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EMA Council Members

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EMA Digital Council

Co-Chair, Education and Trade Issues: Mitch Mallon, Vice-President/Digital Sales, Image EntertainmentSideBar

Co-Chair, Metadata Standards/Rights Issues: Mark Vrieling, President & CEO, ScreenPlay, Inc

EMA Staff Facilitator: Mark Fisher, Executive Vice President

Meeting notes:

EMA Digital Council Meetings

EMA WG1 Meetings

EMA WG4 Meetings

EMA’s Digital Council Meeting, September 26, 2007, 10 AM via conference call

Participants: EMA Board Liaison Curt Marvis (CinemaNow), Co-Chair Mitch Mallon (Egami), Co-Chair Mark Vrieling (Screenplay), Connie Harrison (All Media Guide), David Fleck (Bittorrent), Gary Klein (Creative Labs), Vince Romney and David Buttars (Ellipse), Jordi Korski and Todd Hinders (Extend Media), Brad Auerbach (HP), Cindy Bero (Image), Mike Butler (IODA), Mark Evans (MOD Systems), Rodney Jackson and Jeff Kent (MUZE), Jeff Bugbee (Netflix), Todd Rosenbaum (Polar Frog Digital), Kayko Fukuda (Screenplay), Jason Switzer (Tempus Technologies), Aaron Knoll (Titlematch), Ish Cuebas (Trans World), Orly Ravid (Wolfe/Senator), and Mark Fisher (EMA Staff, Digital Council Facilitator).

1. Fisher welcomed the Council and introduced the Entertainment Merchant’s Association as the not-for-profit trade association representing home video and video game retailing. EMA’s mission is to “protect, promote, and provide a forum for the home video and video game industries”. Fisher explained that EMA’s Board of Directors expanded its scope to support the retailing of digital content as well as packaged goods. This Council was formed to facilitate industry stakeholders working together toward common goals such as digital supply chain efficiency, consumer acceptance, ownership rights definitions, and overall education and communication.

2. Following a roll call, Fisher reviewed EMA’s Anti-Trust Cautionary Statement.

3. Curt Marvis, President and CEO of CinemaNow and Council Liaison to EMA’s Board of Directors, opened with a commitment on behalf of CinemaNow to support and participate in EMA and in this Council, with the objective of developing standards and best practices for the overall industry. Curt encouraged that same commitment from others.

4. Mark Vrieling, President and CEO of Screenplay and Co-Chairman of this Council, described the mission of his subcommittee as that of standardizing “processes”. Vrieling defined the mission of his sub-committee's charter as "developing and maintaining a framework of metadata standards to support the distribution of digital Audiovisual content, and improving the efficiency and effectiveness of information and transaction processing in the digital supply chain". He further broke down the charter into three general objectives:

a. Metadata standardization, content indexing (a numbering system) and a central data exchange

b. Defining rights ownership through the distribution channels and a database to log ownership rights

c. Standardization (best practices) for contracts

Vrieling clarified that, specifically regarding objective (a), the subcommittee would research and review which other organizations are working on various segments of these processes, and then would develop a plan that would figure out how all of these projects and systems fit together. One long-term outcome may be a centralized repository of information, which could fuel electronic data exchange.

Mitch Mallon, VP/Digital Sales, Egami Media and Co-Chairman of this Council, described his subcommittee’s mission as “language and education”, and listed three initial objectives:

a. Glossary (standard definitions)

b. Vehicles for education (perhaps a conference in February and a conference track in conjunction with EMA’s Convention in the summer)

c. Quality standards and parameters to encourage easier consumer acceptance

Mallon noted that he’s started a glossary, in wiki format, and that this draft is available for review by Council members (although the “wiki” function isn’t yet opened up). Other glossaries or sets of “definitions” will be solicited from Council members, and this Subcommittee will work toward developing uniformity across the industry.

Ish Cuebas, Trans World Entertainment, encouraged this process to move forward quickly, before individual companies’ standards become entrenched.

Fisher committed to soliciting workgroup participation from existing and new Council member companies. Each company can designate an appropriate individual to participate in each workgroup that’s appropriate. Workgroups will primarily meet by conference call, and the frequency of the meetings will be dependent on the projects. Fisher will coordinate and report on all workgroup projects. The Council, as a whole, will meet again when there’s sufficient progress made by the workgroups.

A wiki portal has been launched for this Council, and eventually for all industry participants. Go to http://emadigicouncil.pbwiki.com.

Fisher also noted that the means of funding this Council’s activities is through EMA dues, which are modest compared to other standard setting organizations. Those participating companies that are not current members will be solicited for membership in order to have a voice in this process.

