SOURCE: International Press Telecommunications Council (IPTC)


October 25, 2016 07:00 ET

IPTC Releases Video Metadata Hub Recommendation

BERLIN, GERMANY--(Marketwired - October 25, 2016) - The International Press Telecommunications Council (IPTC) released the new Video Metadata Hub Recommendation (VMHub), a comprehensive solution for video metadata management that allows exchange of metadata over multiple existing standards.

The VMHub supports various technical solutions with the key goal of storing and exchanging metadata in a safe and reliable way, with a universal metadata schema.

"Users of videos of different standards told IPTC they need a common ground in metadata for efficient workflows," said Michael Steidl, managing director of IPTC, at IPTC's Autumn Meeting in Berlin, during a day devoted to video. "This is what we deliver now with the Video Metadata Hub."

Diverse video technology methods have made standardisation challenging -- the various approaches for embedding metadata and rights information. There are also many different metadata schemas for video, many of them somewhat limiting.

"Organisations and individuals can benefit from implementing the VMHub because it helps to streamline workflows, with guidelines for organising metadata of videos from different sources and standards in a common way," said Steidl, who is also the lead of IPTC's Video Metadata Working Group.

Likewise, the VMHub supports workflow, exchange of metadata, and search functions across existing standards, and includes mappings to Apple Quicktime, PBCore, MPEG7,, and IPTC's NewsML-G2.

"The Hub also supports organisations switching from an 'old' to a 'new' standard by providing a stable metadata schema and gives the ability to search across videos from different standards," Steidl said.

IPTC's Video Metadata Working Group -- which consists of delegates from news organisations, system vendors and experts in the metadata field -- collaborated for two years to review technical elements, rights and administrative information, and metadata terms for describing audio-visual content, to ensure IPTC's VMHub was a comprehensive solution for video metadata management.

The recommendation documents are available at, and include specifications of the properties of the metadata schema and their technical implementation by EBU Core, for stand-alone documents, and XMP, for embedded metadata. Further it includes a recommended mapping to Apple Quicktime, MPEG 7 (ISO 15938-5), IPTC's NewsML-G2, PB Core and

About IPTC:
The IPTC, based in London, brings together the world's leading news agencies, publishers and industry vendors. It develops and promotes efficient technical standards to improve the management and exchange of information between content providers, intermediaries and consumers. The standards enable easy, cost-effective and rapid innovation and include the Photo Metadata standard, the news exchange formats NewsML-G2, SportsML-G2 and NITF, rNews for marking up online news, the rights expression language RightsML, and NewsCodes taxonomies for categorizing news. Visit the web site or follow @IPTC on Twitter.

Registered in England at 10 Portland Business Centre, Datchet, Slough, Berks, SL3 9EG as Comité International des Télécommunications de Presse

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Contact Information

  • Media contact:
    Michael Steidl
    IPTC Managing Director
    Phone: +44 (20) 3178 4922