CHICAGO / BANGALORE, India, Sept. 12, 2012 -- Broadcast and media asset management (MAM) technology has transitioned from a primarily repository and archival tool to becoming a critical backbone capability for media and entertainment companies pursuing new digital channels -- although tools for managing and distributing broadcast-quality video for multichannel consumption remain relatively immature among eleven key MAM vendors, according to new research by vendor-independent analyst firm, The Real Story Group.

“Traditionally, broadcasters and media companies often looked at MAM software as a post-production, archival solution for vast amounts of rich media," notes Kashyap Kompella, Analyst with The Real Story Group. "But now they're looking to extend MAM solutions to streamline traditional broadcast processes and new online and mobile-distribution workflows alike."

At the same time, MAM technology remains somewhat immature.  Based on end user interviews and detailed feature analysis of packaged MAM offerings, The Real Story Group found product complexity, steep cost, and high project failure rates that should give prospective customers some pause.

"The broadcast and media industry is witnessing seismic shifts as more and more rich media is being consumed via the web, iPads, and other mobile devices," adds Theresa Regli, Principal Analyst. "Multi-platform content distribution is the new mantra. Although MAM vendors are accordingly adding new features and functionality, MAM implementations typically require significant customization and integration with many existing broadcast systems."

MAM vendors are trying to simplify their offerings and deliver more pre-packaged solutions.  “MAM vendors are moving in the right direction, but it is still early days," adds Kompella. "Expect that you’ll still need to heavily customize MAM software to meet your requirements.”
Media companies looking to improve their MAM capabilities should understand key differences among the many products in the marketplace, ranging from high-end media production tools to complex enterprise MAM systems to simpler solutions that can be deployed faster -- but may lack important functionality. 

RSG's new Broadcast & Media Asset Management Evaluation Stream critically evaluates eleven major vendors, including Avid, Dalet, Harris, and Vizrt. The 178-page evaluation research is available via a range of subscription packages.