The Council meeting was adjourned at 10:45.

EMA’s Digital Council met in Las Vegas on January 8, 2008 from 10AM – Noon.

In attendance were:

· Best Buy – Jill Hamburger

· Cinema Now – Curt Marvis, Akane Maruyama, Suyim Lim

· Digital Advisors – Bruce Eisen

· Ellipse Technology – Brent Peterson, David Buttars, Steve Gerritsen

· EMA – Bo Andersen, Mark Fisher, Carrie Dieterich

· Fox – Jamie McCabe, Aubrey Schneggenburger

· Image – Rick Eiberg, Burgess Wilson, Blake Kuehn, Mitch Mallon

· Intel – Greg Hooper

· IODA – Kevin Arnold

· Mediaport – Mark Nakada

· Netflix – Jeff Bugbee, Rocco Covella

· Rentrak – Chris Roberts

· Screenplay – Mark Vrieling

· Sony – Jordan Rosen, Michael Arrieta

· Titlematch – Syd Dufton, Aaron Knoll

· Trans World / Mix ‘n Burn – Bob French

· Universal – Christine Lawton

· Warner – Michele Edelman

Meeting Notes:

1. Introduction –

a. The purpose of the Council is to bring together leading digital media retailers, suppliers and technology providers to work together toward common objectives such as supply chain efficiency and promoting consumer acceptance.

b. The Digital Council met first in July and identified a “laundry list” of objectives, prioritizing three:

i. Item identification codes, metadata, and data exchange

ii. Common terminology/definitions

iii. Event planning

c. EMA is committed to support these initiatives and the ongoing objectives of the Digital Council.

2. Metadata Project

a. Presentations were made by Patrick Javick (EPCglobal), Mark Isherwood (DDEX), and Patrick Atallah (ISAN). All presentations are available at http://emadigicouncil.pbwiki.com/Documents .

b. Co-chair Mark Vrieling led Q&A and a discussion regarding the presentations and the metadata project

c. This project will move forward in its dedicated workgroup. All participant companies are invited to participate.

3. Glossary Project

a. Co-chair Mitch Mallon described the first steps that had been taken, including posting a “first run” at a glossary on a wiki (not yet opened for editing) available at http://emadigicouncil.pbwiki.com/Glossary .

b. EMA’s Mark Fisher described a process by which the definitions within the Glossary can be discussed, negotiated, and finalized as “recommended best practice standard” definitions.

c. This project will move forward in its dedicated workgroup. All participant companies are invited to participate.

4. Event Planning

a. It was agreed that participants would meet for a half day face-to-face meeting in Los Angeles in March, and will split up into established Work Groups to move each project forward. Each Work Group will identify one step that it will discuss and work toward resolution during this session.

b. It was agreed that one day should be dedicated to digital content/delivery during the EMA HEE in late June. Initial brainstorming on panels/presentations included:

i. Non-technical issues such as retail distribution models and marketing.

ii. Playback devices and bridges to the living room.

iii. Consumer behavior.

iv. Managing the growth between digital and packaged goods.

v. Archiving – costs associated; fulfilling consumer demand

vi. Research/forecasting overview such as Tom Adams

5. Next steps:

a. Additional solicitation for Work Group participation, to ensure that key stakeholders are engaged.

b. Work Group conference calls will be set up on a regular schedule.

c. The next face-to-face meeting will be held in March in Los Angeles (time and place TBA).

EMA Digital Council Work Group 1 (WG1) Conference Call – Tuesday, March 4, 2008, 1 PM

Participants: Council Co-Chair/WG1 Chair Mark Vrieling (Screenplay), Akane Maruyama (Cinema Now), Suyin Lim (Cinema Now), Clarence Bowman (Ellipse Technology), John Koscheka (Fox), John Dolan (Fox), Trevi Fligg (Fox), Mitch Mallon (Egami), Mike Butler (IODA), Chris Roberts (Rentrak), Kayko Fukuda (Screenplay), Jason Sweitzer (Tempus Technologies), and Michele Edelman (Warner)

EMA Staff: Mark Fisher

1. Mark Fisher welcomed participants and conducted roll call. Fisher also noted that only two studios were brought in at this early stage of development to ensure the Council is going in the right direction before bringing in all others.

