March 2010
Overview

December 2015

Millions of film and TV products created each year

Cumulative uniqueassets for distribution

Digitalencodings ofmovies, TVshows, clips
Packages
Retailer SKUs
Network , Pay TV
Distributions
Formats, Regions,
Languages, Subtitles
Versions
Edits
EpisodesMovies2

What is EIDR – one page summary
What EIDR is
Global registry for unique identification of movie
and TV content•Designed for automated machine-to-machinecommunication•Flexible data hierarchy down to the product &SKU level, incl. edits, clips, composites,
encodings, and relationships•What EIDR is Not
Profit-making•Rich commercial metadata•Ownership or rights information•US-only•

EIDR Purpose
Make digital distribution competitive•Help reduce costs•Improve collaboration and automation acrossmultiple application domains & platforms•Enable new businesses and create newefficiencies•

EIDR Technology Summary
Interoperable, standards-based infrastructure•Built on ISO Digital Object Identifier (DOI)
standard•Application integration through public APIs andschemas, freely available SDK for members•Efficient infrastructure for new and existingapplications•3

EIDR – enabling scalable content services

EIDR

Offerterms

DigitalOwnership
Contributor
revenueand license
metadatarights(cast, crew, etc.) reportingMetrics& Analytics

Valueaddedmetadataandservices

4What EIDR helps the industry do••••••••

More profitable online distribution
Automated VOD delivery, ingestion & dynamic adinsertion
Direct audience measurement across platforms
Accurate metadata matching & acquisition
Faster data roll-up across platforms, workflows, andchannels
Efficient catalog matching & ingest
Standardized content discovery across operators,
vendors, platforms & geographies
Automated rights reporting & recovery
5

EIDR Member Ecosystem
Studios and Broadcasters

Reporting, tracking,business intelligence

Infrastructure and media services

Industry & standards organizations

Distributors

Metadata

Who is EIDR?

77

Independent non-profit registration agency••

Built and run by the industry
Supported by annual member dues•••

Board of directors chosen from among promoter
members•••

Tiered dues based on size
Membership open to large and small ecosystem players

9-member board with ability to expand as needed

Commitments in by-laws to cost-recovery model, openterms of use, and IP non-assert
Participants control new features and technicaldevelopment through Technical Working Group8

Straightforward annual fee structure
Board fee
Promoter Fee
Basic User
(includesAnnual Revenue(includes BasicPromoterFee
User Fee)
Fee)< $100M$5,000$100M - $500M$10,000$500M - $1B$20,000>$1B$25,000$35,000$40,000

9Japanese Contributions to EIDR
• Membership– NTT Labs
– Japan Cable Labs
– J.COM (as member of US CableLabs)• Research– Both NTT Labs and Japan Cable Labs have investigated
EIDR and informed their stakeholders about thetechnology and business use cases.

10Data Model

11

Example EIDR movie hierarchy with multiple versions

12

Example EIDR episodic hierarchy
Series(Abstractions)

SeriesSeasons(Abstractions)

IsSeasonOf

IsSeasonOf

Season 1
Episodes(Abstractions)
Episode 1

IsEpisopdeOf

Episode2

Edits(Performances)
Broadcast
Edit
Manifestations(Digital)
Retail EST(EN, FR)

Season 2…

Episode N

IsPromotionFor

Similar Hierarchy
HereIsEditOf

Broadcast
Edit

Broadcast
Edit

IsManifestationOf

Retail EST(EN, FR)

Retail EST(EN, FR)IsPromotionFor

Season 2
TrailerIsClipOf

Promotional
Clip
SocialUploadUGC Upload
13

Simple Example

EIDR Supports
UnicodeEIDR Has Tested
Data Model withJapanese Moviesand Television

14

Totoro’s relations

Abstraction
Japanese TheatricalFox dubbed version

Disney dubbedversion

15

Three-Quarters of a Million Records
700,000

600,000

Close to 100% of Member New
Releases Have EIDR IDs

500,000
Edits & Manifestations
Shorts400,000

One-Time-Only TV
TV Episodes
TV Seasons

300,000

TV Series
Movies200,000

100,000

0Dec-10Dec-11

Dec-12

Dec-1316

EIDR Operations: Content database details
CategoryToday2014

20132012

2011

Total records

788,218

723,709581,798

279,900

221,146

Movies135,024130,137

75,80051,49645,774

Shorts12,258

7,919

3,039

1,406

1,224

One-Time-Only TV

33,96732,32329,70926,112

22,199Series16,28814,881

13,409

9,613

8,719

Seasons

23,10720,80418,082

12,197

9,486

Episodes369,978

346,458

313,328

158,371130,284

Edits

182,792

161,389

121,513

18,293

1,855

Manifestations

14,371

9,576

6,866

2,046

1,621

Original/title-level content:

