Trender Research™

Technology meets people.

Is your OTT Content Management System (CMS) Scaleable and Future-Proof?
If you are a product manager, operations person, or strategist involved in defining or managing your company’s content management system (CMS) for OTT, you’re going to love this next white paper I just read (“Changing for Good, Part 2: Defining the Scope of a New Generation CMS”— sponsored by SeaChange and available for free download). The paper breaks down each step of CMS workflow to suggest the platform requirements you need to make your system future-proof for OTT. You’ll really benefit from these insights if you are in any way vested in the success of your CMS, or work on OTT RFPs as I do. 

As we all know, a CMS is vital to ensuring providers get the right content, in the right format, in front of consumers when and where they expect it, and truly deliver the experience that will continue to drive engagement. OTT is both opening up a world of possibilities for the next-generation CMS, but also a world of headaches if not managed properly. 

CMS categories analyzed in this white paper include content, consumption, personalization, curation, transaction management/monetization, scalability/interoperability, and workflow. For each category, the CMS challenges and requirements are highlighted. Some of the questions this paper answers include:

* How do you integrate a headend-based video processing system with a virtualized multi-layered private cloud environment?

* How can you re-use and repurpose your content via a hybrid CMS that can manage your traditional television titles with new content assets that appeal to the unique tastes of online viewers?

* What impact does time-shifting and device-shifting have on your CMS?

* In this brave new OTT world, what role does the CMS have to keep viewers engaged?

As a side note, this paper also includes a helpful backgrounder on standards bodies that are defining ways to align legacy SDI and ASI content transport and signaling with new IP-based architectures. These include the SMPTE (Society of Motion Picture and Television Engineers), Video Services Forum (VSF), the European Broadcast Union (EBU), and the Advanced Media Workflow Association (AMWA) the Alliance for IP Media Solutions (AIMS), and the International Association of Broadcast Manufacturers (IABM). I know it’s alphabet soup but given how high the stakes are I think it’s worth it to understand these emerging standards and the role of these standards bodies.

Without stealing too much of the paper’s thunder, here are some key take-aways. Your next-gen CMS needs to:

* Support automated ingestion of content from any source with automated aggregation and cataloging of all relevant metadata, both at the time of ingestion and as new data is added over time, for ready access by search and recommendation engines and other mechanisms that enable personalized feature enrichment.

• Steer content through all the processing in accordance with business rules encompassing the multiple ways that content can be configured and grouped to support service models. This includes managing all encoding and transcoding operations across live and file-based content and engaging mechanisms that support time-shift modes from instant trick-play functions to catch-up and cloud DVR.

• Automate all the steps involved in providing various forms of content protection, from conditional access to digital rights management (DRM) and watermarking.

• Enable the delivery of content to every device with personalized features and support for dynamic ad insertion as needed, through interconnectivity with all back office, metadata, advertising policy and other relevant sources of user data and rules governing placement of ads and content features.

The paper is only moderately technical so most folks should be able to process the insights inside.

I hope you enjoy it.


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