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A Modern CMS for Global OTT
Long gone are the days when we had to consult a printed and bound TV guide to see what was on and when. The industry has transformed at a rapid pace. Thie driver of this radical shift? Changing consumer preferences and demands.
It's evident also by the sheer number of OTT, VoD, and vMPVPD services launched by media providers looking to capitalize on this revenue-filled opportunity.
“Today’s challenge is to get the right content to the right consumers as fast as possible.” says Mairika Haab, product owner at Axinom._ “Any OTT business with a global focus needs a solution that can increase content workflow efficiency. There also needs to be a focus on extextendability. You should be able to extend the functionality of your system to engage your customers while driving future growth.”
This extensibility in managing content is essential to working with multiple content rules and operating models, compliance and licensing issues. Not to mention the usage of divergent brands to cater to different types of viewers.
Managing these multiple layers of complexity is one of the basic requirements of any modern CMS solution. A CMS has to provide streamlined, automated workflows and align with the multi-brand strategic and technical approach that forms the next-gen multi-faceted OTT service.
What are the Ingredients of a modern CMS
Management of every content
Content is key to user engagement and it provides the consumer delight. Catering to different user segments requires a variety of content types. Including video, live streams, images, audio, applications and all the metadata that goes with it. A CMS solution needs to manage all types of content under a single interface. It should also facilitate the acquisition of third-party content in case of tie-ins and partnerships.
Flexibility and Extensibility
The need for extendability and flexibility arises from the ever-growing number of digital assets. The management of hundreds of thousands of hours of content demands a system to be scalable and adaptable. There should be a provision for adjustment and customization of the workflow.
End-to-end automated workflows become essential for a CMS when dealing with time constraints and a massive number of assets.
Workflows for all processes: ingestion, transcoding, encryption, packaging, and publishing of content can be automated.
Security and Protection
Premium UHD, HDR content is coming more and more common in OTT. With it comes its own set of challenges as Hollywood studios expect utmost security for such content. A CMS platform must facilitate protection of content using DRM standards, forensic watermarking and entitlement services.
Content access and restrictions
Content providers face regulatory and compliance challenges when rolling out their services globally. A CMS must be able to create strict rules, take into account geographical and device-based restrictions as well as the age of the consumer.
Provisioning different business models
Content owners understand different markets require different monetization models. Some favor AVoD, others want premium ad-free content through TVoD or SVoD. Supporting various operating models by enabling personalized ad injection for AVoD and setting up multiple tiers for SVoD is essential for a CMS
Cataloging of Content
The modern consumer demands curated and personalized content catalogs. Applying this to massive content sets require hours and hours of intense and repetitive work. A CMS should be able to create dynamic catalogs to facilitate the consumption of the media that is relevant to the users.
Intuitive and Superior Metadata
Good content needs to be supplemented with good metadata. Metadata not only makes the content visible but also facilitates search and personalized recommendations. Automated metadata ingestion, with provision for manual editing and handling of language variations, is also central to the CMS workflow.
Multi-user and Multiple instances
Preparation and management of OTT content is carried out by a variety of expert roles, ranging from engineers to editors to translators. A CMS solution must provide each user, whether internal or third-party, with a separate dashboard, customized for specific roles and data access policies.
Analytics and Reporting
Analytics and reporting are crucial to the success or failure of an OTT platform – Netflix, Amazon Prime, and Hulu are all models to follow. As is integrations with business intelligence (BI) tools for analyzing user insights into content usage, performance, and monetization strategies.
Content Pipeline and Storage
Raw and master content from across the regions and continents is received via multiple content pipelines. Similarly, the delivery requires management of multiple CDNs to maintain a high quality of service. A CMS solution must allow the management of various connection pipelines, whether in the cloud or offline. Depending on the nature of the content it should also be able to utilize separate storages for premium content.
Does such a CMS exist?
Yes! Axinom CMS is a solution that combines all these functionalities and provides a unified, end-to-end workflow with a high level of automation. Designed as a progressive web-app, Axinom CMS is highly customizable and extensible. It can be adapted to project needs, handle all content types, is interoperable with numerous third-party services and is front-end agnostic.
Its capabilities include media ingest and encoding, asset-, metadata-, management, catalog- and product management, e-commerce, advertising, customer management, and secure multichannel delivery among others.
“We’ve chosen Axinom as our partner because of their long and proven experience in content management and delivery,” says Tony Huidor, Vice President of Product & Digital Operations for Cinedigm._ “Axinom CMS is one of the most flexible and modular end-to-end OTT management platforms we’ve seen on the market. Their system will empower us to automate and simplify our content management workflows while improving scalability and robustness of our OTT platform.”
Axinom CMS has enabled prominent media, broadcast, and telecommunication organizations in reaching a global audience with their content. With the right mix of robustness, scalability, and extendability, Axinom CMS fulfills viewer expectations in offering a choice of content with unlimited localization. Not to mention supporting business goals with a spectrum of monetization and operating models.
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