Page 52 - AIB | The Chanel | Issue 1 2012

THE CHANNEL | ANALYSIS
devices, resulting in more and more
viewer attention directed away
from TV spots and towards their
laptops, tablets and smartphones.
This means those 30 second linear
TV spots that agencies convince
brands are worth millions are very
likely to become less valuable in the
future. The fragmentation of the
viewing audience due to an
increasing number of channels to
choose from is another important
factor. More people are watching
TV – viewing figures are going up –
but they are also watching more
channels. And the number and
choice of channels is not going to
decrease in the future – on the
contrary – particularly with the
advent of Over the Top (OTT)
content being fed to the living room
by new gatekeepers like Samsung,
LG, Sony with smart TVs, game
consoles and Blu‐Ray players – and
the powerhouses of Apple, Google,
and perhaps Microsoft.
BI-DIRECTIONAL
As the second‐screen mobile
devices draw attention from
commercials they will become
hugely important in the future
disruption of the current value
chain in the industry... not only
because viewers are drawn there to
istorically, TV
metadata has been
used to supply
Electronic
Programme
Guides (EPGs)
and therefore has
been adequate for description at a
show level. Typically when the
industry talks about TV metadata,
they talk about snippets of
information and images provided
by companies such as Rovi and
Gracenote that can be used for the
descriptive editorial information,
images and multimedia on one
show as a whole.
But what about at the scene
level? And why is temporal
metadata — or Tagging TV — the
new oil? Itʹs now all about applying
metadata not just to a whole piece
of content, but individual chunks
within it, such as a movie scene or
song. Of course, this can be relevant
both for production and search/
discovery... but the real value lies in
providing contextual data on the
second screen — whether that is
curated or automated, factual or
commercial. Let me explain further.
Over $200 bn is being spent
annually in global TV ad spend —
but, viewers are increasingly
watching TV along with their portable
52 | ISSUE 1 2012 | THE CHANNEL
H
Richard Kastelein,
partner at Agora Media
Innovation and
Publisher of
www.appmarket.tv,
gazes into the future
again. This time he
explores the potential
of temporal metadata.
It's all about tagging –
but not as we know it.
When a Porsche shows
up in a movie scene on
your TV, the metadata
will trigger an action on
the second screen,
such as 'Book free test
drive' or 'Models and
prices'. Sounds great
but it's far from easy –
that's why it's the new
oil in the TV industry
TV
TAGGING