A new report, published by media management specialist Nativ, says that manual workflows are holding back the content industry. It describes traditional approaches to asset management as “the muddle in the middle”. “Many content owners, distributors and marketers are unable to make the most of what should be a golden age,” said Nativ CEO Jon Folland in launching the report. “The tools and systems currently being used to manage and distribute content belong to the past. Fortunately, it does not have to be like this. “If, that is, the industry recognises that its traditional ways of managing and distributing film and TV content are no longer sustainable in today’s multi-platform world,” he added. “What is required now is a real platform that can be used in creative and trusted ways to build a secure and cost-effective ecosystem for the content creators and distributors alike.” According to the report, there will be 16.5 billion devices capable of consuming content by 2015. According to Nativ this represents an enormous opportunity for content owners to reach wider audiences and increase revenue potential. To succeed, they will need to centralise all assets in order to create streamlined workflows, and to measure the impact of the different content and platforms available. Nativ offers cloud asset management as a platform as a service. As well as broadcasters the service is used by content distributors like EMI and other enterprises like Audi. The full report can be downloaded from www.nativ.tv
