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Creation & Control: Digital Asset Management at Wales on View
 

Creation & Control: Digital Asset Management at Wales on View

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Mark Thomas, Image Resource Manager for Welsh Assembly Government, describes how DAM helps Wales On View accomplish organizational goals, reduce costs, and increase revenue.

Mark Thomas, Image Resource Manager for Welsh Assembly Government, describes how DAM helps Wales On View accomplish organizational goals, reduce costs, and increase revenue.

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    Creation & Control: Digital Asset Management at Wales on View Creation & Control: Digital Asset Management at Wales on View Presentation Transcript

    • DAM IN HERITAGE & CULTURE 2011 Wales On View ‘Creation & Control’ Mark Thomas Image Resource Manager Welsh Assembly Government| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • In this presentation… Background Organizational overview Workflow: image creation Workflow: file-naming and metadata Internal sharing External licensing | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Who We Are| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Background…The Welsh Assembly Government Is the devolved government for Wales, working to help and improve the lives of people in Wales and make Wales a better place in which to live and work Approx 5,000 staffVisit Wales Is the tourism promotional department of the Welsh Assembly Government Is part of the Sustainable Futures Division of the Welsh Assembly Government Approx 130 staff | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View is…The central photographic unit for Visit Wales Full-time staff of 4Main unit functions: Photographic commissioning Digital image post-production / ‘image grading’ Digital asset management for all Visit Wales’ still image and video assets Licensed image distribution to internal and external users | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View statistics… Commissions over 80 photo shoots per year Works with a Framework of 35 external photographers Receives and processes approx 100,000 incoming RAW image files per annum Averages approx 5,000 new images added to main Visit Wales database each year Number of images added grows by approx 15% each year All imagery created by Welsh Assembly Government is Crown copyright | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View statistics… Each year we process approx 2,000 to 2,500 individual image requests We distribute between 18,000 to 20,000 images, per annum, all under license | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • WOV: Image Centralization Project WOV is also responsible for the Image Centralization Project. The aim of Image Centralization is to collect, collate, catalogue and publish all of the imagery commissioned by the Welsh Assembly Government. The Project is currently in the collation phase Current ‘valid’ asset count is approx 82,000 still images and approx 3,500 HD video clips from various departments When ready, select image assets will be made available for browsing via our intranet system (using Portfolio NetPublish) It is the intention to also publish an external image website | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Creating Our Assets| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • WOV: Incoming Workflow Photographers deliver imagery as original camera RAW files The RAWS are loaded to Adobe LightRoom. During loading, the RAW files are converted to Adobe DNG format (our chosen ‘original’ archival file format) | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • WOV: Editing & Grading In LightRoom the DNG files are After finer editing in reviewed, selections Adobe Photoshop, final made, image assets are created by enhancements batch automating the applied and images PSD files to A3-size 8bit are then exported as ProPhoto RGB A3-size 16bit maximum quality JPEG ProPhoto profile files (our chosen asset RGB PSD files storage format) | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • WOV: Metadata Mass IPTC metadata – copyright info, rights, owne The JPEG files are then added r etc – is added to to one of several Extensis the finished JPEG Portfolio catalogues where files by applying a final description metadata is metadata added and embedded template in Adobe Bridge | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • WOV: Handling Video Assets With the use of video increasing, we have had to make decisions as to how to create, handle and standardize the delivery of HD video assets. These assets can be long- form pieces or short B-Roll clips We now have physical stocks of of asset collections on either HDCAM or SD DigiBeta tape for postal distribution We are currently implementing a digital video file storage system utilizing Extensis Portfolio Server and embedded metadata All our HD video clips are stored as: Apple ProRes (HQ) 422 1920x1080 QuickTime Movie files | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Our DAM Approach| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Digital Asset ManagementAs part of Image Centralization, each department that holds images receives…1. One or several Extensis Portfolio Catalogues with which to manage its images2. Extensis Portfolio Client software for select staff within those units who act as catalogue Editors3. Training for those staff in the use of the software as well as briefing on their responsibilities for the assets4. A reference document that outlines the methodology for both applying filenames as well as creating metadata descriptions for their images | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Making use of FilenamesAs an organization we have regularly received image and video assets that contain the usual filename suspects, eg: Img_0001.jpg or Pic- 1.jpgAfter consideration of our requirements we now have a filename