Why has OGM decided to bring the entire distribution process in-house?
OGM decided to bring the entire distribution process in-house primarily to streamline and enhance our operations. We were pioneers in the area of digital distribution, recognising early the benefits of developing our own processes. This initiative led one of our colleagues to create a proprietary database that has become the foundation of our operations over the years. We have continuously developed this system, resulting in a fully digitised archive and the automation of many of our processes. By doing so, we have not only improved efficiency but also gained greater control over our distribution channels, ensuring that we can deliver high-quality services reliably and swiftly to our clients.
As a subsidiary of a public broadcaster, we have managed many classics and long-running series – totalling thousands of assets over time. The distribution of series content can be particularly costly. By managing the entire process ourselves, we can guarantee high quality, as well as find cost-effective solutions to supply not only the major platforms but also the smaller and more niche channels. For this reason, we are also very flexible when it comes to simply trying out new things: for example, launching new channels or licensing to new channels where it is not yet entirely clear whether the model will catch on. We were early movers in many areas and therefore also the first to benefit from developments.
We had to cope with a lot of small-scale content from the public broadcaster. We are not a cinema marketer that makes 10 films a year, but rather 5,000 assets/year. Thanks to our in-house solutions and teams, we are much more flexible and, above all, faster. The result is that we can accept huge catalogues without any additional upfront costs, meaning the partners realise the benefits of this as well. We can also try out more avenues and experiment, eg. running our own channels here and there – be it for romantic films, GDR programmes, classics, animal films, etc.
What were the main challenges you had to overcome?
One of the main challenges we faced was managing the complexity of the data and accommodating the diverse requirements of various platforms and partners. Each platform has its unique specifications and standards, which meant we had to meticulously tailor our processes to meet these demands. Additionally, given our extensive film and television archive, integrating everything into digital databases was a monumental task. It took significant time and planning to ensure that our entire archive was digitised and organised in a way that made it accessible and usable for our needs. Overcoming these challenges required innovative solutions and continuous improvements to our systems.”
How long did the project take?
Years, and it’s an ongoing process. As our partners change delivery options and requirements regularly (and because of the constant technical progress), we also have to update our own processes and setup.
In terms of archive content, how are you producing metadata – are you using AI, for example?
We use AI software to enrich metadata. We are continuing to learn how best to use this kind of software for distribution processes.
What does the Content Media Butler software solution do, and what marks it out as unique?
On one hand, the tool is our playout centre for the platforms. Delivery to partners such as Amazon, Apple or Google requires various assets such as manifest files, metadata XML or Avails. This data can no longer be created manually and the tool provides us with an error-free transfer of all data from our database. On the other hand, we receive lots of revenue reports from our partner in different formats. The same principle applies here: CMB helps us to ingest such data and helps us to bill cleanly and on a title basis.
How was it developed?
Completely in-house by our experienced team.
How is content distributed to clients?
This depends very much on the partner: some – especially the large platforms – have certain delivery standards that we have to meet. In this case, our internal tools (e.g. CMB) help us to create the assets according to these standards. Some smaller partners require more manual approaches. It’s always a mix of technical support and teamwork. However, our aim is always to make things as easy as possible for our counterparts.
How do clients benefit from your approach?
Our clients benefit significantly from our comprehensive approach, which involves close monitoring of the entire process, including rigorous quality control. By handling the complexity of data management, we alleviate our clients from this burden, allowing them to focus on their core activities. Much of our process is automated, which enhances efficiency and reduces the potential for errors. Moreover, because we manage everything in-house without outsourcing to third parties, we avoid additional costs, ensuring a more economical solution for our clients. This self-contained and streamlined method leads to extreme satisfaction among our customers, who appreciate both the quality of service and the cost savings we provide. There are three significant advantages: 1) We can proudly call ourselves a “full service partner” : You do the production, we take care of the rest. 2) We are very cost-effective and 3) We have distribution deals with all relevant platforms or partners on the market and own channels to distribute content directly to the customer.
What forthcoming developments/trends in the distribution process does OGM anticipate/would like to see?
At OGM, we are actively working towards further automating our distribution processes. Each day, we explore new ways to enhance efficiency and accuracy through automation, ensuring that our operations remain cutting-edge. Additionally, we are keenly interested in the potential applications of artificial intelligence within our processes. We are currently evaluating how AI can support us, particularly in areas like predictive analytics, personalised content delivery, and process optimisation. Our goal is to leverage these technological advancements to not only streamline operations but also to deliver exceptional value and service to our partners and customers
