The media industry has undergone a tectonic shift in its operations, driven by the rapid evolution of digital technology and an increasing slew of viewing platforms. To address the evolving need to serve more audiences across more devices, media companies have increasingly relied on custom scripts to shoehorn highly complex packaging and distribution requirements into platforms that weren’t originally designed for such purposes.
There is a smarter, more efficient approach to ensuring your media operations pivot quickly with your audiences’ demands: no-code/low code media supply chain platforms. These offer a compelling alternative to traditional custom scripting, delivering improved productivity, agility, and scalability in content management and distribution.
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Media has come a long way from its traditional production journey. The advent of artificial intelligence (AI) has revolutionized the previously linear path of content production, transforming the process by creating new efficiencies and allowing content to have a second life beyond its initial creation and broadcast.
With AI’s robust capabilities in tagging, managing, and preparing content, production teams can now maximize content usage while optimizing resources, creating a more reliable flow of content even in times of high demand or disruption. In this article, I’ll delve into the evolving media ecosystem, highlighting the role of AI in content management, monetization, and the industry’s future.
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The world of video content moves quickly. It’s in ceaseless motion, and this goes hand in hand with technological advancement. In this scenario, it becomes paramount for operators and distributors in the streaming space to create seamlessly functioning architectures. It’s all about tech stacks that must normalize workflows and bring together data from multiple existing services. Of course, this is far easier said than done as content owners wish to enhance their offering with a feed of growing requirements which platform operators have for their own streaming services. Progress is perpetual, think of ratings for movies and series, specific categories for niche programming, or even broadcast identifiers.
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Many years ago, digitization offered a panacea; a mechanism to rid the world of analogue and proprietary digital video tape formats and make content more easily accessible and exploitable. Using supposedly non-proprietary encoding schemes, the content became independent of the physical media, so future migrations would be easy. Robotic data libraries and control software automated many processes, removing the need for many staff. Carefully annotated and indexed content using new DAM systems would make assets inherently exploitable, watermarking would offer protection, and early speech-to-text processing would make for the richest set of metadata.
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In the realm of media, delivering subtitles consistently across various platforms has posed challenges. Warner Bros. Discovery (WBD) identified the pressing need for an innovative subtitle format. This format should seamlessly suit both conventional TV broadcasts and contemporary streaming services. Historical subtitles have been fragmented, existing in diverse proprietary and generalized formats. However, none of these formats proved universally fitting for all content types and languages.
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“It was the best of times, it was the worst of times…”
What a glorious decade for global media distribution. Content consumption is higher than it’s ever been, borders have been stretched, pushed or removed entirely, “foreign” content is captivating “foreign” audiences and the inaccessible is finally becoming accessible to all.
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If you run any but the smallest media business you have hundreds, and probably thousands, of pieces of technical equipment from multiple approved vendors. Not just cameras or servers, but radio microphone transmitters, portable monitors, lipsync testers and lighting stands. The number of individual items quickly spirals.
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In today’s rapidly evolving world, businesses face a variety of challenges that can impact their operations, from supply chain disruptions to economic uncertainty. For companies in the media localization industry, these challenges can be particularly acute, given the need to navigate a complex and rapidly changing landscape of technologies, standards, and content formats.
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Long-established media organizations that serve up our favorite films and episodic content are often sitting on an enormous amount of valuable media that could be the key to unlocking new revenue opportunities, whether it’s repacking existing programs for new streaming opportunities or enhancing a new program with rich archival material. However, you need a cost-effective way to rescue and reuse archived content from the siloed systems and labyrinth of formats and files accumulated over the years. It has to be an accessible component of your media supply chain.
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You don’t need to be Nostradamus to work out that linear TV will one day go the way of Monty Python’s parrot: it will cease to be. The timing, however, is less predictable. Because unlike Python’s Norwegian Blue, scheduled TV continues to provide meaningful company in our living rooms. It will inevitably fall from its perch, but with a sizeable audience still feeding it, there’s plenty of life in the old thing yet. As legacy media inches towards a digital-only world, the prolonged squawk of scheduled TV is a major complication. Companies need to deliver for today while planning for a different tomorrow.
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