The Next Frontier: Content Analytics

Bill Harvey and Bryan Mu

This paper explains how NBCU, the American TV network, is combining a research tool with Artificial Intelligence to understand audience needs and predict the success of TV shows.

The Next Frontier: Content Analytics

Bill Harvey and Bryan MuScreenSavants and NBCU Cable Entertainment, UCP

Precis

A systematic process found 273 metatags that substantially shape viewing behavior to television and motion pictures. This paper reports the story of that discovery, its validation, and how the data are being applied today.

Background

In the beginning, storytellers sat in the firelight and entertained their audiences face to face. The feedback was instantaneous and visceral to the storyteller, he or she got most of the signal from the audience, with very little noise. Fast forward to the 21stCentury, where people...

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