Problems in the digital media supply chain that automation can solve

With the rise in popularity of OTT (over-the-top) media such as streaming services, media businesses are under more pressure than ever to provide consumers with seamless watching experiences.

Netflix, for example, surpassed 200 million subscribers globally in late 2020, implying that Netflix might be responsible for streaming 200 million unique hours of material at any given time.

Unfortunately, media networks, particularly legacy media organizations, have struggled to stay up with this fast-changing economy by innovating quickly enough.

Multiple, siloed partners—both internal and external to the organization—are often responsible for managing a wide range of different aspects of media production and distribution processes, resulting in fragmented digital supply chains.

Media businesses should endeavor to create a single, inclusive ecosystem of integrated processes, controls, and cloud infrastructure to address the fragmentation of digital supply chains. To address a number of issues associated with digital media supply chains, a unified ecosystem can make use of the newest breakthroughs in automation and AI.

In this blog article, we’ll look at four major flaws in most digital media supply chains that can be easily remedied by integrating automation and artificial intelligence into a unified media production and distribution ecosystem.

Supply chains have countless, siloed third-party partners

Modern media creation is becoming more and more of a low-profits, high-stakes company, requiring a big volume of business to compensate for poor margins.

Media businesses are increasingly outsourcing most, if not all, of the individual processes required in media creation and distribution—end-to-end steps that include processing, editing, finishing, duplication, and distribution—to operate as cleanly and quickly as possible in this climate.

From subtitling and closed captioning to international licensing, reformatting, and polishing, these procedures entail a plethora of separate jobs. Individual partners typically build their own, segmented workflows and technologies in the absence of a cohesive supply chain ecosystem.

Because these systems don’t communicate with one another, the total media production and dissemination process is significantly slowed and inefficient.

A unified ecosystem that is powered by automation and AI is essential to help all of these different partners work together to support their shared goal of efficient, seamless media production and distribution.

Too much time is being wasted on routine, manual processes

Numerous pre-modern media organizations still perform many media creation and distribution operations by hand, particularly when it comes to generating, examining, and approving metadata. Metadata is necessary for classifying, categorizing, routing, and archiving media content, as well as making it accessible to a wide range of audiences around the world.

Although automation and artificial intelligence can significantly reduce the need for manual metadata generation, most media businesses are unaware of how to use this technology.

Instead, they develop, review, and approve information using manual workflows, whereas technologies like machine learning and video, audio, and picture recognition might be used to largely automate metadata generation, evaluation, and approval.

Access isn’t as tightly controlled as it could be

The vast number of partners in modern media production and distribution workflows has historically hindered a media company’s capacity to precisely manage access to its own material.

When a media business loses ownership of this content, it loses control of the entire production and dissemination pipeline as well. In many circumstances, the partner temporarily assumes ownership of the asset, allowing him or her to make important decisions about how to manage it.

In the worst-case scenario, the content could get into the hands of unscrupulous people who could leak it or sell it on the black market before it is ready.

The best way a media company can avoid these risks is by using automation and AI to grant access only at times and in scenarios where an individual partner should have access—and to take away that access as soon as it’s no longer needed.

Quality control and brand compliance are taking up increasing internal resources

Media firms are under immense pressure to carefully manage all of this labor, particularly when it comes to quality control and brand compliance issues because many diverse partners are involved in the production and delivery of media material.

As a result, these sectors are consuming an increasing number of internal resources, when automation and AI, as part of a unified, integrated media production and distribution ecosystem, can handle all day-to-day quality control and compliance monitoring automatically.

Standardized procedures, for example, can be built to check that all information for media material has been accurately labelled and sent to the correct marketplaces, as well as that the content complies with brand guidelines across all locations.

Automation and artificial intelligence (AI) are critical assets in the capabilities of media firms to streamline and optimise their digital supply chains.

When media companies invest in integrating automation and AI into a unified media production and distribution ecosystem, they improve their ability to address a number of persistent issues, such as the risks of working with a variety of third-party partners, the wasted time spent on routine, manual processes, the lack of tight controls over how partners access media assets, and the large number of internal resources spent on quality coproduction.


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