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He knew that new capabilities were needed to handle new requirements, but just didnt think of these as part of MAM. This point of view is hardly unique. In fact, it illustrates the failure of broadcast software and digital asset management companies to show how MAM fits the needs of a typical broadcast operation. As I learned from the rest of our conversation, he had seen presentations of comprehensive MAM solutions from several companies, but came away with the idea that it was all too big, complex, and expensive for his needs. The apparent value just wasnt there. Nevertheless, a look at the flow of metadata required by this example illustrates the inefficiencies that an integrated MAM system can improve.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
With that in mind, the definition of MAM we will use here combines core components and task components. Core components provide the infrastructure required to support the enhancement of existing systems and the introduction of new content processes. Task components define the scope of the MAM system, and the task categories listed here are among those commonly included in broadcast MAM systems.
Transcoding and Wrapping to convert content among multiple digital media formats Workflow Management Proxy Generation Search and Retrieval Desktop Integration subdivides content processes into work elements that can be ordered and tracked creates low-resolution copies of content suitable for distribution, viewing and editing on standard office desktops creates time- or metadata-based indices that can be used for rapid search and retrieval of content and proxies provides access to MAM functions and metadata, combined with other broadcast systems, at standard workstations throughout the facility from theft or unauthorized use
Content Protection
These MAM components provide the capabilities needed to enhance and integrate your existing broadcast systems to support increased content handling for multi-channel operations, and new process requirements brought on by digital media files.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
When deciding what MAM means for your facility, this list of components should be viewed as a menu of options, not a set of requirements. The importance of any one component will depend on the nature of your operation. Some may not apply at all; others may be needed to support anticipated future requirements.
MAM as a Toolkit
Viewing MAM as a new system for managing content throughout your operation immediately raises valid concerns. Doesnt it include features that we dont need? What about our existing systems? We already have several databases of content in traffic, program management, and playout automation. Does a MAM database duplicate those? How do we keep these databases in sync? Instead, by considering MAM as a toolkit for improving the content management processes within your existing systems, it becomes easier to see the possible benefits without the baggage. You can now decide which MAM tools might solve your specific problems, and evaluate how different MAM products meet those requirements. Look at your current processes for content and metadata acquisition. Heres a likely scenario similar to the real-world situation discussed above: Your existing ingest system was designed for tape delivery and conventional satellite recording. These methods still work for local spots and syndicated programs, but national spots now arrive as digital content files on several delivery service edge servers, and syndicated program deliveries will soon follow. There are manual workarounds for using these new methods of delivery with your existing systems, but at the same time youre anticipating an increase in daily program acquisitions for your new DTV channels. Also, the metadata associated with this delivered content must be available to both traffic and automation, yet the workaround requires manual entry of these data. In addition, your promo and programming departments are asking how they can have access to delivered program content from their desktops. Much of the programming for the additional DTV channels will require new promos, as well as program descriptions for the PSIP EPG. A choice of the right MAM tools can extend the reach and integration of your current systems to handle these new requirements. For example, the ability to move digital content files among servers and archives is a core component of the MAM toolkit. This includes automating any required transcoding or rewrapping of delivered files to match the required format for your storage and playout equipment. The MAM system should also include an extensible database for content metadata, and a method for sharing or exchanging those data among your systems. Finally, a MAM browse subsystem for content proxies can provide access and desktop editing of program material from standard PC workstations on the stations office LAN.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
By understanding the contents of the MAM toolkit, a plan can be developed to overcome specific deficiencies in your current systems, and add needed support for new content processes. In the next sections, well cover some the major steps in this process.
