The phoenix rises from the ashes: Advertising and content monetization in a digital world
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Papers The phoenix rises from the ashes: Advertising and content monetization in a digital world Subhankar Bhattacharya is Principal Solutions Consultant in the Infosys Technologies Media and Entertainment Practice. He is one of the key leads within the Infosys Digital Media Enterprise solution architecture team. Along with experience in Media & Entertainment, he brings with him extensive cross industry experience in Retail, Hospitality and Manufacturing, in areas such as Supply Chain Management, CRM and Pricing Management in building innovative solutions for the Media industry.
Edward Scott is Principal, Media & Entertainment, Infosys Technologies. As a Principal in the M&E practice, he is one of the lead architects developing IT-enabled business solutions for Infosys’ M&E clients. He is also a key driver of the company’s Digital Media Enterprise framework and its Media Operations Outsourcing initiative. He is charged with developing integrated and adaptable approaches to optimizing the creation, distribution, consumption and monetization of digital content.
Magan Arthur is Senior Principal Solutions Consultant in the Infosys Technologies Media and Entertainment Practice. He has more than 15 years of experience helping companies plan and deploy digital media technology strategies. As a senior principal in the M&E practice, he is leading the digital media group and spearheads the Digital Media Enterprise initiative at Infosys. He is the author of Expanding a Digital Content Management System for the Growing Digital Media Enterprise published in 2006 by Focal Press.
Keywords: media, peer-to-peer, advertising, DVR, VOD, tivo
Magan Arthur Email: magan@ arthurconsultinggroup. com
Abstract Rapid adoption of new technologies in the Media world is accelerating the evolution of entertainment from its long history of catering to the masses towards business models that incorporate more personal, relevant and reciprocal media experiences for consumers. Driving these changes are unprecedented advances in the production, distribution and consumption of content. The net outcome of all this tumult will be nothing short of revolutionary. Media content (and all its affiliated data) will originate in digital form and will exist as such throughout its usable lifecycle. It will be easily retrieved and managed. And it will be transferred around the globe on demand, instantaneously and in seamless form. For key stakeholders in the media creation value chain, the intervening period will be characterized by experimentation and profit gains — as well as challenges and corporate failures. Navigating these waters will require a new blend of business, technical and creative skills. Success will necessitate comfort with technology, openness to change, aggressiveness with resource commitments and willingness to take some calculated risks. Given the uncertain environment at this stage, the chorus of concerned corporate citizens is understandable. Yet from this chaos will emerge a new Media construct. As the dust settles, entertainment — now
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