Unlocking the Value of Content

Amit Sheth, Founder, Taalee Inc.Panel:

Creating Searchable Audio Video Web Sites

Streaming Media West 2000San Jose, December 14, 2000

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Trends & Needsfor A/V on Web (also wireless, iTV)

Major Trends

• Transition from Broadcast Many to Many, Interactive Personalization

• Explosion in Content

• Increasing Variety of Infrastructure and Devices (iTV, Internet, Wireless)

• Proliferation of Formats and Channels

• Move from Traditional Higher Margin Business Models

Core Need of A/V Web Sites Increase the value of Content and Services through the ability to

Understand, Homogenize, Integrate, Enhance, and Personalize Content

Sources:1. TV Trends, NAPTE, Vol. II, No. 4.

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How do you organize content?

Value of Information

Semantics

Directory

Tar

get

ing

Search= Table of Contents

= Index

= Metadata + Context

Semantics results in deep understanding of content, allowing

exceptional relevance, interactivity, personalization, and targeting.

This results in new revenue opportunities and better ROI.

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Life-cycle of Content

Where is the

content? Whose is

it?

ProduceAggregate

What is this

content about?

Catalog/Index

What other

content is it

related to?

Integrate Syndicate

What is the right

content for this user?

Personalize

What is the best way to

monetize this interaction?

Interactive Marketing

Broadcast,Wireline,Wireless,Interactive TV

200B streams by 2005Taalee Semantic MetaBase

118M users by 2005

Taalee Content Applications

Taalee Infrastructure Services

A New Layer of Meaning to Power A New Generation of Applications

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Taalee’s Semantic Metadata – Comparison to Unstructured Text

 Virage Search on

football touchdown

Jimmy Smith Interview Part SevenJimmy Smith explains his philosophy on showboating. URL: http://cbs.sportsline...

Brian Griese Interview Part FourBrian Griese talks about the first touchdown he ever threw. URL: http://cbs.sportsline...

Typical Metadata on football touchdown

   

Taalee unlocks the value of content

Taalee Metadata on football touchdown

Rich Media Reference Page

Baltimore 31, Pit 24

http://www.nfl.com

Quandry Ismail and Tony Banks hook up for their third long touchdown, this time on a 76-yarder to extend the Raven’s lead to 31-24 in the third quarter.

ProfessionalRavens, SteelersBal 31, Pit 24Quandry Ismail, Tony BanksTouchdownNFL.com2/02/2000

League:Teams:Score:

Players:Event:

Produced by:Posted date:

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Automatic Categorization & Cataloging Automatic Categorization & Cataloging from Associated Textfrom Associated Text

ABSOLUTE CONTROL OF THE SENATE IS STILL IN QUESTION. AS OF TONIGHT, THE REPUBLICANS HAVE 50 SENATE SEATS AND THE DEMOCRATS 49. IN WASHINGTON STATE, THE SENATE RACE REMAINS TOO CLOSE TO CALL. IF THE DEMOCRATIC CHALLENGER UNSEATS THE REPUBLICAN IUMBENT THE SENATE WILL BE EVENLY DIVIDED. IN MISSOURI, REPUBLICAN SENATOR JOHN ASHCROFT SAYS HE WILL NOT CHALLENGE HIS LOSS TO GOVERNOR MEL CARNAHAN WHO DIED IN A CRASH THREE WEEKS AGO. GOVERNOR CARNAHAN'S WIFE IS EXPECTED TO TAKE HIS PLACE. IN THE HIGHEST PROFILE SENATE EVENT OF THE NIGHT, HILLARY CLINTON WON THE NEW YORK SENATE SEAT. SHE IS THE FIRST FIRST LADY TO RUN MUCH LESS WIN.

VirageVideo Segment

Segment Description

TaaleeSemant

icMetada

ta

TaaleeAuto

Categorization

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Interactive & Personalized Experience:E.g., Taalee’s Semantic Applications

Search

Directory

Personalization

Targeting

Tracking

Filtering

Syndication

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Semantic Metadata – the key to Monetization

•Unique Taalee value-added content

•Related information engages users

•Content Integration from multiple Sources using knowledge of context, meaning, relationships

•Platform for interactive and targeted messages,ad, sponsorship & e-Commerce

Join the Roger Clemens discussion group NOW !!!

Taalee Directory

Careless whisper

Semantic/Interactive Targeting

Buy Al Pacino VideosBuy Russell Crowe VideosBuy Christopher Plummer VideosBuy Diane Venora VideosBuy Philip Baker Hall VideosBuy The Insider Video

Precisely targeted through the use of Structured Metadata and integration from multiple sources

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Building Customized Search: Building Customized Search: E.g., for NewsRoomsE.g., for NewsRooms

Sony

Categorize

Catalog

Integrate

Filter, Search, Consolidate,Personalize, Archive,Licensing, Syndication

CollectionCollection ProcessingProcessing Production SupportProduction Support

NetworkContent

AffiliateFeeds

Public Sources

Rich Data

Metabase

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Service Customization, Integration & Delivery

Taalee Semantic Engine: 1 million queries per hour, less than 10ms response time

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Why doesn’t content pay?

Content is second, technology is first (???)Your content stinks We haven’t seen the true nature of great interactive

content

Stewart Alsop, Fortune, Oct 30, 2000

Unlocking the Value of Content

Taalee provides Semantic Infrastructure and Applications to

Manage Rich Media Content for

Broadcast, Web, Wireless and iTV markets.