2. Mark Vrieling restated the WG1 objectives. Vrieling described the scope of the community that needs to be involved to develop standards which can then be monitored though a “public utility” (EMA). Discussion followed.

a. Participants need to include services that supplement metadata with “value added” data (such as Muze, AMG, etc), retailers and distributors as well as content providers. Microsoft, among other non-participants will be aggressively recruited for participation.

b. Either a unique numbering system (such as ISAN) needs to be accepted or a “Rosetta Stone” needs to be developed to translate between numbering systems.

c. A data repository/exchange needs to be developed matching the metadata requirements of the content providers, value-added service providers, distributors, and retailers’ needs. Episodic fields must be included.

d. The role of a trade association (EMA) should be to get consensus on standards, monitor the standards, and provide a data exchange repository for the industry.

e. Indie content providers and licensors must be included in the process and in the database.

f. Metadata requirements must be as streamlined as possible, while fulfilling needs throughout the supply chain.

g. Worldwide distribution aspects need to be incorporated (possibly in a future phase).

h. Studios represented agreed that a uniform and standard way to communicate through the system to retailers is valuable, and a central clearinghouse would be helpful.

i. Fox will share their current metadata standards for episodic and VOD. Rentrak will share the spec’s common to five out six studios. Fisher will provide a description of other media data exchange structures used for physical goods prior to the next meeting.

3. The Council discussed ISAN as a possible unique identifier.

a. Currently most (or possibly all) studios are acquiring ISAN numbers for digital content, but are only using them internally and not for supply chain.

b. MPM (Media Product Manager) is a number that follows each title through its lifecycle (theatrical to tv) and is used in SAP.

c. Each studio currently uses proprietary numbering schemes for supply chain.

d. There was consensus that ISAN is a likely option. (Costs to the content providers is no more than $30 per title and $10 for each version – not out of range to independents.) Fisher will provide the group, prior to the next call, with a one-page summary of ISAN and its capabilities.

4. Next meetings: Conference call on March 18 at 1PM Pacific. Face-to-face meeting in Los Angeles (location TBD) on April 3.

EMA Digital Council Work Group 4 (WG4) Conference Call – Tuesday, March 11, 2008, 11 AM

Participants: Council Co-Chair/WG4 Chair Mitch Mallon (Egami/Image), Arjun Metre (Intel), Kevin Arnold (IODA), Mark Vrieling (Screenplay), Bill Mandel (Universal Studios)

EMA Staff: Mark Fisher

1. Mark Fisher welcomed participants and conducted roll call. Participants introduced themselves and their roles.

2. Mitch Mallon restated the WG4 objective of education within the industry on digital video delivery. He specifically requested feedback on the “strawman” session schedule for EMA’s Digital Media Day at HME on June 26, 2008. Discussion followed.

a. A “supply chain” module should be added to discuss metadata exchange and other appropriate topics.

b. Services and systems should be set up around the perimeter for small group or individual presentations during “down-time”.

c. Ensure that digital/Internet/ MOD/Kiosk/ Second session are all represented.

d. Research presentation is important and must be timely.

e. The consumer panel doesn’t need to be made up of “average” users. Attendees should receive and respond to a survey in advance which asks them about their digital media usage habits. Heavy users should be solicited to participate in the panel (from a consumer point-of-view).

f. The content provider panel should include marketing exec’s and discuss how digital products are being marketing “along side” DVDs. A video game exec should be solicited to participate in the panel to present the parallel in the game business. (Fisher will contact Randy Stude at Intel for support for the game business.)

g. Its strategic to give out awards and issue a press release. Keep the awards to a minimum.

h. Sony Open Market should be invited to participate in one of the panels.

3. Next meetings: Conference call on March 25 at 11PAM Pacific (for between 15 and 30 minutes) for final feedback on the seminar schedule and logistics for EMA’s Digital Media Day. Face-to-face meeting in Los Angeles (location TBD) on April 3 for discussion of both Metadata Standardization and Standardization of Terminology.

Proposed revised seminar schedule for EMA’s Digital Media Day, and proposed speakers/moderators:

8AM “Open House” (tabletops around perimeter of room or, preferably, in outside hallway)

9AM Opening remarks / Digi Council Report (Fisher/Marvis/Mallon/Vrieling)

9:30 Research/Forecasting Panel – Adams/Nielsen/Rentrak/U&S (introduction/moderator: Curt Marvis)

10:15 Break/”Open House”

10:45 Consumer Preference – NPD presentation / “friends and family” panel of consumers (introductions/moderator: HMM) Digital Retail Business Models/Differentiation/Marketing – Netflix, Bittorrent, Amazon, Apple, Microsoft, CinemaNow, Vudu, MOD (introduction/moderator: Bruce Eisen) (Subsequent to our meeting, we determined that we may be able to get users within the Home Media Forum to participate in this session.)

