62 TVBEurope News & Analysis
Towards the intelligent facility
Big Data potentially allows millions of pieces of unstructured data to be aggregated and analysed. But is there any value to be gleaned from its analysis, asks Adrian Pennington
LIKE THE cloud before it, Big Data is both a re-invention of something that already existed and is a term that does nothing to really describe what it is. Nonetheless people are suddenly talking about its potential to affect change in broadcast supply and commissioning. “I don’t think there is such a thing [as big data],” declares Andrew Jordan, SVP, International Operations & Technology, NBCUniversal. “Big is too subjective a tag for anything related to data. What is ‘big’ for one organisation is ‘small’ for another. Big data is a term for a marketeer’s or sales person’s convenience.
Many are dismissive of the
catch-all phrase ‘big data’ but few believe data analysis without merit. “We have always analysed the data we’ve captured and stored it internally,” says Jordan. “The difference now is that so much data is being created in the public domain and not by us.” According to IBM, we create 2.5 quintillion bytes of data every day from the growing use of network-connected embedded microprocessors, often connected to sensors or other data- gathering instruments. Where big data is most commonly being applied to broadcast is in data sets about
media consumption which includes Barb and other ratings metrics plus review and biographical data, social media, ISP and return path data. “Because a data set is huge
doesn’t mean it is valuable,” warns consultant Fran Cassidy. “The Twitter universe only represents those who use Twitter, not the total universe of TV viewers. Realtime data, which allows you to ‘see’ what people are thinking, is very seductive to production companies but potentially dangerous. If you rely on that [social media tracking], the silent majority will never get heard.”
www.tvbeurope.com August 2013
Larry Kaplan: “Software defined networks and FIMS/AMWA and EBU framework are keys to making virtualisation possible”
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