Editorial Guidelines

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• Editorial Guidelines
• to Maximize Merlin COVE

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PROJECT MERLIN GROWTH

• PBS.org public launch October 25, 2010
• Web objects pilot stations and national
  producers
• Launched with approx. 2000 now at 6971
• In first 3 months of ingesting, ranges between
  500-800/per month with more in October (season
  premieres) and less in December (pledge)
• COVE Video Objects Cove Pro stations and
  national producers
• Launched with approx. 11400 videos now at 19493
• In first 3 months of ingesting, growth ranges
  between 1100-1400/per month also with more in
  October and less in December
• Content Channels
• There are currently 917 active content channels
  set up in Merlin.

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METADATA BEST PRACTICES

• Need for Consistency The volume and diversity of
  content presented outside the context of your
  site or COVE PRO program pages require consistent
  metadata to guide users effectively.
• Basis for the Editorial Standards We considered
  the unique nature of our content as well as SEO
  and editorial industry standards.
• Experience to-date Local station and national
  producer content have common needs to transition
  to this new, common API.
• Multiplatform Production is Not Agnostic As
  Merlin metadata is used for a new platforms,
  expect new and unique editorial formats and
  audiences.

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WHY ROBUST METADATA WORKS

• Better engagement of users
• More click-thrus to your content
• Better promotional opportunities
• Improved SEO
• Easier display in multiple environments

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THE COVE-MERLIN CHALLENGE
Create metadata that optimizes your video content
for multiple platforms.

• COVE was the first platform with specific title,
  image, and description elements
• Merlin changes the way we use metadata
• Video is now more than just a portal on your site

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THE COVE-MERLIN CHALLENGE II

• Titles dates, episode numbers, show titles vs.
  headlines
• Images logos/repeated photos
• Description vs. copy
• Topics multiple selections

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ANATOMY OF METADATA
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KEY METADATA

• Titles
• Images
• Descriptions
• Topics
• Dates
• PBS.org Homepage Dynamic Lead (DL)
• PBS QA

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WRITING TITLES DOS

• Unique to PBS the System
• Full episodes of disparate segments Nightly
  news,
• weekly news, weekly community/arts programs
• Title Day of the Week, Abbreviated Month, Date,
  Year (example Friday, Oct. 15, 2010)
• Description Provide an introductory sentence and
  briefly describe the segments.
• Topic Until you can segment the video with
  specific headlines and topics, assign the full
  episode to one primary topic. Chicago Tonight
  News Public Affairs

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WRITING TITLES DOS

• A general approach for all types of content
• Think headline, not just an asset title.
• Communicate the essence of the feature/video.
• Have it stand on its own to attract a click-thru.
• Be concise and limited to 60 characters
  (including spaces.)

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STRONG EXAMPLES

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TITLE OPTIONS DOS

• Some content favors certain types of headlines.
• Music
• Song
• Pearl Jams Just Breathe,
• KT Tunstall Performs "Madame Trudeaux"
• 2. Full Episode/Concert
• Pearl Jam Concert
• Celebracion! Dudamel, Florez, and the L.A.
  Philharmonic
• 3. Interview L.A. Band Ozomatli on Working at
  the Bush-era State Dept

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TITLE OPTIONS DOS

• Some content favors certain types of headlines.
• News Who, What, Where, and/or Why?
• Story
• Recession Business Success Stories
• Haiti Reconstruction Aid Falls Short, New Figures
  Show,
• The Return of Moktada al-Sadr
• 2. Interview Prominent Person X on Y Subject,
  Title of Person X on Y Subject
• New Rep. Renacci Aims to Keep Outsider
  Perspective
• Interior Department Deputy Secretary on Deepwater
  Drilling
• A Doctor's Role in End-of-Life Decisions (Uses
  the interview focus)
• Debate
• Senate Debate Person A and Person B
• Person A and Person B Debate on Taxes, Education,
  Mortgages

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TITLE OPTIONS DOS

• Some content favors certain types of headlines.
• Recipes Dish name and if applicable, with a
  qualifier
• Healthy Mac Cheese
• French Carrot Lentil Soup
• Asian Pork Dumplings

