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Accelerate Enterprise Digital Transformation for Sustainable Change
Highlights
- In a world driven by the subscription economy, media and entertainment (M&E) companies are looking for ways to deliver perpetual value to consumers to retain them and maximise content lifetime value across channels.
- Larger M&E companies have, however, grown with legacy systems from years of mergers and acquisitions, and siloed operations that continue to limit end-to-end visibility, slowing down decision-making.
- TCS Crystallus™ for Media and Entertainment enables organisations to streamline and simplify their value chain from ideation to production, content to audience experience and revenue realisation, enhanced by artificial intelligence (AI)-driven insights that deliver business value.
- The offering enables greater control over the return on investment (ROI) of content, accelerates the journey from greenlight to market, and aligns monetisation across revenue streams.
- This ensures M&E houses operate with agility of digital-native players while bringing in the scale of established enterprises.
In this article
Overview
With content democratisation and splintered audience attention across channels, control and monetisation become the new media imperative.
The media and entertainment (M&E) industry is being reshaped by a rapid expansion in content creation and a shift in how audiences discover and consume it. What was once a capital-intensive, controlled process for content production is now far more accessible and pervasive, driven by multiple digital platforms and evolving technologies. At the same time, audience behaviour is changing rapidly, particularly in the younger demographics, who resonate more with social media content than with paid content, TV and movies.
This has made M&E houses rethink their monetisation strategy. They are now moving beyond linear distribution and traditional marketing to an algorithm-driven content discovery, personalised engagement, and a broader mix of diverse innovative strategies spanning advertising, subscriptions, licensing, and commerce.
Yet, much of the underlying business continues to operate on legacy systems and in silos. Disconnected workflows across core journeys spanning concept, intellectual property (IP) and talent management, content development, audience engagement, and revenue realisation limit visibility of the processes. This leads to fragmented insights and delayed revenue recognition or leakage, slowing decision-making across the business and reducing the lifetime value of content.
To deliver seamless experiences, and improve control over content performance, media organisations need a unified digital core that connects audience, content, commerce, and revenue in real-time, with artificial intelligence (AI) enhancing decisions at critical touch points.
Solution
TCS Crystallus™ for Media and Entertainment is designed to streamline and simplify how organisations manage content, engage audiences, and drive revenue across the business.
The offering provides a unified digital backbone reinforced by a robust lead-to-cash engine supporting advertising sales, subscription management, content monetisation, and merchandising rights-out along with talent and IP management and studio operations support. Pre-built AI capabilities enhance decision quality, enabling informed actions across key workflows. It forms a connected foundation bringing together consumer, partner, and commercial interactions into a single operating model.
Built on composable business application principles, the offering leverages platforms such as Salesforce, SAP S/4HANA, and ServiceNow.
Its key capabilities include pre-configured journeys for:
- Talent and IP management – enables intelligent intake, evaluation, and governance of creative ideas, scripts, and IP through streamlined talent collaboration, review, and greenlight workflows
- Integrated studio operations – support multi-level scheduling, coordination, and communication across production environments
- Content monetisation – enables merchandising rights sales, advertising sales, and subscription management through unified contract, rights, and financial processes across titles, partners, and markets
- Sustainability features – brings gamification in net-zero targets, promotes brand responsibility, health, and safety for personnel and materiality matrix framework for M&E
For organisations at different stages of transformation, TCS Crystallus for Media and Entertainment also enables creation of a digital experience layer on top of the existing core systems to accelerate business value delivery without requiring large-scale system replacements.
Benefits
The offering helps deliver seamless real-time, persona-based experiences across the media ecosystem with your investments.
TCS Crystallus for Media and Entertainment enables media firms to adopt a product-centric operating model powered by AI, helping them align revenue streams, improve visibility, and accelerate cash realisation.
This offering helps organisations:
- Accelerate transformation with lower risk of business disruption through industry‑aligned, clean‑core capabilities built for media enterprises.
- Improve time-to-content with streamlined talent and IP workflows with end‑to‑end visibility across the lifecycle.
- Maximise monetisation and profitability across titles, territories, platforms, and release windows.
- Strengthen financial control and cash realisation with unified visibility, title-level insights, and optimised participations.
- Enable faster, more informed decisions with real-time insights using AI‑driven processes across content performance, monetisation and inventory utilisation.
- Unlock agility and scalability through re-usable AI agents, orchestration workflows, and a flexible digital experience layer.
The TCS advantage
TCS has deep media expertise, backed by enterprise-scale transformation capabilities.
We combine our deep domain understanding of the media, entertainment, and broadcasting industry with cross-industry insights and strong technology capabilities to help organisations navigate complex transformations. With extensive experience across content, audience, and monetisation workflows, TCS enables M&E enterprises evolve into organisations that can change audience behaviours, business models, and market dynamics.
Our ecosystem of leading partners such as Salesforce, SAP, and ServiceNow, and extensive expertise across these platforms, allows TCS to provide integrated, scalable, and hyper-personalised solutions and experiences tailored to meet the unique needs of M&E transformation projects. The solutions can also be adopted in brownfield mode to leverage existing investments. This ensures the flexibility required to adapt and grow in a rapidly evolving enterprise.