In the heart of Digital First, there is a topic
called Mobile First. This means that the way in which content is consumed /
circulated has fundamentally changed, explaining the current situation where
the share of distribution / consumption in past broadcasts and in the paper has
shifted to mobile-oriented digital environment.
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| Increase in news content consumption via smartphone (source: Reuters Institute Digital News Report 2016) |
Here, there is a reason for the
media group changing (although there are differences).
Efforts to survive in a gradually
intensifying competition order have created two situations: internal
reorganization and the creation of a new digital platform. It is more precise
to correctly interpret as the organizational innovation within the media group was
forced to respond to changes in the digital environment.
Then,
why did the change become urgent?
First, it is necessary to notice
that the form of news consumption has shifted from traditional broadcasting and
space to mobile devices.
People no longer wait for
newspapers or evening-time news twice a day. Rather, they naturally access and
consume the news in the common digital environment. So, even if it is the same
news, it becomes important how quickly and with fine quality it is edited and
circulated in the online environment.
In the traditional way, headlines
are placed in the morning / evening newspapers, and it is natural for evening
news to catch up with the important news, but it is likely that those contents
had already run out of life at that time.
Therefore, there is a need for a
content management system (CMS = Content Management System) that can cover
production, editing, and distribution of news in a form suitable for various
digital environments including mobile devices.
In this series, we will look at the CMS configuration
of the media group facing the digital environment.
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| CMS of Digital First Era |
Infrastructure of Content
Management System (CMS) to function as digital platform
You cannot deny the many benefits
of the On-Premise approach that is built in-house or Internet Data Center (IDC)
sensors. However, it is necessary to evaluate the existing inertia that
naturally accepts the cost of purchasing the initial infrastructure, the amount
of time required to build the system, and the economic / technological burden
of operation / management.
Clouds can provide a way to avoid
much of the risk of system building time and emerging software languages. In
addition, it has a relative advantage in the cost of operation / management of
IDC.
It is true that there is a
critical check that the Cloud-based infrastructure configuration is relatively
expensive compared to the On-Premise, but it is highly likely that it is an anxiety
coming from no actual experience.
In addition, Elastic Load Balancing
(ELB) in the Cloud can be a reasonable alternative if you are a media company
seeking alternatives to respond to unexpected traffic.
If you are faced with system
flexibility and scalability issues that are mentioned in the process of system
operation and advancement, you are encouraged to seriously consider the Micro
Service Architecture (MSA) as a solution.
An editor that combined
collaborative-based concurrent editing and a Deep Learning based recommendation
engine
First, it should include simplified
processes in complex and tedious procedures that are linked with existing
on/off line. At the same time, it should have the function and movement where small
numbers of people can handle tasks that were performed by many people.
However,
this is only the beginning, and the key is the specific processes and business
functions that can meet the corporate strategy of cost savings and securing
users / profits.
Since it is not just text-only
production or distribution, we need an editor who is capable of both text
editing and media Asset editing. Perhaps in a new production environment, the
reporter, the editor and the desk will have to collaborate with one screen at
the same time.
To do this, the media (image /
video) editor should be organically combined with the Wysisyg editor, which
includes collaborative, simultaneous editing capabilities such as Google Doc. In
simple cases, you will see several roles, such as text editing and multimedia
editing, taking place on one screen. Of course, the process of going through
the work of an editorial professional is inevitable. Therefore, organic
connection with the internal professional editing system is necessary.
Here, someone can decide the
template according to the contents’ type and enter the contents meta. However,
in the new CMS, it is highly possible that recommendation engine with deep
learning engine will replace most of the contents meta-input.
Recommended contents (articles,
videos, images) linked to a recommendation engine based on a deep learning will
be exposed in one of the editors while writing an article, and it will reduce
the effort required for the author to input meta information by helping to
enable coordination with related contents, and extracting important keywords
and classification information automatically.
You will talk through the chat
window, sending and getting the necessary information, and in the end, editing
will finish by previewing for each medium to distribute. If the editing and
approval processes occur frequently, the editor automatically performs
versioning in the process of producing the contents
The remaining task is to decide
which version of contents to distribute on which media in what ways, and when.
Observation on distribution
and consumption histories
Unless it is a specified case,
there is no need to produce separate content for distribution per media. Content
that is in production or has already been produced and waiting for the
distribution will be automatically processed (converted) into a format that
confronts to various platform/media by itself.
It should be able to distribute to
all possible media and platforms in terms of distribution targets and its
scope. Distribution/circulation for the company’s paper and PC/Mobile services
is close to the basics. Rather, the expansion of the distribution scope that
includes external media group (corporate), portal and SNS is necessary.
Now the desk (manager) only has to decide
at what point and at which to distribute/circulate
the contents that are
completely produced. If you need to prepare for the unexpected
situation where
you need to retrieve the contents, the CMS will already have a recovery
function.
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| Trends of content consumed through social media and portals (source: Reuters Institute digital news report 2016) |
There is one more important thing
here. Contents distribution should be able to provide insight into how much it
has been consumed by whom in the digital environment.
It should also be able to provide
sufficient insight into the internal organization about not only the company’s
PC/Mobile service environment but also when distributed to the outside by
collecting/analyzing the real-time consumption histories.
To do this, it is necessary to have
a separate architecture for real-time processing / analysis of large-capacity
logs (big data) such as consumption histories.
It is important to provide a
comprehensive consumption history combined with user segmentation in terms of
content discovery away from the existing simple log / statistical level, and it
is important to have a cyclical feedback system that is combined with
recommendation services in services.
API Manager
There are many cases where you
spend too much expense on creating an interface (API) for connecting the
external and internal of own company.
In addition to the cost problem of
API production, the frequent development process sometimes leads to a structure
where policy consistency is difficult to be guaranteed on the interface. If
this is the circumstance, it is a matter of time before severely damaging the
freedom and stability beyond the matter of cost.
The reason I mentioned Micro
Service Architecture previously was because it could also be a realistic
alternative to overcome these issues. MSA can be a stolen architecture in terms
of external distribution as well as an interface with the company’s own service
in a simple digital environment. That is why I encourage you to consider API
manager if you have experienced with previous problem or if you are an
organization facing the problem.
API manager helps us to save a considerable
amount of cost and effort when distributing our own content in B2C or B2B and
when collecting external contents and processing/ loading (Data Adaptation
& Aggregation) according to our own company’s environment..
It can give a significant help to
maintain API’s consistency together with economical effect in that it can
create necessary API only by setting, and can monitor post-deployment status in
real time.
It is also possible to secure the
policy control about overall API distribution by setting the opening level and
method (Mediation) of the API and allowing to version the API according to the
need.
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