Whether it is print, television, radio or digital the adage for media is “Content is King”. The motto has become more prevalent today than ever before.

The digital environment has enhanced the accessibility to media a hundred-fold, however, with social media exploding, there is blurring of lines between factual and vetted content and hype. In addition, the younger generation tend to get their “news” from social media platforms rather than Media Organizations. This can pose a problem for media companies as Facebook, Tik Tok, Twitter etc. can be considered as competitors and divert readers away from bona fide media organizations.

To remain relevant, news companies have incorporated a host of digital platforms into their media mix and are focusing on the insights gained about their audience and media consumption requirements. The collection of data is now the single most important criteria for the success of any media house. However, audience data usage has promoted a host of regulations aimed at protecting the consumer from abuse and increased audience awareness about data usage, which if correctly used the media organization will thrive.

Technology is pivotal for the success for Media organizations. In the research, two extremely important components of Media organizations IT environments are data and content collaboration.


Audience data and its usage is forcing Media companies to accelerate their data programs to reach what is known as data maturity and implement data maturity models.

In brief, data maturity is “a measurement of the extent to which an organization is utilizing their data. To achieve a high level of data maturity, the interpretation, collection and usage of the data, must be fully incorporated into all decision making and practices".

There are a variety of data mature stages to which companies are in, ranging from the basic level, data exists in silos and is merely used and not exploited to its full potential. Data analytics is rudimentary using spreadsheets. The transactional data is the primary business focus. The advanced or mature stage in leadership becomes data-driven and data analytics becomes an indispensable part of the business, powering growth and sparking innovation.


Nutanix offers some the world’s leading data solutions – namely Data Unified Services Platform.

Accommodates all data types including RDBMS, NoSQL, SIEM, files, objects, volumes, and more.

  • Ensures data protection with integrated tools for backup/restore and Data Recover (DR) that are suitable for all data types, eliminating complexity.
  • Provide a rich set of tools to support the diverse needs of your infrastructure, development, database, and application teams.
  • Incorporate web-scale architecture to ensure performance, scalability, resiliency, availability, and speed of deployment.
  • Include tailored services to help you design, deploy, migrate, and operate a data platform suited to your business.

A unified data platform is an integral part of the Nutanix Digital Enterprise Architecture. This architecture places data and applications on the same infrastructure, providing a high level of data locality that eliminates latency and accelerates applications.


Breaking down barriers between the variety of departments within a media organization and working as a unified unit is vital. From the source of the information i.e., the journalists, to editorial, fact checking, design and layout, to proofing and eventually publication all these departments need a co-originated effort to ensure the correct information is delivered to the correct audience.

The solution is Citrix Content Collaboration 

Citrix Content Collaboration provides business-class file sharing, streamlined workflows, and real-time collaboration in one location. The service unifies content from cloud and on-premises storage through the Citrix Workspace UI, with support for customer-managed and third-party cloud repositories.

In addition, Citrix ShareFile helps IT regain control over how corporate data is stored, accessed, synced, and shared, both in the office and in mobile environments. As a content collaboration platform that focuses on security, productivity, and infrastructure modernization, ShareFile gives IT the data security and control they need while delivering on the mobility needs of users.

To fully transform an environment in the Media industry goes beyond data and data related services and content collaboration. Aspects such as network security and optimization, application deployment, workflow, Cloud configuration and Cloud services, all need to be taken into consideration.

Open Architecture Systems can assist organizations in developing strategies, planning and implement, deploy and maintain all necessary elements to ensure a comprehensive IT infrastructure meeting the demands of the digital age. 

However, in conclusion, the two components discussed in this article, are crucial for the sustainability and profitability for Media organizations and technology has become the focal point within the industry.