how Virtualization is simplifying content supply chain

The new age nexus of forces i.e SMAC (Social, Mobile, Analytics and Cloud) have redefined businesses operations across sectors. Media and entertainment sector was no exception to that. Additionally, exponential growth of new media channels and growing mobile audience is compelling broadcasters to offer content on OTT (over-the-top) platforms. Proliferation of broadband and mobile platforms have changed the way content is being consumed. On the other hand, with Government of India’s focus on enabling digitization of the sector, media & entertainment industry is set to embrace new phase of revolution and change overall content operations ecosystem. While there has been functional digitization through past IT investments, organizations today are fighting the challenge of data silos, leading to significant CAPEX and impacting the overall content supply chain.

Content providers continue to opt for traditional ways of content creation, management, transformation and storage through physical movement of tapes. Such practices are adding lot of stress on the M&E industry - curb them from possible growth opportunities and limit their creativity. While content is digital, the M&E companies continue to function the same way it did a decade ago.  It calls for a radical change – change in thinking; change in approach.

A Cloud enabled virtualization environment can play an instrumental role to enable collaboration across departments resulting in faster go to market and an efficient supply chain management. Virtualized environment enables faster unification of workflows without compromising on process agility, cost efficiency and overall responsiveness.

In a virtualized environment, content security continues to be a key area of concern. A judicious integration of hybrid cloud cleverly addresses such security concerns. Here, owners have access to the content locally while applications are hosted on cloud.  

One of the ways to integrating hybrid cloud is to rightly evaluate the risk profile and then zero down on level of content accessibility. It is also increasingly becoming critical to involve trusted third-party to gain assurance on security and audit-readiness of the cloud environment.

Virtualization allows scalability and enables greater collaboration not just across internal functions but also external stakeholders. Possibilities with virtualization are many:

Review and comment on content anytime, anywhere and on any device Once the show is aired on TV, unlike manual uploading process, broadcasters can automatically upload digitized content with descriptive tags on digital platforms at the click of a button Content owners  can offer video-on-demand packages across multiple digital platforms in a jiffy Reduce costs and  time substantially  Reduce heavy CAPEX investments Faster time to market

Today, due to mobile audience, content consumption is highly sporadic. Therefore, concept of on-demand content is on the rise. Cloud & Virtualization can address this challenge with the help of digitized content.

Captive audience is always an opportunity for content owners as it enables a qualitative engagement. Reaching out to such audience is a daunting task. Integration of metadata enrichments into cloud will provide instant niche insights of audience based on demographics.  They can tactfully approach ad placements. Further, metadata integration will facilitate content customization across mobile platforms. There is a higher need to enable content on multiple platforms to win audience. Answer lies in building creative content and taking it faster to the market ahead of everyone and getting it to relevant audience – calls for a right virtualization strategy. 

By Ramki Sankaranarayanan, founder and CEO, Prime Focus Technologies Originally published on