Sausalito, CA - February 17, 1999 - The Media Asset Management Association (MAM) has extended a call for papers for the content industry standardization of  “request for proposals” (RFPs) for the design, specification, bidding and integration of digital media asset management systems. These proposals will enter a structured working group process to generate a unified MAM System RFP Protocol, by November 1999.

MAM Open RFP Project reflects focused charter to provide a suite of templates, documents and business model protocols for the development MAM project bids, vendor agreements, and technology providers contracts.

MAM operates as an advanced user group and independent industry consortium, created by and for media producers, content publishers, information managers, technology providers and their value-chain partners serving the global digital media creation and content asset management communities. The Association’s current mission centers on producing voluntary best practice-based protocols and business-to-business communications conventions and practices. The design, specification and auditing aspects of preparing a “Request For Proposal” represents one of the most critical and problematic areas of interaction between MAM system users, vendors and integration / resellers.

The MAM Association has also initiated an internal, fast-track process to define an interoperable set of agile and extensible RFP component MAM protocols to flexibly address the needs of a wide range of Internet, broadcast, brand management, e-commerce entertainment, and distance learning applications. This process has the backing and support of key industry members and is expected to promote a basecase protocol with industry-specific modules to encourage the adoption and deployment of open meta-data protocols for digital media content managers, vendors and systems integrators. Initial efforts focus on unified bid protocols for Advertising / Branding, Broadcasting / Cable, Film / Entertainment, Media, Publishing, and Higher Education.

MAM will leverage the experience and expertise of its members in the development for open protocols for a select array of MAM technologies. The Association’s Board of Advisors will evaluate the MAM RFP protocols proposals generated both inside and outside the Association for effectiveness and suitability for intranet, extranet and Internet administration and management.

MAM is empowered to consider industry-wide technology proposals for enabling web-based content management, creating the forum and the opportunity for those technologies to be open, interoperable and standardized. We look forward to industry innovation synergizing the Association’s ambitious metadata standardization activities to enable and encourage ubiquitous Web-based MAM.

By creating a suite of open standards for the Internet, the MAM Association will help enable a stable environment for end-users, vendors and re-sellers. In contrast to closed solutions–products based on MAM Association standards proposals will be available from a wide range of vendors on multiple platforms. This ensures that users, re-sellers and systems integrators can invest with confidence in system solutions, with due diligence and informed risk analysis of their long-term viability.

MAM invites new members and participation from companies who wish to tender standard proposals for immediate attention, and to be involved in the definition of protocols to drive the MAM RFP Protocol Project.

MAM Association Information

The Media Asset Management Association (MAMA), serves as a non-profit educational organization with a mandate to support the development of open standards to enable MAM. WWW, broadcast and new media applications.

Program development includes:

• open MAM lexicons
• open meta-database architectures for digital creation
• media asset management
• intelligent networking of print, audio, film, video, online
• Internet, and new media content systems.

The Association was founded by leading organizations including ABC Broadcasting, Apple, Bulldog, Leo Burnett / Cap Studios, Cinebase, Digital Roadmaps, Discovery Communications,The Disney Company, Excalibur Systems, IBM, Informix, Islip Media, The Landor Company,Lexichron, Magnifi, Oracle, Sun / Java, Silicon Graphics, Spin Studio, Sony, Sybase, Virage, WAM!NET, and WebWare.

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