1) The document discusses the importance and opportunities of leveraging metadata in the entertainment industry. It describes how metadata can be used across a content's lifecycle to enable new experiences and unlock business value. 2) Metadata describes various attributes of content, people, and events that can be used to power recommendations, advertising, and discovery across multiple platforms. 3) As consumers access content across more screens, metadata will be crucial to providing uniform, personalized experiences no matter where viewers engage with entertainment programming.

1. Importance and Opportunity of
Metadata in Entertainment
Jeremy Horn
October 2014
Viacom

2. About
The Product Guy
meetup.com/theproductgroup
linkedin.com/in/theprododucctguy
jhorn@theproductguy.com
@theproductguy
tpgblog.com/

3. Product & Metadata
• Leveraging content metadata to enable new opportunities

4. What is Product Management?
• Key Skills
• Communication Skills
• Leading through Influence
• Learning Skills
• Business Acumen
• Love for Products
• Eye for Detail
• Domain expertise
• Analytical Skills

5. Entertainment
Product
• Consumer Needs & Behavior
• Industry Trends & Emerging
Standards
• Social Behavior
• Major Programmers, MVPDs,
Distributors
...and with the key goal...
Business
Value

6. Entertainment
Change Happens

8. 70+% of people
cannot find
anything to
watch on
television

10. It’s OK.
Over 1/3 of viewers
miss the start of
shows they really
want to see

11. 84% of mobile owners use devices while
watching TV

12. More Screens. More Viewing.

13. More Screens. More Viewing.
• TV + PC + Phone + Tablet = 2X TV-only

14. More Screens
Result in Consuming
More Content In Less Time

15. More Screens
Result in Consuming
More Content In Less Time
1 Hour > 1 Hour

17. Really.
Anywhere.

18. > 60% of people watch
more TV when there are
more ways to watch it
• 31% re-watch episodes
• 22% binge at least once
• 65% watch recent episodes
• 62% watch old seasons
• 60% seek truly intuitive search

19. METADATA
About that Data

20. Q: Leveraging what? A: metadata
• Content
• Video
• People
• TV Shows
• Movies
• Recipes
• Events

21. I Know a Person
• What do you know?
• Name
• Age
• Profession
• Guest Appearances
• Jokes
• Favorite Movie
• Awards Won
• Nominations Received
 Event (which event?)

23. From Whence It Came
• Content Supply Chain
• Hey! Wait! What’s that?

24. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Tape, Location, Drive, Bitrate, Resolution, Aspect Ratio, Name / Title

25. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Dates & Times, Exclusives, Mobile, Countries, Music, Images

26. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Windowing, Linear, Digital, Partners, Websites, Devices

27. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Title, Description, Relationships, Localization, Contextualization, Experience

28. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Genre, Activities, Brands

29. r
Distribution
Enrichment
Editorial
Scheduling
Rights
Raw Assets
Major Programmers, MVPDs, Distributors, Duration, Quantity, Consumption, Usage
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu

30. r
Enrichment
Editorial
Scheduling
Rights
Raw Assets
32 kbit/s
16:9
Time Warner Cable
Week 2: + VOD
US-only Clips
Start: Oct. 16, 2015 00:00 ET
The Daily Show
Episode 13493
Awkward Political Humor
Hulu
Distribution

31. Where More +
Content Lifecycle of Perpetual
Enrichment and Optimization
Always Expanding and Improving
• Onsite Activity
• Offsite Activity
• Enrichment

32. Doing it Well
For Example

33. Google Search & Rich Snippets
• Reviews, People, Products, Businesses, Recipes, Events, Music

34. Facebook News Feed
• Current Location
• Friends Preferences
• Demographics
• Likes / Fans
• Past Ad Interactions
• Content Sentiment
• Colors
• Categories
• ...and a lot of our earlier examples

36. Innovating
Unlocking that Value

37. Consumers are Increasingly Content Centric
• Video
• Movies
• Television
• Music
• Bundles based on...
• An actor
• A genre
• A demographic group

38. Watching TV “Together”
• Intrinsically linked to social interactions
• In a room
• Through Devices
• Twitter
• Game consoles

39. Across All Devices
• Leverage strengths
• Collection & Presentation
• Uniform and Accessible

40. Multiplatform!
• Go beyond delivering the Linear
Experience to Digital
• Enable and Enrich through Metadata

41. Discovery
• Understand that query.
Is it a(n)..
• Actor
• Cartoon Character
• Superhero
• New Catch Phrase
• Search by any facet of your metadata
• Find Anything
• Find it Anywhere

42. Recommendations
• Deeper understanding
through metadata
• Similarity clustering
• Real-time
• Inform Programming
• Help people discover /
start / expand the latest
trend!

43. Advertising
• Better targeting
• More relevant
• More useful
• Less Ad-y
• More Mone-y

44. So, ask yourself?
• How will we...
• Add value?
• Reinforce linear?
• Reinforce any platform?
• Raise the long-tail?
• Bolster virality of sharing?
• Get our content "found"
• Give users more of what they want
(before they know they want it)?

45. Future Proof your Products
• Always be looking to
make that
metadata cake richer.
New relationships.
New descriptions.
New sources.
New analysis.
• NEXT:
Review your products.
Analyze, brainstorm, test.

46. Questions?

47. Sources & Further Reading
• http://www.kpcb.com/internet-trends
• http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/
2014%20Reports/the-digital-consumer-report-feb-
2014.pdf
• http://www.slideshare.net/eswcsummerschool/eswc-ss-2012-
thursday-keynote-lora-aroyo-notube-this-is-future-tv
• http://blog.viacom.com/2014/10/tveverywhere/