CES Update: Gracenote Launches New Video Descriptors

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LAS VEGAS — Nielsen-owned Gracenote has rolled out a next-generation descriptive metadata tool designed to bring “more contextually relevant and satisfying TV and movie discovery experiences.”


Gracenote Video Descriptors, the first of the company’s new Advanced Discovery products, is designed to enable pay TV providers, OTT services and connected device manufacturers “to unlock deeper user engagement and loyalty in a hyper-competitive marketplace.”

“Major streaming providers average around 40,000 TV episodes and movies in their catalogs but put the onus on their viewers to sort through and find relevant programming,” said Simon Adams, Chief Product Officer at Gracenote. “By diving deeper into storylines and characters and assigning much more granular metadata to content, Gracenote Video Descriptors give TV providers powerful datasets enabling fresher discovery, recommendation and voice experiences that satisfy the full spectrum of viewer tastes or moods.”

Gracenote Video Descriptors features structured keyword sets for individual TV shows and movies which describe content in progressively more granular terms.

Using HBO’s Game of Thrones as an example, Gracenote pinpoints Themes such as “Greed” and “Betrayal,” describes Scenarios including “Power Struggle” and “Manipulation,” assigns Mood elements like “Dark” and “Gripping” and classifies the program’s Characters from “Royalty” to “Dragons.”

Focusing on Scenarios, Gracenote data can be used to identify similar programs based on related descriptors such as “Sweet Revenge” or “Good vs Evil.” By better understanding what Game of Thrones is about and relating those attributes to other programs, Gracenote Video Descriptors enable deeply nuanced discovery that surface the content that will best resonate with individual viewers.

To generate its descriptive metadata, Gracenote relies on a balance of expert data scientists, editorial teams and advanced machine learning technologies to describe TV shows and movies from every possible perspective. Delving deeply into the storylines, characters and settings, Video Descriptors better connect viewers to the full range of available content they might like based on moods, preferences, tastes and past viewing behavior.

Further releases from the Advanced Discovery suite will be rolled out in 2019.


Gracenote is demonstrating Video Descriptors alongside other innovative entertainment data and technology solutions at CES 2019 from January 8-11.

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