1. Still from Camel cigarette commercial “What Cigarette Do You Smoke, Doctor?” In 1950-1960s R. J. Reynolds, manufacturer of Camels, ran numerous commercials in print and on television with medical professionals endorsing the cigarettes.

2. FROM VAULT TO COMPUTER SCREEN: SHARING MOVING IMAGE TREASURES FROM THE LEGACY TOBACCO DOCUMENTS LIBRARY WITH THE WHOLE WORLD Polina E. Ilieva, Project Archivist, LTDL Multimedia Collection

3. Legacy Tobacco Documents Library LTDL  Tobacco Control Archives established at UCSF in 1994  Legacy Tobacco Documents Library (LTDL) launched in 2002  11 million documents (60+ million pages) covering advertising, marketing, manufacturing, and research aspects of the tobacco industry  Everything is online, no reading room August 12, 2010 3

4. LTDL Multimedia Collection  Added to LTDL in 2006  7,600 video and audio recordings  Contains focus groups, internal corporate meetings, depositions of tobacco industry employees, government hearings, corporate communications, and commercials August 12, 2010 4

5. What LTDL Collects? August 12, 2010 5 LTDL Multimedia Collection Minnesota Depository Roswell Park Cancer Institute Smokeless Tobacco Corp., N.Y. Guildford Depository, UK

6. Online Video Watching  32.4 billion videos viewed on the Internet in Jan. 2010  12.8 billion videos viewed at Google sites (YouTube)  Average YouTube users watched 93 videos in Jan. 2010 (50% increase vs. year ago)  173 million U.S. Internet users watched online video in Jan. 2010 August 12, 2010 6

7. How to Make LTDL Audio and Video Recordings Accessible to Users? August 12, 2010 7

8. Partnership with the Internet Archive  Internet Archive provides free access to its collections in diverse formats: text, audio, moving images, software, and archived websites August 12, 2010 8 From Flickr by misterbisson

9. IA Terms of Use  List of acceptable formats  “You may upload movies that you own the copyright to, or that are in the public domain.” August 12, 2010 9

10. 10 by Ron Morgan Copyright

11.  The LTDL doesn’t own the copyright to the tobacco industry items it is preserving, it is a permanent digital repository of materials that were opened through litigation and made public under the Master Settlement Agreement (MSA) of 1998.  “Fair Use” doctrine of the Copyright Act August 12, 2010 11

12. Digitization and Reformatting  Done through vendors in Minnesota (MSA), New York (USST), and London (BAT)  Originals are on VHS tapes and audio cassettes  Some items are in VOB format (converted to mpg.)  Newly digitized items in MPEG-2 format August 12, 2010 12

13. What Archivists Can Do on IA?  Provide an overview of the collection  Add links to home site and other related collections  Select spotlight item  List contributors  Browse by subject/keyword  View list of recently reviewed items  View recently uploaded items (just in)  View lists of most downloaded items of all times, last week, and last month (titles and # of downloads) August 12, 2010 13

14. Home Page Features August 12, 2010 14

15. Home Page Features 15 August 12, 2010

16. What Archivists Can Do?  The IA interface allows you to easily upload a multimedia item  Add metadata  Create tailored metadata fields  Add link to the record of this item on main LTDL site August 12, 2010 16

17. IA Metadata 17 August 12, 2010

18. IA Metadata 18 August 12, 2010

19. Item on LTDL 19 August 12, 2010

20. Item on IA 20 August 12, 2010

21. Interaction with Users  UCSF Tobacco Control Archives Forum, not very active  Visitors can post unsolicited reviews  Reviews also include questions, comments, descriptions, essays, discussions, replies  Mostly anonymous – screen name (title, review, and rating)  “Heavy users” posted 45 comments out of 100  “Heavy user” posted 5 or more reviews on IA site  “90-9-1” rule by Neil Swidey August 12, 2010 21

22. Interaction with Users 57 items reviewed, 4.2% of items reviewed 100 reviews 1,364 items August 12, 2010 22 As of July 6, 2010

23. Obstacles  Sometimes uploading is very slow  When a mistake is made it can take a week to correct it  Funding  Copyright August 12, 2010 23

24. Stats  As of now more than 1,400 video items and 230 audio recordings are online  As of July 2010, our videos on the Internet Archive have been downloaded and streamed over 360,000 times and audio items 17,000 times  The most popular video: Virginia Slims Commercials was downloaded 23,717 times since August 2006 August 12, 2010 24

