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Unlocking the Value of Content. Amit Sheth, Founder, Taalee Inc. Panel: Creating Searchable Audio Video Web Sites Streaming Media West 2000 San Jose, December 14, 2000. Trends & Needs for A/V on Web (also wireless, iTV). Major Trends

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Unlocking the Value of Content


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    1. Unlocking the Value of Content Amit Sheth, Founder, Taalee Inc. Panel: Creating Searchable Audio Video Web Sites Streaming Media West 2000 San Jose, December 14, 2000

    2. Trends & Needsfor A/V on Web (also wireless, iTV) Major Trends • Transition from Broadcast  Many to Many, Interactive Personalization • Explosion in Content • IncreasingVariety of Infrastructure and Devices (iTV, Internet, Wireless) • Proliferation ofFormats and Channels • Move from Traditional  Higher Margin Business Models Core Need of A/V Web Sites Increase the value of Content and Servicesthrough the ability to Understand, Homogenize, Integrate, Enhance, and Personalize Content Sources: 1. TV Trends, NAPTE, Vol. II, No. 4.

    3. = 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. How do you organize content? Semantics Targeting Directory = Table of Contents Search = Index Value of Information

    4. Taalee Infrastructure Services Taalee Content Applications Produce Aggregate Catalog/ Index Integrate Syndicate Personalize Interactive Marketing Where is the content? Whose is it? What is this content about? What other content is it related to? What is the right content for this user? What is the best way to monetize this interaction? Broadcast, Wireline, Wireless, Interactive TV 118M users by 2005 200B streams by 2005 Taalee Semantic MetaBase A New Layer of Meaning to Power A New Generation of Applications Life-cycle of Content

    5. Virage Search on football touchdown Typical Metadata on football touchdown Brian Griese Interview Part FourBrian Griese talks about the first touchdown he ever threw. URL: http://cbs.sportsline... Jimmy Smith Interview Part SevenJimmy Smith explains his philosophy on showboating. URL: http://cbs.sportsline... Taalee’s Semantic Metadata –Comparison to Unstructured Text Taalee Metadata on football touchdown Taalee unlocks the value of content 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. League: Teams: Score: Players: Event: Produced by:Posted date: Professional Ravens, Steelers Bal 31, Pit 24 Quandry Ismail, Tony Banks Touchdown NFL.com 2/02/2000

    6. VirageVideo Segment 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. Segment Description Taalee Auto Categorization Taalee Semantic Metadata Automatic Categorization & Cataloging from Associated Text

    7. Interactive & Personalized Experience:E.g., Taalee’s Semantic Applications • Search • Directory • Personalization • Targeting • Tracking • Filtering • Syndication

    8. Join the Roger Clemens discussion group NOW !!! 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

    9. Careless whisper Taalee Directory

    10. Buy Al Pacino VideosBuy Russell Crowe VideosBuy Christopher Plummer VideosBuy Diane Venora VideosBuy Philip Baker Hall VideosBuy The Insider Video Semantic/Interactive Targeting Precisely targeted through the use of Structured Metadata and integration from multiple sources

    11. Building Customized Search: E.g., for NewsRooms Collection Processing Production Support Sony NetworkContent • Categorize • Catalog • Integrate AffiliateFeeds Public Sources Rich Data Metabase Filter, Search, Consolidate,Personalize, Archive, Licensing, Syndication

    12. Service Customization, Integration & Delivery Taalee Semantic Engine: 1 million queries per hour, less than 10ms response time

    13. 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

    14. Unlocking the Value of Content Taalee provides Semantic Infrastructure and Applications to Manage Rich Media Content for Broadcast, Web, Wireless and iTV markets.