The Application of Media Asset Management System in Television Program Operation
Published on 13/3/2018

According to the current research and practice environment, Media Asset Management (MAM) is a subcategory of Digital Asset Management (DAM). Digital Asset Management (DAM) can be defined as highly efficient software that organises and process files whilst advocating collaboration and file sharing of digital assets. The DAM serves as a Content Desk, capturing contemporary content from a wide variety of sources, such as photo agencies and staff in addition to archiving historic content. A MAM system has traditionally been the centerpiece of video or audio workflow. It is part of the A/V production chain, allowing editors to store their content in a central location for access by editors using non-linear editing tools like Adobe Premiere (and others).  It is easy to see how some use the terms (DAM & MAM) interchangeably. MAMs and DAMs both store stuff and make it easier for others to find stuff and use what they have found. Whether the final destination is for inclusion in a video, or to share to social media, the goals are the same; find content quickly and put it to use. Figure 1 is the workflow of Media Asset Management System.

The conception of Media Asset Management System is a way for TV media to improve the core competitiveness under the condition of the fierce market competition. With the idea of Media Asset Management has been paid more and more attention in the television industry, it is bound to cause changes in the field of media competition mode.

Figure 1. The workflow of Media asset management system.

The core competitiveness of TV media is refers to the television media has media hardware resources  (such as the latest technology, equipment, scale of resource, media network coverage area and so on) and software resources (including media technology personnel, marketing management team, columns and channel brands, etc.) that won’t be copied absolutely and the unique ability by optimize integrated marketing to make the television media to cope with the market competition. With the rise of new media symbolized by Internet and the arrival of the digital age, the traditional TV industry felt great pressure. With the help of new communication technology, they tried to seek industrial upgrading and transformation. The introduction of Media Asset Management brought an opportunity for industrial transformation and upgrading of television media, proposed a new path for the television media to enhance their core competitiveness and put them in a favorable position in the intense media market competition.

Using the Media Asset Management System, the TV station can list, retrieve, store and manage encryption the accumulated and new produced materials and programs. It’s a convenient way to check and reuse. Through the whole management process, the quality of materials and programs can’t be damaged for the improper storage, and the TV station also don’t need to worry about whether the storage space is enough or not, or you can’t find the material you need. Resources can flow among the television medias established Media Asset Management System, also programs can establish new combinations.

Taking the Media Asset Management System as the core broadcast sales platform could change the single profit mode of TV media and improve the economic benefits. At present, the domestic TV media mainly  gets profit by means of increasing better ratings in order to win advertising revenue. However, advertising competition is becoming more intense nowadays, and TV media cannot run well alone relying on the advertising revenue. So TV media should transform the single profit model into a double profit model, which the later model can combine the advertising revenue and management fee income. Value-added services of TV such as Interactive TV, pay channel, video on demand are the core of this profit model. The quantity, content quality, television content industry scale directly influence the development of the business. Quantity and quality of the programme content and the scale of the TV content industry can make a direct affect on the business. While, the media asset management system can solve these problems effectively.

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