Press release from Business Wire India
Source: Frost & Sullivan
Thursday, March 28, 2013 11:35 AM IST (06:05 AM GMT)
Editors: General: Consumer interest, Entertainment, People; Business: Business services, Information technology, Media & entertainment; Technology
Rising Awareness to Promote Steady Growth of Media Asset Management in India, Finds Frost & Sullivan
Increasing digitization of tape-based workflows and knowledge about enhanced value proposition to drive uptake levels

Mumbai, Maharashtra, India, Thursday, March 28, 2013 — (Business Wire India) — The Indian media and entertainment (M&E) industry has started to accept the concept of media asset management, and is slowly, but gradually increasing its adoption. There are about 18 strong vendors that offer solutions for media asset management (MAM) needs of broadcast, production, and other media companies.

As the magnitude of media files that broadcasters have to manage on a regular basis increases, the need for applications that enable the management, acquisition, authoring and editing, deep indexing, meta tagging, querying and retrieving, manipulation, annotation and display, and repurposing of media assets also rises. This will be the most important driver for an increasing demand for MAM solutions.

New analysis from Frost & Sullivan (, Analysis of the Media Asset Management Market in India, finds that the market earned $3.5 million in 2012 and estimates this to grow at a compound annual growth rate of 15 percent till 2018.

Indian broadcasters who have implemented MAM solutions believe that new adopters would be attracted to simplified and standardized solutions that would reduce complexity and enhance reliability. Increasing awareness for MAM among key decision-makers in the broadcasting segment will also bolster the demand for such solutions.

Frost & Sullivan finds that the laborious process of digitizing tape-based workflow that has to be done prior to MAM deployment is also seen as a challenge to market advancement. Nonetheless, digitization of tape-based archive content tops Indian broadcasters’ agendas and will continue to do so for the next 24 months.

“Digitization of a tape-based ecosystem in the Indian television industry has encouraged broadcasters to adopt file-based workflows in their production-supply ecosystem,” noted the Frost & Sullivan Digital Media Analyst. “As a result, broadcasters and content creators have an expanding file-based repository of video content. To manage, streamline, and repurpose such content, solutions such as MAM are essential. This represents a significant opportunity.”

However, the high costs associated with international MAM products, together with the heightened price sensitivity of Indian consumers, has encouraged local vendors to develop low-cost, customized MAM solutions. These frequently do not conform to standards used by international vendors and, moreover, lead to high industry fragmentation.

Frost & Sullivan’s analysis finds that while there are several local vendors burgeoning to cater to MAM requirements among broadcasters, there continues to be a higher demand for “tried and tested” solutions.

“In order to tap the potential of the Indian MAM market to the fullest, international vendors will need to collaborate with Indian system integrators to ramp up marketing and training on MAM benefits, without which end users will not be convinced of its value proposition,” concluded the analyst. “While international vendors stand to gain with critical partnerships with companies that can help identify specific client requirements, local vendors will have to increase their brand equity with an expanded product portfolio as well as customer enlightenment.”

If you are interested in a virtual brochure, which provides a brief synopsis of the research and a table of contents, then send an e-mail to Priya George / Akshata Mhatre, Corporate Communications, at [email protected] / [email protected], with your full name, company name, title, telephone number, company e-mail address, company website, city, state and country. Upon receipt of the above information, a brochure will be sent to you by e-mail.

Analysis of the Media Asset Management Market in India is part of Digital Media Growth Partnership Service program. Frost & Sullivan’s related research services include: Broadcast and DTT Video Encoders, Pay-TV Video Encoders Market, Enterprise, Internet and Mobile Video Encoders-Transcoders, Content Protection and Digital Rights Management, and Digital Asset Management. All research included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants

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Analysis of the Media Asset Management Market in India

Akshata Mhatre, Corporate Communications – South Asia, Frost & Sullivan, +91 9867873010, [email protected]
Priya George, Corporate Communications – South Asia, Frost & Sullivan, +91 9840355432, [email protected]
Nimisha Iyer, Corporate Communications – South Asia, Middle East & North Africa, Frost & Sullivan, +91 9820050519, [email protected]


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