It is Day Two at the India Conference. And the Newsroom and the Printing groups come together for a common session - the focus is on Digital Asset Management.

Peter Resele, managing director, Comyan Gmbh, Germany says he intends to give a new perspective to newspapers so as to go beyond the traditional archiving.

"We need a hub to gather all content and redistribute and reuse it and it is central to media organizations,"suggests Resele.

"It is key that everything you produce goes back to the central database. Thats a challenge," he says.

This system then becomes the Content Backbone of media organizations.

Points to keep in mind -

1. Start this process early.
2. Make it scalable. One needs a powerful database system and search engine since collection of objects is huge.
3. Production workflows need to be optimized.
4. Editorial Archiving Integration. "This is most important and complex too."

Resele's final word to delegates - do not put off plans for media asset management. "It is a deep integration with many edit systems," he says.