Slide 1: Media & Entertainment Introduction to the MediaHub Solution Framework Linking content and business systems through a Services Oriented Architecture. April 23, 2006 February 2006 © 2005 IBM Corporation
Slide 2: Media and Entertainment Industry Solutions M&E enterprises are feeling the urgency to "Prepare for Integrated Media“ testing new business models that create competitive advantage Business Systems Production & Distribution Transformation Transforming the Back Office and Supply Chain Analog to Digital Transformation Content Systems Consolidate overhead Integrate operations Customer Sales & Service Transformation CRM Customer Analytics Call Center Consolidation Ad Sales Transformation Intellectual Property Management Optimize business customer offerings Digital Media Framework Drive direct - to - consumer relationships Prepare for integrated media 2 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 3: Media and Entertainment Industry Solutions Media companies must connect fragmented and fragmented and disconnected functions and processes to remain competitive Disjoin ted proces ses f on o idati s sol Con inesse bus Entertainment Filmed Entertainment Filmed Entertainment (Film & TV) (Film & TV) Home Entertainment Home Entertainment Games Games Music Music Theme Parks & Theme Parks & Location Based Location Based Publishing and Info Providers Information Providers Information Providers Books Books Sports Sports Newspaper/Magazines Newspaper/Magazines Printing Printing Advertising Explosion in new content distribution opportunities Media Networks Broadcast Networks Broadcast Networks (Free & Public) (Free & Public) Pay TV Networks Pay TV Networks (Cable & Satellite) (Cable & Satellite) Cable/Satellite Cable/Satellite Operators (MSO) Operators (MSO) Marketing Communications Non standard systems and process for content Online Service Providers Online Service Providers 3 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 4: Media and Entertainment Industry Solutions Media companies need a to know where content is and how manage it through the production and distribution process Today’s chaotic environment New requirements…  Understand different workflow dependencies, perform intelligence forecasting and execute actions across the organization and remove analog dependencies create, manage and distribute media assets processes and launch new business models using existing/legacy assets BUSINESS BUSINESS CONTENT CONTENT Business & Content Systems BUSINESS CONTENT  Handle content as digital objects,  Reduce the time and cost to  Dynamically change business Books Filmed Entertainment (Film & TV) Music Newspaper/Magazines Home Entertainment Broadcast Networks BUSINESS BUSINESS Pay TV Networks (Cable) Online Service Providers CONTENT CONTENT CONTENT Business & Content Systems 4 Introduction to the MediaHub Solution Framework February 2006 BUSINESS © 2005 IBM Corporation
Slide 5: Media and Entertainment Industry Solutions Media IT organizations must build architectures that can that can respond to growing market complexity New requirements… Sample Content Flow  Must support a broad enterprise scope – Many diverse styles of integration – Many resulting integration requirements  Requires enterprise scalability  Pressure to bring new products and offerings to market quickly investment  Leverage existing legacy  Clear and demonstrable ROI 5 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 6: Media and Entertainment Industry Solutions IBM’s MediaHub Solution Framework is the technology foundation to link business systems together with content systems for business transformation Business Systems BUSINESS BUSINESS CONTENT CONTENT Business & Content Systems BUSINESS CONTENT Content Systems Books Books MediaHub Solution Framework Music Music Newspaper/Magazines Newspaper/Magazines Home Entertainment Home Entertainment Broadcast Networks Broadcast Networks Pay TV Networks Pay TV Networks (Cable) (Cable) BUSINESS BUSINESS CONTENT CONTENT Filmed Entertainment Filmed Entertainment (Film & TV) (Film & TV) For example: Apple Ardendo Avid Documentum Telestream Pinnacle Sintec Xytech Online Service Providers Online Service Providers CONTENT Custom Others… Business & Content Systems BUSINESS Others… 6 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 7: Media and Entertainment Industry Solutions MediaHub provides the approach and the enabling architectural framework which allows organizations to view and transform their business processes How do I manage content today and where do I want to be? The transformation from analog to digital requires an understanding of current content workflows which is done via a “Content Diagnostic” Business Transformation Content Diagnostics What impact will proposed changes have on my organization? The IBM Business Modeler allows customers to model ‘as if’ scenarios to understand what impact changes would have to the underlying business and content processes Business Modeler How do I deliver this vision? IBM’s Media Hub architecture provides the backbone to deliver web services in an open standards environment MediaHub Software Architecture 7 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 8: Media and Entertainment Industry Solutions Content Diagnostic - creates a ‘virtual map’ of how content and business processes run though the organization Business Transformation Content Diagnostic BUSINESS BUSINESS CONTENT CONTENT Business & Content Systems BUSINESS CONTENT Books Books Filmed Entertainment Filmed Entertainment (Film & TV) (Film & TV) Music Music Business Modeler Newspaper/Magazines