11:30 The Last Ten Feet – Sandisk, Vudu, Ellipse, Porto Media, Netflix, Tivo/Amazon, Netgear, Apple, Microsoft, Creative, Archos (introduction/moderator: Arjun Metre)

12:15 Lunch/”Open House”

1:15 1^st Annual EMA Digi Awards (Digital Retailer; Content; Innovation)

1:30 Digital Retail Business Models/Differentiation/Marketing – Netflix, Bittorrent, Amazon, Apple, Microsoft, CinemaNow, Vudu, MOD (introduction/moderator: Bruce Eisen)

2:15 Long Tail – Is there consumer demand? How’s it best fulfilled? - Sonic, Amazon, Netflix, one major studio, IODA, a couple smaller studios or non-studio content providers. (introductions/moderator: Paul Sweeting)

2:45 Break/”Open House”

3:15 Content Providers – Release decisions and balancing digi/packaged goods; marketing digital media - All major studios (introductions/moderator: Bruce Eisen)

4:00 Portability – How’s the consumer getting digital video and how are they moving it around from the computer to portable players? How are they consuming it? What are the demo’s? What are the device options? How easy/difficult/confusing is it? – Sony Open Market, Fox representing Second Session concept, cell phone provider, Archos or Creative, Microsoft (moderator: Arjun Metre)

4:30 The Digital Supply Chain – How is the digital media supply chain supported? How can it be more efficient? – ISAN, Mark Vrieling, Jeff Bugbee (Netflix), One Studio, Kevin Arnold (moderator: Mark Fisher)

EMA's Digital Council met in Las Vegas on January 8 from 1-4PM. Participants included Mitch Mallon/Image Entertainment (co-chair), John Koscheka and Alex Grimwade/Fox, Kevin Arnold/IODA, Eric LeMasters/E1, Linda Blazy, Chris Roberts/Rentrak, David Benson and Andrew Ferrone/SecurePath, Mark Nakada/Mediaport, Steve Cohen/Raging River, Bob French/Mix’nBurn-TWEC, Craig Seidel/MovieLabs, and Bruce Eisen/DISH. EMA Staff was represented by Mark Fisher and Bo Andersen.

Meeting notes follow:

1. Welcome by Mitch Mallon. Introductions. Fisher reviewed meeting agenda.

2. Metadata Project Update

a. Fisher reviewed project objectives, benefits, and participants, as well as an overview of the beta-release of the EMA metadata standard for B2B communication related to audiovisual content delivered via the Internet.

b. Seidel reviewed the structure in more detail. (See slides 6-18 of the attached PowerPoint. The specifications and the XML schema are available at www.entmerch.org/metadata, and additional XML examples are planned to be located at www.movielabs.com/md.

c. The WorkGroup will continue to meet periodically to keep this structure up-to-date.

d. The structure should be distributed to all appropriate individuals within content providers and retailers. Council participants will be asked to distribute accordingly.

e. An “implementation workshop” should be organized in LA.

3. Glossary Project

a. Mallon solicited input related to keeping the document up-to-date.

b. It was suggested that the Glossary be maintained as a “wiki” with WorkGroup review to authorize changes and additions.

c. In addition, a “reflector” should be set up to discuss changes and additions.

d. A button will be added to the glossary page: “Did you find the term you were looking for? Please submit”.

e. Glossary definitions and Metadata definitions need to be synchronized.

f. Other sites should be encouraged to link to this glossary. (CEA, Hollywood Post Alliance, Producers Guild, DEG, MovieLabs, etc)

g. Bob French offered to help with search engine optimization.

h. The document should be socialized to GC’s at retail and studios.

4. Events

a. Mallon reviewed feedback from EMA’s Digital Media Pipeline and announced September 15, 2010 date for next conference.

5. Council Objectives (Part One)

a. Fisher reviewed outstanding Council objectives and the current status including (1)universal content indexing, (2) transactional usage reporting standards, (3) industry data repository, (4) improving the consumer experience, (5) contract best practices, and (6) a rights management database.

6. “The State of Digital Distribution 2010” was presented by Rentrak’s Chris Roberts. Copies of this presentation are available from Chris at cer@rentrak.com.

