Put your. focus. metadata into HITS, 5/25/2017. Jukka Paajanen, Regional Technology Innovation Lead, Avanade Southwest

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2 Put your metadata into focus HITS, 5/25/2017 Jukka Paajanen, Regional Technology Innovation Lead, Avanade Southwest

3 Agenda Metadata: what Metadata: why Creation Curation Sharing Call to action

4 What is metadata Most organizations only think of metadata in the context of part of the process Development (working) title, EIDR, storyline, (high-level) scenes Pre-Prod Cast, details on scenes, locations, sets/plans, some props Production Appearance, product placement, raw footage and takes, cast and extras, props Post Prod Cuts, props, final edits Distribution Marketing materials, fanfacing descriptions, etc. Residuals, product placement revenue

5 Metadata: why Every production uses metadata, but today it is recreated multiple times over Marketing Materials, promotions... Show me all scenes of a series with turkey and a specific character In most studios today, metadata that could be shared is not. Every function (re)creates its own metadata Costly, wastes time, not efficient, and has quality issues Some stories Lawyers watching different final edits with stopwatches to determine how long actors are on the scenes for correct residuals payments Distribution recreating themes and actorto-scene mapping to allow for efficient searching of scenes Product placement not fully billed due to missing data Re-sell footage not used in a project findability of reusable scenes based on metadata Unions and other external instances Audits, public relations Archiving Who did what where Production /Title Finance Residuals and product placement Distribution Versions of the film, different channels Production Scenes, cast, props...

6 Why not frequent pushback and remediations We don t need it Everyone uses it, you are just not noticing it -> build a business case Causes more work Suboptimization issue maybe in one department but not across -> understand the case across the organization, not just one department Reluctant to give information away Internal culture issue remember, other departments are re-creating the data anyway ->foster a more sharing culture No master data source Excuse not to do anything about it -> sharing metadata from same source helps harmonize + can introduce master data source Technically hard to share Maybe in the past, not anymore With the caveat of closed platforms -> Implement a data hub Too many legal/ compliance risks Reality: the data is handled anyway, whether original (correct) or recreated (often less so) -> understand the real data flow and what risks incorrect data may create

7 Creation Every production uses metadata, but today it is recreated multiple times over Business Effectiveness Quality Cost savings Each function capturing what they need separately and keeping to themselves Manual (re)capture Pulling some metadata automatically from filming, editing, etc. (timestamps, exposure, location, etc.) Sharing Excel files Technical capture Few departments sharing some metadata using (usually) Excel files A central store for all the metadata with proper security and versioning settings reusable by all departments Automated capture Image recognition Person recognition Speech-to-text Location recognition Object recognition... Operational metadata hub

8 Automatic metadata creation Machine recognizing characteristics of scenes rapidly evolving and maturing Automatic machine recognition of video is maturing fast Frequently called machine learning or cognitive services Character: Walter White Actor: Bryan Cranston Age: 50s Emotion: confusion Character: Marie Schrader Actor: Betsy Brandt Age: late 30s Emotion: suspicion Location: indoors (Location from script: Albuquerque) Location: car wash (text seen in other frames) Theme: confession (from speech-to-text) E.g. Azure (Microsoft), Watson (IBM), multiple open source libraries, Amazon and Google rumored to be working on something

9 Metadata curation Not all the uses have the same need Many of the attributes either change over time E.g. Title Or have different values depending on the stage in process E.g. description will be different in pre-distribution and distribution Or based on the variant E.g. total length will depend on the version of the final cut Allow for metadata to be versioned and create multiple parallel labels or versions of the same attribute They can still provide the original value as a starting point and later phases in the process can override for their needs Production Description Title Length

10 Sharing Metadata Creating or dismantling information silos Unions and other external instances Audits, public relations Archiving Who did what where Marketing Materials, promotions... Show me all scenes of a series with turkey and a specific character Production /Title Finance Residuals and product placement Distribution Versions of the film, different channels Production Scenes, cast, props... Many of the departments deal with the same base data Non-sharing culture Recreating the same data points (with discrepancies) Each department only does exactly what s needed for their own needs More data discrepancies Sharing culture Single creating, multiple uses Optimizing across the entireprise Single shared data source

11 Call to action For successful change, people, process, and technology all need to be addressed People Foster sharing culture Help people understand why their minor additional effort may reduce other s work Process Digitize the data remove papers where possible Map where data gets created and how to share it Technology Create a data hub or other sharing mechanism for all the data Build digital tools across the entire process

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