Automation Overload

Reprinted from: IBE

April, 2006

Mark Evans, managing director of MSA Focus, explains how 2006 will be the year of integration for automation.

Since 1967, when the BBC installed automated lighting control, discrete automation systems have populated broadcast. Even by the early 1970's when automation as the talk of NAB, we still had separate automation for recording, audio transmission and the autocue.

MToday, the traditionally labour-intensive playout contrtol is a prime target for automation. yet maximising effecience and cost-savings requires a little more: integration with 'back-end' systems such as scheduling and traffic & billing, or Broadcast Management Systems.

As technology has evolved, so too have the revenue channels available to commercial broadcasters. From basic commercial transmission, we now have specific spot placements, pay-per-view (PPV) movies and other programmes and subscriptions and so on. What used to be, at best, a lengthy task to monitor accounts receivable, as-run records and rights management, is a major complec operation - which has become even more complex with the proliferation of channels.

This is exacerbated by the fact there is rarely any additional human resource. automation is now essential in the back-office. And back-office automation should interoperate with other automated areas such as playout.

Attracting advertisers

Advertisers like to know their commercial were played out at the times and in the slots they paid for. Automated as-run logs provide evidence that broadcasters have (or have not) fulfilled their contractual obligations.

However, a hurdle is the lack of single standard automation format that can feed into any Broadcast Management System in the back-office. Without bespoke customisation, as-run logs are not necessarily compatible with the traffic & billing system a the back-end.

We now see the playout automation sector moving towards a single file format. Without it, automation is the antithesis of itself: manual work would have to be reintroduced to link the systems.

Right from wrong

Automation integration is especially critical when traffic & billing systems control rights management. A playout system linked to traffic & billing would not, for example broadcast a programme twice if the broadcaster only had rights for a single screening - though rules can be established to ensure exhibition runs are available where required.

Similarly, withoug control and full view of contracts, rights can expire before programmes are played out. Effective Broadcast Management Systems flag this to the programming department and can automatically alert promo-creators to create publicity for a 'season' of shows. These systems can even control the placement of promotions to remain time-accurate, by including details such as 'coming soon' and 'next'.

An additional implication for automated playout and traffic & billing is the need to consider brand-clash sensitivities, particularly as revenue models become more complex. For example, if a particular car manufacturer appears prominently in a movie, the broadcaster might be forbidden from transmitting adverts from rival car makers. A Broadcast Management System needs to prevent this -automatically. it prohibits as-sales teams from offering slots they can't deliver and, if one slips though, it prevents its placement and alerts the customer management team.

Once transmitted, the as-run log from the playout system automatically feeds into billing so broadcaster and content provider alike can see they both received what the expected.

Consolidated approach

User interfaces too need to become more unified to comply with the technical standards of a single system. The SMPTE's S22 Data Exchange Group consists ro plaout automation and traffic & billing manufacturers and already seeks a common format standard. Future user interfaces will be customisable and based on familiar industry-standard Windows format.

For playout automation, 2006 will be the year developments with Broadcast Management Systems. Programme metadata including related promos, broadcast restrictions, synopses, cast biographies and rights management will be transparent across all necessary systems.

In addition, databased will open through web services, Users will have more control to write and check reports and run queries on transmissions, as-sales, proposals and contractual obligations.

Automation is no longer about pure technology. it allows an innovative approach to commercial broadcasting and improve relationships with advertisers and content providers.