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Perception: MAMs only manage media. Truth: Modern MAMs provide broader capabilities including workﬂow orchestration and enterprise reporting. Very few modern MAMs are just asset managers, but perversely the term MAM has stuck because it’s one that everyone understands. Rather than just being limited to a static repository where media objects are stored and made accessible, many MAMs include key operational functions such as automatic and task- driven workﬂows. The automation of tasks such as transcoding in a workﬂow obviously removes manual process but of equal beneﬁt is a task driven workﬂow which drives operation procedure – i.e. the people. media being produced and stored. When planning on-prem’ deployments, system designers – understandably – plan for the worst-case scenario, which means high storage costs and big CAPEX spend. Using a combination of on-premise and cloud storage allows media operators to avoid spending money up-front for capacity that they may or may not need in the future. MAM vendors like Blue Lucy are able to seamlessly blend the on-prem’ and cloud-based services, providing access through a single user experience. This approach offers huge ﬂexibility for ‘burst’ capacity and de-risks a strategy of cloud migration. Perception: MAM projects require big investments in infrastructure and storage Truth: Modern MAM’s use the cloud for scalability Although the cost of MAM software is largely ﬂat (or at least should be,) the cost of storage is dependent on the volume of KITPLUS - THE TV-BAY MAGAZINE: ISSUE 121 January 2017 | 37