Originally appeared in Broadcast Film & Video, Volume 21: Issue 08, Edition 251: August 2017
By Andy Hurt, SVP Marketing and Business Development, Wazee Digital
Historically, a content owner’s only concern was to create a piece of broadcast-quality content, deliver it to one or two broadcast-distribution arms (such as a satellite or cable provider), and be done with it. From there content owners would tuck the asset away in an archive (more on that later) and let the distributor worry about getting it to the audience. They didn’t need to bother with broader distribution, and certainly not beyond their own geographic territory.
With today’s IP technology, that legacy operating model has changed. To compete, content creators and rights holders are being forced to deliver content not just to traditional satellite and cable providers, but also to — in some cases — hundreds of digital endpoints. Those endpoints could be OTT services such as Hulu, Netflix, and Amazon; their own OTT platforms like HBO Go and HBO Now; and increasingly, social media applications like YouTube, Facebook, and Instagram. Accommodating all those endpoints means being able to access, repurpose, and reformat specific assets to get them to the right audiences through the right channels.
One way to tackle this new business model is with a dynamic archive in the cloud.
Until about five years ago, archives were static … simply a place to store media after it had been sent for distribution. The tapes, film, hard drives, or digital files took a one-way trip to a vault or digital library somewhere behind a firewall, rarely to be seen or used again. Finding, retrieving, and reusing content from a static archive can be cumbersome if not impossible. A dynamic archive, on the other hand, is built for just that. It lets rights holders go back into their archives and easily reuse specific assets whenever and however they choose.
Add the cloud to a dynamic archive, and the possibilities for repurposing and remonetization are almost endless. Storing assets securely in the cloud, and then adding a cloud-native, browser-based management platform on top, brings content out from behind a firewall and makes it easily accessible to any permissioned user with an internet connection from anywhere in the world. Leveraging a cloud-based dynamic archive and management platform, content creators can easily find and retrieve just what they’re looking for thanks to granular-level metadata and search algorithms.
Once assets have entered the cloud, content owners can set up predefined workflows for all their digital endpoints, and then rely on cloud infrastructure for automatic transcoding, computing, and publishing. In this way, they can create content once and use it in innumerable ways with very little human intervention. Even better, once the content has been published to YouTube, Facebook, and other digital platforms, ads can be placed against it, and it becomes another source of revenue.
The cloud offers unprecedented scalability — a key benefit given that there are so many different endpoints and strategies for content delivery today. Cloud-based infrastructure lets you scale up and down as needed and only pay for what you use, as opposed to building an in-house infrastructure for peak usage and having it sit idle most of the time.
The big benefits of the cloud-based dynamic archive and management model:
In short, a dynamic archive in the cloud is a secure, scalable, affordable way to transform assets into new revenue streams — and maximize every piece of content you’ve ever created.
Download PDF here