In Broadcast - May 2021 - 48

48

www.inbroadcast.com | Vol: 11 - Issue 5 | May 2021

InMedia

MEDIAGENIX takes a supply-chain view
on content rights management
With Neeraj Shah, MEDIAGENIX Product Manager...

N

ever have the challenges for
content rights management
been so complex. And never have they
been so pivotal now that the media
industry is generating an avalanche
of content that needs to reach an
increasingly
fragmented
audience, and this while the
very concept of content is
changing.
In the meantime, revenues
are under pressure. Costs
need to be reduced, efficiencies
raised, and maximum value needs
to be squeezed from every piece of
quality content, repackaging it for
different audiences, and purposes. As
a result, the whole media industry is
pivoting to a multi-platform strategy.
The only way ROI on content can be
achieved in this context is by bringing
the right content to the right audience
at the right time through the right
channels.
This is in fact the kind of thing a
supply chain does in any industry. And
any smart supply chain today operates
on real-time data as its single source
of truth.

Pluggable into the supply chain
Supply chains in the media industry
specifically require a single source of
truth around content and rights. If the
rights management system is plugged
into the supply chain management
platform and revolves around a
single source of truth about rights,
restrictions and obligations, then
all departments - from Acquisition,
Planning and Scheduling through
to Sales and Finance - can work in
perfect sync on real-time rights data.
Together with ecosystem, contextual
and consumer data, this rights data
can connect the media strategy to
the planning plane and ultimately
to the execution of the supply chain,
and then flow back again to influence
the strategic plane, which impacts
the planning plane and so on, as a
flywheel of continuous improvement.
This substantially increases overall
efficiency but also return on content
investment, thanks to a tighter grip
on business models and strategic
windowing.

Simplified
workflows
for task-based
contributions
The key is to unlock the data.
Across the content supply chain, a
growing pile of consumer, contextual,
ecosystem and rights data can be
harvested, managed, and leveraged.
One of the challenges as far as rights
data is concerned is to capture
the multifaceted complexity right
from the start, and to shift that
start further upstream. This can be
done by enabling diverse parties to
capture rights data very early into
the process and enrich the data as
the content proceeds through the
supply chain. This implies facilitating
diverse use cases for a growing
user base, through web workflows
that are simplified for task-based
contributions. Think of platforms such
as a content marketplace in the Cloud
or applications such as a web app that
supports the whole process of selling
rights.

Augmented intelligence
Artificial
Intelligence,
Machine
Learning, and Natural Language
Processing are playing a growing part
in content & rights data enrichment
(e.g. automated document uploads)
and, eventually, in capturing the
content intelligence.
BI tools and smart analyses can
be applied to data to gain important
insights. By distilling these insights
into AI algorithms the intelligence
of the human experts can be
augmented, which further improves

the decision-making process and
the quality of rights, content and
schedule
management.
To
improve the decision-making
process when scheduling,
for instance, MEDIAGENIX
is further developing a
rights-based suite of augmented
intelligence solutions, including
rating
predictions,
scheduling
recommendations, and automated
off-peak scheduling. The more OTT
channels are micro-segmented, the
stronger automated scheduling will
come into play. And the ultimate
form of automated scheduling will
be personalized channels, similar to
Spotify playlists.

Multi-level rights verification
In the meantime, content is being
repurposed and repackaged for use
on diverse platforms, including social
media. The notion of content is no
longer limited to long-form content,
as media companies are taking a
more generic look at it. Short video or
audio clips, texts, press articles, books,
e-book, user-generated content,...
it can all be valuable content. This
underlines the need for flexible and
extensible content data models and
multi-level rights verification.

Closed-loop orchestration
MEDIAGENIX believes that the best
way to offer clients their best-of-breed
solution for rights management is to
make it pluggable into the WHATS'ON
platform for closed-loop orchestration

of the end-to-end content supply
chain. As this supply chain extends
beyond the confines of the media
company, the platform also allows
third parties to plug in and interact in
innovative ways.

The Cloud
The Cloud is a key element in this as
it facilitates the central view and opens
a natural way to make the central
platform accessible from anywhere.
The Cloud also supports globalization
as it enables international companies
to manage rights on both the
global and the regional level. In
combination with web technology,
the Cloud provides portability and
remote collaboration, for instance for
entering rights data. Media companies
are moving to the Cloud driven by
the need for agility, flexibility, and
elastic scalability. They are also
increasingly convinced by the benefits
of SaaS/ PaaS and OPEX. That is why
MEDIAGENIX offers a flexible, hybrid
framework that supports the client's
gradual adoption of cloud technologies
and cloud deployment models.
The ultimate aim of it all is to enable
media companies to navigate the
changing media landscape, each in
their own way, with strategic rights
management as their
trusted rudder.
For more information
read the MEDIAGENIX
white paper on rights
management.
https://www.mediagenix.tv
http://www.inbroadcast.com http://www.mediagenix.tv https://www.mediagenix.tv/en/rights-management-solutions/ http://www.mediagenix.tv http://www.mediagenix.tv http:// https://www.mediagenix.tv/en/white-paper-what-are-todays-strategic-challenges-in-content-rights-management/?utm_source=advancedtelevision&utm_medium=article&utm_campaign=Whitepaper2021Rights https://www.mediagenix.tv https://www.mediagenix.tv
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