7. Open Discussion

a. Industry Promotion

i. It’s a complex issue with especially with larger studios.

ii. Promotion could possibly be coupled with anti-piracy messageing.

iii. Retail interest will be solicited. Perhaps the experience (getting video from the Internet to the TV) could be promoted through retail sites.

b. Embracing Mobile

i. Mobile should be viewed as simply another form of delivery mechanism to the consumer. However, there are some technological differences that merit discussion.

ii. Mobile companies, handset manufacturers and carriers should be solicited for participation, including V-Cast and M-Spot. Bruce will connect with Motorola and RIM.

iii. Mobile should be addressed at Pipeline, perhaps with a break-out session if there is enough participation.

iv. Participation should be invited for Transactional Reporting standard.

v. There are technical problems delivering video to non-standand screens on mobile devices. This could be an opportunity for collaboration.

c. Pipeline

i. A “technology demo” area should be set up near the lunch/break area.

ii. Expand content related to mobile delivery.

iii. Metadata Implementation breakout; perhaps a “plug-fest” (outputs and inputs – see if they connect).

iv. Present a case study of metadata implementation across the supply chain (retailer and content provider) including a testimonial.

v. Analytics related to multi-screen viewing, number of devices, etc.

vi. 3-D application.

vii. What’s going on in the largest studios and CE companies? Proprietary systems?

d. Transactional Reporting

i. We can address this early enough to encourage easier (and less costly) adoption.

ii. Leverage DDEX structure and the EMA XML (dropping the EMA standards into the DDEX framework)

iii. This is a critical, immediate need.

e. Universal Index System

i. ISAN is the most spoken about alternative and is best postioned.

ii. Dave Benson described ISAN’s current status and pricing structure (from transactional to “all you can eat”, and potential flat-rate deals). Two studios are close to establishing flat-rate contracts.

f. Industry Centralized Database

i. Should include “distributor of record”

ii. Would be a benefit to the industry.

g. Centralized repository of research and data.

8. Council Objectives (Part 2). Work Groups will be established to begin work on key objectives below.

a. Transactional Reporting Standardized Communication

b. Encourage adoption of Metadata Standard

c. Centralized Database

d. Centralized Repository of Research and Data

e. Pipeline (Education)

f. Universal Index System

g. Maintain Glossary

h. Solicit additional participation, including mobile.

i. Industry Promotion

9. The next Digital Council meeting will be scheduled in Los Angeles in the summer.

Below please find the notes from today's meeting of EMA's Digital Council WG1 (Metadata). I've also included changes that have been made since the last meeting. Please review the current structure including these changes and respond (by Tuesday Jan 5) with any final issues before we publish our beta release next week. Thx, Mark

EMA Digital Council WG1 (Metadata)

Conference Call

December 29, 2009, 9:30 Pacific

Participants: Craig Seidel (MovieLabs), Jonathan Storm and Chris Taylor (MOD Systems), Susan Hirsch (Fox), Mark Fisher and John Mitchell (EMA)

1. Mark will distribute the most current version with a description of changes made subsequent to our last meeting to all participants for final comments to be received no later than next Tuesday.

2. Craig will merge the MovieLabs and EMA documents into one to be posted on the EMA site along with the schema. Both will also be posted on the MovieLabs site.

3. DSD codec will be added.

4. Best practices will include suggested common terminology of the encoding of popular business arrangements.

5. Copyright – Mark will solicit input from key stakeholders’ legal teams regarding copyright information to be conveyed through this schema. (The schema currently includes the means for content providers to update all fields, including the copyright field.)

6. John will draft a general disclaimer statement which Craig will add to the preface of the documents. Also a statement to the effect of those posting take responsibility for what they’ve posted and recipients are held harmless for their errors.

7. There was some general discussion regarding expanding the scope of this project. EMA intends to lead a similar project for digital video game distribution. While music is out-of-scope of the EMA project, MovieLabs and MOD Systems will have offline discussion.

The current version of the EMA schema and its documentation are available at www.movielabs.com/md. User name is mlmd. Password is metrDatr00. Changes include:

1. “Physical” will be changed to “Digital Asset”, and its fields will be moved into “Basic”. - Done

2. “Display Indicator Coding” (4.1.2.1) is eliminated. - Section still exists, but has wording: The values used for Display Indicator are at the discretion of the Publisher and the Retailer. Examples of values conceived for this element include, “CC”, “DVS”, “P” (season premiere), “F” (finale).

3. “Genre” (4.1.2.2) description will include that this is that “genre is contextually and culturally specific” and that any genre list can be used as agreed upon by B2B partners. New genres to be added: “Independent Film” and “Sports”. - Done

4. ReleaseDate – Options – Year (minimum requirement), Year/Date, Year/Time - time encoding (3.3) rewritten (someone should check). Year is required. Allows either Date or DateTime, but not both.

