In Broadcast - July 2015 - 48


48

www.inbroadcast.com | Vol: 5 - Issue 7 | July 2015

InMedia

Why MAM Needs To Evolve
By Parham Azimi, CEO, Cantemo

I

t is clear that the media environment
has
rapidly
changed
over
recent years, with more dramatic
transformation still underway. Video
delivery is no longer the preserve of
huge TV broadcasters, thanks to OTT
delivery, and at the same time there
is increasing pressure for instant
delivery of compelling content to
multiple devices. At the same time,
video is being used as a main tool in a
wide cross section of markets, to help
companies engage and educate their
customers, and keep their competitive
edge.
For the MAM providers, this changing
landscape means that one size no
longer fits all. As an industry, we were
arguably ill-prepared for the rise in
varied verticals and the huge variety
in different needs from MAM that
would cause. We are beginning to see
a number of key trends emerging,
with MAM systems taking a big step
away from the traditional monolithic
enterprise solutions.

There are two main ways in which
MAM systems need to adapt:
1. Modularisation: With such a
wide range of different user types,
with vastly different processes and
requirements, there is clearly a
growing need for modular solutions.
The key is to enable users to choose
from different already available
components and build a custom
software platform, which fits their
needs exactly. MAM systems need to
provide a core base for users, with
enough built-in flexibility that they
can be both extendable and adaptable
enough to integrate with any addon software. It also means that
independent modules can be updated
or replaced easily, without needing to
alter the other modules;
2. Collaboration: There is a growing
need for teams to work across
different sites, often even in different
parts of the world. Therefore, it is not
enough to simply have a MAM system
sitting locally in one office, it needs to

Cantemo Portal's search results

be easy for colleagues at different sites
to access the same assets, and instant
access ensures no delay in the review,
approval, and distribution process of
valuable assets.
At the same time, whilst the cloud
makes sharing much easier, video is
large and complex, with numerous
different standards and workflows,
and often accompanied with significant
security and rights issues. In the
coming months, we will witness a
growing trend for "hybrid cloud"
deployments, whereby the media will
continue to be housed on premise,

however there will be a certain
point in the process when an asset is
transferred to the cloud, either for
review or disaster recovering back-up,
for example.
It is clear that we are at an exciting
point for the media industry, with
the rapid pace of change continuing,
making
predicting
what
the
requirements will be several years
down the line almost impossible. By
building MAM systems with a modular
approach, it will be easy to simply add
additional functionality as the need
arises.

iZotope Releases RX Final Mix

i

Zotope, Inc., a leading audio
technology company, has released
its new RX Final Mix real-time plugin. Part of the award-winning RX
family of post-production tools, RX
Final Mix helps audio post-production
and broadcast professionals create
balanced mixes that are impactful yet
True Peak compliant.
Built specifically for post-production
with support from mono to 7.1
surround, RX Final Mix enables editors

and mixers to maintain the optimum
balance between sonic elements when
creating deliverables such as mix
"stems" (for example, when a music
and effects mix stem is required for
foreign language dubbing).
Muddy-sounding mixes can be
avoided thanks to reactive EQ and
limiting tools that help editors put
every sound in its place. The Dynamic
EQ and True Peak Limiter guarantee
dynamic and transparent mix output
that meets True Peak specs.
Because RX Final Mix offers the
ability to sonically sculpt in the
frequency domain, editors can
surgically carve sonic elements so

RX Final Mix Dynamic EQ2

that dialogue is clearly
heard above music
and effects, and that
surround channels and
low frequency effects
don't interfere with
dialogue intelligibility.
Additionally,
RX
Final Mix includes a
comprehensive library
of targeted presets
to cover the needs of
both video editors and
seasoned audio post professionals.
Presets such as "video streaming"
or
"Laptop"
provide
instant,
targeted mixes optimised for unique
consumption environments.
"Expert mixers know that mixing
is about much more than how loud
elements are" says Matt Hines,
Product Manager for iZotope. "It's just
as much about the tonal frequency
and placement that the elements
inhabit. Too much sonic information
in any one frequency spectrum can
lead to muddy mixes, unintelligible
dialogue. By sonically carving out a

iZotope's new RX Final Mix
real-time plug-in

place for dialogue in the music and
effects tracks, the clarity of the mix is
enhanced."
RX Final mix supports VST, VST
3, AAX, RTAS, and AudioSuite from
mono up to 7.1 surround. Apple AU will
support mono up to stereo only. For
hosts that support both VST and AU,
surround functionality can be used via
VST. For AU-exclusive hosts, namely
Final Cut and Logic, RX Final Mix
supports stereo only.
RX Final Mix is available now.
http://www.inbroadcast.com https://www.cantemo.com/portal.html https://www.izotope.com/en/products/post-production/rx-final-mix/ https://www.izotope.com/en/products/post-production/rx-final-mix/
Table of Contents for the Digital Edition of In Broadcast - July 2015
