Los Angeles GSAM. Survey of Digital Asset Management. 25 March Blake White, Digital Media Risk Management, National Leader

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1 Los Ageles GSAM Survey of Digital Asset Maagemet 25 March 2004 Blake White, Digital Media Risk Maagemet, Natioal Leader Etertaimet & Media Practice

2 Ageda 2 Itroductio What we hear from the idustry DAM Evolvig from other idustries Etertaimet idustry DAM ad MAM Key learigs ad best practices

3 What we are Hearig from the Idustry 3 "We have approximately 2 millio files stored digitally but our biggest challege is fidig them. We are tryig to fid the right search ad retrieval that will work for us. I today's hectic world, everyoe wats everythig ow." (Media compay) "Our cotet has doubled sice last year; we receive 12,000 to 15,000 ew items per moth ad I expect that growth rate to cotiue." (Broadcastig compay) "We thought that we would be able to buy a soup-to-uts solutio for digital asset maagemet, but we could't fid oe so we had to develop our ow. We would have preferred to buy a solutio." (Etertaimet compay) "We are effectively covertig older materials o demad, as they are eeded. Most of the time is spet o ew materials. Lots of the archives have't bee used i years so it's ot worth covertig them to digital." (Educatioal istitutio) Our biggest issues ow are simply locatig assets -- they are ot easily retrievable, especially across locatios. We have field offices aroud the world ad we store ad sed everythig o videotape." (Packaged-goods compay) "Digitizatio? First we eed to figure out what we have ad what eeds to be killed, ad the we ca get to the questio of whether we eve wat to digitize it." (Cosumer products compay)

4 Where Have We Heard This Before? 4 25 years ago Paperless Office Documet maagemet for isurace claims ad medical records Era of Oracle, IBM, ad Xerox

5 Where Have We Heard This Before? 5 25 years ago Paperless Office 20 years ago Factory Automatio CAD/CAM Repositories for discrete maufacturig Stadards drive by GM, Boeig, Dupot, P&G MAP JIT Era of HP, DEC, IBM

6 Where Have We Heard This Before? 6 25 years ago Paperless Office 20 years ago Factory Automatio 15 years ago Software CASE Tools Software developmet team repositories Collaborative developmet Reusable code Era of Su, Sybase, Powerbuilder, etc. Source: PwC Etertaimet & Media Corer, Hollywood Reporter

7 Where Have We Heard This Before? 7 25 years ago Paperless Office 20 years ago Factory Automatio 15 years ago Software CASE Tools 10 years ago Aimatio & Visual Effects DAM to support productio at Dreamworks, Lucasfilm, etc. Era of SGI, Ciebase, Bulldog, IBM DL Near-Lie Cotet Olie Cotet Digital Asset Maagemet System -Check I -Checkout -Authorize -Edit -Review -Versio Media Review Statio Network Router & Firewall Distributio Maagemet System Storage Maagemet System Archived Cotet (Tape) Rights Maagemet System Metadata & Catalog Maagemet System Remote Creative Workstatio -Script & Storyboard Editor -2D Aimatio & 3D Modeler -Texture mappig & Local Rederer -Video & Audio Editor -Titlig -Office Suite -Productio Maagemet Cliet Source: Courtesy The Strategic Techology Istitute

8 Where Have We Heard This Before? 8 25 years ago Paperless Office 20 years ago Factory Automatio 15 years ago Software CASE Tools 10 years ago Aimatio & Visual Effects 5 years ago Broadcast Servers Digital video storage, maagemet, ad playout MTV, CNN

9 Where Have We Heard This Before? 9 25 years ago Paperless Office 20 years ago Factory Automatio 15 years ago Software CASE Tools 10 years ago Aimatio & Visual Effects 5 years ago Broadcast Servers 3 years ago Dot Com E-Commerce Cotet maagemet for web portals

10 Workig Defiitios 10 Asset Maagemet is the comprehesive set of maagemet systems, supported by IT, that eables optimal use, exploitatio ad safeguard of digital assets withi the orgaisatio, l Digital Asset Maagemet (DAM) -- geerally supportig productio works-i-process. l Media Asset Maagemet (MAM) geerally supportig the distributio ad use of media assets for marketig, promotio, advertisig, ad publicity purposes. l Eterprise Cotet Maagemet (ECM) geerally supportig the access ad retrieval of assets via web portals They require optimal likage betwee the actual digital cotet (formats, productios, pictures, movies) ad the associated metadata (rights, costs, versios, owers, territories). Pla Create Store & Maage Distribute Media Asset Value Chai

