Disney s Mission: Metadata a 7 year case study

1. Disney�s Mission: Metadata a 7 year case study �Disney, AMIA Digital Asset SymposiumMay 11, 2007

2. Disney AMIA Digital Asset Symposium, May 11, 2007 Disney 1.0: In the beginning, there was the business need: MAM Mission 2000: interoperability 2002: nomenclature and standards Disney 2.0: 2003 and 2004, integrate vocabularies, build taxonomy 2005: coordinating systems Mission Update Disney 3.0: 2006 metadata information to semantics 2007: ontology and relationships

3. Disney AMIA Digital Asset Symposium, May 11, 2007 Mission 2000 Media Asset Management Find, track and exchange media assets between global business units and business partners, in a rapidly evolving new media marketplace.

4. Disney AMIA Digital Asset Symposium, May 11, 2007 Metcalfe�s Law The current situation at TWDC, and its future state. Pros: MAM applications closely aligned with BU requirements Investment is spread over multiple BU, at their behest Cons: Multiple, costly integrations per system Difficult to search and share assets Rigid, inflexible architecture that is slow to adapt to new opportunities Many points of potential failure Upgrading or changing any single system immediately affects all interconnected systems Enterprise costs, and duplication of investment, is largely hidden Custom integrations with vendor systems limit vendor flexibility List of all of the systems that are currently shopping for MAM systems. There are at least 40 significant BU systems that we are aware of. The current situation at TWDC, and its future state. Pros: MAM applications closely aligned with BU requirements Investment is spread over multiple BU, at their behest Cons: Multiple, costly integrations per system Difficult to search and share assets Rigid, inflexible architecture that is slow to adapt to new opportunities Many points of potential failure Upgrading or changing any single system immediately affects all interconnected systems Enterprise costs, and duplication of investment, is largely hidden Custom integrations with vendor systems limit vendor flexibility List of all of the systems that are currently shopping for MAM systems. There are at least 40 significant BU systems that we are aware of.

5. Disney AMIA Digital Asset Symposium, May 11, 2007 Centralize Systems, Applications, Content A single MAM application is a potential solution to the current situation. One that other studios have tried (WB) with varying levels of success. Cons: Doesn�t fit all BU requirements � more of a lowest common denominator subset of functionality. Requires the migration of all existing BU users and assets into the system. BU get user interface �skin� flexibility, but little opportunity to tailor functionality to their needs. BUs must wait for BU specific enhancements. No vendor, or existing application, has a solution for the breadth and depth of TWDC. Marries TWDC to a single vendor/integrator. Controlled by a committee. Pros: Enables searching across collections. Enables sharing of assets across collections. A single MAM application is a potential solution to the current situation. One that other studios have tried (WB) with varying levels of success. Cons: Doesn�t fit all BU requirements � more of a lowest common denominator subset of functionality. Requires the migration of all existing BU users and assets into the system. BU get user interface �skin� flexibility, but little opportunity to tailor functionality to their needs. BUs must wait for BU specific enhancements. No vendor, or existing application, has a solution for the breadth and depth of TWDC. Marries TWDC to a single vendor/integrator. Controlled by a committee. Pros: Enables searching across collections. Enables sharing of assets across collections.

