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Infographic on importance of video metadata in future of audiovisual entertainment from RAMP.
But it's not just about discovery. It's also about monetisation in terms of temporal metadata and linking contextual tCommerce opportunities and contextual data providing an enhanced companion experience on the second screen.
Historically, TV metadata has primarily been descriptive – used to supply Electronic Programme Guides (EPGs) – and is used for search purposes in finding content. Therefore it has been adequate for description at a show level. Typically when the industry talks about TV metadata, they talk about snippets of information and images provided by companies such as Rovi and Gracenote that can be used for the descriptive editorial information, images and multimedia on one show as a whole.
But it’s not just about TV anymore - data taxonomies for TV have been the same for 60 years - we are now entering the era where it’s about taking a TV programme or Film as a starting point and looking to vastly different parts of a consumer entertainment sphere to find answers to the following question - what else is relevant to offer viewers from internet, social, commerce, gaming and real world? The greatest challenge of the future is cultivating and curating temporal metadata (scene-based) — or what some call tagging TV — and this will play a significant role in the future evolution of living room entertainment, how it’s monetised and how it affects user behaviour.
Audience user behaviour is clearing changing with the advent of Social TV and second screen engagement amplified by tablet and smartphone usage while watching TV rapidly on the rise. According to Nielson1, 88 per cent of tablet owners in the U.S. use their device while watching TV at least once a month, 45 per cent do so on a daily basis, and more than a quarter (26 per cent) go into multitask mode several times a day (media stacking). Numbers for the UK and Europe are similar. This sets the stage for utilizing temporal metadata in news ways by using the XML tags to link to contextual data, commerce opportunities and social chatter on the topics. In scheduled and real time with linear TV and asynchronously with VOD assets and catchup TV.