10/27/2015
17

Operations: Alternate ID’s: Largest
Alt. ID TypeOct. 2015

YE 2014Sony

201,278

198,079

Rotten Tomatoes (reviews)

96,47486,267

Internet Movie Data Base (IMDB)

95,114

86,974Warner Bros

83,87275,011Baseline(value-add metadata)

65,89065,417

Cinemasource(value-add metadata)

48,00135,531

Netflix

40,412

33,467

Comcast35,2420

Also significant numbers from from ISAN, British Film Institute, Veronica,Red Bee, Amazon, ITV, NBCUniversal, and others
18

Operations: Alternate ID’s
1,000,000
900,000
800,000
700,000
600,000
Content records

500,000

Alternate IDs
400,000
300,000
200,000
100,0000
Dec-1011/1/2015

Dec-11

Dec-12

Dec-13Dec-1419

EIDR Flexibility and Interoperability•

ID format guidelines– Standard, binary, URN, URI, compressed.

•Inclusion in other standards
–––––

•

IETF: RFC 7032 (URN)SMPTE recommended practices: RP 2079, RP 2089
SMPTE file formats: carriage in IMF, BXF
FIMS/AMWA/UK Digital Production Parnership: AS-03, AS-11
European Broadcasters Union: EBUCore

Mapping guidelines for other metadata standards– ISAN, EN 15907, EBUCore– Work with ATSC, DVB, SMPTE– Alt-ID for mapping across systems••Digital Entertainment Group: electronic sales reporting
Electronic Merchants Association: Avails publication and ordering

20Use Cases

21

Developing applications across media windows
Theatrical

EST/Online•Ratings•Archives•Digital cinemapackages•Box officesales tracking• UltraViolet• All online retail• Avails• Metadata• Mezz filedelivery• Standardized
content
discovery• Reviews• Home video
sales reporting

TVBroadcast• Direct audiencemeasurement• Cross-platform
tracking• Int’l TV
distribution• Music cue
sheets• Rights
collections• BXF, ATSC,EBU, etc,
metadata
mappings

Video OnDemand• MVPD VOD
ingestion & delivery• VOD ad insertion• CableLabs specs• Guide data
• Search &recommendations• Parental ratings• VOD sales tracking

22Case study - Warner Bros & Xbox Live• EIDR added to ordering, delivery, sales androyalty reporting• Results for one studio and one retailer– Direct savings = 650 hours/year (partialimplementation)– Future savings = 1,100 add’l hours/year (fullimplementation)• Assume 5 partners = 8,750 hours/year23Diagram - Warner Bros & Xbox Live
Integration Points
WB’s MSB metadatamanagement system to the1 EIDR directory. Requests andapplies new EIDR #’s to WB
titles.
WB’s MSB system to the Avails
2 system (RRTS) to provide theEIDR # on avails titles
Facilitating Microsoft
reporting back to WB
with EIDR detail

12Benefits Identified
Reduction in QC efforts
Reduction in customer queries
Improved reporting / invoicing
capabilities
24

Case study – Google Play avails• Google Play deploys EMA Avails spec w/
EIDR IDs today– Primarily 1st and 2nd-level EIDR IDs• Already deployed with 2 major partners– In progress with two more studios• Asking all content partners to adopt– In discussions w/ partners across North America &Europe

10/1/201425

Google PlayFulfillment

Storefront
LockerStudios

AvailsDigitalRetailer

Transaction

ConsumerContent Delivery
Reporting

And more…

NHK and others are selling content on GooglePlay in the USA today.
Existing distribution model using EIDR is beng extended to all
regions/territories
26
Google requires EIDR for efficiency, faster time-to-market.

