39 TECHFEED Media Orchestration
Words by David Davies
As formats and consumer habits become more complex, the need for all-encompassing media orchestration solutions has surged
edia orchestration’ is a commonly encountered phrase these days, but if you journeyed back six or seven years, you
of these approaches has been the desire to preserve the integrity of content and develop more streamlined workflows, which makes it easier to maintain a holistic view of the entire content production and delivery process. “Certainly, content integrity is essential here,” says Alonso, “and having a single source of truth for all metadata, versions, ancillary data and package tracking has been crucial for years. However, other key benefits of multifaceted workflow orchestration solutions are: the ability to integrate multiple technology solutions into a single media logistics platform that provides users with full control; and visibility as to where a piece of content might be at any time. Equally, ensuring that distribution to various end points is
would discover that it was only then beginning to emerge as a meaningful term in its own right. Capturing a broadcast technology landscape in the throes of moving from SDI to IP network technology, media orchestration is now generally regarded as describing the control of playout and media management, as well as the management, configuration and monitoring of content delivery. Bea Alonso, product marketing director at Dalet, observes that “media companies have taken varying technology approaches to respond to the demands of their audiences”. But common to virtually all
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