having a look at what a MAM looks like If we go back in time, during the 80’s after the The implementation of such a revolutionary and complex system as MAM and the features it offers, disappearance of the magnetic tapes, the media is difficult to date accurately. However, it seems to be agreed that the assets were usually contained in Betacam tapes, and and now that we know very first system to be tested on a significant TV station was Sony/EDS located in some shelves inside one (or more than at the well-known US news channel CNN, at CNN-Center, Atlanta, Georgia, what an asset is, let’s one) building. Obviously, as soon as the audiovisual USA. The project started in June 1998, and the technology was so new learn how the assets of material increases, it becomes impossible to track that it did not have even a commercial name back then. The research and media companies have where the content is, and furthermore, using tapes articles back then referred to it as a Digital Asset Management or Content means having a dependency on the technologic Asset Management. During its final implementation, the MAM would changed through history. support, with the consequent risk of the obsolescence provide hundreds of journalists at CNN with access to video and audio of technology or the deterioration of the tapes. At pieces, greater ease and immediacy to be on air, as well as improved news this point, some primitive MAM systems began to be content for its 6 TV channels broadcasted via cable and satellite, 2 radio shown at the NAB meetings (National Association of stations, 10 websites and its own CNN news agency. Back then, it took 20 Broadcasters) around 1995-1996. minutes to ingest into the system a 20-minute video tape. VSNExplorer MAM | White Paper 9 VSNExplorer MAM VSN Innovation & Media Solutions White Paper 04 2000’s 2005 2011 So, at the end of 90’s started the digitalization Due to all the challenges that came with the transition In this scenario of a digital environment from tape to file, thanks to the possibilities from tape to digital, a new concept was born in the managed by MAM systems, during offered by new technologies. From this moment, Broadcast industry at the beginning of the 21st century. the last years has been introduced in we are entering into the “tapeless” world, where Media Asset Management systems were created for our industry the concept of process tapes will start to be substituted with digital files.

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