Quantified savings
Processing Time for Batch of 1000 Avail Updates
Before use of EMA Avails
w/ EIDR

After use of EMA
Avails w/ EIDR

Title matching, de-dupe,
parsing, including research &partner communications~25 hours

0.1 hour

Apply final updates & audit~25 hours

0.1 hourTotal

50 hours

0.2 hour

Reduces 50-hour reconciliation to <1/2 hour of processing time.
Benefits multiply across tens of thousands of avails.
10/1/201427

Netflix
Fulfillment

Storefront
LockerStudios

AvailsDigitalRetailer

Transaction

ConsumerContent Delivery
Reporting

And more…

Netflix supports Japanese content in the USA today.
Existing distribution model using EIDR can be easily extended to Japan.
Netflix will soon launch IMF for distribution.

28

Sony Pictures/Sony TV

29

EIDR Business Cases – Internal Management
DCAS
ClientAvailsMetadata
ServiceBureau

SAP
Financial

MARS
DAMSystemTOPSContent
Ordering
Workflow
DEPOTDigital Content
Publishing
UV, SuperTicket, etc.

GATOR
MAMSystemDigital
CompassAsset
Repository

WB2B
B2B Portal30

ITV• Joined last year–––––

ITV Broadcast: UK’s second-largest broadcaster
ITV Studios: produces content for ITV and other broadcasters
ITV also commissions content
ITV also licenses content in
ITV owns rights to large British film and TV catalogs• By the end of this year, all content will have EIDR IDs––––Internal metadata and broadcast management
Licensing content overseas
Managing on-demand platforms
Distributing content produced by ITV Studios• Will simplify production, sourcing, broadcast, postbroadcast, and long-term catalog management

31

British Film Institute• National Archive for all UK film
• 90% complete with EIDR IDs for– All feature length British fiction films (post 1930)– All known UK film pre-1930– Short films, documentaries, and TV are next

• Has allowed them to– Rationalize and clean up their own systems– Use shared ID for other projects••Collating with ITV film catalog to support distribution
projects
Automated licensing through UK Copyright Hub– EIDR IDs and Linked Content Coalition (LCC) specs

32

Metadata enrichment
Reviews
Commentsfrom Friends

StudioMetadata

Cast Bios &Filmography

EIDR

VendorMetadata

Related ProductOffers
33

Alt ID Example: Greenlight Movie Production• Need: To greenlight a project, comparable films
analyzed to help predict likely return on investment.
• Issue: To obtain a complete picture of competitive title
performance, data from multiple sources covering multiple
territories and distribution channels must be collated. Thisrequires significant manual effort.
• Solution: Use common identifiers to link data frommultiple sources.
– Sony internal IDs were used to retrieve previously matched
Internet Movie Database IDs from EIDR linked records– Rovi IDs could be used to match additional Sony internal andEIDR records, pulling in more IMDb IDs– EIDR’s matched Flixster IDs (online movie sales) were used topull customer ratings via the Rotten Tomatoes API34

Ad industry benefits••Panel ratings not sufficient for new TV platforms
Ad industry needs to measure viewership across platforms–•••

Smart phones, tablets, PCs, connected TVs, etc.

Direct measurement offers greater reach and accuracy
Requires standardized IDs for programs and ads
CIMM-TAXI industry group endorses EIDR as program ID• $500M annual savings from automated work flows• $2B annual upside in new and better ad opportunities•

Supported by research chiefs of ESPN, Viacom, NBC,CBS, and others

35Delivers a data analysis advantage•Link performance data from multiple sources––––•

Multiple vendors–•

Rentrak, Nielsen, DEG data tracking, MediaMorphRelated titles––•TheatricalHome video - EST, iVOD, SVOD, UltraViolet
MVPDs – VOD, EST
Advertising – C3, C7, direct measurement, DAI

Series/season/episodeFranchises

International & domestic36

EIDR glues it all together•

Goal = end-to-end automation of thedigital supply chain
Order, ingest, market, upsell, track,report, reconcile, pay– Common, resolvable ID from start tofinish–Standards drive automation• Specs bound with one common ID•37

SummaryEqual, open access••••

Anyone can use it
Any member can register newrecords
Published API
Religion-free support for
multiple development andintegration models

Practical management••••

Infrastructure••

Providing IDs for commercial
audio-visual works
Sharp focus on the ID reducescomplexity, provides clarity,
speeds adoption

Cross-company
Cross-industry
Collaborative
CheapTechnology••••

Based on international standards
Interoperability a primary design
point
Improves efficiency in existingprocesses
Supports creation of new
products and services
38