Future of Media

The paradox of content liberation:
More structure means more freedom

What can semantic technologies do for media?

In her Razorfish research report Nimble, on the future of publishing, Rachel Lovinger explains that applying greater structure to content via semantic metadata allows it to be more widely re-used, referenced and shared. Semantic content is richer in meaning and more “aware” of its own properties, so it can be reconfigured, enhanced and adapted for different purposes, and different media, then linked to other content. It’s also findable with greater accuracy and speed. This is liberated content.

When semantics are applied to content, the audience experience improves drastically. Readers can navigate more accurately and quickly. Related content recommendations are meaningful when based on an understanding of story and context, rather than simplistic keyword matches. From a publishing perspective, the costs of content creation and customization are greatly reduced. Topic hubs form rapidly and link to relevant knowledge bases. Data-driven journalism is enabled.

Yet beyond all these technological capabilities, what difference do semantics make to the media business? Can semantics be monetized? Are they a source of competitive advantage? Do they enhance ad revenues, hold audience attention longer, and encourage engagement? Join us to learn the answers.  

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