IBC 2010: With DIVApublish, Front Porch Digital Offers Content Management and Marketing
One-stop shopping is increasingly a draw for content owners looking to leverage every piece of content in every conceivable way. To that end, Front Porch Digital has launched a single product with three important uses for content owners: migration, management, and marketing. DIVApublish, a cloud-based addition to the DIVASolutions family, enables content owners to generate new revenue from existing assets. It creates a single integrated workflow through which customers can market their content as well as protect and manage it.
At its IBC 2010 press conference, Front Porch Digital released the details of DIVApublish, including how the tool enables users to leverage stored content by facilitating its migration, management, and marketing.
The DIVApublish workflow begins with desktop tools that allow users to push their assets to the DIVApublish cloud. From there, the system engages in real-time metadata gathering.
“We can do things like facial recognition, scene detection, speech recognition, and scene classification,” said Chief Technology Officer Brian Campanotti. “We can automatically annotate and add significant value to that file-based content, which allows it to be searchable at a new level. You can quickly identify and repurpose those assets for marketing publications.”
In addition to facial recognition and scene detection, DIVApublish can also identify ad breaks and closed-caption time alignment, so that content can be searched on multiple levels. Once a higher level of frame-based metadata is attached, the content can be distributed to any number of destinations, devices, and partners through DIVApublish.
“With every asset, you have metadata tracks,” Campanotti said. “Once you have the content, it’s very easy for users to go in, associate additional metadata, set up geographical-distribution rules, and target platforms for content to reach, including iPhones and PlayStations.”
After the content is distributed, the marketing portion of Front Porch Digital’s approach kicks in. DIVApublish is able to provide detailed analytics to determine where users are watching content, what kind of content they are watching, and how much content they are consuming on a regular basis. The system also allows users to automatically attach distribution rules, dates, and targets as well as embargo rules.
“Analytics are really important,” Campanotti explained. “The most important part of marketing is, are you reaching your target audience? Those analytical tools are built into DIVApublish.”
DIVApublish is available as a beta product through the end of the year and should be available as a general release early in 2011.
“We are looking for feedback from customers on pricing and other features as we make the product generally available early next year,” said CEO Mike Knaisch. “We are going to be aggressive in making inroads into this space.”