Issues in mapping the supply chain for content in the media entertainment industry

Issues in mapping the supply chain for content in the media entertainment industry

Pain Point: Supply Chain Mapping

The absence of multi-country mapping of the global supply chain is one of the biggest hurdles in cross-border transactions. As streaming multinationals engage in buying and selling content across geographical boundaries, the paucity of information about prevailing norms, local parlance, and regional insights is pushing them to rope in indigenous partners.

The challenge is picking the right allies from a host of studios, dubbing companies, production houses, distributors, translators, writers, actors, directors, and ancillary service providers, who together constitute the content supply chain.

Data Scarcity

There is negligible data about these service providers in any market. The majority of sellers and buyers physically sift through distributed material, jot down names and contact details of potential collaborators, and then write to them individually.


Subjective Choice

Inadequate assessment parameters delay the process of selecting a local vendor. Also, the absence of a curated list of the best and next-rung players leads to subjective choices. Bias is common, and the risk of the same names appearing repeatedly is high. By the time the verification is complete, a rival has taken the vendor


No standardization

The lack of a standard format to seek information or negotiate is yet another stumbling block. Collaboration often involves long, complex questionnaires. There’s no uniformity of keywords across boundaries – ‘localization’ in one country could mean ‘sub-titling’ in another.

Current scenario

Many streaming companies are asking their content search agencies for data that simply doesn’t exist. So, they have to rely on industry sources, keyword-based search engines, or hurriedly-culled directories and documents in private circulation. Commonly called trackers, these are spreadsheets and manuals resembling the early web directories.


‍ The Vitrina Way

Vitrina’s primary objectives are to build a robust database and a secure search platform that are bereft of inherent prejudices.‍

Global census

As a first step, it conducted a simultaneous census of all the major global markets, and all companies within the content supply chain in those territories. A census meant no company would be favorably picked. The exercise culminated in an extensive list of 226,000 companies.

This is being curated to build a database, which would include information about 60,000 production studios and content services companies across 30 countries, as well as 200 OTT platforms and television networks. Vitrina plans to make the census a regular feature. “We hope to do a census of companies for markets of our choosing, and keep expanding to new countries,” Founder Atul Phadnis said.‍

Thorough vetting

To ensure the information about the companies in its database is accurate and unbiased, Team Vitrina cross-checks facts through multiple data sets, and gets past and current work profiles vetted from diverse sources.‍

Uniform taxonomy

As the data is segregated, many classification systems are at play, in content, services and within companies.

Team Vitrina has a deep understanding of data and metadata, along with an accumulated global experience of content data and industrial intelligence within the video content industry.

This knowledge is coming in handy as it creates a single system of global supply chain classification for all companies.

It is also compiling an accurate and exhaustive list of both the services and credentials of those companies, which will successfully remove vocabulary mismatches and move from a non-normalized taxonomy to a normalized one.‍

The result

When the census, classification system, past and current work profiles of companies in Vitrina’s database are linked up, the product will be a sophisticated search platform for the video industry.

This will enable the ranking and discovery of companies in different geographical locations, of diverse specializations, of specific genres and multiple language proficiencies.


Related Articles