5. “Work Type” (4.1.1.1) – change “advert” to “ad”; add “ring tones” and “other music” - done

6. “Picture Format” (4.1.1.3) – eliminate “smilebox”, change “full screen” to “full”, add “pan & scan” and “additional description” (OPEN ITEM – needs further discussion) - explanations have been detailed and added Stretch’ was added. (”Smilebox”is a legitimately released format and perhaps should remail.)

7. “Container Type” – allow option for code and verbiage - Added a cross reference in each track and added ContatainerSpecificMetadata to ContainerMetadata-type. Note that ContainerMetadata was previously named DigitalAssetContainerMetadata. ContainerMetadata was added to FileInfo-type (formerly it wasn’t referenced at all).

8. Change CID to Content ID - cid only remains in the actual ID. For example, md:cid:ISAN: 0000-3BAB-9352-0000-G-0000-0000-Q

9. Is Copyright Line a required field – Made optional.

10. Container encoding and list of codecs/containers. (OPEN ITEM) – Lists from document are being utilized.

EMA Digital Council WG1 (Metadata) Meeting

Via Conference Call

December 18, 2009, 9:30 AM

Participants: Steven Cohen (Raging River), Craig Seidel (MovieLabs), John Koscheka/Scott Merrill/Alex Grimwade (Fox), Karen Broome (Sony), Jim Skinner/Mike Hastings (Netflix), Linda Blazy, Eric LeMasters/Jacob Debrowski (E1), Mark Vrieling (Screenplay), Dave Benson (SecurePath), Todd/Steve/Chris/John (MOD Systems), Bill Mandel (Universal), Mark Fisher/John Mitchell (EMA)

1. “Physcal” will be changed to “Digital Asset”, and its fields will be required instead of optional.

2. “Display Indicator Coding” (4.1.2.1) values will be at the discretion of the content provider and retailer.

4. ReleaseDate – Options – Year (minimum requirement), Year/Date, Year/Time

5. “Work Type” (4.1.1.1) – change “advert” to “ad”; add “ring tones” and “other music”

6. “Picture Format” (4.1.1.3) – eliminate “smilebox”, change “full screen” to “full”, add “pan & scan” and “additional description” (OPEN ITEM – needs further discussion)

8. Change CID to Content ID

9. Is Copyright Line a required field – Mark to follow up with John Koscheka (subsequent to meeting: OK to leave as optional)

10. Container encoding and list of codecs/containers. (OPEN ITEM) – list is below for review.

11. No need to deal with ‘fictional’ attributes for names at this time.

12. Final document will combine Common Metadata and EMA Metadata and will be housed on both the EMA site and on the MovieLabs site.

13. The committee will meet by conference call for one hour at 9:30 AM Pacific on Tuesday December 29, primarily to discuss #6 and #10 above.

Container List:

• 3GP – Third Generation Partnership Project (3GPP) file format

• 3GP2 – 3GPP2 file format

• AIFF – Audio Interchange File Format

• ASF – Microsoft Advanced Streaming Format

• AVI – Microsoft Audio Video Interleave, also includes AVI 2.0

• DIVX – DivX movie file

• FLV – Flash Video File

• ISO – ISO Container ISO/IEC 14496-12, when not specified in a more specific fashion (e..g, MP4)

• JPEG – JPEG image file

• M4V – Apple M4V

• MJ2 – JPEG 2000 file format; ‘ISO’ containing JPEG 2000

• MP4 – MPEG-4 Part 14, ISO/IEC 14496-14:2003

• MKV – Matroska multimedia container

• MPEG-2 (TS) – MPEG-2 Transport stream

• MPEG-2 (PS) – MPEG-2 Program Stream

• Ogg – Xiph.Org file format for Vorbis and Theora

• Quicktime (MOV) – Apple QuickTime movie file

• PNG – Portable Network Graphics (PNG) file

• RM – RealNetwork’s RealMedida file format

• RIFF – Resource Interchange File Format

• SWF – Adobe Shockwave Flash

• TIFF – tagged image file format

• WMV – Microsoft WMV file

• VOB – DVD Video OBject file

• XMF

• ‘other’

Codec List

• "AAC" – Advanced audio CODEC

• "AAC-LC"

• "AAC-LC+MPS"

• "AAC-SLS"

• "AC-3" – Dolby Digital, AC-3

• "AIFF" – Audio Interchange File Format (when specific CODEC is not known)

• "ALAC" – Apple Lossless Audio Codec

• "AMR" – Adaptive MultiRate

• "PCM"

• "DOLBY-TRUEHD"

• "DTS" – DTS CODEC

• "DTS-ES" – DTS ES (Extended Surround)

