The era of isolated Media Asset Management (MAM) systems is ending. Broadcasters now require solutions that seamlessly integrate throughout their content creation and distribution chain. This necessitates a new approach to integration, pushing vendors towards open standards and interoperable architectures. “The days of MAM systems being glorified digital filing cabinets are over,” said Jan Weigner, CTO of Cinegy. “A modern MAM system needs to be the Swiss Army knife of broadcast – handling everything from ingest to distribution while enabling real-time collaboration.”
This shift is impacting technology purchasing decisions. Media organizations prioritize solutions that work within their existing infrastructure, extending beyond basic compatibility to encompass workflow automation, metadata exchange, and content distribution. “When it comes to distribution, the focus has shifted from the M&E industry defining how media should be processed and delivered top-down to the content platform providers,” noted Julian Wright, Blue Lucy CEO.
Modern MAM systems must support diverse file formats, codecs, and delivery specifications while maintaining compatibility with both legacy and emerging technologies. “As media production teams go global, so must their Media Asset Management systems. Modern MAM systems are now cloud-based in that the data management function is performed in the cloud while the original media files can be stored alongside in the cloud or stored on premise,” explained Whit Jackson, VP of global media & entertainment at Wasabi Technologies.
Organizations prioritize systems adaptable to changing production needs without extensive customization. This flexibility is crucial as workflows incorporate new technologies and methods. “Standards initiatives can play their part, but often applications and tools need to be built with interoperability in mind – making it quick for software companies, customers, or third parties to integrate tools together and share content,” said Jochen Bergdolt, global head of MAM business unit at Vizrt.
The integration of artificial intelligence (AI) offers opportunities for automated metadata generation and content analysis. These capabilities must seamlessly integrate within existing workflows for optimal value. “As broadcast workflows become more nuanced, traditional, monolithic, and single-vendor technologies will be replaced by more modular, interconnected tools that can work harmoniously with each other to form truly tailored workflow solutions,” Lee reiterated.
Security is paramount. Modern MAM systems must incorporate industry-standard security protocols while maintaining workflow efficiency across multiple platforms and locations. “The MAM implementation requires careful evaluation of each workflow touchpoint to verify compatibility with both current and emerging production tools, while selecting vendors who demonstrate commitment to open standards and extensive third-party integrations,” said Laquie TN Campbell, media and entertainment product marketing manager at Backblaze.
Storage system integration presents challenges. Organizations demand solutions working across multiple platforms and locations, shaping system architecture and deployment strategies. “Broadcasters can ensure interoperability by prioritizing partnerships with technology providers who support robust API ecosystems and actively collaborate with other industry leaders across the entire pipeline,” Campbell added.
Faster returns on investment are expected, leading to a trend toward modular systems that can be deployed incrementally while maintaining interoperability. “Time to value is critical. The protracted projects in which the return on investment takes many years cannot be tolerated in a market which is expanding and changing at the current rate,” Wright emphasized.
Cloud integration adds complexity. Organizations must maintain seamless operations across hybrid environments while managing costs and performance. “Legacy technologies aren’t keeping up with modern workflows, and with purchasing cycles creating natural opportunities for change, the focus is shifting toward smarter, more cost-effective solutions, with cloud and hybrid models taking center stage,” said Leanne Tomlin, marketing director, EMEA at Perifery.
The push for standardization and interoperability continues to shape MAM system development. Organizations evaluate solutions based on their integration capabilities with existing tools and support for future workflow requirements. “Broadcasters will be experimenting with various types of workflows (traditional, remote, hybrid, cloud, IP) as they search for faster and more cost-efficient ways to produce compelling, profitable content,” concluded Lee.