In today’s Media & Entertainment (M&E) landscape, data is no longer a passive byproduct of creative, operational, and distribution workflows. It is an under-leveraged asset with immense potential—if managed intentionally. This keynote introduces “Data as a Product” (DaaP), a transformative framework that applies product management principles to data, emphasizing ownership, usability, discoverability, quality, and lifecycle thinking. Unlike traditional data management approaches, which focus primarily on infrastructure or storage, DaaP elevates data to the status of a strategic product—curated, maintained, and used with purpose. This session will demystify what DaaP is, how it differs from traditional enterprise data approaches, and why it is essential for studios, broadcasters, streamers, and technology vendors navigating increasingly complex data ecosystems.