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Universal Media Identifiers and their Role in Enabling Scalable Advanced TV Services


Universal Media Identifiers and their Role in Enabling Scalable Advanced TV Services

The benefits of unique identifiers are undisputed. Books, music and software are just a few content types that have widely adopted global identifier standards. Many years into the shift from analog/physical media-based to digital and file-based workflows, the entertainment industry is moving to adopt Universal Media Identifiers (UMID) for assets moving across the supply chain, including movies, TV shows and advertising. This session will feature experts from various players in the broadcast and interactive TV supply chains, who will address key use cases, benefits and implementation challenges for Universal Media Identifiers from different perspectives. Topics to be addressed include: Recent developments in Universal Media Identifiers for content and advertising, and their significance for interactive TV and TV Everywhere; the technical and business imperatives for an ideal identifier system (cost, interoperability, measurement, etc.); UMID and the TV content supply chain (how do we operationalize unique identification and description? what are the integration points? who needs to buy in?); the implications of UMID for the measurement and analytics communities; and use cases that can be addressed with minimum disruption and cost and that yield the most benefit.

Panelists include:

  • Judson Cary (VP of Video Technology Policy, CableLabs, moderator)
  • Jane Clarke (Managing Director, Coalition for Innovative Media Measurement [CIMM])
  • Harold Geller (SVP of Cross-Industry Workflow, 4A's/Managing Director, Ad-ID)
  • Rebecca Rusk Lim (Senior Director of Advanced Entertainment, Starz Entertainment)
  • Kip Welch (Chairman and President, Entertainment ID Registry Association [EIDR]/VP of Business Development, MovieLabs)