Managing Content:Managing Content:The Real Test of Being DigitalThe Real Test of Being Digital

Dennis L. HaarsagerDennis L. HaarsagerDigital Distribution Implementation InitiativeDigital Distribution Implementation Initiative

& Northwest Public Radio& Northwest Public Radio

Digital Distribution Implementation InitiativeDigital Distribution Implementation Initiative

CORE WORKING GROUPCORE WORKING GROUP Ed Caleca, PBSEd Caleca, PBS

Jeff Clarke, KQEDJeff Clarke, KQED

Dennis Haarsager, DDII Dennis Haarsager, DDII consultant; KWSU/KTNW, consultant; KWSU/KTNW, NW Public RadioNW Public Radio

Byron Knight, WisconsinByron Knight, Wisconsin

David Liroff, WGBHDavid Liroff, WGBH

Pete Loewenstein, NPRPete Loewenstein, NPR

Jim Paluzzi, Boise State Jim Paluzzi, Boise State RadioRadio

A strategic investment initiative funded by the Corporation for Public Broadcasting.

Joint Radio

Television External

Managing ContentManaging Content

Elements of Content ManagementElements of Content Management

Content Management InitiativesContent Management Initiatives

Managing Third-Party ContentManaging Third-Party Content

Station ImplicationsStation Implications

The Real Test of Being DigitalThe Real Test of Being Digital

The digital transition is happening, but not The digital transition is happening, but not necessarily according to our scriptnecessarily according to our script

OTA digital broadcasting is, so far, only a OTA digital broadcasting is, so far, only a microscopic playermicroscopic player

In the end, “being digital” for stations won’t be In the end, “being digital” for stations won’t be defined by how we transmit programs OTA, it will be defined by how we transmit programs OTA, it will be in how we produce, store, repurpose and distribute in how we produce, store, repurpose and distribute content and how we build collaborations to achieve content and how we build collaborations to achieve the cost and best practices profiles of our the cost and best practices profiles of our commercial competitors.commercial competitors.

Unlike OTA, “being digital” won’t depend on the Unlike OTA, “being digital” won’t depend on the FCC, iBiquity or the CE industry; it will depend on FCC, iBiquity or the CE industry; it will depend on our imaginations and willingness to change.our imaginations and willingness to change.

Vision for ApplicationsVision for Applications

Simple artist/song title data to share with listeners Simple artist/song title data to share with listeners via the web or HD radio data displayvia the web or HD radio data display

Granular access to information about previous Granular access to information about previous production elements for research, reuse, or production elements for research, reuse, or distribution purposesdistribution purposes

Third-party partnerships for content archiving and Third-party partnerships for content archiving and distributiondistribution

Content Management TechnologyContent Management Technology

Consistent way to describe content assetsConsistent way to describe content assets

Means of accessing those data (called metadata, Means of accessing those data (called metadata, about which more later) and the assets they about which more later) and the assets they describedescribe

Access to Advanced Networks*Access to Advanced Networks*

Networks that can support multiple simultaneous Networks that can support multiple simultaneous applicationsapplications

Integrated storage and telecommunicationsIntegrated storage and telecommunications

Usually Internet Protocol basedUsually Internet Protocol based

Capable of seamless interconnection (peering) with Capable of seamless interconnection (peering) with other advanced networksother advanced networks

*For applications external to the station

Managing ContentManaging Content

Elements of Content ManagementElements of Content Management

Content Management InitiativesContent Management Initiatives

Managing Third-Party ContentManaging Third-Party Content

Station ImplicationsStation Implications

Content Management InitiativesContent Management Initiatives

NPR PRSS ContentDepotNPR PRSS ContentDepot

Public Broadcasting Metadictionary ProjectPublic Broadcasting Metadictionary Project

Media Asset Retrieval SystemMedia Asset Retrieval System

DigitalWellDigitalWell

What Are Metadata?What Are Metadata?

