Media and publishing companies have invested millions in launching new digital products and services, and exploiting content across new platforms and devices is critical for their growth and future success. But behind the scenes, business processes and systems have not always kept up – and in many content businesses growth and profitability risk being constrained by inefficient content management and production workflows.
The main problem for businesses that deal with large volumes of content is the lack of any link between the content item and the rights that were agreed to when that piece of content was originally created or acquired. The content itself may be on paper, a shared drive or even in a modern media asset management system. But the associated rights are typically buried in a legal contract or exist in an entirely separate location.
This is compounded for older content, born in the analog era for traditional publication. When that content was created, no-one thought about how it might be included in a future mobile application in China. Can it be used in a new digital product? No-one can be sure and there’s no easy way to find out.
This lack of clear visibility on how content assets can be used leads to numerous costly issues in a typical content business.