Newspaper/Magazines Home Entertainment Home Entertainment Broadcast Networks Broadcast Networks BUSINESS BUSINESS Pay TV Networks Pay TV Networks (Cable) (Cable) How is content created, managed & distributed? How is the process improved? Online Service Providers Online Service Providers MediaHub CONTENT CONTENT CONTENT Business & Content Systems BUSINESS 8 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 9: Media and Entertainment Industry Solutions A to be ‘map’ can be fed into a Business Modeler to dynamically understand how to optimize business process, allowing improvements to current operations and “what-if” scenarios to be explored Business Transformation Content Diagnostic Create Interactive media Ingest & Index Content management To Be Design Content Diagnostic Manage Distribute &Transact 3rd party Set Top Box Enterprise planning Ingest & Index Enterprise search Content management Business Modeler Business Maps & Process Video Film Text Image Audio Metadata PC Print Wireless dev Gateway Kiosk Multirepository search Publishing Production systems MediaHub MediaHub Integration, Connectivity Layer Rendering Editing Animation Storage Hosting Archive Content aggregation Distributed scheduling 9 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 10: Media and Entertainment Industry Solutions The MediaHub Solution Framework is built on a Services Oriented Architecture Business Innovation & Optimization Services Facilitates better decision-making with real-time business information Development Services Enables collaboration between people, processes & information Orchestrate and automate business processes Manages diverse data and content in a unified manner Connect with trading partners Build on a robust, scaleable, and secure services environment Facilitates interactions with existing information and application assets Infrastructure Services Optimizes throughput, availability and performance 10 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation Apps & Info Assets Integrated environment for design and creation of solution assets Facilitates communication Enterprise Services Bus (ESB) between services Partner Services Business App Services Access Services Manage and secure services, applications & resources IT Service Management Interaction Services Process Services Information Services
Slide 11: Media and Entertainment Industry Solutions IBM leads in Ability to Execute and Completeness of Vision IBM has linked Web services/SOA through its professional-service divisions, most notably through its recent Service-Oriented Modeling and Architecture (SOMA) and Component Business Model offerings. This gives IBM a portfolio of methods, tools and capabilities that consultants from IBM's Business Consulting Services can use to deliver SOA implementations. Ability to Execute [IBM’s] strength in business issues, middleware and professional services gives IBM the ability to execute around Web services/SOA through its major strategic offerings in software and services.” Completeness of Vision Gartner Research (July 2005) © 2006 Gartner, Inc, and/or its Affiliates. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice. 11 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 12: Media and Entertainment Industry Solutions The MediaHub Software Architecture enables media companies to respond to the realities of an increasingly complex marketplace Business Processes in M&E Companies Executive Ops Production IT Portal, Dashboards Interactive media Video Film Text Image Audio Metadata Content Systems ESB ESB-DRX Ingest Services MediaHub Software Architecture Workflow Execution BPEL4WS (WebSphere Process server / RCI-DSC) Production Services Advertising Sales Infrastructure Services Rights & Protection 3rd party Set Top Box F&A Transaction Services PC Print ESB-MX ESB-MX Rich Content Infrastructure (RCI-API) JSR 170 Wireless dev Connector Framework (Business Systems) Gateway Kiosk Content Distribution Systems Business Applications Connector Framework (Content Systems) Digital/Studio Repositories Create 12 Introduction to the MediaHub Solution Framework Manage February 2006 Distribute & Transact © 2005 IBM Corporation
Slide 13: Media and Entertainment Industry Solutions The MediaHub Software Architecture enables media companies to respond to the realities of an increasingly complex marketplace Business Processes in M&E Companies Executive Ops Production IT Portal, Dashboards Interactive media Video Film Text Image Audio Metadata RCI Technology ESB-DRX: Enterprise Services MediaHub Software Architecture Workflow Execution BPEL4WS Bus Dynamic Routing Extension (WebSphere Process server / RCI-DSC) Ingest Services Production Services Advertising Sales F&A Infrastructure Services RCI Technology ESB-MX: Enterprise Services Bus Media Extension 3rd party Set Top Box Rights & Protection Transaction Services PC Print ESB ESB-DRX ESB-MX ESB-MX Rich Content Infrastructure (RCI-API) JSR 170 Wireless dev Connector Framework (Business Systems) Gateway Kiosk Content Distribution Systems Business Applications Connector Framework (Content Systems) Content Systems Digital/Studio Repositories Create 13 Introduction to the MediaHub Solution Framework Manage February 2006 Distribute & Transact © 2005 IBM Corporation
