The People Factor

Today’s new broadcasting facilities use an array of file-based workflows employing many software systems – all of which need to be ‘integrated’ with each other. The idea is to achieve an efficient, seamless and completely reliable flow of content and metadata between the various production, post-production and delivery processes. This creates a collaborative environment so that the finished product is polished, ready in plenty of time, perfectly formatted for a range of delivery platforms, in the highest possible quality and within budget – no matter how much the creative or editorial requirements dictated change along the way.

In the quest for the best workflow, whether migrating from tape for the first time, connecting previously isolated “digital islands” or simply setting up a new facility from scratch, normally months of planning and discussion between customers, manufacturers, systems integrators and consultants takes place and there is much analysis of technology solutions before they arrive at a final solution.

So, we can be forgiven for asking ourselves why we still find that when the new file-based workflow finally goes live, the inevitable ‘teething problems’ begin and frequently, compromises have to be made to reconcile the what-we’ve-got versus the what-we-actually-wanted situation? Or can we?

What many media organisations around the world struggle to fully appreciate is the absolute importance of planning for what I call ‘the people factor’, that is, the training, change management and other human considerations. After all, isn’t that really what the ‘change’ to file-based systems is all about? How people work?

Although broadcasters invest in new systems that call for different working methods, the people are usually the same and may have been working with an organisation for several years. Their needs must, therefore, be factored in right from the early stages. In fact, ‘the people factor’ is significantly more important than the technology itself to successfully migrate to the digital age. Technology merely acts as an enabler to a business or creative need.

For new business workflows to be effective, multiple software applications must be able to function together, each performing its own task while also having the ability to communicate with others to produce an “umbrella” architecture.

Challenges to the reliability of a workflow usually creep in as the level of integration between systems rises. In a traditional broadcast setup, the kit in place could be likened to a linear chain of connected but discreet units where each device was swapped out if it failed, or over-patched for a quick repair.

Traditional broadcast systems have remained pretty much the same for many years. In a file-based environment, however, companies cannot simply replace faulty pieces of old equipment. They have to invest in a completely new workflow, and this is why the investment in managing the change to the way people will work and how they are trained for new file-based workflows is so critical to success.

The people factor must be carefully managed throughout the organisation, not only to enable staff to be ready for the change in the way they operate, but also to adequately train them so that workflows can continue should a software ‘island’ require attention.

Otherwise, when the architecture driving the workflow stops functioning or stumbles regularly, the client can be forgiven for losing confidence in the workflow completely. This is particularly significant when the workflow in question is in post or playout. There is a tangible feeling of disappointment and compromise as the workflow that had been envisaged at the outset has simply not materialised. Unfortunately, more often than not, large sums of money have been spent with limited return.

These problems often occur when the rush to migrate to file-based workflows takes precedence over the readiness of the business and its people to adapt.

Frequently, a ‘culture clash’ is blamed, citing problems between IT and broadcast technologists. While the background training and experiences of the ‘traditional’ broadcast engineer produces a ‘linear, signal path’ approach to problem-solving, in the IT world, it’s very different. The technologist is used to dealing with conditions, processes, calculations, dependencies, libraries of information, objects, formulae and other relatively abstract concepts. Neither is wrong and the key attributes of both skill-sets must be recognised, developed, encouraged and deployed effectively going forward.

The solution is not a one-button fix. Rather, broadcasters must factor in proper training and management for its employees to deal effectively with a file-based workflow.

Bob Gentry is managing partner with Marquis Consulting LLP.