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TECHNOLOGIES MEDIA ASSET MANAGEMENT: THE KEY TO BUSINESS SUCCESS Kevin Usher In today’s media environment enterprises are under intense pressure to improve content monetization and maximize operational efficiency. They’re expected to do more - to create more content for more platforms and deliver it to more people - so they have to find new ways to secure revenues, differentiate services to earn audience loyalty, and deliver all these services at a lower cost. One of the key routes to achieving this goal is through media asset management (MAM). Originally, asset management was seen as a low- level function, a means of keeping track of content. Today, the MAM system is seen as a key strategic investment. It provides wide-scale access to content, and it can take an active role in identifying and promoting content that has a revenue opportunity attached to it. And as the repository of metadata, it’s seen as the heart of workflow processes and automation. MAM should today be seen as the workflow engine, driving automated processes as much as possible, and thereby reducing costs as well as serving more markets and outlets. To determine today’s attitudes towards MAM, Avid commissioned international research company Ovum Consulting to survey business leaders on their views. Ovum spoke to 125 individuals – mainly at C or board level – in 21 countries. Operational efficiency The ability to increase operational efficiency is highly valued. 66% of respondents felt that their MAM system had lowered their multiplatform distribution costs. 50% said it had improved real-time collaboration between creative media professionals. And a staggering 82% of executives believe that MAM delivers a return on investment of 10% or better. 54 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 109 JANUARY 2016