Deluxe Entertainment Services Group announced an ambitious new platform designed to give users unprecedented access to assets and information about their content as it goes to market, including everything from key art and other marketing assets to rights and avails management and even detailed information about the individual viewer experience.
The new system is called Deluxe One. Accessed through a web browser, it resembles a cross between an OTT streaming service menu and a standard media management system. The difference is in the wealth of data Deluxe plans to make available. It’s sort of like an IMDb for distribution.
At a press briefing announcing the system, Deluxe’s Andy Shenkler, chief product officer, described a “virtualized media marketplace.” Despite Deluxe’s best efforts, some customers decide to purchase certain “micro-services” through other vendors, meaning various categories of data related to a given project is decentralized among those vendors. Deluxe One represents the company’s attempt to share its own data alongside data generated by those other vendors seamlessly through an open hub where vendors and their customers can access it.
The first slate of vendor partners includes multi-CDN switching and optimization company DLVR, OTT solutions provider Globant, cloud transcoding vendor Hybrik, and rights management specialist Mediamorph.
“The whole thing is driven by data,” Shenkler said, “and data proliferates as you get closer to the consumer. Deluxe will be the place to gain access to all of the data produced by the environment.”
What kind of data? The centralized store of data could streamline the process of delivery, with Deluxe’s system automatically generating a dynamic workflow based on all of the data available on a certain project and its associated assets.
As another example, Shenkler said Deluxe One will be able to offer detailed metrics about customers’ viewing experiences, either individually or in aggregate. The recorded data includes streaming rates during every viewing session, which can help companies trouble-shoot networking problems or other bottlenecks, as well as information about how viewers interact with content. If it becomes apparent that a certain segment of a feature film is especially engaging, perhaps because users are watching that portion over and over again, Shenkler suggested, that information can be useful to the marketing department looking to generate new promos, or even for the creatives planning the film’s sequel. Deluxe One will aim to reveal more and more of that type of data through elegant and easily understandable visualizations, he said.
