1、Media 2.0 媒體新技術(shù)革命?李世鵬 博士微軟亞洲研討院高級(jí)研討員、院長(zhǎng)助理網(wǎng)絡(luò)多媒體組主任OutlineIntroductionWhats happening？Web 2.0Media 2.0 my media 5-DsDemocratized life cycle Data-driven value chain Decoupled system Decomposed contents De-centralized business modelDemosIntroduction Whats happening?youtube User contributed contents (UCC

2、)User communityBlogging/tagging/commenting/ratingblinxContent aggregation and video searchPPLive/CoolstreamP2P streamingAdobes Apollo projectFlash player jumps beyond browserApple iPodiTune services & podcastingMicrosoft Zune Connected media experience and community sharingGoogle AdsenseLong-tail ad

3、vertisementIntroduction Web 2.0Web as a platformHarnessing collective intelligenceData is the next Intel InsideEnd of the software release cycleLightweight programming modelSoftware above the level of a single deviceTom OReillys “What is Web 2.0oreillynet/pub/a/oreilly/tim/news/2005/09/30/what-is-we

4、b-20.html?page=1Media 2.0 My Media 5-Ds Democratized media life cycle Data-driven media value chainDecoupled media systemDecomposed media contentsDecentralized media business model metadata/contextUserMedia Life CycleDemocratized Media Life CycleGrassroots contributionsCapturing/Authoring Publishing

5、/Distribution/Sharing Referring/Linking Commenting/Rating ApplicationsUser contributed media contents Video Wiki P2P download/ streamingMedia tagging Community recommendation/sharing Technologies: tools for users to easy capture and author media contentsLazyMediaAutoMovieData-driven Media Value Chai

6、nRich data beyond the media data itselfMedia data: media content itselfUser data: user comments/rating/taggingMetadata: information about the media contents, such as location, time, origin, content descriptors, etc., either through human interaction or automatic generationLinkage data: links between

7、 media contents to turn individual media islands into media networks Hits data: Media popularity Media value beyond the media contents with rich data/contextFacilitate media management/searchCreate media social networksMine user profile/preferencesDecoupled Media SystemOn-demand reconfigurable and a

8、daptive media processing pipeLiquidSilver project at MSRA Mimic a Unix-command like architectureBreak a whole media process into basic unitsRe-use units as much as possibleFeaturesLightweight modulesAll processing units are independentConnected by data flowPluggable componentsEasy replacement of exi

9、sting unitsOnline downloadable Short release cycleReconfigurable through web servicesAutomatically adapt to networks and user device capabilityDecomposed Media ContentsDecompose media contents into small unit for easy analysis and accessMedia analogy to textTo enable media analysis as easy as text,

10、scenes as sections, shots as paragraphs, frames as words Content-based searchTraditional video search based on search “direct text surrounding text context“Direct text != ContentContent-based video indexingFrom “direct text to “hidden textConvert low-level features to semantic terms/keywords/ontolog

11、yContent-based video presentationEnable fast video content browsing on the WebInner media hyperlinkLink into media contents rather than to a whole clipDecentralized Media Business ModelCentralized big-head model Distributed long-tail modelGoogle adsense, Microsoft AdLiveValue generated by media cont

12、ent only Value-added by related rich media dataUse bahavior profiling, targeted adsCentral server model superdistribution modelTake advantages of social networks and micro-payment“Super-girl phenomenonThe direct value of media content may be diluted even offered for free The greater value may be recollected through other means aboveTechnical challenges:Targeted Ads in media space Non-intrusive Ads insertionLiquidSilver DemoContent-based Video Search & Presentation DemoSummaryMedia 2.0 could potentially bring a revolution in internet mediaTh