Leading Nordic media company Nordic Entertainment Group (NENT) just a few years ago was running into a problem.
Growing fast and expanding the business across several regions, the media group discovered that it had several instances of the same title in its rights management system up to 10 times, according to Urban Löfbom, senior project manager for NENT Group.
Managing the associated metadata with each title “was a pain,” Löfbom said, speaking Jan. 30 during a presentation at EIDR’s annual Participant Meeting in Playa Vista, Calif. “Everything was done more or less manually, and there was very little automation.” Each title needed rights, metadata and images, the linear TV world was merging with the non-linear world of streaming, and NENT’s publishing processes where archaic, offering little or no automation.
“What we concluded was we needed one source of truth,” Löfbom said.
That truth turned out to be the Entertainment Identifier Registry (EIDR) global unique identifier system.
NENT began implementing EIDR for its subscription VOD Viaplay service in 2016, for all its on-demand content in 2017, and then for all linear content (other than live sports) in 2018. NENT started its EIDR implementation with movies first, developed an internal tool for matching content, and made an investment in processes and resources that matched all content.
The result? More than 42,000 registered assets via EIDR, more than 100.000 EIDR matchings by early 2018, and a total of 134.000 matched assets to date. The effort has reduced the workload for editorial teams by adding metadata and images to titles, minimized uncertainties, and harmonized NENT’s way of structuring titles across the whole group.
“They show how it’s possible to use EIDR to not only register content, but [to be used] across business processes for the entire company,” said Francois Modarresse, business development, EIDR.