THE CONTENT GAME

As content increasingly drives the media and entertainment industry, content management has become top priority for companies

- ANISHA GAKHAR

Content management, today, is of as much importance as content creation—more so, in an environment focussed at remote work, which is the new normal. Being able to catalogue, locate, retrieve and distribute content to multiple platforms and devices with little or no lag, is vital to retaining audience traction. Effective re-purposing, re-packaging, reversioning to deliver and distribute for reuse and viewing, on multiple channels and devices, is how organisations are optimising diverse revenue streams. Similarly, now that production worldwide has experienced an unexpected halt, the management of content archive takes on special relevance.

Efficient content management is a direct path to monetisation. Media companies need to be able to monetise all those files and titles that they have stored and give them continuity, facilitating for example the creation of compilations, reissues, thematic collections, etc. To this end, advanced metadata cataloguing of files and content using Media Asset Management (MAM) or agile media management systems is essential to locating the exact content that can work best with a set of audience at any given time. Without effective content management, precious content assets remain under-utilised.

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