Broadcast Beat Magazine 2017 BroadcastAsia Special Edition - Page 57

RETHINKING Commercial and Technology Deployment Models For Long-Term Success By Jeff Rosica, Avid Rapidly evolving technology and audience behavior achieve these goals. make it critical for broadcasters to stay at the fore- front of technology. Yet current technology solutions, Battling complex, costly technology environments deployment models and upgrade cycles make this a complex, cumbersome and costly goal. Despite the urgent need to integrate content creation and monetization processes, current technology solu- Content creators no longer have the power to dic- tions remain highly siloed, and roadmaps are increas- tate when, where, and how consumers enjoy media. ingly disconnected from the most pressing industry Not only are today’s consumers more sophisticated needs. Multiple siloed vendors following the traditional than ever; they’re empowered to create and consume value chain are not only putting media organizations content anywhere, anytime, through any device and out of touch with consumers, they’re also siphon- in any format. The proliferation of multiple formats, ing critical capital in areas such as integration and distribution channels, and devices has increased the interoperability, in ways that still don’t match the cost and complexity of monetizing assets, as well as needs of today’s environment. Technology integration, competition for a share of the consumer’s wallet and vendor management, and interoperability challenges viewership. make already-limited flexibility, agility, and innovation even more difficult. As the traditional linear value chain in which con- tent moved through pre-production, production, The prevalence in media enterprises of disparate postproduction, distribution, and delivery—with pre- production technologies from a variety of vendors, determined handoffs occurring between each pro- combined with traditional technology deployment and cess—has been replaced by a fluid, multi-dimensional upgrade cycles, makes it difficult for media enterpris- process, the creative side of the media value chain is es to update, plan and manage technology, and keep fusing with the business (or monetization) side, and staff trained and updated. A lack of common toolsets media organizations are finding themselves under and workflows impedes enterprise-wide search and intense pressure to connect and automate their entire content sharing, and the ability to produce content creation-to-consumption workflow. They also face for new channels and digital distribution models. This relentless pressure to increase operational efficiency creates a technology environment that’s too complex and revenue, and are looking for innovative ways to and costly to sustain. Broadcast Beat Magazine • • 57