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

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

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

5. The Real Test of Being Digital The digital transition is happening, but not necessarily according to our script The digital transition is happening, but not necessarily according to our script OTA digital broadcasting is, so far, only a microscopic player OTA digital broadcasting is, so far, only a microscopic player In the end, being digital for stations wont 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. In the end, being digital for stations wont 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 wont depend on the FCC, iBiquity or the CE industry; it will depend on our imaginations and willingness to change. Unlike OTA, being digital wont 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 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 Granular access to information about previous production elements for research, reuse, or distribution purposes Third-party partnerships for content archiving and distribution Third-party partnerships for content archiving and distribution

7. Content Management Technology Consistent way to describe content assets Consistent way to describe content assets Means of accessing those data (called metadata, about which more later) and the assets they describe 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 Networks that can support multiple simultaneous applications Integrated storage and telecommunications Integrated storage and telecommunications Usually Internet Protocol based Usually Internet Protocol based Capable of seamless interconnection (peering) with other advanced networks Capable of seamless interconnection (peering) with other advanced networks *For applications external to the station

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

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

11. What Are Metadata? Data about data, enabling sophisticated searching and distribution options in managing content Data about data, enabling sophisticated searching and distribution options in managing content In the end, more meaningful to being digital than audio quality In the end, more meaningful to being digital than audio quality

12. Metadata Dictionary Project Funded by CPB, coordinated by WGBH Funded by CPB, coordinated by WGBH Radio and television Radio and television Stations, distributors, producers Stations, distributors, producers Assisted by experts from library community Assisted by experts from library community Quick consensus; extended Dublin Core Quick consensus; extended Dublin Core Needs solution for long-term maintenance Needs solution for long-term maintenance

13. Managing Content Elements of Managing Content Elements of Managing Content Content Management Initiatives Content Management Initiatives Managing Third-Party Content Managing Third-Party Content Station Implications 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. 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. 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. More and more, mission competitors are using disruptive technologies to expand their reach. Arguably, we will benefit from increased touch with users. 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 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. 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. 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 Elements of Content Management Content Management Initiatives Content Management Initiatives Managing Third-Party Content Managing Third-Party Content Station Implications Station Implications

17. Station Implications Making the most of digital radios capabilities to provide program information means someone has to feed the beast with song titles, etc. Making the most of digital radios 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. 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. 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. 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 Elements of Content Management Content Management Initiatives Content Management Initiatives Managing Third-Party Content Managing Third-Party Content Station Implications Station Implications Lets give OTA digital radio a chance to succeed, but lets not be distracted from the real business of being digital. Lets give OTA digital radio a chance to succeed, but lets 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