There is so much content being produced that finding and using the right content, in the right way, can only be achieved through comprehensive metadata tools and search tools. In the latest in our series exploring the importance of metadata, Paul Turner, VP of Enterprise Product Management provides Telestream’s view.
The Broadcast Bridge: What types of metadata does your product capture?
Paul Turner: Metadata plays an enormous role in almost every media production process. In Telestream Vantage systems, metadata is used to actively and dynamically change workflow functions according to the technical properties of the media. The Telestream Vantage products can process metadata in sidecar xml files, or embedded in MXF files. It can also process what we call ‘work orders’, that is metadata contained in CSV files. More than that, Vantage can create metadata by automatically analysing files, and it can convert metadata between different stylesheets so that the metadata can be used by different systems.
The Broadcast Bridge: Please provide an example of how metadata is incorporated into a typical workflow using your product and the benefit this brings
Paul Turner: In a very simple example, but one that is common in news ingest, Vantage can examine metadata on files that come into a news organisation, examine this to decide the resolution, aspect ratio and even orientation of the shot, and then apply the necessary processing rules to get this story into the news production system as quickly as possible. This allows broadcast news companies to benefit from footage that comes from the massive number of video cameras in phones that are now first on the scene at almost every incident.
Another example concerns delivery of media to social media sites and online video platforms. These all require metadata, which can often be the same data with different label names and formats. Vantage is able to condition a single super-set of metadata so that media can be syndicated to multiple social media and OVP sites with minimal operator input.
The Broadcast Bridge: How might metadata be used as a future business or editorial driver with your product?
Paul Turner: Dynamic Ad Insertion (DAI) relies upon on a lot of specific metadata that must be provided in the content. DAI offers huge additional advertising opportunities for VOD providers. We have seen several customers use Vantage to automate the conditioning of media and provision of metadata for DAI services, such as those offered by Sky in the UK.
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