how comedy central uses digital asset management

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Comedy Central & TV Land Case Study

Kevin Gepford

Comedy Central - The Funny Member of the Family

CC: Brand Creative

35 members

On- & o!-air channel creative:

• Promos

• Interstitials

• Stunts

• Product Placement

•

CC: Brand Creative

CC: Brand Creative

CC: Brand Creative

O!-air Creative:

• Print ads

• Billboards/Subway

• Web advertising

CC: Brand Creative

CC: Brand Creative

• Creative Services department

• Problem solvers

• Collaborators

• Strategic thinkers

O!-Air Studio

Comedy Central & TV Land

• Needed to share:

• Curated assets

• Slide shows

• Style Guides

Lets Get Organized

4 Points of Pain:Life Before DAM• Archives: O"ine (DVD’s)

• Logos: Bombarded with requests

• Photos: Bombardment x 2

• Digital Platforms: No system for tracking and distributing graphics

Goal: Change the Work

• Provide immediate grati#cation

• Create a culture of self-service

• 80% - 90% of requests could be automated

Secret Agenda

• Reduce constant disruptions and annoying requests

DAM: Considerations

• User friendly

• Easy to learn

• Budget friendly

• Keep control in-house

Implementation (a le"-brain thing)1. Found the Money

2. Installed Portfolio Server

3. Created Assets

4. Organized Assets

5. Uploaded Assets

6. Spread the Word

Implementation Challenges

• Empowering Project Managers

• Encouraging Self-Service

• Resistance to change/learning

• Open Access

Comedy Central: Consistent with Brand

TV Land: Consistent with Brand

Workflow

Workflow

Measuring Success

• Instant grati#cation

• Democratize the process (not a graphics task)

• Less interruption and annoyance

Patience…

Next Steps

• Hardware Upgrade

• Visual Integration with Intranet

• External Sharing

• Cross-team collaboration/work$ow

• Video?

Sidebar: Digital Ad Workflow

Virtual Job Jacket

Versions & Approvals

Making a Di!erence