Managing Content: The Real Test of Being Digital

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

3. Digital Distribution Implementation Initiative CORE WORKING GROUP • Ed Caleca, PBS • Jeff Clarke, KQED • Dennis Haarsager, DDII consultant; KWSU/KTNW, NW Public Radio • Byron Knight, Wisconsin • David Liroff, WGBH • Pete Loewenstein, NPR • Jim Paluzzi, Boise State Radio A strategic investment initiative funded by the Corporation for Public Broadcasting. Joint Radio TelevisionExternal

4. Managing Content • Elements of Content Management • Content Management Initiatives • Managing Third-Party Content • Station Implications

5. 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.

6. 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

7. 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

8. 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

9. Managing Content • Elements of Content Management • Content Management Initiatives • Managing Third-Party Content • Station Implications

10. Content Management Initiatives • NPR PRSS ContentDepot • Public Broadcasting Metadictionary Project • Media Asset Retrieval System • DigitalWell

11. 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

12. 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

13. Managing Content • Elements of Managing Content • Content Management Initiatives • Managing Third-Party Content • Station Implications

14. 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.

15. 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.

16. Managing Content • Elements of Content Management • Content Management Initiatives • Managing Third-Party Content • Station Implications

17. 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.

18. 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.”

19. Contact 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