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| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
DAM IN HERITAGE & CULTURE 2011
Wales On View
‘Creation & Control’
Mark ThomasImage Resource Manager
Welsh Assembly Government
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
In this presentation…
Background
Organizational overview
Workflow: image creation
Workflow: file-naming and metadata
Internal sharing
External licensing
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Wales On View
Who We Are
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Background…
The Welsh Assembly Government
Is the devolved government for Wales, working to help and
improve the lives of people in Wales and make Wales a better
place in which to live and work
Approx 5,000 staff
Visit Wales
Is the tourism promotional department of the Welsh Assembly
Government
Is part of the Sustainable Futures Division of the Welsh Assembly
Government
Approx 130 staff
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Wales On View is…
The central photographic unit for Visit Wales
Full-time staff of 4
Main unit functions:
Photographic commissioning
Digital image post-production / ‘image grading’
Digital asset management for all Visit Wales’ still image and video
assets
Licensed image distribution to internal and external users
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Wales On View statistics…
Commissions over 80 photo shoots per year
Works with a Framework of 35 external photographers
Receives and processes approx 100,000 incoming RAW image files
per annum
Averages approx 5,000 new images added to main Visit Wales
database each year
Number of images added grows by approx 15% each year
All imagery created by Welsh Assembly Government is Crown
copyright
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Wales On View statistics…
Each year we process approx 2,000 to 2,500
individual image requests
We distribute between 18,000 to 20,000
images, per annum, all under license
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WOV: Image Centralization Project
WOV is also responsible for the Image Centralization Project.
The aim of Image Centralization is to collect, collate, catalogue
and publish all of the imagery commissioned by the Welsh
Assembly Government.
The Project is currently in the collation phase
Current ‘valid’ asset count is approx 82,000 still images and approx
3,500 HD video clips from various departments
When ready, select image assets will be made available for
browsing via our intranet system (using Portfolio NetPublish)
It is the intention to also publish an external image website
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Wales On View
Creating Our
Assets
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The RAWS are loaded to Adobe LightRoom.
WOV: Incoming Workflow
Photographers deliver imagery as original camera RAW files
During loading, the RAW files are converted to Adobe
DNG format (our chosen ‘original’ archival file format)
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WOV: Editing & Grading
In LightRoom the DNG files are reviewed, selections made, image enhancements applied and images are then exported as A3-size 16bit ProPhoto profile RGB PSD files
After finer editing in Adobe Photoshop, final
assets are created by batch automating the
PSD files to A3-size 8bit ProPhoto RGB
maximum quality JPEG files (our chosen asset
storage format)
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WOV: Metadata
Mass IPTC metadata –copyright info, rights, owner etc – is added to the finished JPEG files by applying a metadata template in Adobe Bridge
The JPEG files are then added to one of several Extensis Portfolio catalogues where final description metadata is added and embedded
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
WOV: Handling Video Assets
With the use of video increasing, we have had to make decisions as to how to create, handle and standardize the delivery of HD video assets. These assets can be long-form pieces or short B-Roll clips
We now have physical stocks of of asset collections on either HDCAM or SD DigiBeta tape for postal distribution
We are currently implementing a digital video file storage system utilizing Extensis Portfolio Server and embedded metadata
All our HD video clips are stored as:Apple ProRes (HQ) 422 1920x1080QuickTime Movie files
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Wales On View
Our DAM
Approach
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Digital Asset Management
As part of Image Centralization, each department that holds images
receives…
1. One or several Extensis Portfolio Catalogues with which to
manage its images
2. Extensis Portfolio Client software for select staff within those
units who act as catalogue Editors
3. Training for those staff in the use of the software as well as
briefing on their responsibilities for the assets
4. A reference document that outlines the methodology for both
applying filenames as well as creating metadata descriptions for
their images
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Making use of Filenames
As an organization we have regularly received image and video assets that contain the usual filename suspects, eg: Img_0001.jpg or Pic-1.jpg
After consideration of our requirements we now have a filename structure that captures…
1. The broad general geographic area of Wales the image is from
2. The department that commissioned the image
3. The person that commissioned the image
4. The financial year the image was shot in
5. A unique sequential number for the image
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Filename Breakdown
A typical filename for one of our images would be:
SVW-C46-1011-0044
This breaks down as:
1. SVW (the image was shot in South Wales)
2. SVW (the image was shot by Visit Wales)
3. -C46- (the 46th shoot commissioned by Visit Wales Commercial)
4. -1011- (the 2010 to 2011 financial year)
5. -0044 (image number 44 from that shoot)
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
The ‘Description Equation’
To simplify creating useful image descriptions, we have implemented
a structured - yet flexible – method for building those descriptions.
