For this to become a reality, we need to move away from the idea of a static linear workflow and work toward a flexible cycle where any work activity can be started at any point, with an intelligent platform as the hub. We call this a “Knowledge-oriented Workflow,” or KnOW.
Figures 1 and 2 show two models that illustrate the opportunity that exists for broadcasters and content owners applying a KnOW-based approach. Figure 1 shows how the level of knowledge deployment is quite limited, whereas in Figure 2, anthropomorphic knowledge puts the media into its social context.
By understanding how television is watched, it is possible to make improvements to any processes that are currently manual.
Extending the knowledge about what you have (as well as where and what it is) will enable better-informed business decisions. For example, if you have 100,000 assets but are only selling 5000, it may be because no one knows what is in the library. But more likely, it is because not enough people within your organization know what the audience wants. Or, even if they do, by the time the material is made available, the moment has passed.
A knowledge-based approach solves that problem by allowing content owners to have a better understanding of the context and sentiment associated with a piece of footage and enabling a deeper appreciation of who wants to watch what, where and when (be it commissioned or acquired material). In turn, these tools enable the identification of content that was highly valued (or not) by an audience and allows for a better understanding of trends, making it possible to respond appropriately and quickly.
Workflow processes can also benefit from improved knowledge. Automation can be extended to include access services, for example, while recommendation engines on on-demand platforms can be made that much richer, learning about a user and responding accordingly. The knock-on effect is that users stay longer on the site or portal.
Dailies management is also easier because of the extra data — as is intelligent search/query. And let’s not forget the financial benefits: KnOW makes it possible to achieve better ad revenues or a higher audience appreciation index by releasing material in a timely and context-sensitive way.
A KnOW recognizes that all the linear processes inside a media corporation need to be connected and it links them together, gluing, for example, a rights system to playout, catch-up, archive or workflow. In short, it allows organizations to know what assets they have, where those assets are, what rights they have and what they can do with them.
In conclusion, there are many benefits to be had from the migration to a file-based workflow. But there are an equal number of potential pitfalls to avoid along the way. A knowledge-based, data-driven approach can serve to not only avoid these pitfalls, but also to help a content owner or broadcaster move away from technology dependence and the complexity that this brings, all while releasing valuable resources.
—Joe Trainor is managing director at Deluxe Media Technologies.