Media Asset 
Retrieval Systems
ASIST’02

Alison M. White, CPB
Efthimis Efthimidias, University of Washington
Paul Burrows, KUED Media Solutions

November 21, 2002, 8:30 AM

Media Asset Retrieval Systems
•	Welcome to Public Broadcasting

•	a complex, democratic organization
•	in a changing media environment
•	with more content demands
•	and no more $$$
•	with unchanging principles
Media Asset Retrieval Systems
•	Organizational structure

•	National series, delivered locally
•	NOVA, Masterpiece Theatre, ATC,        Fresh Air, etc.
•	“Network” is voluntary alliance of individual licensees

Media Asset Retrieval Systems
•	Follow the money…

YOU (TAXPAYER) 	       
				             CONGRESS

          CPB            LICENSEES      

               PBS and NPR
Media Asset Retrieval Systems
•	Organizational structure

•	Local licensees
•	176 TV licensees, operating more than   300 stations
•	384 radio licensees, operating more than 700 stations
•	National producers and distributors
Media Asset Retrieval Systems
•	Changing media landscape

•	Broadcasting based on scarcity model; content platforms into the home no longer a scarce commodity!
•	Increasing power of media gatekeepers
•	Growing consolidation of ownership and operations
Media Asset Retrieval Systems
•	Changing media landscape

•	Broadcasting based on scarcity model; content platforms into the home no longer a scarce commodity!
•	Increasing power of media gatekeepers
•	Growing consolidation of ownership and operations

Media Asset Retrieval Systems
•	Rising content delivery costs

•	Mandated DTV conversion and dual analog/DTV broadcast
•	Multicast, datacast and HD content required
•	Web content expected for local/national
•	VOD: killer app for digital cable
Media Asset Retrieval Systems
•	A vision of Public Broadcasting’s future

•	Licensees able to deliver core content, on-demand, across a variety of platforms: DTV, Web, Wireless, HD Radio, etc.
•	Licensees engaged in a peer to peer network with other licensees and various partners
Media Asset Retrieval Systems
•	A vision of Public Broadcasting’s future

•	Personalized, customized relationships with constituents
•	An infrastructure that combines strength of local ownership with economic benefits of consolidation
Media Asset Retrieval Systems
•	Asset management framework

•	National distribution of full-length programs from HQ to consumers
•	Multiplatform production
•	National/local distribution of object-length assets
•	Peer to peer content exchange

Media Asset Retrieval Systems
•	National distribution: current

•	Straightforward satellite system to deliver full-length programs
•	Licensees ALL record, save, play back
•	Key program data feed in print and Web formats

Media Asset Retrieval Systems
•	National distribution: advances

•	Compression of audio and video
•	Server storage capacity
•	Terrestrial fiber availability 
•	IP file transferring

Media Asset Retrieval Systems
•	National distribution: Next Gen

•	Hybrid of satellite and terrestrial fiber
•	NRT satellite delivery of non-live content, using IP file exchange
•	Local caching, with national asset management
•	Terrestrial fiber peer to peer

Media Asset Retrieval Systems
•	National distribution: Next Gen

•	Hybrid of satellite and terrestrial fiber
•	NRT satellite delivery of non-live content, using IP file exchange
•	Local caching, with national asset management
•	Terrestrial fiber peer to peer

Media Asset Retrieval Systems
•	National distribution: Next Gen

•	PBS “Orion” program database
•	NPR’s “Content Depot”
•	PBS’ cable MSO VOD/EPG metadata work

Media Asset Retrieval Systems
•	National distribution: Next Gen

•	PBS “Orion” program database
•	NPR’s “Content Depot”
•	PBS’ cable MSO VOD/EPG metadata work

Media Asset Retrieval Systems
•	Multiplatform Production

•	Editorial assets are “digital dowry”
•	Difficult to convert people and processes to AM mindset
•	Costly to implement software/hardware solutions 
•	No proven ROI

Media Asset Retrieval Systems
•	National/local distribution of object-length assets

•	onCourse (K-12)
•	Identify and aggregate object-length assets
•	Metatag and curriculum-correlate
•	Deliver to stations via next generation distribution stations
Media Asset Retrieval Systems
•	National/local distribution of object-length assets

•	onCourse (K-12)
•	Enable search and preview via locally branded website
•	Deliver to school via DTV Datacast
•	LAN distribution to classroom
Media Asset Retrieval Systems
•	Peer to peer content exchange

•	Between producing stations/entities in communities of practice
•	Between stations and partners – universities, historical or art societies, museums, libraries, etc.
Media Asset Retrieval Systems
•	Peer to peer content exchange

•	Rich Media Utility (Internet2)
•	Participants: WPT (UW), KWSU (WSU), Iowa PTV (Iowa State), WPSX (Penn State)
•	Media Asset Retrieval System (MARS)
•	Participants: KCTS/Seattle, University of Washington, KUOW, Seattle public libraries
Media Asset Retrieval Systems
•	Asset management framework

•	National distribution of full-length programs from HQ to consumers
•	Multiplatform production
•	National/local distribution of object-length assets
•	Peer to peer content exchange

Media Asset Retrieval Systems
•	Asset Management foundation

•	Coordination between our large scale tech investments
•	Shared metadata and other protocols
•	Shared Digital Rights Management (DRM) policy and protocols
Media Asset Retrieval Systems
•	Asset Management foundation

•	Coordination between our large scale tech investments
•	Shared metadata and other protocols
•	Shared Digital Rights Management (DRM) policy and protocols
Media Asset 
Retrieval Systems
ASIST’02

Alison M. White, CPB
Efthimis Efthimidias, University of Washington
Paul Burrows, KUED Media Solutions

November 21, 2002, 8:30 AM