Frictionless Media – or why Open Text Media Management 7 is a big deal

My team is celebrating the launch of Media Management 7.0 from Open Text. And so, I’m wondering this:
What would you do, if you could wave a magic wand, and suddenly you could create any kind of rich media experience and deliver it anywhere, to whomever you wanted with no talent, technology or process to hold you back?

How would you better entertain, persuade and inform your organization? Your Market? Your customers?

A number of companies are doing just that these days. And they aren’t limited to media companies. Burberry is transforming the luxury goods market by doing extraordinary things with media – including allowing anyone in the world (with a good, fat internet connection) to participate in its runway shows, and even design its next products.

But what is holding companies back? Organizations of every type are relying and leveraging media more and more for everything from instruction guides to marketing to training to supply chain management – but there are barriers.

First – not everyone can create beautiful, impactful media. Some organizations spend fortunes on outside agencies to produce it for them. But what are they paying for? The bulk of it is for the essence of that media, and the talent and vision of the agency. But a not insubstantial chunk is to maintain that media on the company’s behalf so that it can be reused and repurposed. That may not be the best use of cash.

Those organizations that create media internally have a specialized set of almost universally over-burdened creative teams who again, spend the bulk of their time practicing their craft and applying their talent and vision, but a very significant part of their time, reviewing, managing versions and comments (often contradictory) from an ever increasing set of stakeholders. I don’t believe that anyone involved in this process – the creatives or their stakeholders – wouldn’t appreciate an easier way to get it done.

Then there are the technical issues. Media comes in so many formats, the files are so big, it can be darn hard to manage them so that they can be found (by the appropriate people) and used (in the appropriate way). In some media focused organizations the burden of finding and storing leads to warehouses full of material and small (or sometimes large) armies of archivists who are the keepers, and often accidental gatekeepers, to this material.

The result? The great media you’ve invested in sits on shared drives (a recent AIIM survey shows that nearly 50% of organizations keep their media on a shared drive somewhere) out of site, and out of mind, meaning lots of lost opportunities, inconsistent use and unnecessary creation of additional media which then gets thrown back into that increasingly impenetrable pile of media.
Or begins to create yet another.

The we can talk about publishing and distribution. Your media can only have impact when its in front of other people – whether that’s a youtube video, your website, Hulu, iPad, kindle, or a poster, the more you get it out there, the more opportunity you have to inform, entertain and persuade.

But its hard. There are not nearly enough standards in this very rapidly evolving media world. And the process of packaging up, formatting, re-encoding, and transforming media is very time consuming. And every new destination has its own set of requirements. So companies tend to resist publishing to new places because its hard and expensive.

These are the barriers that Open Text Media Management 7.0 is designed to take down. Findability, workflow, access, reuse and automation combine together in a new, thoughtfully designed user interface to make it easier and less costly for your organization to effectively produce, manage, publish and re-purpose media.

While there are a extraordinary breadth of uses for and types of media, there are really 4 basic processes that are common to nearly every use case we need to do with it.

1. Creation – it has to come from somewhere, and in many cases this is very hard.

2. Publication – with all the new places that media can be published, companies can’t afford to spend hours, even days, prepping each piece for distribution to each channel. Whether its print, partners, web, ebook, TV or theatres, you want to automate this process.

3. Repurpose – the primary barrier to reusing media is finding it. you can’t use what you can’t find, and media is notoriously difficult to find. Media Management software makes media findable.

4. Manage
Media has a lifecycle and a purpose. Rights, royalties, and dozens of other dimensions, both technical, business, content focused and aesthetic. OTMM

While I normally write about social media and collaboration, media itself is a big part of what is transforming within and without organizations. The democratization of publishing, and the saturation of broadband has meant that media is simply playing a bigger and bigger role in how we communicate – as people and organizations. Media Management software takes (much of) the friction out of the process so that you can focus on the essence of the experience.
Want to see a little bit of demo? Let me know what you think, please.



  1. The team’s very proud of the product – but what has been really great is watching how our customers respond – we’ve really been able to respond to what we’ve learned about their business challenges – and they totally get it.

  2. My review as a user of OpenText Media Manager; A warning:

    I have the grave misfortune to be using OpenText Media Manager This DAM is pure, undisguised crap from start to finish.

    For one, it’s authored in flash, which is ridiculous.

    When editing the properties of an asset, you cannot see the filename, which is how I categorise the versions of the asset. I do this because bulk upload does not appear to let one enter metadata individually, also ridiculous.

    When I edit an asset that is a few pages into a folder (The thumbnail display is, unaccountably, un-sortable, is this a joke?) and I then save and close the asset, I am conveniently (sarc) returned to the first page in the folder, not where I have dozens of assets to edit and last was. A completely ridiculous undocumented feature.

    I am unable to, as would be helpful for this dismally designed interface, open the MM in more than one browser tab, which is clearly ridiculous as well, since I am prompted to log back into MM, of which I am currently logged in and if I re-log in, I am logged out of the other tab. Ridiculous.

    When bulk uploading, instead of clicking through its awful flash version of Windows Explorer, I paste in the path to the directory I wish to choose images from. Naturally, MM adds every image found there to the upload queue. I then must remove those images, re-open its upload dialogue and then choose the images I wanted in the first place. My impression? Staggeringly ridiculous.

    It is almost as if, as a dark and elaborate prank, someone purposely set out to create a DAM who’s functionality and design are flatly maddening to use. I have nothing but contempt and ridicule for this DAMnable waste of valuable time and curse the malevolent and apparently inhuman committee who ‘designed’ it.

    If you are managing only a few files and feel you have far too much spare time on your hands, Open Text Media Manager may be suitable for you. For anyone else? Keep researching, there must be a better designed system. Honestly, there must be.

  3. JWWright – i can see that the product didn’t work for you. I know there are people at opentext who would like to walk through what you’re doing learn from your frustration. If you send me an email, I can put you in touch. I find it curious that this 3 year old post is the place you found to share this view, but sometimes when you’re frustrated you take what you can get. If you send me an email, I’ll be happy to put you in touch with the people at opentext that might want to learn from your experience. deb at product four dot com

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