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Vuulr launches EMA Asia to promote single cohesive standard in exporting film and TV content


By Shawn Lim | Reporter, Asia Pacific

March 6, 2018 | 3 min read

Vuulr has announced a partnership with the Entertainment Merchants Association (EMA), an international trade body for the entertainment content industry, to launch EMA Asia.


EMA will provide specifications for standardising metadata about content assets and avails data containing rights availability.

The EMA will provide core specifications for standardising metadata about content assets and avails data containing rights availability, usually required by content buyers from producers. Presently, the industry in Asia does not operate under a single cohesive standard, which hinders efforts to export film and TV content globally.

The adoption of EMA’s recommended best practices will change this by opening up global markets for Asian content producers and removes the friction in delivery of content, enabling it at a lower cost and greater speed for both buyers and sellers (producers), than current analogue practices allow.

Vuulr, a blockchain-based online marketplace, also hopes that the consistency in data format, which is currently being used by major Hollywood studios, broadcasters and over-the-Top (OTT) buyers like Netflix and Google, will eliminate inaccuracies, create greater cohesion and enhance productivity among content buyers and sellers.

“It has long been a goal of ours to expand the reach of EMA and its digital supply chain efficiency solutions beyond the U.S. market,” noted Mark Fisher, president and chief executive of EMA. “EMA Asia allows us to connect with the large and important community of content providers and retailers in Asia using the regional expertise and experienced leadership team of Vuulr.”

Vuulr will use this partnership to bring EMA’s standards, specifications and best practices to the doorstep of content owners in China, India, Japan, South Korea, and Southeast Asia, through conferences, seminars, workshops and consultation.

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