Digital Asset Management defined
Digital Asset Management Systems (DAM) are large, scaleable database management systems that store information about and track changes to all types of digital content (text, proprietary production formats, image, video, audio) used in the production of printed, cinematic, broadcast, or Internet -based media. Furthermore, they are capable of delivering those assets into production workflows for re-use. Some actually manage the workflows according to rules set by the business, and enforce asset usage rights. The latest generation of DAM products can also manage distribution and purchase of digital assets over public or private networks.

Major areas of functionality include:

• Storage of many different media formats for print, broadcast and Internet -based media
• Integration with desktop applications used in a media production process (e.g. Quark Xpress, AVid, SoftImage, Photoshop)
• Ability to drive sophisticated storage devices (e.g., arrays, SANs, multi-hosted arrays)
• Workflow management with tools for customization
• Sophisticated access control levels (read, write, edit, delete for user-defined groups and individuals)
• Digital rights management logic that limits the use of content according to contractual guidelines
• Digital rights management logic that manages the sale of digital content assets, including royalties and revenue shares, to third parties using Internet-based transaction systems
• Advanced search utilities for finding text, image, and video objects by meta-data and visual patterns as well as file content

How DAM is justified
Investment in DAM products is usually justified by their potential to enhance any or all of the following: productivity, cross-selling opportunities, e-commerce and digital distribution, and security.

Examples include:

• Elimination of duplicate media production (e.g., scanning, page makeup, video editing) by facilitating re-use of original digital media objects
• Improved cross-selling of products to different media channels (e.g., from print to Web , Web to print, broadcast to Web) made possible by servicing different business functions through the same database
• Reduced legal exposure through automated enforcement of digital rights constraints
• Improved productivity through workflow automation of all editorial and production processes
  • Faster product cycle times
  • Reduced labor costs on complex projects
  • Improved systemization of workflows
  • Integration of different workflow (e.g., print, Web , video production)
  • Increased profits per employee
  • Lower direct costs per media project
• Secure content distribution through digital means instead of physical media (CD, tape, etc.)
  • Creation of additional licensing revenue streams
  • Reduced distribution and production costs

The final example reflects the latest and hottest trend in the evolution of DAM.