Without a doubt, the value chain for the production and management of rich media content is complex and chaotic. The lifecycle for any content asset can involve content creators, editors, ad agencies, Web designers, production engineers, media buyers and more. And each of these individuals needs to access content, perform their respective tasks, and pass it on to another participant in the supply chain before it reaches the end user.
Meanwhile, digitalized versions of content are required by a growing number of distribution channels-from cable, digital subscriber line, satellite, and the Web, to wireless, digital broadcast channels, interactive television, and beyond. But meeting the challenges of managing this burgeoning digital content supply chain means acquiring and managing content that exists in a plethora of source formats and then digitizing and distributing that content in multiple delivery formats for a range of convergent networks and devices-which was, until recently, an extremely time- and cost-prohibitive proposition.
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