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Siemens Addresses Digital Challenges at BroadcastAsia 2005

Chris Lawrence and Kirit Solanki outline the role of technology in addressing digital challenges (June 03, 2005)

Siemens Business Services today announced that it will be addressing how broadcasters can respond to the opportunities provided by the new digital world, at BroadcastAsia 2005 (13-16 June, Singapore).

Chris Lawrence, Consultant, Siemens Business Services will outline how broadcasters can avoid the pitfalls when setting up a new broadcast channel or service. Talking alongside Chris, Kirit Solanki, Senior Data Architect, also from Siemens, will reveal how broadcasters need to position their media assets as central to strategic business planning.

Chris will highlight to the conference that one of the most common mistakes broadcasters make when responding to the new opportunities provided by the digital world, such as launching new channels, is that they pay too little attention to their business models and operational processes. Instead, they focus too heavily on the role of technology in enabling them to launch new channels and services. Chris will explain the need to put technology into its proper perspective - as an enabler for and not the driver of change. Successful service launches require robust business and programming strategies, and new ways of working to support them through the appropriate use of new technology.

Kirit will outline that although Media Asset Management enables broadcasters to ingest, store, manage and retrieve digitised media from IT systems, each piece of media needs a unique identifier to make it a truly valuable asset. Kirit will explain how a unique identifier acts as a 'hook' on which to hang disparate information to improve operational efficiencies, enable sharing and collaboration, and maximise the creative value of assets.

"Broadcasters have a unique constitution of mission-critical challenges that need addressing as they work to understand the impact of today's radically changing landscape," commented Chris Lawrence, Consultant, Siemens Business Services. "At the forefront of IT, communications and media innovation, we are ideally placed to help organisations transform their business models and transition their technology as they prepare for this new world."

Siemens is the transformation partner to the media and entertainment industry. Through its media expertise, including the 2004 acquisition of BBC Technology, and a 2 billion, 10-year landmark partnership deal with the BBC, it provides technology services and solutions to the industry.

Chris Lawrence, 'Setting Up a New Broadcast Channel or Service: Avoiding the Pitfalls' * Tuesday 14th June 2005: 9.55am - 10.20am

Kirit Solanki, 'Knowing Your Media Assets: Central to Strategic Business Planning' * Thursday 16th June 2005: 14.45 - 15.15

About Media & Entertainment at Siemens
Siemens is the transformation partner to the media and entertainment industry. Through our media expertise (including BBC Technology, acquired in 2004) and our 2 billion, 10-year partnership and landmark deal with the BBC, we are at the forefront of IT, communications and media innovation. By providing IT and business process outsourcing, business and technology advice, and production modernization and content exploitation services and solutions, we enable organisations to increase revenues, reduce costs and maximise customer reach. We do this by integrating core media operations across the value chain - from content creation, management and distribution, to storage and retrieval; this includes the transformation of creative and business processes, customer interaction, and the underlying technology infrastructure. Customers include: BBC News, BBC Natural History Unit, BSkyB, DIRECTV Inc., ESPN Inc., NPR, 3UK (formerly Hutchison 3G), MDR, RTL, WDR, VRT and South African Broadcasting Corporation.

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Related Keywords:Siemens, BroadcastAsia, Chris Lawrence, Kirit Solanki, Siemens Business Services, Media Asset Management, ingest,

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