Slide 14: Media and Entertainment Industry Solutions The MediaHub Solution Framework is built on the extensive IBM portfolio of software and media industry Business Partners Media Hub Solution Framework Media-tuned Professional Services Solution Components Media & Entertainment Business Consulting Services Business Modeling WebSphere Business Modeler WebSphere Studio Application, WebSphere Information Integrator Content Edition, WebSphere Business Integration Server Foundation WebSphere Business Monitor Assembly & Deployment Management Business Process Status, Dashboards… WebSphere Portal / Wiki Business System & Content System Connectors Connector Framework Rich Content Infrastructure Apple, Ardendo, Avid, Documentum, Telestream, Pinnacle, Sintec, Xytex….and others February 2006 © 2005 IBM Corporation Media Industry Applications 14 Introduction to the MediaHub Solution Framework
Slide 15: Media and Entertainment Industry Solutions MediaHub Solutions at Dow Jones and the National Football League Business Challenge Solution & Findings Benefits Reduce costs through integration of content assets throughout multiple channels of delivery (Print and Internet).  Conducted analysis to look for opportunities to improve content formats & handling.  Develop plan and strategy to standardize content format across divisions.  Establish plan for enterprise content platform.  Cost Savings through re-engineered workflow plus a direct impact on future revenue from the creation of new and on-demand electronic product. Generate new revenue through integrating content process between 32 teams and NFL Films to streamline content production and new programming Source: IBM Business Consulting Services  Conducted analysis to look for high value content and improve show production.  Implemented integrated content repository connected to production environment.  New broadcast programming and ad revenue through better use of existing content.  New internet revenue opportunities with content not previously available. © 2005 IBM Corporation 15 Introduction to the MediaHub Solution Framework February 2006
Slide 16: Media and Entertainment Industry Solutions IBM’s Digital Media Framework was the basis for designing the ‘as is’ state by tracking the content from create, to manage through distribute Create Editing Rendering Animation Interactive Media Video Content Management System Business Image Audio Multirepository Search Middleware Rights System Manage Distribute & Transact Set-Top Box LAN Retail Display PC - Print Streaming Media Server Ingest & Indexing Engine Digital Rights System Infrastructure Services Content Aggregation Text Edge Cache Wireless Device E-sourcing Publishing Production System Storage Distribution Scheduling WAN Wireless Gateway Kiosk Other Data Managed Business Hosting Transaction Server Return Network Media Gateway Application Integration Middleware Business Support Systems, Operational Support Systems Rich Media 16 Creation Warehousing Protection Infrastructure February 2006 Delivery Devices © 2005 IBM Corporation Introduction to the MediaHub Solution Framework
Slide 17: Media and Entertainment Industry Solutions The MediaHub Solution Framework provides broad benefits– across content, technology and business related challenges Technology Attributes  Process integration and workflow are managed Business Benefits  Enables the transformation to digital workflows independent of content, applications and technology.  Allows modeling of  Applications no longer need to equal solutions.  Content is managed as an enterprise asset -independent of application, product and media channel alternative workflows and process changes that can rapidly change in an environment of changing business models keep growing  Simpler and more cost effective to purpose  Creates an IT architecture content for a particular channel of exploitation or product. through the lifecycle  Business users empowered to see process  Industrial strength middleware based on open standards provides a scaleable, durable framework clusters of technologies  Start with small projects and  Hardware solutions consist of loosely-coupled 17 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation
Slide 18: Media and Entertainment Industry Solutions Media companies have already begun to realize impressive business benefits from transforming their production and distribution value chain Faster time to market with new products  A well-know 24 hour music television network in Europe shortened the time-to-air of new programming by over 30 percent, due to the benefits of digital file sharing and improved collaborative workflow. Improved agility in reacting to production needs  A Swedish broadcaster experienced a 25 percent gain in production efficiency for news and sports programming by restructuring workflow and streamlining production processes, after moving from an analog to a broadcast-specific digital asset management solution provide on a centralized storage infrastructure. Reduced cost structure  A global education broadcaster is using digital technology to shorten the content creation/distribution cycle by more than 50 percent and to reduce content duplication costs by more then 30 percent. Improved asset use and reuse  A major sports brand in the US implemented a digital workflow in order to optimized content collection, management and use and as a result has made editing ten times faster, cut tape reviewing from up to 3 hours to 40 minutes, and quadrupled programming output. Greater responsiveness to market demand  In China, a pioneering broadcaster with six channel feeds went digital and expanded to 40 digital feeds, dramatically increasing its audience. Introduction to the MediaHub Solution Framework 18 February 2006 © 2005 IBM Corporation
Slide 19: Media and Entertainment Industry Solutions ibm.com/media 19 Introduction to the MediaHub Solution Framework February 2006 © 2005 IBM Corporation