Contentonomics: Charlie Rose To Relaunch Web Site

Fully indexed interview clips will be available for viewing on PCs and mobile platforms as Rose looks to extend his presence in the digital realm.
Late-night TV talk show host Charlie Rose later this year will unveil a significantly enhanced Web site that will give users the ability to easily browse through thousands of clips of Rose interviewing giants from the worlds of politics, entertainment, business, and technology.

The redesigned, which will use a black backdrop similar to that used on the show, will go live "in a few weeks," said Charlie Rose producer Matt Rutherford, speaking Monday at's Contentonomics Conference in Los Angeles.

The clips are key to an Internet strategy under which Rose's production company, Charlie Rose Inc., plans to exploit multiple distribution platforms, including mobile phones, to extend the Charlie Rose brand into new media. "We want people to get straight to the content," said Rutherford.

The company this year hired a number of editors to sift through digitized versions of more than 7,000 Charlie Rose broadcasts to sort them by various categories and input the appropriate metadata to make them more easily searchable.

"Metadata is crucial," said Rutherford, adding that he feels too many companies leave the task of adding keywords to files to low-level employees. Without good metadata, files can be invisible to search engines like Google -- a situation that can undercut efforts to increase a site's revenue.

With the clips indexed, Charlie Rose Inc. plans to make them available for distribution through third-party media sites and Web 2.0 destinations like YouTube.

Embedded in the clips will be short ads from sponsors whose offerings align with a given clip's subject matter.

The company also plans to create clip collections that can be sponsored by a single company. For instance, sponsorship for a collection of clips in which Rose interviews high-profile CEOs could be sold to a management consulting firm. users will be able to create customized RSS feeds of clips that deal with subjects in which they're most interested.

With a staff of only 15 full-time employees, Charlie Rose Inc. can't fully index all of its archived material, so it's also turning to users to help with the effort. The relaunched site will feature an area where fans can assist with indexing by logging in and adding metadata to clips. The plan is reminiscent of Amazon's Mechanical Turk project, under which customers help with indexing in exchange for micropayments.

Said Rutherford, "This is how we breathe money into the archive."

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