If companies in the media and entertainment sector are now flooded with data, it is because new database technologies are changing the game.
Media and entertainment companies obviously use data in the same way as other companies: to better serve their customers, and to increase their productivity and revenue. Netflix, for example, uses mathematical equations to promote titles that appeal to its subscribers. Amazon launches pilots for testing to gather feedback before deciding whether to film an entire series. Movie studios are deploying digital analytics to create blockbusters.
However, Hollywood has more data challenges and opportunities than many other industries. The reason is simple: media and entertainment companies are, in essence, content companies. They create content all the time, which means they generate data continuously.
To make the most of these data, they must return to their source, not only when the film is released but also during the production phases. While production monitoring was done yesterday on notebooks, the use of tablets, laptops and cloud tools today generates a wealth of data. But this data can be confusing and inconsistent.
The creation of a film usually involves the collaboration of multiple suppliers, financiers and other independent stakeholders. The data produced from the various systems used to organize the shooting (sets, wardrobe, accounting, contracts, etc.) are scattered, which complicates interoperability.
Result? A disparate set of data silos makes it difficult to exploit these valuable data sources. The industry still relies on a multitude of people to recompose the data and consult the content after its production for cataloging. Elements such as scenes, actors, writers, dialogues, product placements and locations must be generated after production. This process is not only expensive and inefficient, but it does not take full advantage of the sources of the original data (most of which are eliminated).
New database technologies can remedy this situation. This tutorial introduces the four essential questions that media and entertainment companies need to ask about database technologies.
Is the integration and extraction of data simple?
If companies in the media and entertainment sector are now flooded with data, new database technologies are changing the game.
Traditional relational databases require content owners to structure data into rows and columns from which they will be queried and retrieved. From the outset, companies need to develop a model of how their data will be used, which determines how they will be stored and recovered.
But the sector is evolving rapidly and the criteria for using the data must also be able to adapt quickly.
The new generation of NoSQL databases, built on a flexible model for storing, managing and retrieving data, now allows companies to integrate hundreds or thousands of data from the supply chain into a single system and make them available for any purpose. NoSQL databases are particularly effective at scanning all sorts of unstructured data and meeting the challenge of the complexity of production data. Whether from cameras, social networking publications, scripting notes, or from external vendors, if data is grouped into a single, 360-degree view, businesses can query and search for it more effectively to better understand a business. situation.
NBC used this strategy when it created an SNL app to celebrate the 40th anniversary of Saturday Night Live. NBC first hired a battalion of people to view old SNL clips and tag these metadata (actors, scenes, locations, etc.). By also combining different types of supply chain data, NBC has been able to take full advantage of its huge library of content and create an award-winning, customized application, and, according to Mashable, “addictive” for fans.
Is the access fast?
Opportunities for media and entertainment companies to reach audiences are dwindling and becoming more unpredictable. In the past, a studio could count on a six-month window for film roll-out, giving them time to develop the public’s promotion and clashing strategies. Today, a movie is released in theaters on the same date around the world or online in a niche of a few weeks. Companies must react very quickly. As a result, they need fast, accurate, and complete access to strategic data, not just for theatrical releases, but also for online and multinational releases.
Is the data secure?
This is one of the top priorities because data is often the company’s greatest asset. Yet the traditional method of securing data is no longer optimal and certainly not for the interconnected workflows of filmmaking.
Traditionally, security has focused on creating a hard outer shell, or perimeter, to prevent access to people outside the network where the data is located.
But today’s flexible workflows require a different approach. It’s not just about protecting the network from outsiders. Successful companies provide an interconnected workplace in which partners, customers and suppliers can flexibly access systems. However, they must always ensure data security.
Workflows in the entertainment sector are perhaps the most interconnected. These include filming tools, editing tools, and enterprise systems that collect and manage data and thousands of information. The existence of a perimeter, in any location, is impossible.
That’s when new database technologies come on the scene. Rather than simply protecting data over the network, they place security at the level of the data itself. In this way, the data is secure even within a porous network.
Is access to data restricted?
This element is essential, but should not be pushed to the extreme so as to generate situations where no one can access anything. For example, teams in charge of costumes and travel must know the needs of actresses, but without knowing the wages of the latter. Today, sensitive data such as contracts are simply sent via e-mail due to a lack of flexibility in security mechanisms.
Next-generation database technologies provide the flexibility to access only the required information and the security needed to protect data. They provide the ability to encrypt and expunge data at the granular level, which was previously impossible. These technologies enable organizations to protect accurate data while giving users access to the information they need.
These capabilities take full advantage of the data, because they allow for appropriate sharing. The importance of restricting access can not be underestimated. Data breach threats come from both inside and outside. According to Verizon’s Data Breach Investigations Report 2017, a quarter of data breaches involve internal players. In some industries, such as financial services, internal threats pose an even greater risk.
As the value of data becomes more important, companies that can optimize it by obtaining and protecting the source of this data without harming the content creation process will be the winners.
So who reigns? Content or data? We could discuss it for a long time. However, the winning companies will be the ones that will succeed in making the best of both.