Some leading entertainment companies have begun integrating the use of the Entertainment ID Registry (EIDR) IDs into their digital distribution workflows. EIDR was created by MovieLabs, CableLabs, Comcast and Rovi Corporation as a uniform approach to cataloging movies, TV shows and other commercial audio/video assets with unique identifiers. (For more, see CableLabs, Comcast Participate in Video ID Initiative).

Today’s announcement highlights projects underway at Warner Bros., Disney, Rovi and Comcast, targeting key digital distribution workflows.

Warner Bros. In the area of online digital distribution, Warner Bros. is using EIDR to create a streamlined delivery system for content distribution online – an area that’s highly dependent on accurate data supporting rights and product information. "To further this goal, we’ve invested in several technology initiatives to streamline and automate our interactions with retailers, vendors and consumers," said Darcy Antonellis, president/Warner Bros. Technical Operations, in a statement. "Just as our advertising colleagues have seen a need to use a unique ID system for ads, the need for a unique ID to track media and entertainment flowing online also has become obvious. We are actively integrating EIDR into our content workflow and are working with retailers like Microsoft to incorporate the standard over the coming months."

Disney. “We have implemented EIDR into our metadata and internal digital workflows, and, working with our distribution partners, we intend to extend its usage to our various distribution channels,” said Arnaud Robert, Disney’s senior vice president/Distribution Technology, in a statement.

Comcast. Comcast continues to prepare its video ecosystem to accept movie and TV content delivered with the EIDR identification as well as the associated metadata. “The use of EIDR will enable us to develop a robust and accurate database of program metadata from multiple sources that can be used across multiple platforms, including VOD, linear and online,” said Steve Heeb, vice president/Business Development at Comcast, in a statement.

Rovi. Rovi Corporation plans to add EIDR IDs into data feeds to its metadata customers as early as Q4 of this year. Rovi, a major metadata supplier to the entertainment market, seeded the EIDR database with an initial set of records after launch.

EIDR also announced today that the Hollywood IT Society (HITS), working with the Digital Entertainment Group (DEG), is recommending the use of EIDR IDs across the digital entertainment ecosystem and actively working to help drive adoption among studios, post-production houses, and entertainment industry service providers.

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