In Broadcast September 2012 - 68


WWW.INBROADCAST.COM | ISSUE 12 - SEPTEMBER 2012

InMEDIA Metadata Part II: Extra Screen Value
With tape-based workflows metadata was typically lost at each step in the workflow process, or captured in only fragmentary form. With the transition to file-based workflows, and the requirement for outputs in multiple versions, there is not only the ability to preserve metadata throughout the chain, but a much greater need to do so, since its value is much higher than it was in a broadcast-only world. “The big picture is that now customers are searching for content among hundreds of possible sources and delivery options, the metadata to find that content is far more important than it was in the days of simply changing the channel until you found something to watch,” explains Kevin Usher, Avid’s Director of Solutions Development. “The biggest pitfall is to view metadata as an afterthought. It is actually integral to the value of the finished product. Precisely the same media output, but stripped of its metadata, loses between 10 and 50 percent of its value in a complex delivery, search-heavy environment.” bring up the right quality choices when watching, for example, NetFlix or Hulu and ensures the right codec is matched with the right devices and the right DRM. “Descriptive metadata is technically solved, but is mostly a user interface and scale problem,” says Parker. “The ability to put together a summary of a film or TV show combined with the actors/ cast, a price point, and an availability date by country is a pretty standard capability for nearly all video delivery solutions. Doing that in many countries across many different business models, devices, and billions of consumers is the scale problem. Doing it in a manner that allows the consumer to easily find what he/she is looking for is mostly the user interface problem.”

Adrian Pennington

Adrian Pennington discovers that descriptive metadata which follows the content from start to finish promises to radically increase the worth of a programme and the second screen experience...

68

Second screen driven by Civolution’s ACR technology

In Context
However, it is contextual metadata, or as some would have it ‘temporal tagging’, which is the hardest to collate and the most valuable, Parker suggests. Capturing information that describes the scene is critical to driving a good user experience and to support better e-commerce and advertising across second screens. “At this moment a second screen application could identify that you are watching Friends, but the next generation application will be able to exactly recognise which scene/ segment you are watching,” says Andy Nobbs, CCO of Civolution, a developer of automatic content recognition technologies. “This information can be used to push additional targeted advertisements, for example: ‘Do you want to buy the dress which Rachel wears at this moment’. US developer Watchwith (previously known as RCDb) offers a platform which adds a layer of timebased metadata to programming and according to CEO Zane Vella, provides the essential foundation for time-data event creation, integration, control, syndication and measurement. According to Richard Kastelein, CEO of Agora Media Innovation

Productive Data
Metadata can mean different things at different stages in a programme’s life. One broad schema suggests the finished asset could be broken into three layers of metadata: technical (frame rate, frame size, commercial break, bit rate and so on); descriptive (summary, actors, director, reviews); and contextual (what objects are in the scene, what is happening). The first is a requirement to deliver a quality video service no matter the channel of delivery, the second is critical to search and recommendation, and the third is critical for any higher value experiences (better commerce, contextual advertising, discovery of new content for a consumer). According to Chuck Parker, Chairman at the Second Screen Society and Digital Media Executive at Digital Video Space Consulting, the issue of technical metadata is largely solved, allowing users to

which publishes second screen resource ‘appmarket.tv’, contextual metadata needs to become part of the creation process. “The production workflow of the future needs to include some kind of tagging platform based on XML which allows for creatives to identify, for example, the dress that is being worn, the car being driven, the brand that is tied to the scene,” says Kastelein. “But the infrastructure and common standards are just not there yet in the production workflow nor in the broadcast playout systems. There needs to be a convergence of technology and creativity... a fusion of XML and script writing.”

