Companies like PBS have all new challenges in meeting their customer demands with the increasing adoption of disruptive technologies. Simply taking content delivered across traditional channels like the TV and website no longer apply. To build a meaningful experience that leverages the vast amounts of content – PBS and 3Pillar developed a ground-up meta-data architecture that combined the two very disparate worlds of structured and unstructured data. This metadata strategy allows PBS to be predictive in serving up content; it allows PBS to run analytics for improving the experience and optimizing their business strategy.

1. Content is King

2. Content is King:
Developing marketing-changing
strategies with a unique content approach.
Jon Brendsal
Mike Renner
VP, Products
VP, Account Management
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3. A POSIT...
Effective Digital Marketing Lives in The Context of
Content
• Content provides the context for making a marketing
message relevant
• Content is a fingerprint for identifying audience and
potential interest in a message
• Content is generally a pull activity fueled by an individuals
temporal interest
• Digital devices allow individuals to consume what they
want, where they want it, when they want it. – Maximum
Reach
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4. REACH & RECOGNITION
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5. ICONIC BRANDS
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6. 10 YEARS AGO...
• Broadcast centric
• Pixel perfect production culture
• Little interactive capability
• Shovel-ware content
• Aging audience demographic
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7. WITNESSING A SEA CHANGE
• Explosion of content and publishers competing for digital
audience
• Fragmentation of online content
• Explosion of distribution channels (devices, mobile,
Facebook, Twitter)
• Viewers increasingly demanded what they wanted, where
the wanted it, and
• Decline in public/corporate funding
• Increasingly irrelevant in the digital world?
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8. WE NEEDED TO CHANGE
• Give them what they want
• Where they are
• When they want to see it
• Maintain a business model
• Acquire/develop technical capability to execute and deliver
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9. FAST FORWARD TO TODAY
• Distribution Channels
• Legacy Web
• Mobile
• Native Apps (iPhone / iPad)
• MobileWeb (Kindle Fire, Android, Blackberry)
• Over-the-Top (GoogleTV, Boxee, Xbox, Roku…)
• Commercial – iTunes, Amazon, Netflix, Hulu
• Robust technology platform
• Maturing product organization
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10. WHAT DID IT TAKE?
• An organization that could execute
• A data strategy
• A technology platform that could power it all
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11. AN ORGANIZATION
• What did we need:
• Product management
• Product development
• How did we get it:
• Combination of Partnering and In-house
• Fully Integrated team encompassing all disciplines
• Partner to bring expertise in creating a product
organization
• Leverage partner strength in technology and
development
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12. A DATA STRATEGY
• Break down the static silos
• Metadata repository / registry of all content
• Exposed content through services / feeds
• Transcode video for multiple platforms
• Build audience experiences
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13. A TECHNOLOGY PLATFORM
• A metadata repository / registry
• Producers / stations ‘advertise’ their content by publishing
highly structured metadata
• Basic metadata includes: title, thumbnails, destination
URL, description
• Robust API to feed downstream clients
• Instrumentation of apps
• Ability to insert content aware Pre-roll, Static Ads, Donor
Appeals
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14. © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential
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15. Thank You
Jon Brendsal
Mike Renner
VP, Products
VP, Account Management
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16. ABOUT PBS
• 600 employees
• Non-profit member organization
• 165 independent member dues-paying stations
• General Audience, Kids, Education
• Dues are used for content and infrastructure
• Stations / producers are not owned by PBS
• You don’t listen to us on the radio
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17. 5 YEARS AGO…
• Hosting operation (producer sites)
• Lack of product orientation & vision
• Stations being swamped by technology wave
• Producers frustrated with inability to innovate on hosting
platform
• No internal development capacity
• Antiquated technology platform
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18. BY THE NUMBERS – SEPTEMBER 2012
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19. MONETIZATION
• Combine Sponsorship with content
• Preroll and Midroll
• Content aligned fund raising
• Static Advertising
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20. A COMPREHENSIVE APPROACH
• Unlock the content from the broadcast silo (transcoding
and metadata about device capabilities)
• Expose metadata to allow us to serve targeted content to
disparate distribution endpoints (APIs)
• Scaleable, on-demand infrastructure
• A digital first mindset
• A product-oriented organization
• A Marketing/Monetization Strategy
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21. THE STATION CHALLENGE
• Independent legal entities
• Wide range in size and capabilities
• ‘Haves’ and ‘have nots’
• Limited technical capability
• Relationship with their viewers is based mostly on the
local broadcast channel
• Being disintermediated by the Internet
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22. THE CMS CHALLENGE
• Content ‘owned’ by producer
• No content syndication
• Independent websites
• No common CMS or publishing system
• Silos of unstructured data
• Poor discoverability
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