The advent of digitisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. Digital technology offers the potential to change the future shape of the industry and it provides digital broadcasters with the opportunity to: - provide new products and cross media experiences aimed at individual consumers and like-minded groups; - create industry leading personal TV services; - change television advertising model from mass media to targeted advertising (market and advertise on a 1 to 1 basis direct to consumer); - provide premium services that give viewers access to greater and more personalized content; - expand from a traditional push model to a pull-model for product distribution. In order to seize and exploit these opportunities broadcasters will need to develop new capabilities. Key will be the ability to capture, store, manage, exploit and protect assets digitally, at the level of granularity of the smallest consumable unit. This ability can effectively be defined as a company’s requirements for Content Management. Content Management is becoming a core capability at the heart of all media and entertainment enterprises, supporting everything from content creation and acquisition through to personalisation and customer relationship management. The purpose of the present work is to understand the advantages offered by the implementation of content management for a broadcaster and how it integrates the business process value chain changing the nature of a company’s assets and products.
Content Management for the digital broadcaster
PAGANI, MARGHERITA
2001
Abstract
The advent of digitisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. Digital technology offers the potential to change the future shape of the industry and it provides digital broadcasters with the opportunity to: - provide new products and cross media experiences aimed at individual consumers and like-minded groups; - create industry leading personal TV services; - change television advertising model from mass media to targeted advertising (market and advertise on a 1 to 1 basis direct to consumer); - provide premium services that give viewers access to greater and more personalized content; - expand from a traditional push model to a pull-model for product distribution. In order to seize and exploit these opportunities broadcasters will need to develop new capabilities. Key will be the ability to capture, store, manage, exploit and protect assets digitally, at the level of granularity of the smallest consumable unit. This ability can effectively be defined as a company’s requirements for Content Management. Content Management is becoming a core capability at the heart of all media and entertainment enterprises, supporting everything from content creation and acquisition through to personalisation and customer relationship management. The purpose of the present work is to understand the advantages offered by the implementation of content management for a broadcaster and how it integrates the business process value chain changing the nature of a company’s assets and products.
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