Long gone are the days when the TV was one big box with a handful of channels, and we had to consult a printed and bound guide to see what was on and when. The industry has transformed at a rapid pace, and the driver has been the radical shift in consumer preferences and demands.
The change is evident in the number of telecommunication companies, broadcasters, and media providers capitalizing this revenue-filled opportunity by launching their own OTT, VoD, and vMVPD services.
“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 extensibility. 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 for working with multiple content rules and operating models, compliance and licensing issues, and the using of divergent brands to cater to different types of viewers.
Managing these multiple layers of complexity is one of the basic requirements in any modern CMS solution. A CMS solution has to provide streamlined, automated workflows and should also 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?
Content is the key to user engagement and provides the consumer delight. But, catering to different user segments requires a variety of content types – video, live streams, images, audio, application and all the metadata that goes with them. 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.
The need for extensibility 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 it comes to handling and managing a massive number of assets while keeping the time to market to a minimum. This requires automated workflows for all processes: ingestion, transcoding, encryption, packaging, and publishing of content.
Premium UHD, HDR content is becoming much more common in OTT, but it comes with 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 providers face regulatory and compliance challenges in a global rollout of the services. CMS must allow the creation of strict rules to adhere to such policies, geography, devices, and age while considering the global availability of the modern traveling viewer’s data.
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.
The modern consumer demands curated and personalized content catalogues. 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.
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.
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, customised for specific roles and data access policies.
Good analytics and reporting are crucial to the success or failure of an OTT platform – Netflix, Amazon Prime, and Hulu are good models to follow. Integration with Business Intelligence tools for the analysis of user insights on content usage, performance, and monetization is also expected from a modern CMS that drives any OTT platform at a large scale.
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 (QoS). A CMS solution must allow the management of various connection pipeline, whether in the cloud or offline and 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 frontend agnostic. Its capabilities span media ingest and encoding, asset and metadata management, catalog and product management, e-commerce, advertising, customer management, and secure multi-channel delivery to all types of client devices.
“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 extensibility, Axinom CMS fulfills viewer expectations in offering a choice of content and device, with unlimited localisations, not to mention supporting businesses goals with a spectrum of monetisation and operating models.
To know more, get in touch.