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Extensis Collaborates with IPTC on New Standard for Video Metadata

Portland, Ore— October 25, 2016— Extensis® and The International Press Telecommunications Council (IPTC), a global standards body of media, today announced the release of a new standard for video metadata that streamlines workflows and defines video metadata fields. The new standard is supported in Extensis’ digital asset management solution, Extensis Portfolio 2016®.

Michael Steidl, IPTC managing director, noted: “For many video businesses, it is essential to have metadata describing what can be seen and heard in a video, administrative data like dates and involved person, in addition to rights related information. But the experience from using video standards has been confusing.”

Steidl continued: “Metadata for the same purpose may have different names. One standard is supporting a field for a requested use, the next one not. This does not allow for set up of identical workflows for different technical types of video resources, and raises the threat of losing metadata in a workflow.”

Working in collaboration with associate member, Extensis, the IPTC has developed the Video Metadata Hub to solve this problem. The new standard defines for video metadata fields a name, clearly described semantics and a basic data type. And it recommends how these fields can be expressed by using different existing video standards.

“Having Extensis’ support on the development of the Video Metadata Hub has been invaluable given their expertise with metadata and digital asset management solutions,” said Steidl.

Toby Martin, Vice President of Development & Strategy at Extensis notes: “The release of the new Video Metadata Hub signifies a major advancement for efficiently managing video files. Extensis’ digital asset management solution, Portfolio 2016, adds support for this new standard so organizations can take advantage of its benefits today.”

To learn more about the new standard, visit

To learn more about Extensis Portfolio 2016, visit

About IPTC

The IPTC 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 widely used IPTC Photo Metadata, news exchange formats like NewsML-G2 or SportsML, the rights expression language RightsML, and Media Topic NewsCodes for categorizing news.  Visit the web site or follow @IPTC on Twitter.

About Extensis

Celebrating more than two decades in business, Extensis® is a leading developer of software and services for creative professionals and workgroups. Their solutions streamline workflows, securely manage digital assets and fonts, and control corporate typographic branding. Used by hundreds of Fortune 5000 companies, Extensis’ award-winning server and desktop products include: Portfolio® for digital asset management, Universal Type Server® for server-based font management, and Suitcase Fusion® for single-user font management. Founded in 1993, Extensis is based in Portland, Oregon, and the United Kingdom. For additional information, visit

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