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This year at NAB, OpenText is demonstrating an example of how integrated and interconnected technologies working together are able to support the Digital Media Supply Chain. OpenText Media Management is an enterprise Digital Asset Management, DAM, system that is an integral part of the core infrastructure for digital media in organizations whether video, publishing, branding, or global marketing campaigns.

What is this “Digital Media Supply Chain”? For many of the largest companies it is a transformation from linear processes to a non-linear, dynamic, real-time delivery supply chain across multiple channels and outlets. Media companies have many projects across multiple production areas – video, graphics, photography – plus contributions from agencies, stock houses and contractors. Delivery is not just for a single channel, but an amalgamation of many delivery and consumption points, each with its own requirements. Media Management is interconnected with technologies from OpenText and others, managing digital media as it is created, stored and delivered. It supports the Digital Media Supply Chain from project initiation and production to delivery and analytics.

Unlike traditional DAM systems, Media Management has engineered a platform allowing customers to connect people, processes, and content with a sophisticated yet simple HTML5 UI. Media Management supports enterprise-wide ecosystems and digital media supply chains for global delivery of rich media across multiple channels and platforms. What this means for our customers is a “media-enabled” infrastructure to streamline content and data flows throughout the organization.

At NAB, our story demonstrates a complex ecosystem from media creation to consumption with Media Management providing a “single source of truth” and a consolidated asset repository for video, marketing, branding, commerce and global distribution. This sophisticated ecosystem has many interdependent and interrelated technologies. It is not just gluing the technologies together; it is orchestrating the flow of data, collaboration and synchronization, then automating the processes for streamlined input and output. Media Management has an open platform with REST APIs, and web services to integrate and even embed DAM functionality with the many different systems and technologies. This centralized repository for media content, with browser-based, user-friendly search and easy (yet secure) sharing helps eliminate all those multiple islands of unmanaged digital assets throughout an organization.

Our story starts as an idea that gets a green light, initiating a new project. OpenText Process Suite orchestrates the people, resources, schedule and budget, triggering a flexible project structure in OTMM for all the content deliverables – such as video promos, DVD covers, one-sheets, web graphics, ecommerce, catalogs, artwork for merchandising, billboards, and cross-channel ad and social campaigns. These deliverables and their dependencies are produced in parallel using, reusing and repurposing content and designs for multiple channels and campaigns, allowing producers to select teams, assign and monitor tasks. It is connected to rights and talent contracts to provide detailed usage and contract information as the project progresses. Creative teams use their native tools integrated with Media Management for work-in-progress, versioning, metadata tagging and storage. Collaboration, annotation, reviews and approval for video and images are done in real-time for single assets or collections with a complete audit trail. Media Management has secure, encrypted file acceleration embedded in the platform guaranteeing fast delivery of large files. All of this supports multiple production centers with Media Management as the central repository to search, collect, manage and share digital content.

OpenText Media Management bridges the creative production processes and Omni-channel delivery, enabling a faster and more dynamic media supply chain. It automates transformation of digital media to the proper format, aspect ratio and bit-rate based on the delivery channel allowing automated publishing to Web Content Management Systems, such as OpenText Web Experience Management System, CDN file delivery, integration with ecommerce platforms, CRM, and interactive communications. As marketing and commerce shift to high gear, it provides usage metrics as part of the larger analytics and data to allow better performance insight and the ability to make adjustments.

Media Management is a core technology within the OpenText Customer Experience Management (CEM) Suite, which includes Web Experience Management, Interactive Customer Communication. OpenText delivers the integrated environments to support the many different teams involved in the creation, management and delivery of rich media. Digital Media Supply Chains enabled with OpenText technology provide a platform for today and a foundation for the future.

Discover more about OpenText Media Management here.

John Price

John is a product marketing manager primarily focused on Digital Asset Management. His background includes working with major media companies and founder of a company developing software for broadcast automation and media management.He sees today as the most exhilarating time to work in the DAM and marketing arenas. Managing digital assets is a critical part of a comprehensive digital transformation strategy.Forward-looking companies with a dynamic vision and strategy for digital media – inside and outside the firewall – are the companies of the future.

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