““Data about data,” enabling sophisticated searching Data about data,” enabling sophisticated searching and distribution options in managing contentand distribution options in managing content

In the end, more meaningful to “being digital” than In the end, more meaningful to “being digital” than audio qualityaudio quality

Metadata Dictionary ProjectMetadata Dictionary Project

Funded by CPB, coordinated by WGBHFunded by CPB, coordinated by WGBH

Radio and televisionRadio and television

Stations, distributors, producersStations, distributors, producers

Assisted by experts from library communityAssisted by experts from library community

Quick consensus; extended Dublin CoreQuick consensus; extended Dublin Core

Needs solution for long-term maintenanceNeeds solution for long-term maintenance

Managing ContentManaging Content

Elements of Managing ContentElements of Managing Content

Content Management InitiativesContent Management Initiatives

Managing Third-Party ContentManaging Third-Party Content

Station ImplicationsStation Implications

Providing Reach, Gaining TouchProviding Reach, Gaining Touch

Public radio is a high reach/low touch delivery Public radio is a high reach/low touch delivery medium – serving up nearly 12 billion listener hours medium – serving up nearly 12 billion listener hours per year. Nothing our mission competitors do per year. Nothing our mission competitors do comes close. comes close.

Mission competitors (museums, libraries, Mission competitors (museums, libraries, symphonies, educational institutions) are often high symphonies, educational institutions) are often high touch/low reach enterprises – they can see or touch touch/low reach enterprises – they can see or touch their users.their users.

More and more, mission competitors are using More and more, mission competitors are using disruptive technologies to expand their reach.disruptive technologies to expand their reach.

Arguably, we will benefit from increased “touch” with Arguably, we will benefit from increased “touch” with users.users.

Becoming Digital LibrariesBecoming Digital Libraries

Stations now or soon will own technologies that will Stations now or soon will own technologies that will serve their own content management needs and be serve their own content management needs and be easily extensible to mission-related partners.easily extensible to mission-related partners.

Stations have access to a broad range of content Stations have access to a broad range of content from national and international sources that is from national and international sources that is valuable to community partners, the sharing of valuable to community partners, the sharing of which is enabled by asset management standards which is enabled by asset management standards and advanced networks.and advanced networks.

Content owned by community partners is valuable to Content owned by community partners is valuable to a wider audience, both within the community and a wider audience, both within the community and more broadly.more broadly.

Managing ContentManaging Content

Elements of Content ManagementElements of Content Management

Content Management InitiativesContent Management Initiatives

Managing Third-Party ContentManaging Third-Party Content

Station ImplicationsStation Implications

Station ImplicationsStation Implications

Making the most of digital radio’s capabilities to Making the most of digital radio’s capabilities to provide program information means someone has to provide program information means someone has to feed the beast with song titles, etc.feed the beast with song titles, etc.

Exchange of program material between producers, Exchange of program material between producers, distributors and stations has never been easier and distributors and stations has never been easier and will take more direct routes.will take more direct routes.

Access to advanced networks provides stations with Access to advanced networks provides stations with ability to collaborate on back office and programming ability to collaborate on back office and programming functions.functions.

Because of the capabilities they own, stations can Because of the capabilities they own, stations can position (or reposition) themselves as content position (or reposition) themselves as content managers for mission partners.managers for mission partners.

Managing ContentManaging Content

Elements of Content ManagementElements of Content Management

Content Management InitiativesContent Management Initiatives

Managing Third-Party ContentManaging Third-Party Content

Station ImplicationsStation Implications

Let’s give OTA digital radio a chance to succeed, Let’s give OTA digital radio a chance to succeed, but let’s not be distracted from the real business of but let’s not be distracted from the real business of “being digital.”“being digital.”

Contact InformationContact Information

Dennis L. Haarsager, DDII Consultant

1019 Border Lane, Moscow, ID 83843-8737

208-892-9445 • e-fax 206-770-6100

haarsager@moscow.com

www.technology360.com

Associate Vice President, Educational Telecommunications & Technology, Washington State University

Box 642530, Pullman WA, 99164-2530

509-335-6530 • e-fax 888-455-1070 • haarsager@wsu.edu