This methodology may be loosely defined as including the following
building blocks:
1. Macro genre (i.e.: general activity)
2. Specific genre / activity type
3. Macro geographic location (i.e.: North, Mid or South Wales)
4. Localized Geographic location (i.e.: County)
5. Specific geographic location (i.e.: town or village)
6. Specific detail description of visual image content
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Example: Tourism / Lifestyle
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Example: Tourism / Lifestyle
Family (parents and
young son) walking on
beach with lighthouse
to background
Wales Coast Path
Talacre Lighthouse
Near Point of Ayr
Flintshire
North
Walking
Activities and Sports
Image content (parents
and young son) walking
on beach with lighthouse
to background
Specialized location
Specific location 2
Specific location 1
Localized location
Macro location
Specific genre
Macro genre
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Example: Historic Site
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Example: Historic Site
General view in snow
Dolwyddelan Castle
Cadw Sites
SAMN: CN040
NGR: SH721523
Conwy
North
Castles
Medieval
Defence
Historic Sites
Image content
Specific location
Specialist info
Specialist info
Specialist info
Localized location
Macro location
Specific genre
General genre 2
General genre 1
Macro genre
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Example: Project Funding
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Example: Project Funding
Team Zenith - pupils from
Bryn Celynnog
Comprehensive School
(female teenage
pupils)
STEM (Science
Technology
Engineering and
Mathematics) Cymru
project
Singapore
Raising Skills and Training
Skills project
WEFO Funded Project
Image content
Specific location
Specialist info
Special
ist info
Specialist info
Macro location
Specific genre
General genre
Macro genre
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Wales On View
Using Portfolio
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How we use Extensis Portfolio
Currently all assets contain only descriptive metadata for
searching*
We use Portfolio’s ‘Gallery’ option to create bespoke collections of
images for user requests
The Galleries are used to produce Adobe PDFs of low resolution
images for quick distribution
We use Portfolio’s drag-and-drop functionality to distribute copies
of assets across our network
We use watched folders to ensure our catalogues of images are
constantly synchronized
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In praise of PDFs…
We use Portfolio’s ‘Gallery’
option to create bespoke
collections of images for user
requests
This allows us to send
relatively large collections to
users for them to choose
images from
A 62 page / 558 image PDF
file can be as small as 6MB in
size
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Wales On View
Assets. Values.
Ethics.
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Copyright Control
All Visit Wales imagery is ‘Crown copyright’
Crown copyright is controlled in the UK by the Office for Public
Sector Information (OPSI)
OPSI consider photography to be a ‘value added’ asset (i.e.: it
carries a commercial value and should be carefully controlled)
In order for Visit Wales to distribute the imagery, OPSI have
granted a license specifying to whom - and under what
circumstances - we can distribute the images
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Requests Control
Only Image Centre staff are authorized to access & distribute high
resolution imagery
All image requests are individually vetted and each must state:
o Who the end user is
o The ‘wish-list’ of imagery they require
o Where & how the imagery will be used
Requests correctly matching our policy criteria receive imagery
without charge
All other ‘commercial’ users must pay for imagery
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Distribution Control
While a global image and video website is in development, all
requests are currently processed as follows:
Incoming requests receive an email containing a URN (Unique
Reference Number)
PDFs of image thumbnails are dispatched with a response
‘categorizing’* the request
Customer sends email listing serial numbers of images required
Final imagery is dispatched by FTP or occasionally on CD or DVD,
by post
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Wales On View
Our DAM
Benefits
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Operational Benefits
We are handling our financially valuable assets responsibly
We are compliant with our organizational goals of promoting Wales
as a destination
We are compliant with our Crown copyright license requirements
We are protecting our intellectual property
We are delivering exactly the right assets to the right customers
We are reducing internal IT overhead, through centralized storage
and controlled distribution of assets
We are increasing revenue and providing greater ROI year-on-year
| D A M I n H e r i t a g e A n d C u l t u r e | 2 3 M a r c h 2 0 1 1
Wales On View
Conclusion:
Questions & Answers