11 DAM, MAM, ECM Suppliers 11 Sample Vedors l Artesia TEAMS l Documetum (Bulldog) 4i ECM l Emotio (Ciebase) Creative Parter l IBM DB2 digital library (ad Iformix product lies) l Microsoft Widows Media 9 + SQL Server l North Plais Telescope l NXN Alie Brai l Oracle itermedia + 9i l Real Networks Helix Producer l Rumble Group (StudioCetral) RNI Studio Maager Image: Courtesy WAM!NET

12 Over Aggressiveess? 12 Cotet Capture Cotet Delivery Edit, Search, Retrieve Cotet/formats Metadata/Rights Capture Digitise Asset/Rights Database Volume Storage Schedule Distribute TV Radio Iteret/ew Media Aalyse Plaig / Exploitatio Rights Maagemet

13 Beefit Areas of DAM 13 Process improvemet: l l l Eable process cosistecy Icrease brad awareess Provide maagemet iformatio Icrease reveue ad reduce costs: l l l Parallel distributio i multiple chaels (e.g. TV, EIM, ECE) Elimiate duplicate ivetories ad registratios of cotet/formats Reduce shippig ad storage costs Expedite time to market: l l l Automate access to cotet across regios ad parters Facilitate re-use, addig value to previous work Reduce search ad retrieval overhead

14 Key Questios to be Structured with DAM 14 What rights are owed ad by whom? Which rights will have bee licesed ad at what price? Are there hidde jewels? What ca we sell ad where? Which (digital) assets ca be exploited better? How ca rights be protected? How ca we use DAM to streamlie workflow? How ca DAM reduce duplicatio of systems? How ca DAM eable collaboratio with multiple parters across a virtual studio?

15 DAM i Etertaimet Idustry Goig Forward 15 Key Treds to Watch Movemet from APIs to web services to itegrate the stovepipes Metadata stadards MPEG7 ad XMF Cotet & metadata travel together ad support multiplatform productio eviromets AAF Rights mgt stadards MPEG 21 Corporate Digital Media Strategies Ca Leverage Legacy Systems without Requirig Massive Chages i the Uderlyig Applicatios

16 Key Lessos Leared 16 Asset Maagemet (MAM) Cotrols Audit Gai a uderstadig ad testig data itegrity ad security cotrols withi the followig areas: Taggig ad Categorizatio Process of digital assets igested ito the MAM. Review Customer Access Rights Digital Asset Trasactios withi MAM Review ad Assess Network Security Review Server Security

17 Rights Maagemet: A Core Fuctio 17 Iput parallel or at differet times Cotet Iteral material (Video, Audio, Text, etc..) Third party material (Video, Audio, Text, etc..) Metadat Iput a rights (Third party) Music, clips, locatios, productios i licece Iput rights (Iteral) Preseters authors producers Rights Capture Digitisatio Digitisatio Rights Digitisatio Material pool Stadardised Formats - MPEG - TIFF - JPEG -... Likig Rights pool Stadardised Formats - Cotracts - OCR - Busiess rules - PDF -... Rights Aalysis Liks betwee Cotet ad Rights Clearace Procedure - automatic - maual / by Rights Clearace Cetral Data Archive Cotet/ formats Rights with Liks Cleared for Schedulig/ Distributio Cotet/ formats Rights with Liks Rights Storage/Usage

18 That s Etertaimet: Iteral Risks 18 Uauthorized copyig of a movie i the editig room or earby i the supply chai. Uauthorized copyig of a cosumer medium such as DVD or VHS at the factory or ay other poit prior to sale. Digital throughthe-air video recordig by a projectioist at a ciema. Source of Piracy = Red Uauthorized copyig of a promotioal or preview screeig copy or awards judge copy. Source: AT&T Research

19 Humas, Still the Weakest Liks i Security 19 Wall Street Joural March 3, Hollywood Gives Pirates a Had Nearly 80% of 300 copies of popular movies foud by the AT&T Labs researchers o olie file sharig etworks "appeared to have bee leaked by idustry isiders," ad early all showed up olie before their official cosumer DVD release date. Los Ageles Times Jue 10, Uiversal Sees Red Over Hulk Bootleg LATimes.com March 18, Fox Fires 2 After Fidig Film Dowloads o Server

20 20 Blake White