• "DTS-HRA" – DTS-HD High Resolution Audio

• "DTS-96/24" – DTS 96/24

• "DTS-MA" – DTS-HD Master Audio

• "DST" – Direct Stream Transfer

• "E-AC-3" – Enhanced AC3, Dolby Digital Plus (DD+)

• "FLAC" – Free Lossless Audio Codec

• "HE-AACv2" – High Efficiency AAC v2

• "LPAC" – Lossless Predictive Audio Compression

• "LTAC" – Lossless Transform Audio Compression

• "MP3" – MPEG 1 Layer 3

• "MPEG1" – MPEG1 Layer 2

• "MPEG-4-ALS"

• "MLP" – Meridian Lossless Package

• "PCM" – Pulse Code Modulation, or Linear PCM

• "QCELP" - Qualcomm Code Excited Linear Prediction

• "RealAudio-Lossless" – Real Networks’ lossless format

• "Vorbis" – Ogg Vorbis

• "WAV" – used when specific CODEC (e.g., PCM) is unknown or not listed

• "WMA" – Windows Media Audio

• "WM9-lossless"

EMA Digital Council WG1 (Metadata) Meeting Notes

November 5, 2009

The Metadata Workgroup (WG1) of EMA’s Digital Council met on Thursday November 5 at Universal Studios in Universal City California. Participants were: Craig Seidel (MovieLabs), Dave Benson (SecurePath), Mike Hastings (Netflix), Bill Mandel (Universal), John Koscheka/Alex Grimwade/Susan Hirsch/Scott Merrill (Fox), Mark Vrieling (Screenplay), Mitch Mallon (Image), Chris Roberts (Rentrak), and Mark Fisher (EMA). John Mitchell, EMA’s anti-trust counsel, participated by phone.

Workgroup members agreed that the EMA schema would be published for use by CES, however terminology would be later edited where necessary to make it compatible with SMPTE standards.

Craig Seidel of MovieLabs reviewed the mapping of the spreadsheet to the current XML schema, and also reviewed the structure of the XML schema. Several adjustments were made by group consensus, which will be reflected in the next version.

Universal has run use cases, which Craig will forward to Netflix to test ingestion. Fox and Universal will run additional use cases on the revised schema, including features, episodic content, and other content, the results of which will also be forwarded to Netflix for ingestion.

Fisher will arrange a conference call in mid-January to review the use-case tests. The final document will be announced during CES and we will then begin to encourage implementation.

The current version of the EMA schema and its documentation are available at www.movielabs.com/md. User name is mlmd. Password is metrDatr00.

EMA Digital Council WG1 (Metadata)

September 23, 2009

Universal Hilton, Los Angeles, CA

Participants: Craig Seidel (MovieLabs), Steven Cohen (Raging River), Bill Mandel (Universal), Alex Grimwade (Fox), David Benson (Secure Path), Jeff Stevens (Warner), John Koscheka (Fox), Susan Hirsch (Fox), and Scott Merrill (Fox)

Staff: Mark Fisher and John Mitchell (EMA)

1. Mark Fisher reviewed the process to date and the day’s agenda.

2. Dave Benson - While version 6 is stable and reflects the group’s work, version 7 was created in conjunction with MovieLabs to leverage common schema elements with other structures under development while maintaining all requirements of the EMA schema. Core structure identifies common elements while EMA-specific elements are present in EMA-specific model.

3. Craig Seidel presented version 7.

a. Available at www.movielabs.com/md. User name is mlmd. Password is metrDatr00. (Click “common metadata” toward the bottom of the web page, then click through to either the “Documentation” (pdf) or “Schema” (XSD).)

b. Simply a different way to express the EMA requirements, with some changes in nomenclature. A document will be produced prior to the next meeting which clarifies where each line item on the excel spreadsheet is located in the XML schema.

c. Key substantive differences: Allows Genre to be based on culture & Franchise is added.

