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ROUND TABLE Content Management
you’ve done your work on the metadata. That way, you have people coming to your collection to view and licence the new headline material, but they will start to look for other content with unknown value – which they will find as descriptive metadata. If they really want it, they will request it and that’s when you master it, maybe charging to cover the cost, and then add the additional content. Put simply, this doesn’t have to be a binary choice – all or nothing. Make some sensible choices about what is valuable and let the market decide the rest. A combined push and pull approach. GOODY GROUP: We have already discovered some amazing historical materials in the McBoolean collection, including a 1919 film of Winston Churchill playing polo, footage of the Russian Princess Anastasia cuddling a rabbit and the crew of the USS Arizona putting up a Christmas tree in Pearl Harbor. We aren’t a sentimental bunch, but do you think we have any obligations to cultural or national institutions around these kinds of extraordinary clips? Or should we monetise them as we see fit?
VIVEK KHEMANI: Responsible use of AI could support any directional use of such extraordinary content. The user segment that represents national or cultural heritage could be taken into confidence about the existence of such content. Their access to content of this nature could be made freely available within the monetisation platform or content website. IAN MOTTASHED: Incredible footage like that is the perfect marketing vehicle for your archive. That’s the news story for publicising your archive with mainstream media coverage – plus headline PR in industry papers. Marketing archives is a challenge. We haven’t really discussed it here but it is another line for the McBoolean budget. There are many ways to monetise assets beyond conventional B2B licencing models that can satisfy public curiosity and still generate revenue, particularly if you have some extraordinary content. Think about ad revenue from pre- roll videos, freemium and premium subscriptions, and if you can’t do it alone there’s always the ad revenue from YouTube if you want to sacrifice copyright. If you’re going to be philanthropic and share this content with the public, then see if a big brand will sponsor all or part of it. IF YOU’RE GOING TO BE PHILANTHROPIC AND SHARE CONTENTWITH THE PUBLIC, THEN SEE IF A BIG BRANDWILL SPONSOR IT KEVIN SAVINA: There is a right to use some of that content in news and documentary. I believe you are allowed to monetise them as you see fit within the rules of rights to information, which differ according to country. If someone wanted to do a documentary on the life of Winston Churchill, you might have an obligation to provide some part that can be used in a limited way, but again, it will depend on the laws of each country.
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