V I D E O • A G E OC T O B E R 2 0 1 1 40 For content providers, the new holy grail method to deliver programs to clients — especially internationally — is without tapes, with lower costs and while maintaining a high level of security. The challenges, though, are many: The initial investments are high, security is crucial, customer acceptance is a must. But, for content providers, the biggest challenges of all are those originating from within, like dealing with contrasting internal pressures from those who favor the status quo versus the innovators. Plus, there are issues such as losing the trusted relationships with labs, and fear of entering new, uncharted waters. In Cannes last MIP, VideoAge began discussing digital delivery issues with World Content Pole (WCP), a new and upcoming company based in Lugano, Switzerland. The topic had become a news-breaking story when the shutdown of a Sony tape manufacturer in Japan caused a shortage of HD videotapes used worldwide for content distribution — a story that VideoAge reported in its June/July 2011 Issue. Last month, just prior to MIPCOM, VideoAge prepared a list of pointed questions for Maurizio Zuccarini, WCP’s general manager who paid the publication a visit in New York to discuss digital delivery after a tour of Hollywood studios and other content providers. VideoAge International: Why does a U.S. studio or any major film TV company need an independent tapeless delivery service? Maurizio Zuccarini: For studios their best assets are their content, so it seems logical for them to want to manage it on their own. But if we compare assets to money, the most secure way to manage it is through a bank. Usually, though, companies don’t own banks just to manage their own money. For studios, the cost of building their own “banks” to manage their assets is high and a distraction from their core business, without creating any advantage, but only introducing the problems of maintaining and upgrading their “bank.” Plus, if every studio had its own proprietary delivery system, clients would be required to manage many different standards. This requires added servers, passwords, secure transmissions interfaces and software. Obviously that is too much of a burden for any TV network. VAI: In that case, what kind of security does a studio need from an independent tapeless delivery system? Maurizio Zuccarini: The highest system, the type used by banks, and in particular, Swiss banks. Without delving into technical details, that means data preserved at the same security level of financial data systems. Plus, an easy-to-use interface that permits customers to control the status at every moment [is key]. Basically, managing all their content with the ease of a home banking service, but with the strength of security available in high-stakes financial transactions. With World Content Pole, the content files are always secure because they are never directly accessible. VAI: What is World Content Pole’s quality of services? Maurizio Zuccarini: We are like a Swiss bank. World Content Pole (or WCP) uses a management software that controls the content and the workflow exactly like home banking: Easy to use and immediate for any client that has an account. All the content is safe with banking data in servers and clouds. The data transmission is managed with software to continuously control every single action, like the banking transmission system. All the infrastructure is powered by Swisscom, the national Swiss Telco. SUPSI, the Swiss IT and media university in Lugano, Switzerland, collaborated on the software development. VAI: What is WCP and how was it started? Maurizio Zuccarini: The starting point was to extend the financial banking system to the content business. So our approach was to create an entire platform of services that are easy to use, powerful and able to offer the best technological advances to make our clients’ business safer, easier and more profitable. Simply, WCP does what every Swiss financial bank does in finance. Basically WCP is a Swiss bank for content. VAI: Is it possible that the Swiss government could grant WCP the same qualifications of a brick-and-mortar financial bank? In that case would the company name change to World Content Bank? Maurizio Zuccarini: I’m sorry, but I cannot comment. In our country, “bank” is as sensitive word. VAI: What can WCP offer to studios that have their own digital delivery systems? Maurizio Zuccarini: WCP will offer better connectivity and eliminate their interface problems — basically working like what a specialist would call a clearing house or a hub. At the same time, WCP offers content providers the opportunity to have a more secure archive or data backup: An all encompassing service that can be defined as “wellness,” which demonstrates that WCP is not just a digital delivery facility. VAI: What does WCP do with clients that can’t accept digital delivery? Maurizio Zuccarini: WCP serves all its clients best according to their needs and specifications. We also provide tapes or the requested material support, and we deliver it by Swiss post and/or other services like FedEx or UPS. VAI: Who are your potential competitors? Maurizio Zuccarini: My inclination is to answer that, so far, we don’t have any competitors. But, obviously, there are many companies that offer some elements of our services with various types of approaches, managing systems and software. The larger of such companies in the U.S. are the ones that provide traditional types of delivery services. Some of those labs are trying to adapt to digital delivery, but at the same time are leveraging their relationships with clients to slow down the digital transition in order to buy more time, which is necessary to adapt. VAI: What is the difference between WCP and the other digital delivery services? Maurizio Zuccarini: Please understand that we are a bank not just a digital delivery service. WCP uses a Swiss bank approach to list what we offer to our clients: “Wellness.” WCP was born after years of research and technological innovations. These elements were joined with components of media and production requirements, in addition to banking operating systems and management. To top it all, WCP has Swisscom’s digital data secure storing and delivery. I don’t believe that others can boast as much skill, security, versatility and quality. VAI: What are your client advantages? Maurizio Zuccarini: “Wellness” all around: Easy to use, security, a solid platform of services, cost savings and a problem-free environment. In other words, WCP gives all clients the opportunity to focus entirely on their own core business. VAI: What is WCP’s business model? Maurizio Zuccarini: It is just like a bank. WCP doesn’t manage rights or sell content. Our revenues are generated solely by the services we offer. VAI: Why, as a newcomer, should studios choose you? Maurizio Zuccarini: First of all because we are a bank — and a Swiss bank at that. Secondly, WCP represents a platform of high quality Swiss services. As indicated earlier, one of our partners, Swisscom, is a state-owned company that certifies safety, security and powerful infrastructures. Plus, as I said, WCP has SUPSI, the Swiss University of Lugano for IT and Media, which collaborated on our software development. Finally, WCP’s plan is to open its main marketing office in Los Angeles and in New York City to be closer to our key clients who will benefit the most from our services. Tapeless in Seattle. Swiss “Bank” Enters B2B Content Delivery D i g i t a l D e l i v e r y Maurizio Zuccarini WCP’s general manager
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