4. Discussions – not meant to be a complete list (Craig captured notes for required changes).

a. Need identifier for “related items”. Use “Work ID”.

b. How are local talent voice-overs handled? A “people” node will be added under “language” in “localized”.

c. Previous release dates will be maintained as descriptive, although they may live within the section previously named “business rules”, now called “transactional rules” and part of the EMA (not common) schema.

d. “Announce Date” (the date that a retailer can announce the upcoming availability of a title) will be included as a “rule type”.

e. “Time of Broadcast” is important, especially for tv episodes aired the day prior to web release to determine when the episode can be aired in each time zone.

f. How important is “scheduled original air date” vs “actual original air date”, and how are these handled at retail? (Fisher to follow up with Amazon and CinemaNow.)

g. “Channel of Distribution” – is this important to Amazon and CinemaNow? Fisher to follow up.

h. How are companies (studios, etc) formally identified? Is a registry for names necessary? Or, do companies use the vendor id’s for each retailer in their direct communication?

i. Job Functions – should this field be open-ended, or should EBU roles be utilized (or a defined subset of them). Fisher will follow up with retail to define the six roles that they require most. Participants need to get perspective of their marketing departments. “Display Role” should also be added as an optional free-form to reflect billing in final credits.

j. “Episode Copyright” should be changed to “Copyright”.

k. Location filmed, location set, era set, venue (live concerts or sporting events) - hold for now.

l. Associated images (eg cover art). To be sent in separate file under the manifest.

5. Next steps:

a. The next version will be available (XML, Excel w/references, and documentation) by mid-October.

b. WG1 will meet in person in late October to review. <This will, instead, be scheduled the first week of November due to both EMA and MovieLabs conflicts.>

c. Objective is for the Digital Council to approve a final version by the end of 2009 for an announcement at 2010 CES.

EMA's Digital Council WG1 (Metadata Standards) met by conference call on Tuesday, July 21at 10 AM Pacific.

Participants: Mark Vrieling/Council Co-Chair and Shari (Screenplay), John Koscheka and Elaine Spooner (Fox), Dave Benson (SecurePath), Bill Mandel (Universal), Karen Broome (Sony) and Chad Miller (AT&T)

Staff: Mark Fisher and John Mitchell (EMA)

1. Mark Fisher and Dave Benson reviewed the meeting held between EMA, DDEX, ISAN (represented by SecurePath) and MovieLabs.

o Purpose was to discuss potential synergies and efficiencies, and reducing overlap and marketplace confusion (increasing the chance of adoption of a standard structure).

o The Metadata schema developed by EMA's Digital Council will remain true to its purpose, serving the needs of retailers and content providers.

o DDEX existing work regarding delivery mechanisms (primarily for music) to house communication flow may have application for the EMA metadata project. Dave Benson will research and report back. Also, DDEX has developed a communication schema for usage/sales reporting, which may have application to speed up development of that future phase of the EMA project plan.

2. Dave Benson has started a gap analysis between the EMA structure and the DECE structure for WG1's review in August. (It will be distributed by email in advance of that meeting.

3. Dave Benson reviewed the adjustments made to the EMA XML schema, as found in versions 1.0.5 and 1.0.6, and defined open issues. (http://ema.secpath.com)

4. Karen Broome, Dave Benson, and a representative from Screenplay will update the excel spreadsheet representing the metadata fields and their organization.

5. A reference document will need development. This will be discussed at the upcoming face-to-face meeting in August. Volunteers will be solicited to form a working group.

6. Use cases should be tested representing features, episodic content, and short-form content, for review at the face-to-face meeting. Any input prior to that meeting should be send to Mark Fisher and Dave Benson. (Post today's meeting, one studio has already run though one sample, finding a few minor issues to be resolved.)

7. A face-to-face meeting will be held in the L.A. area on August 27. Time and specific location to be announced.

EMA's Digital Council WG1 (Metadata Standards) met by conference call on Friday, May 22 at 11 AM Pacific.

Participants: Mark Vrieling/Council Co-Chair and Shari (Screenplay), John Koscheka, Chad Olsen and Atanas Georgiev (Fox), Dave Benson and Simran Butalia (SecurePath), Chris Hoard (Lionsgate), and Micah Krabill (Amazon)

Staff: Mark Fisher and John Mitchell (EMA)

Dave Benson from SecurePath reviewed the XML schema (attached).

Controlled vocabulary will be integrated prior to the next draft.
Micah will review internally whether the elements could be allowed to occur in any order, or whether the order should be fixed. (Netflix, CinemaNow and other retailers will be consulted as well.)
The next draft will include a data sample.
Rows from the spreadsheet will be annotated on the XML document to allow crosschecking for descriptions and definitions. (final spreadsheet is attached)
Synopsis sizes will be adjusted to include brief, normal, and full.
Date ranges - i.e. rights windows, blackout windows, pre-order date: (a) multiple fields will be available, (b) fields will be based on definitions rather than individual company terminology; (c) and Fisher will work with Micah to develop list of fields, their definitions, and a recommendation of which would be mandatory.

Next draft should be distributed in about one week, after which a call will be scheduled to review the final version and green-light use-case testing.

Thanks again to SecurePath for drafting the XML.