25. Stats August 12, 2010 25

26. Stats – Referrals from IA to LTDL August 12, 2010 26

27. Results  Facilitates reference process, if we don’t have an item online we can upload it  Facilitates outreach and publicity  “Niche collection” with limited appeal are discovered by general public and researchers from diverse fields August 12, 2010 27

28. “Moving images at the center of the culture” To a first approximation the Internet is words on a screen — Google, papers, blogs. But this first glance ignores the vastly larger underbelly of the Internet — moving images on a screen. People (and not just young kids) no longer go to books and text first. If people have a question they (myself included) head first for YouTube…. New visual media are stampeding onto the Nets. This is where the Internet's center of attention lies, not in text alone. Kevin Kelly, “An Intermedia With 2 Billion Screens Peering Into It” Response to the 2010 Edge Question: How Has The Internet Changed The Way You Think? August 12, 2010 28 Will they find us? YouTube!

29.  Five things people associate with YouTube:  Fun, Viral, Hip  Copyright infringement  Creates/Destroys reputation/brand  Why use YouTube?  Archival users are there  Outreach and Promotion  Crowdsourcing for metadata  New audiences 29 August 12, 2010

30. What is YouTube?  Created in 2005  Now a subsidiary of Google  Videos can be sent through e- mail, embedded in blogs, websites and shared on social networks  Can be accessed through computers, TVs, or mobile devices  Uses television terminology, your “channel” contains all submitted movies  Discoverable through Google and other search engines August 12, 2010 30

31. LTDL Channel: http://www.youtube.com/user/ltdlmultimedia August 12, 2010 31

32. Metadata for Videos  Metadata associated with each item: title, description, tags, and a category for both the video and thumbnail that will be displayed on the front page.  No limitations on the amount of metadata that the owner can provide for each video  Links to videos used in this compilation on the Internet Archive and Multimedia Collection on LTDL.  Descriptive titles  You may control privacy, comments, embedding, video responses, rating, syndication (available on mobile phones and TV) options August 12, 2010 32

33. Issues  Inappropriate Related Videos: If an institution finds the content of some of these videos offensive, they can report them by flagging as “inappropriate.”  Inappropriate comments: Can be removed or flagged for spam August 12, 2010 33

34. New: Captions, Transcripts, Translations, Annotation  You can add annotations (same as in Flickr): speech bubble, notes, spotlight  Invite others to add annotations  Captions: Add your own captions and/or transcript  Request machine captions (Google experimental service, not on all channels), will be automatic later  Translate captions  Download captions with time-code (improve them and upload again ) August 12, 2010 34

35. Stats: Insight  Number of views  Discovery: 47%Youtube search, 28% related videos, 10% shared virally  Demographics: 87% male, 13 % female  Community: 82% USA, 10% Canada, Germany, UK August 12, 2010 35

36. Assessment of YouTube Use  Time commitment on the part of the archivist to respond to reviews and answer questions.  May generate more requests for copies/uploads.  Inappropriately related videos, current promotions for tobacco products, for example.  Offensive reviews and requests.  Attracting new users for so called “niche collections.”  Promotion for collection and institution. 36 August 12, 2010

37. Assessment of YouTube Use  Our videos have been viewed 41, 796 times  We have a blockbuster: Smokeless tobacco videos had 39, 937 views in a year and a half  In about a year and a half we got 183 unique visits to the LTDL page from YouTube  Our channel had 952 views  101 comments (99 for smokeless tobacco)  Research material for UCSF scientists studying smokeless tobacco users August 12, 2010 37

38. Future Plans  Add more Favorites (from similar collections, institution)  How to stand out? Promote (paid service) Enhanced channels (Library of Congress) through YouTube.edu  Social metadata/Crowdsourcing  Let users repurpose your videos creatively  SEO (search engine optimization) tags, Google partnership status  AdSense and Promoted videos 38 August 12, 2010

39. LTDL Workflow Access/PromoMetadataPhysical UCSF Library LTDL Multimedia collection LTDL DB/Website Internet Archive Access YouTube Promotion August 12, 2010 39

40. August 12, 2010 40 Upload the whole collection online Add new video compilations to our YouTube channel to promote this collection Use reviews for collection development, metadata creation/description and outreach

41. Polina E. Ilieva, CA Project Archivist UCSF Library and CKM Polina.Ilieva@ucsf.edu http://legacy.library.ucsf.edu/ 41