Still from Camel cigarette commercial “What Cigarette Do You Smoke, Doctor?” In 1950-1960s R. J. Reynolds, manufacturer of Camels, ran numerous commercials in print and on television with medical professionals endorsing the cigarettes.

FROM VAULT TO COMPUTER SCREEN: SHARING MOVING IMAGE TREASURES FROM THE LEGACY TOBACCO DOCUMENTS LIBRARY WITH THE WHOLE WORLD

Polina E. Ilieva, Project Archivist, LTDL Multimedia Collection

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Legacy Tobacco Documents Library LTDL     Tobacco Control Archives established at UCSF in 1994 Legacy Tobacco Documents Library (LTDL) launched in 2002 11 million documents (60+ million pages) covering advertising, marketing, manufacturing, and research aspects of the tobacco industry Everything is online, no reading room August 12, 2010

LTDL Multimedia Collection

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 Added to LTDL in 2006  7,600 video and audio recordings  Contains focus groups, internal corporate meetings, depositions of tobacco industry employees, government hearings, corporate communications, and commercials August 12, 2010

What LTDL Collects?

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LTDL Multimedia Collection Minnesota Depository Roswell Park Cancer Institute Smokeless Tobacco Corp., N.Y. Guildford Depository, UK August 12, 2010

Online Video Watching

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 32.4 billion videos viewed on the Internet in Jan. 2010  12.8 billion videos viewed at Google sites (YouTube)  Average YouTube users watched 93 videos in Jan. 2010 (50% increase vs. year ago)  173 million U.S. Internet users watched online video in Jan. 2010 August 12, 2010

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How to Make LTDL Audio and Video Recordings Accessible to Users?

August 12, 2010

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Partnership with the Internet Archive  Internet Archive provides free access to its collections in diverse formats: text, audio, moving images, software, and archived websites From Flickr by misterbisson August 12, 2010

IA Terms of Use

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 List of acceptable formats  “You may upload movies that you own the copyright to, or that are in the public domain.” August 12, 2010

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Copyright by Ron Morgan

Copyright

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 The LTDL doesn’t own the copyright to the tobacco industry items it is preserving, it is a permanent digital repository of materials that were opened through litigation and made public under the Master Settlement Agreement (MSA) of 1998.

 “Fair Use” doctrine of the Copyright Act August 12, 2010

Digitization and Reformatting

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 Done through vendors in Minnesota (MSA), New York (USST), and London (BAT)  Originals are on VHS tapes and audio cassettes  Some items are in VOB format (converted to mpg.)  Newly digitized items in MPEG-2 format August 12, 2010

What Archivists Can Do on IA?

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        Provide an overview of the collection Add links to home site and other related collections Select spotlight item List contributors Browse by subject/keyword View list of recently reviewed items View recently uploaded items (just in) View lists of most downloaded items of all times, last week, and last month (titles and # of downloads) August 12, 2010

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Home Page Features August 12, 2010

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Home Page Features August 12, 2010

What Archivists Can Do?

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 The IA interface allows you to easily upload a multimedia item  Add metadata  Create tailored metadata fields  Add link to the record of this item on main LTDL site August 12, 2010

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IA Metadata August 12, 2010

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IA Metadata August 12, 2010

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Item on LTDL August 12, 2010

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Item on IA August 12, 2010

Interaction with Users

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       UCSF Tobacco Control Archives Forum, not very active Visitors can post unsolicited reviews Reviews also include questions, comments, descriptions, essays, discussions, replies Mostly anonymous – screen name (title, review, and rating) “Heavy users” posted 45 comments out of 100 “Heavy user” posted 5 or more reviews on IA site “90-9-1” rule by Neil Swidey August 12, 2010

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Interaction with Users 57 items reviewed, 4.2% of items reviewed 100 reviews 1,364 items As of July 6, 2010 August 12, 2010

Obstacles

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 Sometimes uploading is very slow  When a mistake is made it can take a week to correct it   Funding Copyright August 12, 2010

Stats

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   As of now more than 1,400 video items and 230 audio recordings are online As of July 2010, our videos on the Internet Archive have been downloaded and streamed over 360,000 times and audio items 17,000 times The most popular video: Virginia Slims Commercials was downloaded 23,717 times since August 2006 August 12, 2010

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Stats August 12, 2010

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Stats – Referrals from IA to LTDL August 12, 2010

Results

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   Facilitates reference process, if we don’t have an item online we can upload it Facilitates outreach and publicity “Niche collection” with limited appeal are discovered by general public and researchers from diverse fields August 12, 2010

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Will they find us? YouTube!

