The integration between Ortana Media Group and EMAM represents a significant development for media organizations seeking to modernize their operations through enhanced workflow automation and system interoperability. This partnership combines Ortana's Media Aware Workflow Engine (MAWE) with EMAM's comprehensive media management platform to address the complex challenges facing broadcast, media, government, and corporate organizations in today's fragmented technology landscape.
At the core of this integration is MAWE, which serves as a coordination layer between systems, abstracting complexity while allowing eMAM to operate within a broader, integration-led architecture. This approach enables customers to transform point-solution silos into end-to-end workflows that reflect how media, data, and metadata move through their business. Simon Harper, Channel and Partner Manager at Ortana, explained that "eMAM is a great example of how Cubix Connect and our new Connect Widget can help customers easily migrate media and metadata from legacy MAM systems and LTO-based archives into eMAM in a controlled, repeatable way."
The practical implications of this integration are substantial for organizations managing media assets across multiple platforms and storage systems. Through MAWE, the integration brings workflow automation and orchestration directly into eMAM, providing what Harper describes as "the integration and orchestration layer that allows us to bring over 160 integrations into the eMAM ecosystem." This extensive integration capability helps eMAM customers connect to existing infrastructure and services while adding automation, metadata enrichment, and highly scalable workflow control during modernization efforts.
The partnership extends the eMAM ecosystem through Ortana's portfolio of more than 160 API-based integrations, spanning storage, cloud services, AI and machine learning, transcode, quality control, identity management, asset management, and archive platforms. This expansion allows eMAM customers to support a wider range of infrastructure choices and future-proof their environments as requirements evolve. David Miller, President at EMAM, commented on the collaboration, stating, "We are excited to work together with Ortana to offer even more tools and flexibility for our customers."
For media organizations, this integration addresses several critical operational challenges. The combined solution enables users to work across departmental, technical, and geographic barriers through collaborative editing and design tools. AI and manual tagging power search features allow eMAM users to quickly find the best media across any storage or archive system. Finished media can be shared by email and social media, used in newsroom and broadcast systems, or packaged and delivered to social media, streamers, and other platforms.
The timing of this announcement coincides with industry events where the companies will showcase their combined solution, including a webinar on Tuesday February 17 (https://attendee.gotowebinar.com/rt/7318179422755201627) and the upcoming National Association of Broadcasters Convention in Las Vegas on April 18-22. These demonstrations will provide organizations with practical examples of how the integration reduces the risk and complexity of migration while laying foundations for scalable automation, enrichment, and long-term interoperability.
Organizations can learn more about EMAM's solutions by visiting http://www.emamsolutions.com and http://www.emamcloud.com. The eMAM platform, with its various product lines including eMAM Vault, eMAM Publish, eMAM Workgroup, eMAM Enterprise, eMAM Cloud Service, and eMAM Cloud Platform, meets diverse media asset management and workflow management needs across local, hybrid, and cloud environments.
This integration matters because it represents a practical approach to solving the interoperability challenges that have long plagued media organizations attempting to modernize their operations. By enabling organizations to connect existing systems while adding automation and workflow orchestration, the partnership between Ortana and EMAM provides a pathway for media companies to enhance productivity without requiring complete system overhauls. The ability to maintain connections to over 160 technology partners through API integrations ensures that organizations can preserve their existing technology investments while gradually implementing more sophisticated automation and workflow management capabilities.
