Media Convergence – The New Content Paradigm-Part 2

In the last post we discussed issues faced by organizations while dealing with rapidly evolving media convergence. In this post we will try to highlight some exciting solutions to tackle the issues.

  • Multi-Channel Publishing and Content Reuse: This is indeed the central theme of media convergence: organizations need to reuse the existing content and deliver the same across multiple media channels after content repurposing. Traditional content management systems (CMS) lack the ability to carry out multi-channel publishing since media like mobile or social media are relatively recent phenomenon. However using proper integration touch points organizations can get a start on this. Start small and gradually incorporate more channels to your content ecosystem. There are multiple mobile publishing systems in the market these days. After careful evaluation on features and interoperability with your traditional web CMS, integrate the two using standard APIs (application programming interface). Your web CMS will be the primary repository of content and its management whereas mobile CMS will allow you to repurpose the content with proper presentation layers based on device types. You can read more on publishing on mobile channel in this post.
  • Cloud based Applications: Though organizations need to take control of their core content by having in-house CMS repositories, their need to permeate the content into social media and associated applications like user polls, forums, ratings etc. can be met by configurable cloud based solutions. The key will be the integration of these applications with your network infrastructure. This is increasingly becoming an industry trend.
  • Get Ready for HTML 5: As we all know, HTML5 is still under development.  However, it will be the next generation mark up for web interactivity with a lot of emphasis on cross platform (read: mobile and television) interoperability. Your organization should by now have a possible HTML5 compliance road map ready with potential budgeting and resourcing decisions taking place early next year. With HTML5 supporting richer applications like video and images, many existing plug-in video players might be rendered unnecessary. Likewise, based on the final version of HTML5 we will see a lot more consolidation and exciting consumer-oriented content applications.
  • Globalization and Internationalization: Another aspect of media convergence is a truly globalized content being served to your channels. This allows you to truly merge both distribution channels (web, mobile, television and social media) and your regional and cultural footprint into one seamless, uniform, locale-specific experience for the end users.  For that, translation services applications need to be tied to your content authoring and reviewing workflow.
  • Content Synching across Media Channels: We already talked about this issue in our last post. We can indeed synchronize content like a TV schedule (which is very dynamic in nature and often experiences last minute changes) with other channels like Web, mobile and social by integrating a TV schedule feed with your content management system. This, in turn, then repurposes the content to publish in downstream channels like Web, mobile and social media.
  • Ad Server Integration: Creating a uniform cross platform experiences also extends to your advertisement partners, who would likely love the idea of extending television slots to other channels through intense rich media based advertisement or any other form. Using proper APIs it is possible to specifically place targeted advertisement banners and flash videos contextual to the content on the media channels.

These are some of the most discussed solutions that we come across during our interactions with partner clients. I am pretty sure there are other unique solutions and innovations in this space that are thought out and implemented continuously. We’d love readers to share their stories with regard to media convergence solutions.

Prithwiraj Deb

Manager - ECM Practice, Virtusa. Prithwiraj is a manager in the business consulting group of Virtusa, with focus and expertise in Enterprise Content Management, Portal Development and Storage Technology. He has been involved in implementing solutions for global clients across Industry verticals and domains. Prithwiraj joined Virtusa in 2006 and has since been a key member of the ECM Solutions Group. Prithwiraj is a certified AIIM ECM Practitioner and has interests in WCM, Web 2.0, Mobile Content and E-Commerce related areas. He holds a post-graduation in Business Administration from Xavier Labor Relation Institute (XLRI), India. Prithwiraj prefers reading travelogues as and when he gets the time, and loves travelling and visiting new places and cultural sites.

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