Nativ: “Film and TV not capitalising on the cloud”
April 23, 2013
Nativ, the media management and workflow expert, has published an independent report outlining the shortcomings and challenges of current workflow practices and is setting out its vision for helping the market work smarter, cheaper and faster.
In the new world of multi-platform TV and film, harnessing content and cost-effectively managing its production and delivery offers huge opportunities for content owners and brands. Whether it is branded content or feature length films, it has never been more important to reach new and existing consumers any place, any time.
Despite this, many media companies have a difficult time exploiting that opportunity. As demand for high quality content increases so too do the file sizes and the complexity of managing and delivering it to a myriad of platforms.
Fortunately, new technological advances like file-based workflow and the cloud are revolutionising the way production, post-production and distribution companies manage, repurpose and deliver content. Although these advances by no means solve every problem, new platforms are maturing and stepping up to meet the challenge.
“Implementing file-based workflow automation should be a no brainer, but the ‘cost-barrier’ for entry and the risk of implementation is often extremely high,” said Jon Folland, Nativ CEO. “Fortunately new technologies are removing some of these barriers and opening up opportunities for SaaS-based models in TV and film. Media management and workflow products, like our MioEverywhere platform, which have been designed from the ground up to live in the cloud have been developed to overcome these challenges.”