Linear TV stream is no longer the primary source for audiovisual content consumption – online platforms accessed on personal computers or mobile devices are increasingly replacing TV sets. Younger audiences in particular are turning away from linear TV and instead consuming content published on social media and streaming platforms. To compete with the online-first offerings, broadcasters need to offer compelling content and deliver it appropriately. This means that linear TV content needs to be adapted for broadcaster’s apps and websites, as well as social media. Those different publication vectors all come with requirements of their own – videos on Facebook are often muted by default, so hardcoded subtitles are a must, Instagram videos cannot be longer than 60 seconds, etc.
ReTV Tools for Content Adaptation and Publication Online
Content Wizard is a social media publishing platform that supports the preparation and publication of optimised audiovisual content across digital media vectors. The core component of the platform is the video analysis service which performs scene and shot segmentation, visual concept detection and summarisation of video content. The service enables users to transform videos from their collection into desired length clips suitable for publication on social media platforms; the automatic selection of unique shots for the video summary replaces manual editing required to create engaging video stories for audiences online.
Content Wizard acts as a single platform for content publication across multiple social media channels. It optimises content for each channel – adapting the length and format of videos and recommending optimal publication time to ensure maximum engagement with your content. Additionally, it uses a semantic text editor to provide text suggestions that help to improve and amplify the message. This means that instead of switching between complex editing software and online platforms to publish their content on multiple digital channels, editorial teams can go through the whole content preparation and publication workflow using one tool.
How Does It Work: Use Case for a Media Archive
During the Tour de France cycling tournament, the editorial team at a Dutch media archive want to engage their audiences by reusing some of its audiovisual content related to the event and publishing it on its social media accounts – Twitter and Facebook. The archive has a rich collection of relevant videos, however, most of them are too long and do not have any subtitles and therefore are not suitable for publication on these social platforms where audiences are accustomed to watching short, muted clips.
Using the video analysis service, the team summarises a ten-minute news programme from the archive into a 60-second video for Facebook and a 30-second video for Twitter. Both videos show key shots from the programme that encourage audiences to watch the full video.
Creative editing functions allow editors to easily add captions to ensure that the video could be watched muted. Without any additional video editing software, editors can add logos, select an appropriate intro/outro from their media library, etc. Videos are prepared in different aspect ratios to adapt to the requirements of each social media platform.
To prepare the text that will accompany the video, the team uses suggestions provided by the semantic text editor that helps to fine-tune the message for maximum impact. Finally, based on the analysis of audience engagement with the two social media accounts, Content Wizard suggests optimal publication time.
Without leaving the platform, the team is able to turn a full-length news programme into two video summaries adapted to specific social media platforms and schedule their publication within a matter of minutes.