NAB 2018: The IABM has introduced the BaM Content Chain: from Creator to Consumer industry model offering technology buyers, end users and vendors a 360-degree view of the industry.

BBC’s Production The Last Kingdom

The extensible BaM (broadcast and media) model tracks the steps throughout the content lifecycle, from the creation, production, post-production and management to the publishing, distribution and monetisation stages of content.

The model is supported by three main pillars which include to connect, store and support the content throughout its lifecycle, reflecting the technological effects and fast-paced changes across the industry.

It is structured on a flexible design to reflect the state of the media and broadcast industry catering to business changes such as the transition to online and native OTT content.

Fundamentally the IABM business intelligence scope underpins the design which is built on creative, technical and business processes.

IABM Chief Executive Peter White said: “The BaM Content Chain: from Creator to Consumer, will change the way we look at our industry. It is the result of a major project undertaken by IABM to redefine the broadcast and media content supply chain as the industry continues to transform.

“It had become clear that the previous industry model, based around product categorisation, was not able to reflect the enormous changes our industry has gone through and will continue to go through into the future.”

“A fundamental change throughout the industry from a ‘push’ model to one where the consumer can now ‘pull’ the content they want” – Peter White

The BaM Content Chain serves four primary economic functions:

  • Building a common understanding of the creative, technical and economic activities addressed by the industry. This enables changes to be tracked and understood.
  • Underpinning the valuation of the addressable market for different types of technology products and services – now and into the future. It looks at this from both ends – spending by technology buyers, and revenues of vendors.
  • Aiding discovery of potential solutions/vendors by prospective buyers, making it clear who sells what, and which products fit which niche.
  • Creating a blueprint for building a modern content supply chain – optimising workflows and operations to deliver content from creator to consumer efficiently across multiple formats and platforms.

Peter White

White said: “There has been a fundamental change throughout the industry from a ‘push’ model to one where the consumer can now ‘pull’ just the content they want, wherever and whenever they want it.

“The BaM content chain: from creator to consumer, puts the consumer at the heart of its model and defines the industry ecosystem around delivering what they require. A further beauty of the BaM Content Chain model is that it is not static – it is flexible and can evolve to include new products and offerings without being redesigned.”