Value Added
How much metadata should the content creator or app developer try to capture? The answer is unfortunately a function of cost, advises Parker: “Since you don’t know the use case ahead of time, for example, commerce, advertising or better user-experience, you need to capture as much as you can upfront, normalise it for the array of use cases you foresee in the near term, and then leverage third party services to supplement or re-tag in an automated fashion in future.” While content discovery is a crucial part of consumer engagement, for

Joe Trainor, Managing Director, Deluxe Media Technologies the greater difficulty is how to generate enough useful metadata that morphs and scales over time into something that describes the media fully and aids discovery. “How do we do this in a way that maintains relevance and is created at a cost that is a 10th of the manual processes out there today?” he asks. There are a multitude of technologies being used to capture information within a scene and to trigger applications which are synced to what is happening on screen. These include speech-totext, object and facial recognition, watermarking, time-code stamping, brand recognition, frame-accurate scene extraction and finger printing. One of Civolution’s technologies deploys subtle changes in audio, imperceptible to the human ear, to act as a unique audio fingerprint. When picked up by the second screen device this triggers the population of relevant information into the device. “Speech and facial recognition technologies do give a lot of information about the asset, much more than a manual process – but they have their limitations,”
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http://www.linkedin.com/home?trk=hb_tab_home_top http://www.twitter.com/inbroadcast http://www.youtube.com/watch?v=qpzEatLsHdE&feature=youtube_gdata_player http://www.facebook.com/pages/InBroadcast-e-zine/226166444076212 http://itunes.apple.com/gb/app/inbroadcast/id468652679?mt=8 http://WWW.INBROADCAST.COM http://www.civolution.com/syncnow/ http://www.appmarket.tv

Table of Contents for the Digital Edition of In Broadcast September 2012

InNEWS Globosat Credits Tsl on Sportv Installation
BT Installs Snell Upgrade
InSOUND Merging Changes Gear With Horus
InSTUDIO Christie Presents Array of Projectors
InGEAR Multicam Systems Exhibit at Ibc
InGEAR Hitachi Ships 16-Bit 3g Sk-Hd1200 Camera
InGEAR Bosch Corner Silverstone With Electro-Voice
InREVIEW Exploring 3d: The New Grammar of Stereoscopic Filmmaking
InMEDIA Masstech: Mam for Leading Sports Channels
InMEDIA Scheduall Offers Full Interoperability
In Broadcast September 2012 - intro
In Broadcast September 2012 - Cover1
In Broadcast September 2012 - Cover2
In Broadcast September 2012 - 3
In Broadcast September 2012 - InNEWS Globosat Credits Tsl on Sportv Installation
In Broadcast September 2012 - 5
In Broadcast September 2012 - BT Installs Snell Upgrade
In Broadcast September 2012 - 7
In Broadcast September 2012 - 8
In Broadcast September 2012 - 9
In Broadcast September 2012 - 10
In Broadcast September 2012 - 11
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In Broadcast September 2012 - InSOUND Merging Changes Gear With Horus
In Broadcast September 2012 - 39
In Broadcast September 2012 - 40
In Broadcast September 2012 - 41
In Broadcast September 2012 - 42
In Broadcast September 2012 - 43
In Broadcast September 2012 - 44
In Broadcast September 2012 - InSTUDIO Christie Presents Array of Projectors
In Broadcast September 2012 - 46
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In Broadcast September 2012 - InGEAR Multicam Systems Exhibit at Ibc
In Broadcast September 2012 - 57
In Broadcast September 2012 - InGEAR Hitachi Ships 16-Bit 3g Sk-Hd1200 Camera
In Broadcast September 2012 - 59
In Broadcast September 2012 - 60
In Broadcast September 2012 - 61
In Broadcast September 2012 - 62
In Broadcast September 2012 - InGEAR Bosch Corner Silverstone With Electro-Voice
In Broadcast September 2012 - 64
In Broadcast September 2012 - 65
In Broadcast September 2012 - 66
In Broadcast September 2012 - InREVIEW Exploring 3d: The New Grammar of Stereoscopic Filmmaking
In Broadcast September 2012 - 68
In Broadcast September 2012 - 69
In Broadcast September 2012 - InMEDIA Masstech: Mam for Leading Sports Channels
In Broadcast September 2012 - 71
In Broadcast September 2012 - InMEDIA Scheduall Offers Full Interoperability
In Broadcast September 2012 - 73
In Broadcast September 2012 - 74
In Broadcast September 2012 - 75
In Broadcast September 2012 - Cover4
In Broadcast September 2012 - S1
In Broadcast September 2012 - S2
In Broadcast September 2012 - S3
In Broadcast September 2012 - S4
In Broadcast September 2012 - S5
In Broadcast September 2012 - S6
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
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http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201512
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