structure that captures…1. The broad general geographic area of Wales the image is from2. The department that commissioned the image3. The person that commissioned the image4. The financial year the image was shot in5. A unique sequential number for the image | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Filename BreakdownA typical filename for one of our images would be:SVW-C46-1011-0044This breaks down as:1. SVW (the image was shot in South Wales)2. SVW (the image was shot by Visit Wales)3. -C46- (the 46th shoot commissioned by Visit Wales Commercial)4. -1011- (the 2010 to 2011 financial year)5. -0044 (image number 44 from that shoot) | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • The ‘Description Equation’To simplify creating useful image descriptions, we have implemented a structured - yet flexible – method for building those descriptions.This methodology may be loosely defined as including the following building blocks:1. Macro genre (i.e.: general activity)2. Specific genre / activity type3. Macro geographic location (i.e.: North, Mid or South Wales)4. Localized Geographic location (i.e.: County)5. Specific geographic location (i.e.: town or village)6. Specific detail description of visual image content | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Tourism / Lifestyle | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Tourism / Lifestyle Family (parents and  Image content (parents young son) walking on and young son) walking beach with lighthouse on beach with lighthouse to background to background Wales Coast Path  Specialized location Talacre Lighthouse  Specific location 2 Near Point of Ayr  Specific location 1 Flintshire  Localized location North  Macro location Walking  Specific genre Activities and Sports  Macro genre | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Historic Site | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Historic Site General view in snow  Image content Dolwyddelan Castle  Specific location Cadw Sites  Specialist info SAMN: CN040  Specialist info NGR: SH721523  Specialist info Conwy  Localized location North  Macro location Castles  Specific genre Medieval  General genre 2 Defence  General genre 1 Historic Sites  Macro genre | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Project Funding | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Example: Project Funding Team Zenith - pupils from Bryn Celynnog  Image content Comprehensive School Specific location (female teenage Specialist info pupils) Special STEM (Science ist info Technology  Specialist info Engineering and Mathematics) Cymru project Singapore  Macro location Raising Skills and Training  Specific genre Skills project WEFO Funded Project  General genre  Macro genre | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Using Portfolio| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • How we use Extensis Portfolio Currently all assets contain only descriptive metadata for searching* We use Portfolio’s ‘Gallery’ option to create bespoke collections of images for user requests The Galleries are used to produce Adobe PDFs of low resolution images for quick distribution We use Portfolio’s drag-and-drop functionality to distribute copies of assets across our network We use watched folders to ensure our catalogues of images are constantly synchronized | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • In praise of PDFs…  We use Portfolio’s ‘Gallery’ option to create bespoke collections of images for user requests  This allows us to send relatively large collections to users for them to choose images from  A 62 page / 558 image PDF file can be as small as 6MB in size | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Assets. Values. Ethics.| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Copyright Control All Visit Wales imagery is ‘Crown copyright’ Crown copyright is controlled in the UK by the Office for Public Sector Information (OPSI) OPSI consider photography to be a ‘value added’ asset (i.e.: it carries a commercial value and should be carefully controlled) In order for Visit Wales to distribute the imagery, OPSI have granted a license specifying to whom - and under what circumstances - we can distribute the images | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Requests Control Only Image Centre staff are authorized to access & distribute high resolution imagery All image requests are individually vetted and each must state: o Who the end user is o The ‘wish-list’ of imagery they require o Where & how the imagery will be used Requests correctly matching our policy criteria receive imagery without charge All other ‘commercial’ users must pay for imagery | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Distribution ControlWhile a global image and video website is in development, all requests are currently processed as follows: Incoming requests receive an email containing a URN (Unique Reference Number) PDFs of image thumbnails are dispatched with a response ‘categorizing’* the request Customer sends email listing serial numbers of images required Final imagery is dispatched by FTP or occasionally on CD or DVD, by post | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Our DAM Benefits| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Operational Benefits We are handling our financially valuable assets responsibly We are compliant with our organizational goals of promoting Wales as a destination We are compliant with our Crown copyright license requirements We are protecting our intellectual property We are delivering exactly the right assets to the right customers We are reducing internal IT overhead, through centralized storage and controlled distribution of assets We are increasing revenue and providing greater ROI year-on-year | D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
    • Wales On View Conclusion: Questions & Answers| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1