M+E Daily
Entertainment ID Registry Gains Support
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Major media and entertainment companies backing the Entertainment ID Registry (EIDR) announced on Wednesday that they have begun to integrate the media identification and tracking system into their digital distribution operations.
Along with news of the EIDR implementations underway at Comcast, Disney, Warner Bros., Rovi, and the New York Times Co.’s Baseline, industry trade organization the Hollywood IT Society (HITS) — in conjunction with the Digital Entertainment Group (DEG) — announced an effort to drive adoption of the standard among studios, post-production houses, and other entertainment service providers.
Warner Bros. is using EIDR to streamline the company’s delivery of digital content to online retailers, while Disney says that it has already incorporated EIDR into the studio’s internal digital workflows. Comcast reiterates that its digital video ecosystem will support EIDR identification, while Rovi says that it plans to add EIDR IDs into its metadata feeds as early as the fourth quarter of this year. Baseline, which provides film and TV data to the entertainment industry, also says that it will add EIDR IDs to its products in the coming months.
The DEG and HITS trade groups pledge their help in broadening the technology’s adoption among stakeholders in movie and television distribution.
“Establishing a universal media ID is a fundamental requirement for the digital supply chain in order to distribute and monetize content and achieve it with efficiency and customer involvement,” says Jeff Mirich, senior vice president and chief information office for The Walt Disney Studios, in a statement.
EIDR representatives will be sharing more information about the standard at the upcoming IBC trade show in Amsterdam and at the Entertainment Supply Chain Academy’s ESCA Europe conference in London Sept. 21-22.
