Executive Predictions: The Future Of Media & Entertainment in 2017

Streaming Media Magazine, Winter Edition, 2016

The Future of Media & Entertainment
29.03.2017 Sara Pepic

Looking into the future and predicting what was next for media and entertainment industry has been a challenge over the years. But those who are well informed and well prepared don’t see rapid changes as a threat – they see it as an opportunity. In Winter 2016 issue of Streaming Media Magazine, Damir Tomicic gave his expert opinion about what is going to be important in 2017 & beyond.

The Rise of Multi DRM

There is a shift underway. The industry is moving from a world of silo solutions to a standards-driven environment where interoperability is the rule, not the exception. Implementing several DRM systems side-by-side was possible, but was a complex and expensive endeavor. Such an approach required simultaneously preparing and storing the same content in different streaming formats, dictated by the DRM systems used. Moreover, CDN costs were increased, because the same content would be cached several times due to different streaming formats.

Today there is a set of standards available that allows for using several DRM systems while keeping complexity and cost low. MPEG-DASH and Common Encryption (CENC) define an adaptive bitrate streaming standard and a way of signaling DRM information that is independent of the selected DRM technology. HTML5 and Encrypted Media Extensions (EME) enable playback of DRM protected MPEG-DASH streams directly in the browser without the need for plugins like Flash or Silverlight.

Axinom’s multi-DRM services in the cloud and on-premises (both online and offline) hide all this complexity and allow service providers to concentrate on their core business. With Axinom’s solutions service providers deal with all DRM technologies in a unified way that abstracts from the individual technologies. The decision which DRM technology to use in order to obtain keys for decrypting the content is taken on the client device. An Android device will contact the Widevine DRM service whereas an Xbox device or a video player running in Internet Explorer will turn to the PlayReady DRM service.

The Maturity of Content Management in the Cloud

The content management market will grow in the mid single digits over the next five years (2016-2020), according to IDC’s Content and Digital Media Technologies research program. Growth will continue to be modest in the (mature) enterprise content management segment of this market, while the web content management and digital asset management segment will enjoy double-digit growth. Digital transformation is an important catalyst for the automation of both internally and externally facing business processes, as unautomated document-driven business processes have a deleterious impact on customer and employee experience.

Content management in the cloud offers greater flexibility for changing business needs, reduced IT costs and faster deployment speeds. The big benefit of content management in the cloud is not the reduced license costs per se, but the flexibility and scalability it brings. Connectivity with existing infrastructure and platforms is easier to achieve and the liberty to adapt the software to the demands from business users is a inherent feature.

There is no doubt that the content management in the cloud will be one of the most dominant topics in 2017. Nevertheless, the business decision for a cloud or on-premises solution is still a tough one to make. The benefits of on-premises solution might still beat the cloud for certain scenarios where the scalability is not an issue.

With Axinom CMS this is no longer a question. Built natively for the cloud, Axinom CMS support deployments both in the cloud and on-premises. Furthermore, it minimises CAPEX costs by introducing attractive rental licensing models. Although initially built and used for large scale media scenarios this offering allows also smaller partners and media vendors to embrace the full power of a mature content management system for their projects without being forced to invest heavily upfront. And to embrace the power of the cloud for their projects.

The future of media and entertainment in 2017

The future of media and entertainment in 2017 is all about making your data more valuable, about expanding to platforms that may not be considered part of the entertainment ecosystem today: digital platforms connecting and organizing content and services at home, at work and while traveling.

Our ability to connect is the root of our ability to communicate, innovate and progress. But with the explosive amount of data needed for both new devices and applications already today, we need to invent, build and share solutions for future challenges that have yet to arrive.

That’s why we need optimised, more intuitive ways for smarter devices to connect and exchange data in all scenarios – in the cloud, on-premises, and offline.

Digital Platforms Built On Axinom

Axinom is providing the core foundation of digital platform products to connect services, assets, and people with proven industry-specific architectures and technologies and create an open platform that is extensible and adaptable to customer needs.

Our mission is to reinvent the way people consume media and services at home, at work and while traveling.

We strongly believe that technology solutions that will triumph in the multi-platform environment will be those that allow customers to quickly launch converged OTT video services and to offer on-demand and live content to any device.

It is the reason for Axinom to emphasize vital aspects of the end-to-end OTT media workflow with our product portfolio: digital asset management and delivery based on Axinom CMS, Axinom VIP, Axinom CDS, and studio-grade multi DRM and licensing based on Axinom DRM. “


The interview is an extract from the Streaming Media Magazine, Winter Edition 2016, which you can read here.
Start embracing the future and discover more about our product portfolio by visiting our website.