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Global M+E Day: EIDR Details Its Benefits

At the June 8 Global Media & Entertainment Day, held at the Royal Garden Hotel in London and via the MESAverse virtual platform, Hollie Choi, executive director of EIDR, offered attendees an overview of the universal identifier platform, and detailed the benefits studios are enjoying using it.

Choi should know: she came over from the content side to EIDR, and saw what it could do before she was in charge of it.

When she worked on the studio side, “one of my jobs was to integrate systems with EIDR. And being able to identify our content, so when it was distributed outside of our walls, everybody could use EIDR as sort of this Rosetta Stone.”

“Distribute to other studios, distribute to platforms. Being able to use it outside of the walls [became] really important,” she said during her presentation “How Standards Lead to Sustainable Growth.”

She pointed to her work with Disney+, which saw not only every title tagged with an EIDR ID, but every piece of bonus content, every interstitial, so that “nothing moves within the walls without an EIDR ID on it.” From the moment a project is green lit, to the end rights management and distribution process, with EIDR there’s never a question about what a piece of content is, and where it’s meant to be.

No matter the organizations workflows or methodologies, using EIDR is the same everywhere, allowing for a truly industrywide, universal way to ID everyone’s assets.

“When someone comes to me and asks, ‘How do I explain to my executives why we need a standard like EIDR,’ … it makes sense because they’re so far removed from where standards are in the process, they can’t draw a [benefit] correlation,” Choi said. She’s put together a go-to presentation template around the data benefits, and can be emailed at [email protected] if you want to use it.

There’s a link between sustainable growth and standards, Choi said. And EIDR is at the center of that growth.

Click here for the full presentation.

The Global Media & Entertainment Day was produced by MESA, in association with the Hollywood IT Society (HITS) and the Smart Content Council and was presented by Box with sponsorship by Signiant, Convergent Risks, Whip Media, and Xcapism Learning.