FIAT/IFTA MMC Seminar May 2015. MAM and Metadata. David Klee - Univision

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MAM and Metadata
David Klee
FIAT/IFTA MMC Seminar 2015

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MAM and Metadata
 Introduction & Background
 Approaches
 Time-Based Metadata
 Production Value Chain
 Planning for the Future

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About Me
• MS, Information
Management
• BA, Broadcasting
• BS, Political
Science
ASU
• Grip
• Stats
• Camera
Freelance
• Editor
• Media Manager
• Assistant Director
AZ
Cardinals
• Editor/Producer
• Technology
Coordinator
• DAM / MAM
SRP
• MAM Systems
Engineer
• Manager, Media
Software
Integration
NBC
• Director, Media
Management
Technologies
Univision

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Approaches

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Value Chain
Raw Material ValueProcess

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Value Chain
Raw Material ValueProcess
Raw
Content
Distributable
Asset
Live Show
Archival
Asset

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Is more always better?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Quantity
Outcome
Less More
Better
Worse

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Is more always better?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Ice Cream
Enjoyment
Less More
Better
Worse

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Is more always better?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Ice Cream
Enjoyment
Less More
Better
Worse

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Is more always better?
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Ice Cream
Enjoyment
Less More
Better
Worse

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The Inverted U
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0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Quantity
Outcome
Less More
Better
Worse

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The Inverted U: In Theories
Yerkes-Dodson Law (1908)
Workplace Performance Sports Psychology
Malcolm Gladwell, David and Goliath (2013)

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The Inverted U: Metadata
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Category
4
Unstructured Text
Search
Experience
Less More
Better
Worse

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Time-Based Metadata

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Approaches to Time
Time-Text
• Timecode marker (often no duration) and text blob
• EBU-TT, SCC, MCC, Multiple Edit Systems
Sub-Items / Clips
• Grouped by time
• Duration
• Complex
schemas
Strata / Tracks
• Grouped by
subject and time
• Duration or mark
• Simple schemas

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Time-Text

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Sub-items / Clips
Sub-item 2
Clip Title Phoenix Sunset
Objects Car, plane,
building
Location Tempe, AZ
People
Comments This is a great
shot for our
project!
Sub-item 1
Clip Title Debate
Objects Crowd, tent,
television
Location ASU
People Jesse Jackson,
Karl Rove
Comments Laughing
Sub-item 3
Clip Title Fiesta Bowl 2005
Objects football, football
team
Location Sun Devil Stadium
People
Comments
outin outin outin

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Strata / Annotation Tracks
Strata
Clip Title
Objects
Location
People
Comments
Debate
Phoenix
Sunset
Fiesta Bowl
2005
ASU Tempe, AZ Sun Devil Stadium
Jesse
Jackson
Karl
Rove
Laughing Sad
plane team
best
car
Phoenix, AZ

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Metadata in the Value Chain

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Video Production Value Chains
Raw
Content
Distributable
Asset
Live Show
Archival
Asset

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Agile User Stories
As a [user role],
I want to [perform an action]
so that I [can achieve a goal].

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Review
As a video reviewer, I want to mark time-based comments so that
I can provide information to downstream users and editors.
• Producer notes / Edit instructions
• Standards reviews
• Detailed content logging
Information Types
• Edit systems (internal)
• Logging tools (internal or external)
Data Sources
• Identify metadata with long-term value
• Direct data-entry into management tools
• Different strata for different purposes with defined data models
Approaches

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Edit
As a video editor, I want to mark time-based comments so that I
can easily locate the footage I need during a project.
• Editor comments
Information Types
• Edit systems (internal)
Data Sources
• Identify metadata and process for long-term value
Approaches

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Edit
As a media manager, I want to preserve edit information so that I
can delete source media and restore content if necessary.
• Edit Decision List (EDL)
Information Types
• Editor Software (EDL)
Data Sources
• Store EDL
• Capture EDL information into time-based information
Approaches

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Package
As a video editor, I want to apply technical metadata so that I can
package my finished content for distribution.
• Segment starts and stops
• Unique identifiers
• Captioning data
Information Types
• Edit systems (internal)
• Captioning providers (internal/external)
Data Sources
• Capture captions where possible, strata or other time-text formats
• Challenging metadata hand-offs for technical purposes
Approaches

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Package
As a distribution manager, I want to apply descriptive metadata
so that I can maximize digital discoverability of my content.
• Descriptive information
• Search Engine Optimization (SEO)
• Time-based clip information
Information Types
• Digital syndication platforms
Data Sources
• Capture information in other systems
• Time-based clips as subclips
Approaches

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Others
As a producer, I want to save show rundown and planning
information so that I can reconnect with content when needed.
As a digital librarian, I want to apply descriptive metadata so that
I can maximize internal discoverability of content.
As a digital librarian, I want to capture user-generated metadata
so that I can maximize discoverability of content.
As a programmer, I want to register my program so that I can
start a series of downstream work to prepare it for distribution.

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Conclusion

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Raw Material ValueProcess
Closing Thoughts
Le mieux est l'ennemi du
bien.
The perfect is the enemy of
the good.
-Voltaire
"La Bégueule" (1772)

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Thank You!