:Building a future-proof media production workflow

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From Hollywood blockbusters to local news broadcasts, the process of creating media content is complex, disparate, and nonlinear. Multiple versions of a single piece of content might be created in 2D and 3D, produced in several languages, and delivered in formats optimised for multiple channels in numerous geographies. Despite this content-creation and distribution reality, however, workflows have not yet caught up.

The hard truth is that media workflows are not traditionally optimised for multi-stream, multi-version content creation and distribution – instead, they have been siloed, with specific hand-off points between pre-production, production, post production and distribution.

In the gap between content creation and media workflows lives the need for technology-driven coordination that will deliver massive gains in efficiency, uncover new opportunities for monetisation, and deliver new ways for media organisations to connect more powerfully with their audiences on every screen, in every format.

Ultimately, consumers are driving the need for media companies to reassess the alignment between their content and their workflows. No longer married to a single device or even a broadcast or release schedule, for that matter, consumers want on-demand access to the movies, TV shows, newscasts, and video and audio content they love.

With the consumer in the driver’s seat, content needs to be pervasive, as do business models. Most media companies in the current environment are simply pushing content over the top without a clear business strategy.

What starts as a content and delivery problem quickly turns into an IT problem: many media organisations have either pieced together existing solutions available in the market or developed home-grown solutions. As a result, media companies often:
l Squander time and money on a patchwork of solutions that don’t work holistically
l Drain IT resources over time to maintain and upgrade these solutions
l Suffer from collaboration and portability issues due to lack of industry standards
l Entrench the business user/IT divide

Integrating and streamlining the various point solutions into a seamless 'media value chain' is therefore vital. This imperative, in fact, is at the heart of Avid Everywhere, a vision for the future of the industry focused on the opportunity for all media organisations to connect with their audiences more efficiently, powerfully, and profitably.

Avid Everywhere comes to life via the Avid MediaCentral Platform, a platform providing media services, connectivity, and orchestration to support the entire media value chain. The platform is open and flexible, integrating technology from Avid and other providers.

This platform solves the challenges media organisations and content creators are facing, by enabling them to produce, manage, deliver, and monetise media using a common technology framework and set of standards — regardless of the vendor and tools they choose to use at each step of the way.

Want to find out more? Visit Avid at IBC.

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