Gotuit Enables Video Mashups With Metadata

Written by Ryan Lawler

Wednesday, March 25. 2009 at 05:30 PM EDT Post a comment

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Video metadata management firm Gotuit is signing up media customers by enabling them to chop up, mix and match, and create interactive video mashups, all without entering a video edit bay.

The company announced earlier this week that it was chosen by Major League Soccer to power QuickKicks, the sports league's interactive video portal. The portal will allow users to search and view videos from all the league's soccer matches over the 2009 season.

QuickKicks allows users to view video feeds from each game -- broken down into categories such as game highlights, goals, and saves -- and will include specific player highlights from each team. The site also includes the ability for users to create their custom playlists and share those playlists with friends.

While the ability to create video mashups isn't particularly new, Gotuit has taken a novel approach to the feature, by enabling content companies to use metadata to define where video clips start and stop.

In other words, rather than editing the full-length video of a soccer match into multiple smaller video files, Gotuit works by allowing content owners to create "clips" by marking start and end points within the larger video file. The publisher can then identify what's happening in those clips with certain pre-defined metadata tags, for easy search and discoverability.

By defining clips through metadata, Gotuit says video publishers can substantially reduce the costs associated with creating, storing, and distributing video assets. Because videos aren't actually being cut into smaller clips, content companies don't have to pay for someone to physically edit those assets. Management of assets becomes easier because there's a single file to store, rather than hundreds of smaller files.

Gotuit also argues that well-defined metadata enables its customers to better monetize its assets, by making certain that highly relevant ads run against those videos.