Metadata: Reaching Your Viewers
by Rachelle Byars-Sargent, Sr. Director, Enteprise Metadata Management, PBS
There are various reasons why it is important to re-assess internal metadata management. One is the rise in knowledge-driven technology. For example, Content Distributors can now distinguish between data and information, and understand how information generates real value for the organization. Real value, as defined by the Association for Intelligent Information Management (aim.org), involves those processes that help us meet our customers’ requirements. And for Public Media, metadata management processes, will greatly improve a viewer’s ability to discover our content.
Keeping up with the Competition
Viewers are presented with an extraordinary amount of content. For instance, some 300 hours of video are uploaded to YouTube by the minute. In addition to the sheer volume of available digital content, there are seemingly endless options for streaming providers. As of early 2018, Netflix had 125 million streaming subscribers worldwide. What’s more, it’s projected that there will be 239.2 million digital video viewers in the United States by 2021—which is up from 213.2 million in 2016.
Multiple System Operator (MSO) program guides now mimic streaming search experiences, by offering viewers recommendations and social buzz to influence ‘what to watch next’. Consistent show metadata is matched with a viewer’s specific tastes and preferences to initialize a personalized discovery session, as described in a free TIVO whitepaper titled “Key Performance Indicators Video Service Providers Must Track to Drive Views and Engagement.”
Ensure Public Media content reaches all audiences
Content discovery starts at the office. It is essential to consistently track metadata internally and with industry standards, as search and recommendation algorithms are not going to be tailored to idiosyncratic data.
Metadata is extremely important for content consumption, but it cannot just be added at the point of distribution. It has to be thoughtfully accumulated and managed from production and/or acquisition to delivery, so that a high quality metadata record is retrievable – not curated - at the time of distribution.
Learn best practices and share best practices across the system
The PBS Enterprise Metadata Management is seeking additional Member Station Steering Committee members, especially from the following areas: Marketing, Programming, and Children’s Media and Education: Click here to apply or make a nomination.