We probably don’t need to tell you that the demand for community-driven and online solutions is growing exponentially in just about every aspect of, well, everything. No Web site? No social engagement? You can pretty much kiss it goodbye.

Take, for example, YouTube and online streaming. With the explosion of the option to pretty much interact with television, the real television (even with the benefits of OnDemand and TiVo) is struggling to keep its little antennae above water. But Magnolia On Air, the new Broadcast Content Management system from Magnolia, may be just what it needs to stay afloat.

Internet Killed the Everything Else Star

With the new tool, users can capture broadcast content and rapidly re-purpose it for publication on the Web through a seamless environment for transferring content between professional broadcast systems and what Magnolia calls "a feature-rich interactive Web-presence".

For the world of broadcasting, this is huge. Web-based video and audio editing means the ability to optimize company processes on top of ensuring immediate publishing for instant coverage. The system also allows users to bring online feedback and community content back into the broadcast production environment -- this feature being absolutely key to a successful re-invention of the way we see the news, given that it's often personal cameras and cell phones that catch the footage first.

Boris Kraft, Magnolia International Ltd. CTO, explains, "What we see is a big need right now. The way broadcasters work today, it takes a few days before they can provide information on the web. It is a costly process and what Magnolia does is it simplifies the process so much a journalist doesn't have to go through the typical process."

Good thinking, Boris.

Magnolia On Air Blooms with Other Features, Too

  • Support of professional broadcast input and output formats: MXF, MPEG2, MPEG4, H.264, AAC, MP3, WMV, WMA, SDI, Flash, Quicktime, etc.
  • Integrates with existing broadcast archive solutions: The open and modular architecture allows Magnolia On Air to interact with almost any existing archive via sophisticated import and export interfaces, or standardized formats such as MXF.
  • Multiple-format and multiple-channel content management: Multiple-format content can be captured, edited and combined from within Magnolia On Air. The results can then be published to multiple channels, such as the Web and mobile phones. Content can also be injected back into traditional broadcasting production work-flows.
  • Multilingual user interface: The Magnolia On Air user interface for content authors is available in over 15 languages, including English, Russian, Chinese, French, German and
  • Spanish.
  • Geo-blocking and digital rights management: Digital rights can be managed, protected and enforced. It is possible to limit access from certain geographic regions and to generally set specific rights for publishing media content.
  • Unlimited scalability, clustering and load-balancing: Magnolia On Air is based on a popular and proven ISP distribution platform that can handle a massive load. Capacity can be increased on the fly, by plugging in additional servers. Stand-by servers can take over any failed system‘s functionality, ensuring uninterrupted delivery.

We're Moving On! (We Think)

Kraft also says, "We wanted to finally provide something that was highly user friendly and enterprise ready." By the sound of things, Magnolia is close to achieving that.

Through creating a dialog between modern television audiences in addition to offering a new way to manage materials, Magnolia's both answering a call for more interactivity and opening up a doorway into something that bodes positive responses from people and broadcasters everywhere.

To find out more, visit their Web site here.