Transcript Managing Content: The Real Test of Being Digital Dennis L. Haarsager Digital Distribution Implementation Initiative & Northwest Public Radio.

Managing Content:
The Real Test of Being Digital
Dennis L. Haarsager
Digital Distribution Implementation Initiative
& Northwest Public Radio
Digital Distribution Implementation Initiative
CORE WORKING GROUP
 Ed Caleca, PBS
 Jeff Clarke, KQED
A strategic investment
initiative funded by the
Corporation for Public
Broadcasting.
 Dennis Haarsager, DDII
consultant; KWSU/KTNW,
NW Public Radio
 Byron Knight, Wisconsin
 David Liroff, WGBH
 Pete Loewenstein, NPR
 Jim Paluzzi, Boise State
Radio
Joint
Radio
Television
External
Managing Content
 Elements of Content Management
 Content Management Initiatives
 Managing Third-Party Content
 Station Implications
The Real Test of Being Digital
 The digital transition is happening, but not
necessarily according to our script
 OTA digital broadcasting is, so far, only a
microscopic player
 In the end, “being digital” for stations won’t be
defined by how we transmit programs OTA, it will be
in how we produce, store, repurpose and distribute
content and how we build collaborations to achieve
the cost and best practices profiles of our
commercial competitors.
 Unlike OTA, “being digital” won’t depend on the
FCC, iBiquity or the CE industry; it will depend on
our imaginations and willingness to change.
Vision for Applications
 Simple artist/song title data to share with listeners
via the web or HD radio data display
 Granular access to information about previous
production elements for research, reuse, or
distribution purposes
 Third-party partnerships for content archiving and
distribution
Content Management Technology
 Consistent way to describe content assets
 Means of accessing those data (called metadata,
about which more later) and the assets they
describe
Access to Advanced Networks*
 Networks that can support multiple simultaneous
applications
 Integrated storage and telecommunications
 Usually Internet Protocol based
 Capable of seamless interconnection (peering) with
other advanced networks
*For applications external to the station
Managing Content
 Elements of Content Management
 Content Management Initiatives
 Managing Third-Party Content
 Station Implications
Content Management Initiatives
 NPR PRSS ContentDepot
 Public Broadcasting Metadictionary Project
 Media Asset Retrieval System
 DigitalWell
What Are Metadata?
 “Data about data,” enabling sophisticated searching
and distribution options in managing content
 In the end, more meaningful to “being digital” than
audio quality
Metadata Dictionary Project
 Funded by CPB, coordinated by WGBH
 Radio and television
 Stations, distributors, producers
 Assisted by experts from library community
 Quick consensus; extended Dublin Core
 Needs solution for long-term maintenance
Managing Content
 Elements of Managing Content
 Content Management Initiatives
 Managing Third-Party Content
 Station Implications
Providing Reach, Gaining Touch
 Public radio is a high reach/low touch delivery
medium – serving up nearly 12 billion listener hours
per year. Nothing our mission competitors do
comes close.
 Mission competitors (museums, libraries,
symphonies, educational institutions) are often high
touch/low reach enterprises – they can see or touch
their users.
 More and more, mission competitors are using
disruptive technologies to expand their reach.
 Arguably, we will benefit from increased “touch” with
users.
Becoming Digital Libraries
 Stations now or soon will own technologies that will
serve their own content management needs and be
easily extensible to mission-related partners.
 Stations have access to a broad range of content
from national and international sources that is
valuable to community partners, the sharing of
which is enabled by asset management standards
and advanced networks.
 Content owned by community partners is valuable to
a wider audience, both within the community and
more broadly.
Managing Content
 Elements of Content Management
 Content Management Initiatives
 Managing Third-Party Content
 Station Implications
Station Implications
 Making the most of digital radio’s capabilities to
provide program information means someone has to
feed the beast with song titles, etc.
 Exchange of program material between producers,
distributors and stations has never been easier and
will take more direct routes.
 Access to advanced networks provides stations with
ability to collaborate on back office and programming
functions.
 Because of the capabilities they own, stations can
position (or reposition) themselves as content
managers for mission partners.
Managing Content
 Elements of Content Management
 Content Management Initiatives
 Managing Third-Party Content
 Station Implications
 Let’s give OTA digital radio a chance to succeed, but
let’s not be distracted from the real business of
“being digital.”
Contact Information
Dennis L. Haarsager, DDII Consultant
1019 Border Lane, Moscow, ID 83843-8737
208-892-9445 • e-fax 206-770-6100
[email protected]
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 • [email protected]