Where to Begin
Any good strategy for moving ahead begins with understanding your starting point. This is especially true when the anticipated benefit of a new system is to improve existing systems already in place. That is the case with MAM. Its potential is to enhance the quality and efficiency of your operation by improving your existing content processes. MAM itself has no product. It doesnt result in a schedule (like traffic), or an on-air broadcast (like playout automation). Instead, MAM can provide essential enhancements to these and other systems, and the tools to integrate them. From this perspective, deciding how MAM fits into your operation is not just about adding new processes to utilize the tools that MAM provides. It is also about using those tools to streamline
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
and improve the quality of your existing processes. This is an important distinction, and should help you to focus on your actual requirements - and realistic objectives - when confronted by the enterprise-wide MAM solution. Before discussing how to proceed, however, lets clarify this concept of enhancing and integrating your existing systems. Perhaps to state the obvious: There are practical limits to the extensions that are possible to legacy systems. Just because new IT technologies like Web Services, .NET, and ActiveX make enhancement and integration possible in general, does not mean that your existing systems can take advantage of them, or that it can be done at an acceptable cost. Part of planning for MAM extensions to your operation is evaluating the ability of your existing systems to support these extensions. In some cases this means choosing between replacing a system or retaining it and forgoing the benefits that MAM extensions will bring. This evaluation process requires expertise in four areas of your existing operation: content workflow, broadcast software systems, broadcast equipment, and IT infrastructure. You will need the active participation of your current software and hardware vendors, as well as your proposed MAM supplier, in addition to your own operations and office staffs. Using the ideas described above, moving ahead with a MAM strategy begins by determining how the desired MAM process enhancements can be implemented within your existing systems, or by new systems that replace them.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
A common database for content can be shared via ODBC (Open DataBase Connectivity) using the query language SQL. This standard is widely supported among database management systems and is available on virtually all current operating system platforms. SQL has been an IT standard much longer than newer Internet-derived protocols like XML, and many legacy system platforms can use this method. For the exchange of metadata between systems with independent databases, an emerging standard is Web Services. This XML-based messaging framework utilizes the standard Internet protocol (IP) to provide near real-time data exchange that is both extensible and platform independent. More sophisticated data exchange between systems, including real-time communication, is possible using distributed object technologies like .NET and J2EE. In general, these options are limited to the most (technologically) current systems, and require custom software development on one or both partner systems. All these enabling technologies can provide the connectivity needed to bridge the silos of metadata maintained by broadcast systems. As each system is linked to the MAM database, components of the MAM toolkit can be used as extensions to the system.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
the form of improved efficiency, accuracy, and agility in day-to-day workflow requires integration of MAM functions into the users interaction with their primary systems. For example, access to MAM has value to the programming department only when it is available within the program management system. Likewise, access to extended program metadata can improve the accuracy of the EPG for schedule changes only if these data are available to the playout automation system. For fully automated processes, this integration depends on the moving and sharing of content files and metadata described above. Manually driven processes, however, demand an additional level of integration at the users PC desktop. As any computer user will confirm, one of the most frustrating and inefficient work environments is one that requires switching among multiple desktops or systems to share data among applications. Regardless of the server platforms used for your various broadcast systems (e.g. Windows, Linux, Unix, AS/400, mainframe), the overwhelming majority of client PCs in broadcast operations and offices today are based on the Windows operating system. In that context, widely available tools such as copy, cut, and paste via OLE (Object Linking and Embedding) provide simple methods of moving data at the desktop. Beyond this manual data sharing, fully transparent integration of desktop components between systems requires sharing of a common database, or custom integration using.NET, J2EE, or Web Services again noting the caveat mentioned above regarding legacy systems. If some of these options are starting to sound too complicated, remember not to overlook the most basic method of integrating for improved efficiency, namely having MAM and other system components visible concurrently on the same desktop. The human mind is very adept at correlating two sets of information simply by having them in view simultaneously. For all these options, the key to integrating MAM with other systems is to choose a MAM product that offers an enabling framework based on IT standards like .NET, Web Services, J2EE, or ODBC, and to use the methods supported by your existing broadcast systems. The degree of integration needed at different points in the workflow, and the associated benefits in efficiency and accuracy, can vary widely. These considerations need to be balanced against the cost of implementing the integrated process at each point. Judging the value of MAM integration prior to implementation is difficult, and for that reason a conservative strategy for the initial rollout of MAM makes sense. The most important consideration for long-term strategy is choosing a MAM toolkit that offers the most potential for integration as the benefits become clearer and requirements expand.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California
In the world of broadcast systems, this characteristic of XML is especially valuable since the limited usage of metadata by each participant system is a result not only of the application, but also the fixed limitations of some legacy systems. For example, a legacy traffic system may not be designed to handle VChip ratings for programs, even though the playout automation system requires that item to control the logo inserter. In that case, VChip data may have to be entered in the ingest system, and merged with the scheduled content data from traffic within the playout automation system. Integrating MAM requires normalizing the metadata (i.e. creating a consistent set of terms and descriptions) used by existing systems and by the MAM database. It can also mean creating new items of metadata specifically to overcome limitations in some systems, or to handle new requirements as they arise. If the MAM system database and data sharing tools are based on XML, this process has nearly unlimited potential for getting the most out of your MAM integration.
SMPTE Technical Conference and Exhibition October 20-23, 2004 Pasadena, California