6. Disney AMIA Digital Asset Symposium, May 11, 2007 Interoperability through shared standards The group and collection of voluntary teams across TWDC responsible for defining a shared media infrastructure, services and supporting operational models to leverage and share media and information across the organization. Priority 1 Projects & their Corresponding Project Sheets Publish MAM Strategy, Roadmap & Operations - RM Corp Media Strategy - Publish MAM Strategy Roadmap Establish Shared Media Services Organization - RM Corp Media Strategy - Establish Media Services Organization Metadata Standards by Usage Type - RM Corp Media Strategy - MAM Policies Standards Practices Standard Delivery Specification for Electronic Media - RM Corp Media Strategy - MAM Policies Standards Practices File Format Standards by Usage Type - RM Corp Media Strategy - MAM Policies Standards Practices Encapsulation/Packaging Standards - RM Corp Media Strategy - MAM Policies Standards Practices Interoperability Standards - RM Corp Media Strategy - MAM Policies Standards Practices Minimum Metadata Standards - RM Corp Media Strategy - MAM Policies Standards Practices Storage Standards - RM Corp Media Strategy - MAM Policies Standards Practices Acquisition Standards - RM Corp Media Strategy - MAM Policies Standards Practices Security Standards - RM Corp Media Strategy - MAM Policies Standards Practices Nomenclature/Taxonomy Standards - RM Corp Media Strategy - MAM Policies Standards Practices Preservation Standards - RM Corp Media Strategy - MAM Policies Standards Practices Asset Ownership & Stewardship Standard & Policy - RM Corp Media Strategy - MAM Policies Standards Practices Internationalization Assessment - RM Corp Media Strategy - MAM Policies Standards PracticesThe group and collection of voluntary teams across TWDC responsible for defining a shared media infrastructure, services and supporting operational models to leverage and share media and information across the organization. Priority 1 Projects & their Corresponding Project Sheets Publish MAM Strategy, Roadmap & Operations - RM Corp Media Strategy - Publish MAM Strategy Roadmap Establish Shared Media Services Organization - RM Corp Media Strategy - Establish Media Services Organization Metadata Standards by Usage Type - RM Corp Media Strategy - MAM Policies Standards Practices Standard Delivery Specification for Electronic Media - RM Corp Media Strategy - MAM Policies Standards Practices File Format Standards by Usage Type - RM Corp Media Strategy - MAM Policies Standards Practices Encapsulation/Packaging Standards - RM Corp Media Strategy - MAM Policies Standards Practices Interoperability Standards - RM Corp Media Strategy - MAM Policies Standards Practices Minimum Metadata Standards - RM Corp Media Strategy - MAM Policies Standards Practices Storage Standards - RM Corp Media Strategy - MAM Policies Standards Practices Acquisition Standards - RM Corp Media Strategy - MAM Policies Standards Practices Security Standards - RM Corp Media Strategy - MAM Policies Standards Practices Nomenclature/Taxonomy Standards - RM Corp Media Strategy - MAM Policies Standards Practices Preservation Standards - RM Corp Media Strategy - MAM Policies Standards Practices Asset Ownership & Stewardship Standard & Policy - RM Corp Media Strategy - MAM Policies Standards Practices Internationalization Assessment - RM Corp Media Strategy - MAM Policies Standards Practices

7. Madi Solomon

8. Disney AMIA Digital Asset Symposium, May 11, 2007 2001: Descriptive Metadata Built a media portal requiring minimum metadata Promote asset sharing Encouraged collaboration through a Nomenclature Registry

9. Disney AMIA Digital Asset Symposium, May 11, 2007

10. Disney AMIA Digital Asset Symposium, May 11, 2007

11. Disney AMIA Digital Asset Symposium, May 11, 2007 ABC Cable Networks Group ABC Family ABC Film & Video Library (Washing, D.C.) ABC Photo Archives ABC Photography ABC Television Network ABC TV Network, Public Relations ABC News Video Resources Library Animation Research Library Buena Vista Home Entertainment Buena Vista Television Buena Vista International TV Consumer Products Corporate Employee Communications Corporate Graphics Corporate IT, Knowledge Management Disney Animal Kingdom Disney Channel, New Media Disney Design Group Library Disney Enterprise Portal Disney Interactive Disney Online Disney Publishing Worldwide Disney Store Disney Toon Studios Disney Video Premiers Disneyland Advertising 100 members representing 51 business unit divisions.100 members representing 51 business unit divisions.

12. Disney AMIA Digital Asset Symposium, May 11, 2007 Ratified a Core Metadata Standardized cataloging: Best Practices Used a common nomenclature: controlled vocabularies Constructed a taxonomy Used thesaurus functions to bridge dialects 2003-2004: The Nomenclature Forum

13. Disney AMIA Digital Asset Symposium, May 11, 2007 2003: Media Technology Board formed (top executive steering committee)

