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According to Ovum's 2016/17 ICT Enterprise Insights survey, the top five business priorities for more than a third of media enterprises are creating agile repurposing and distribution workflows, increasing operating efficiencies, improving workflow orchestration and automation to meet changing business requirements, ensuring a collaborative content supply chain to enhance digital user engagement, and improving the user experience to increase profitability.

Furthermore, as the media landscape continues to converge with telecoms, retail, healthcare, education, and other goods and services, media enterprises are being pushed to develop both a unified multiscreen content supply chain and a vertically integrated connected ecosystem.

In light of these changing market dynamics and the need to reduce business pain points for next-generation connected media enterprises, Comcast Technology Solutions revealed its Media Technology Lifecycle Management (MTLM) framework at NAB 2017. Ovum believes that in the short term, MTLM, a seven-module reengineering framework, will help to reduce business pain points and enable media enterprises to deliver a highly adaptive and cost-effective customer value proposition, resulting in higher operating margins in the long run.

The MTLM framework is built on a "change is the only constant variable" approach

Traditionally, media enterprises have taken a conservative approach to adapting their business and technology roadmaps, resulting in the loss of audience share. This can be attributed to

  • siloed legacy architecture and a content supply chain that is insufficient to meet changing business needs

  • poor alignment of business culture with changing content consumption patterns and competition

  • decentralized workgroups (both internal and external), hampering collaboration and cost synergies

  • replication of existing approaches to ICT solutions and services spending

  • back-end operations that are not scalable enough to reach a multiplatform audience in real time

  • a lack of standard KPIs and ROI measures across both business and IT parameters

  • a lack of systematic improvement and innovation to support a digital-first or multiscreen video services strategy.

These challenges paved the way for Comcast Technology Solutions to introduce the MTLM framework. Its unique approach helps media enterprises improve their market positioning while unifying their legacy and next-generation business workflows to strengthen their competitive advantage. The seven modules are as follows:

  • Own business assessment: Assess the current status of technology, operations, and strategic initiatives across all business lines (i.e., linear and nonlinear TV and video). The cultural aspect should also be considered.

  • DIY industry evaluation: Evaluate the fit of current service offerings with the market and competition (macro dynamics) as well as operations and IT infrastructure (micro dynamics).

  • Centers of excellence: Form collaborative, cross-functional workgroups that combine expertise from across multiple services, geographies, and competencies.

  • Business discontinuity risk management: Improve cost synergies through unification of the content supply chain, resource scheduling optimization, and robust ICT infrastructure. Moving the content supply chain to IP to streamline workflows and improve operating margins is a key consideration.

  • Automation and orchestration: Develop new connected goods and services offerings to meet changing audience demands and safeguard profitability.

  • Multifaceted and layered KPIs: Develop a standard, comprehensive set of KPIs across both business processes and the content supply chain.

  • Unique "connected enterprise" positioning: Ensure continuous improvement through adherence to best practices across the business and technology ecosystem.

Media enterprises must prioritize lifetime customer engagement, profitability, and economies of scale and scope to safeguard their market positioning. Reengineering frameworks such as MTLM will help to build these future-ready, adaptive connected enterprises.



Kedar Mohite, Senior Analyst, Media & Broadcast Technology Services

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