“Moving images at the center of the culture” To a first approximation the Internet is words on a screen — Google, papers, blogs. But this first glance ignores the vastly larger underbelly of the Internet — moving images on a screen. People (and not just young kids) no longer go to books and text first. If people have a question they (myself included) head first for YouTube…. New visual media are stampeding onto the Nets. This is where the Internet's center of attention lies, not in text alone. Kevin Kelly, “An Intermedia With 2 Billion Screens Peering Into It” Response to the 2010 Edge Question: How Has The Internet Changed The Way You Think?

August 12, 2010

Will they find us? YouTube!

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  Five things people associate with YouTube:  Fun, Viral, Hip  Copyright infringement  Creates/Destroys reputation/brand Why use YouTube?

 Archival users are there  Outreach and Promotion  Crowdsourcing for metadata  New audiences August 12, 2010

What is YouTube?

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      Created in 2005 Now a subsidiary of Google Videos can be sent through e mail, embedded in blogs, websites and shared on social networks Can be accessed through computers, TVs, or mobile devices Uses television terminology, your “channel” contains all submitted movies Discoverable through Google and other search engines August 12, 2010

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LTDL Channel: http://www.youtube.com/user/ltdlmultimedia August 12, 2010

Metadata for Videos

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     Metadata associated with each item: title, description, tags, and a category for both the video and thumbnail that will be displayed on the front page.

No limitations on the amount of metadata that the owner can provide for each video Links to videos used in this compilation on the Internet Archive and Multimedia Collection on LTDL. Descriptive titles You may control privacy, comments, embedding, video responses, rating, syndication (available on mobile phones and TV) options August 12, 2010

Issues

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  Inappropriate Related Videos: If an institution finds the content of some of these videos offensive, they can report them by flagging as “inappropriate.” Inappropriate comments: Can be removed or flagged for spam August 12, 2010

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New: Captions, Transcripts, Translations, Annotation       You can add annotations (same as in Flickr): speech bubble, notes, spotlight Invite others to add annotations Captions: Add your own captions and/or transcript Request machine captions (Google experimental service, not on all channels), will be automatic later Translate captions Download captions with time-code (improve them and upload again ) August 12, 2010

Stats: Insight

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    Number of views Discovery: 47%Youtube search, 28% related videos, 10% shared virally Demographics: 87% male, 13 % female Community: 82% USA, 10% Canada, Germany, UK August 12, 2010

Assessment of YouTube Use

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      Time commitment on the part of the archivist to respond to reviews and answer questions.

May generate more requests for copies/uploads.

Inappropriately related videos, current promotions for tobacco products, for example.

Offensive reviews and requests.

Attracting new users for so called “niche collections.” Promotion for collection and institution.

August 12, 2010

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Assessment of YouTube Use  Our videos have been viewed 41, 796 times  We have a blockbuster: Smokeless tobacco videos had 39, 937 views in a year and a half  In about a year and a half we got 183 unique visits to the LTDL page from YouTube  Our channel had 952 views  101 comments (99 for smokeless tobacco)  Research material for UCSF scientists studying smokeless tobacco users August 12, 2010

Future Plans

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      Add more Favorites (from similar collections, institution) How to stand out? Promote (paid service) Enhanced channels (Library of Congress) through YouTube.edu

Social metadata/Crowdsourcing Let users repurpose your videos creatively SEO (search engine optimization) tags, Google partnership status AdSense and Promoted videos August 12, 2010

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LTDL Workflow Physical Metadata UCSF Library LTDL Multimedia collection LTDL

DB/Website

Access/Promo Internet Archive

Access

YouTube

Promotion

August 12, 2010

• Upload the whole collection online • Add new video compilations to our YouTube channel to promote this collection •Use reviews for collection development, metadata creation/description and outreach

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August 12, 2010

41 Polina E. Ilieva, CA

Project Archivist UCSF Library and CKM

[email protected]

http://legacy.library.ucsf.edu/