14. Disney AMIA Digital Asset Symposium, May 11, 2007 Governance framework The formal program within which core MAM services, tools, applications, workflow and best practices fit into. Tasks fit into the MAM Program if they are foundational to delivering Shared Media Services and applications within TWDC business areas. Priority 1 Projects & their Corresponding Project Sheets Media Bus/Monorail - RM Core MAM - Media Monorail Deployment Jellyroll - RM Core MAM - Jellyroll Deployment WMLS Re-Engineering - RM Core MAM - WMLS Re-Engineering Mapping Critical Asset Workflow Assessment - RM Core MAM - Mapping Critical Asset Workflow Assessment Metadata Mapping - RM Core MAM - Metadata Mapping Nomenclature/Taxonomy - RM Core MAM - Nomenclature and Taxonomy Upgrade MARS for Interoperability - RM Core MAM - Upgrade to Interop-MARS Upgrade Media Portal for Interoperability - RM Core MAM - Upgrade to Interop-Media Portal Upgrade VISION for Interoperability - RM Core MAM - Upgrade to Interop-VISION Upgrade WMLS for Interoperability - RM Core MAM - Upgrade to Interop-WMLS Tweak Time-Based DAM Application (Jellyroll) for Interoperability - RM Core MAM - Upgrade to Interop-Timebased DAM Upgrade Other TWDC Libraries for Interoperability - RM Core MAM - Upgrade to Interop-Other Libraries Priority 2 and Above Projects (Project Sheets Still Being Developed) Unified View of an Asset Federated Search VISION Project MAM Policies and Standards Media Viewers Cataloging Tools Ingest Tools Packaging Tools Import / Export Tools Collaboration Tools Process Tracking Tools Request, Delivery and Tracking Tools Streaming Tools The formal program within which core MAM services, tools, applications, workflow and best practices fit into. Tasks fit into the MAM Program if they are foundational to delivering Shared Media Services and applications within TWDC business areas. Priority 1 Projects & their Corresponding Project Sheets Media Bus/Monorail - RM Core MAM - Media Monorail Deployment Jellyroll - RM Core MAM - Jellyroll Deployment WMLS Re-Engineering - RM Core MAM - WMLS Re-Engineering Mapping Critical Asset Workflow Assessment - RM Core MAM - Mapping Critical Asset Workflow Assessment Metadata Mapping - RM Core MAM - Metadata Mapping Nomenclature/Taxonomy - RM Core MAM - Nomenclature and Taxonomy Upgrade MARS for Interoperability - RM Core MAM - Upgrade to Interop-MARS Upgrade Media Portal for Interoperability - RM Core MAM - Upgrade to Interop-Media Portal Upgrade VISION for Interoperability - RM Core MAM - Upgrade to Interop-VISION Upgrade WMLS for Interoperability - RM Core MAM - Upgrade to Interop-WMLS Tweak Time-Based DAM Application (Jellyroll) for Interoperability - RM Core MAM - Upgrade to Interop-Timebased DAM Upgrade Other TWDC Libraries for Interoperability - RM Core MAM - Upgrade to Interop-Other Libraries Priority 2 and Above Projects (Project Sheets Still Being Developed) Unified View of an Asset Federated Search VISION Project MAM Policies and Standards Media Viewers Cataloging Tools Ingest Tools Packaging Tools Import / Export Tools Collaboration Tools Process Tracking Tools Request, Delivery and Tracking Tools Streaming Tools

15. Disney AMIA Digital Asset Symposium, May 11, 2007 The taxonomy for media and entertainment

16. Disney AMIA Digital Asset Symposium, May 11, 2007 Top level hierarchies: inferred meaning Disney Asset Format Types Business Units Content Classifications Subject Keywords Main Titles/Properties Characters Personal Names

17. Disney AMIA Digital Asset Symposium, May 11, 2007

18. Disney AMIA Digital Asset Symposium, May 11, 2007 ! �We have now entered a third stage, where serving information effectively to a known constituency is not sufficient.� ...In today�s digital environment, the context of content is a vast international network of digital materials and services. Objects, metadata and colelctions should be viewed not only within the ocntext of the projects that created them but as building blocks that others can reuse, repackage, and build services upon....In today�s digital environment, the context of content is a vast international network of digital materials and services. Objects, metadata and colelctions should be viewed not only within the ocntext of the projects that created them but as building blocks that others can reuse, repackage, and build services upon.

19. Disney AMIA Digital Asset Symposium, May 11, 2007 Moving from Information Architecture to Semantic Technology Information architecture Database structure Metadata as identifiers Identifiers Conditions or status Dates Thesaurus / Taxonomy Representational structure

20. Disney AMIA Digital Asset Symposium, May 11, 2007 Support relationship between the analog asset and any digital format representation

21. 2006: The new mission

22. Disney AMIA Digital Asset Symposium, May 11, 2007 FRBR Group 1 Entities: Pirates of the Caribbean

23. Disney AMIA Digital Asset Symposium, May 11, 2007

24. Disney AMIA Digital Asset Symposium, May 11, 2007 Taxonomy to Ontology:from a vertical to lateral faceted classification system Asset Format Types Business Units Content Classifications Subject Keywords Main Titles/Properties Characters Personal Names

25. Disney AMIA Digital Asset Symposium, May 11, 2007 The Disney Media Monorail �

26. Disney AMIA Digital Asset Symposium, May 11, 2007

27. Disney AMIA Digital Asset Symposium, May 11, 2007 What�s next? Architecture of participation

28. Disney AMIA Digital Asset Symposium, May 11, 2007 Thank you