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TITLE OPTIONS DOS

• Some formats favor common headlines.
• Quizzes Pose questions/dichotomies to the
  audience.
• You Think You Know Monty Python?
• Myth or Reality Immigration in America
• Galleries What is the hook, story? Focus on the
  format only if the images are rare.
• 2000 vs. 2010
• Political Cartoons with Ulysses S. Grant
• Timelines What and over what course of time are
  you tracking?
• History of Cooking in America
• Cancer Rates over the Last 100 Years

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WRITING TITLES DONTS

• Avoid including the call letters. They are
  included in your content channel name and take up
  title space.
• Avoid repeating the program name/content channel.
• Avoid writing the season or episode numbers.
• Riverside Nights WKRP I Season 2
• TK435, TK436, TK437
• Avoid titles that are vague, lacking modifiers or
  verbs.
• Ian Duda (Who is he why is he interesting?)
• Cardboard Boxes
• Reshaping Texas

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SMART TOPIC ASSIGNMENT

• Less is more.
• Be highly specific and limit to 2 primary and/or
  2 subtopics.
• Tips on raising children ? Relevant Parents and
  Health subtopics
• Not
• Arts Entertainment/Literature Writing
• News Public Affairs/Education
• Home How-to
• Consider assigning subtopics independent of the
  primary.
• Arts news story on a gallery opening ?News
  Public Affairs/Arts Entertainment
• Refer to the topic taxonomy regularly.

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DESCRIPTIONS

• Start with the lede who is or what is this
  about?
• Provide the hook to grab a reader.
• Set user expectation is this a full episode, a
  clip, behind the scenes, etc?
• Keep it short and clear. Though the limit is 400
  characters, including spaces, consider less.
• Dont repeat the short description or other long
  descriptions.

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STRONG EXAMPLES

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CHOOSING IMAGES

• Images dramatically impact click-thrus.
• Use striking photos, not program logos or text.
• Dont repeat images for multiple objects.
• Try to use promotional photos instead of
  screengrabs, when possible.
• Hi-res requirements 16x9, at least 640 x 360px.

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STRONG IMAGES
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DATES

• Availability Date Time in past, present, or
  future that an object is created useful for
  archival objects
• Expiration Date The time the object is removed
  from the front end, but remains in the system on
  the backend. This is useful for rights restricted
  content, seasonal, and elections content.
• Publish Date The time it appears on the frontend
  which is the default date if the above two are
  empty.
• NOTE
• Video objects COVE-Merlin dates do correspond,
  thus a rights-restricted
• video will expire in both platforms.
• Web objects via a feed setting the
  availability and expiration dates is only
• possibly if available in your CMS. If not
  available, the default date will be the
• time of feed ingestion/refresh.

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PBS.ORG DYNAMIC LEAD
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PBS.ORG DYNAMIC LEAD
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PBS.ORG DYNAMIC LEAD

• Best Practices
• Content types Preview/Tune-in, Cove Program
  Page, Interview,
• Deep Web feature
• Images Clear, compelling images that work with
  the roll-over state
• Titles Dont assume people know your programs,
  hosts.
• Overt calls to archives Watch Check Please! Bay
  Area now!
• Tune-in with program name Oregon Field Guide
  Volcanoes in Our Backyard
• Description Concise, yet overt explanation of
  the feature, episode, interview, etc.
• Rotation Change weekly
• Amount 1-3, otherwise its more work than
  necessary

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PBS QA Criteria

• Merlin is for long tail content and the following
  are flagged.
• Pledge pitches
• Duplicate images, titles, or descriptions
• Previews on dynamic pages
• HTML or styling in text, such as ltemgt in
  headlines, descriptions
• Excessive topic assignments, such as a reading
  program for parents filed under News Public
  Affairs

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REVIEW

• Metadata translates platform.
• Metadata promotes your content.
• Clarity of experience.
• Conduct QA Help us, help you.
• Check your Merlin account for flagged objects.
• Refresh your homepage dynamic lead objects.

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RESOURCESVisit the Merlin Resource
Centeron SRC for more best practices.http//www
.pbs.org/remote.control/toolsindex/services/Merlin
20Resource20Center/index.html

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QUESTIONSFeedback? pbsi_stationservices_at_pbs
.orgEditorial Jessica Duda, jaduda_at_pbs.org