by Robin Berger
TV TECHNOLOGY

Content producers can't treat the digital format like they would any other format. And, in adapting to this standard, they also have to mitigate the cost and complexity of their efforts and inefficiency of legacy systems and processes during the migration.

Those are the premises of the Super Session "Digital Supply Chain Remastered: Addressing Content Industry Challenges From the Ground Up," which is scheduled for this afternoon, 4:15–5:30p.m.

"There are some big concerns out there for the TV industry and the studios — technical, financial and personnel, for example," said session moderator Jimmy Schaeffler, chairman, chief service officer and senior research analyst of The Carmel Group, a 16-year-old industry think tank based in Carmel, Calif. "There are some pretty able and capable people dealing with these concerns."

These capable people include session panelists Michael Trainotti, vice president, WW Technical Services, Paramount Pictures; Ben Blomfield, director, Global Operations, BBC Worldwide; David Rosen, vice president, Sony Pictures Entertainment; and Andy Shenkler, EVP, Strategy & Operations, Digital Supply Chain, Sony DADC Digital Services (DADC stands for Digital Audio Disc Corp.).

"The perception is that digital should be easier, faster, and cheaper — but the reality is that the complexity digital brings to the table is exponential compared to the days of tape," said Shenkler. "The opportunities have grown, but so have the workflows, processes, tools, and even infrastructure needed to respond to every opportunity."

Founded 25 years ago, Sony DADC Digital Services currently provides end-to-end digital supply chain solutions to customers across the media and entertainment industries. Shenkler has more than fifteen years of experience managing global organizations and new solution development efforts with a focus on digital asset management, workflow architecture, distribution and e-commerce for both content owners and distribution partners.

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Prior to Sony DADC, he served as Vice President of Operations for Ascent Media Group, where he built and ran a digital media service that provided thousands of hours of content to retailers, broadcasters and digital partners. Shenkler has also consulted for a variety of entertainment companies, including EMI Music Group, The Walt Disney Company, and Reliance Media, defining and driving execution of digital distribution strategies.

Jimmy Schaeffler

Recognizing the universal pain points felt by content owners and partners alike as they seek to navigate the complexities of today's global media markets, moderator Schaeffler aims to include these simple steps that companies can take using readily available technologies.

"They're going to be interested in which legacy systems support which current digital formats," said Schaeffler of the session's target audience. "They're going to be looking at things like the cloud infrastructure as a key to the future. They're going to be looking at questions about inventory, data mining and cleansing of data."

"The other thing is the industry learning curve — not everything is as easy as it seems," he said. "We've come a long way, but there's still a long way to go."