For content owners, video workflows grow more complex with each new distribution partner. For content aggregators, the proliferation of content makes organizing a content catalog a daunting challenge. Gracenote seeks to ease the burden on owners and aggregators with its new ID Distribution system.
The content distribution challenge
One of the biggest distribution challenges for content owners is the lack of consistency between video aggregation platforms. For example, Roku and Amazon Channels have entirely different ways of numbering video content and storing information describing it (the content metadata.) They use this data to power tools like universal search, which makes content on the platform easily discoverable.
Ensuring that search and discovery tools on all distribution platforms can easily find a content owner’s videos is essential. However, accommodating the various numbering and metadata formats is costly because it requires video owners to maintain a separate delivery procedure for each distribution partner.
GNIDs seek to simplify distribution
Gracenote aims to streamline the business of distributing video content in the Internet age. Today, the company announced the Gracenote ID Distribution (GNID) system. Content owners will be able to register their shows and movies with Gracenote and receive a unique, persistent GNID by which to identify it. As well, the provider can submit descriptive metadata, tags, and imagery about the video to Gracenote. The company will editorially review it and prepare for broad distribution.
The GNID system has the potential to simplify the distribution of content for the owners. They register their content and metadata with Gracenote once. Then they simply provide the GNID to distribution partners like Roku and Amazon Channels, who can use it to get the metadata from Gracenote.
GNID is an extension of the metadata services that Gracenote has provided to the TV and movie industry for years. TV and movie providers register their assets with Gracenote. Distributors like pay TV operators license the Gracenote data and use it in their on-screen guides.
A better way to organize content catalogs
The Gracenote ID Distribution system is more than just a numbering system. It captures the relationships and linkages between content. An aggregator can use the GNID system to organize their content catalog better, making it easier to maintain and search. According to Trent Wheeler, VP, Product Management at Gracenote:
“Think of Gracenote IDs as the connective tissue between entertainment assets that makes relational linkages possible.”
GNIDs and EIDR
GNIDs are not the only ID system available for video content. EIDR is an industry-standard that many companies have embraced. I asked Mr. Wheeler how GNIDs and EIDR IDs are related:
“The ultimate goals of identifiers are to help the Video industry at large ensure that all forms of content can easily be distributed to services and that services can offer outstanding user experiences which leverage quality content. Gracenote IDs can do this alongside EIDR IDs.”
Two examples of GNID uses
I asked Mr. Wheeler for some examples of how Gracenote sees the industry using GNIDs. One problem is the proliferation of content derived from a show or movie. Think about all the short interviews, outtakes, and features that were spawned by Game of Thrones. Mr. Wheeler says GNIDs can help organize all this material:
“Gracenote IDs enable Video services to easily display all the related content together in an intuitive and useful way.”
Another use case is universal search. As discussed earlier, without a common ID and reliable metadata it takes much heavy lifting by content owners and aggregators to make universal search and discovery work. Mr. Wheeler says GNIDs simplify the process:
“Gracenote IDs enable the display of a movie’s availability on OTT, VOD services or linear TV and provide linkages which enable the viewer to get to the content quickly and easily.”
The cost of using GNIDs
Gracenote has not announced how much it will charge content owners to register their videos or content distributors to license the data. However, Mr. Wheeler confirms there will be a fee for use:
“While exact pricing for Gracenote ID Distribution has not yet been finalized, the model calls for companies to license the service for a fee.”
Why it matters
Distributing content is more complex and expensive than it should be because metadata and numbering systems used by platforms are different.
Content proliferation is making maintenance of a content library, including the necessary linkages between items, a nightmare.
Gracenote is offering an ID and metadata system to address both challenges.