Metadata Management Best Practices for Media & Entertainment

by | September 11, 2023

If there’s one thing that the media and entertainment industry has to excel at, it’s metadata management. There has never been more media created, distributed, analyzed, and engaged with than today, and it all needs to be tagged, tracked, shared, and searched instantaneously.

This article will explore the critical role of metadata in modern media workflows, discuss key challenges and how to conquer them, and share industry best practices for metadata management in media and entertainment.

Table of Contents

Share Media Files & Metadata

Use MASV to collect media assets and request custom metadata on upload.

What is Metadata?

Metadata is descriptive data about media assets. It is the connective tissue that ties creative workflows together as files move from one stage of production or creative department to another.

Here are some common metadata types at the heart of the media and entertainment industry:

  • Descriptive metadata – Information about content such as title, cast and crew, synopsis, tags, genres, etc. This enables content discovery and personalization.
  • Technical metadata – Specifications like timecode, resolution, frame rate, codec, and aspect ratio. Critical for managing media workflows.
  • Contextual metadata – Script supervisor notes, director’s circle takes, slate and take information, etc. Enhances creative workflows and decision-making.
  • Administrative metadata – IDs, versioning, change logs, chain of custody. Documents and enables workflow accountability and security.
  • Rights metadata – Information about intellectual property, licenses, royalties, and distribution rights. Essential for protecting and monetizing content.

The more consistent, well-structured, and accessible metadata you have, the more you can do with your media files at every stage of the creative pipeline and from script to screen.

Benefits of Effective Metadata Management

Without establishing, implementing, and adhering to metadata management best practices, the modern firehose of generated media can quickly get out of hand, causing costly mistakes and missing new financial opportunities.

But accurate, high-quality metadata enables a wide range of benefits across the content lifecycle of creation, distribution, and engagement, including:


Detailed content descriptions, keyword tagging, and media classifications ensure content is found in both media asset management searches, content archives, and viewing platform recommendations.

Workflow efficiency

Accurate technical specifications, contextual metadata, and reporting data make for pain-free asset handoffs between production, post-production, marketing, localization, and archival departments.


Closed captions, audio descriptions, multilingual subtitles and other accessibility metadata expand audience reach and monetization opportunities.


Metadata enables customized content offerings and experiences based on viewer preferences, media history, and search criteria.


Rights management metadata simplifies distribution licensing, royalty allocation, and payment and enables new monetization opportunities through cataloging and re-selling media assets in new markets and formats.

Large File Transfer for Filmmakers

Use MASV to send large media files from set to editors, VFX artists, colorists, and more.

Key Challenges in Metadata Management for Media & Entertainment

However, effectively utilizing metadata at scale presents challenges due to increased content volume and diverse metadata sources and formats. Inconsistent or missing metadata complicates collaboration and workflow efficiency.

This underscores the issue of lacking consistent standards in remote workflows, where media passes between post-production departments. Even for individual creators, maintaining consistent file naming can be challenging.

Moreover, working with the same metadata across various creative applications and workflows can be can be tricky or downright impossible. Testing the workflow across all pipeline departments before starting in earnest is crucial.

7 Best Practices for Metadata Management in Media & Entertainment

These challenges and opportunities have hopefully convinced you that following some industry, best practices for metadata management is well worth the time and effort required.

Here are 7 suggested metadata management best practices for media professionals:

1. Granular Descriptions

The more detailed your metadata descriptions, the more firm a foundation you have for all future uses of that file.

Enrich your media with granular descriptive metadata such as comprehensive titles, detailed summaries, technical specifications, extensive keyword tags, classifications by genre/sub-genre, parental guidance ratings, etc.

For example, tag a film with niche terms like “courtroom drama”, or “historical fiction” instead of just “drama”. This granularity improves visibility across search, recommendations, and content aggregation systems.

2. Rights Management

Protecting your media assets and creative IP from unauthorized access or misuse is a key task for rights management metadata.

Implement access controls, encryption protocols, and watermarking to protect media assets and rights data. Track multi-tiered licensing information like regional distributors, platform windows, royalty splits, etc., directly in media asset records.

3. Time-stamping and Versioning

Use time-stamped markers, review notes, change logs, and maintain detailed versioning histories to track access, changes, and new versions created by editors, sound designers, VFX teams, etc. This helps avoid working on the wrong file and potential collaborative multi-user conflicts and enables rollbacks when needed.

Chain-of-custody metadata also helps preserve the province of media as it is passed from artist to artist and could provide vital evidence of who had access to specific media if a security breach or leak were to happen.

4. Collaborative Workflows

Enable metadata sharing across production, post-production, marketing, localization teams, etc., especially with working asset management tools. This helps align metadata from shoot to distribution, saving time and reducing the need to reproduce the same work across departments.

For example, script notes and circle takes from directors can inform trailer edits used by marketers. Onboarding distribution partners onto the same DAM system to further smooth metadata exchange.

Direct camera-to-cloud workflows also help to prevent metadata loss during dailies creation or asset-sharing situations.

5. Metadata Automation

Automating the use of metadata, such as auto-syncing audio and video dailies based on timecode metadata, to increase efficiency. Automatically generate metadata where possible with automatic keyword tagging, speech/text analysis, image recognition, etc. For example, auto-transcribe talking head interviews on import to enable direct text-to-video editing or paper edits from producers.

6. Content Relationships

Like connecting branches in a family tree, link metadata for related content assets such as episodes in a season, sequels in a movie franchise, songs in an album, etc. This data powers recommendations for bundled sales, binge-watching, or curated playlists. When a viewer finishes a show episode, related episode previews or next-season trailers can auto-play based on relationship metadata.

7. Accessibility & Localization

Incorporate closed caption files, audio descriptions, and multi-language translations to reach a much bigger audience. Expanding metadata for accessibility into global markets increases content availability and monetization opportunities. New machine-learning techniques can automate parts of subtitling and translation work to accelerate localization.

By establishing your own set of best practices in your workflows, technology, and teams, metadata can be transformed from a challenge to a unique competitive advantage.

Media File Transfer for Video Teams

Speed up your media delivery with the only file transfer built for video workflows.

Metadata management tools and software providers

When it comes to tools and software to do some of this metadata management for you, there are a few industry-standard tools you should know about.

Here’s a short list to get you started:

  • MovieLabs Metadata Framework – Joint venture by major studios providing standards, guidelines, and tools for media metadata interchange.
  • MASV – Cloud-based media transfer tool that allows you to build custom upload forms to capture unique metadata.
  • GrayMeta – Curio Anywhere is a data platform that uses machine learning to create detailed time-based and file-based metadata for your media files.
  • FilmTrack – Rights management platform managing titles, contracts, royalties, and metadata.
  • – AI-powered MAM and no-code workflow automation tool to make all media searchable

AI Enriched Metadata

The integration and continuous improvement of AI and ML-based technologies will only increase the volume and capabilities of metadata in creative workflows. AI-enriched metadata will include automated asset tagging, object recognition, speech-to-text transcription, multi-lingual translations, and greater contextual metadata.

AV/VR Metadata

As media experiences get more immersive and interactive, metadata is poised to become even more integral to AR and VR projects with the addition of immersive metadata such as spatial coordinates, point cloud, and object recognition.

Dynamic Tagging

Another interesting area of development is dynamic tagging. As audiences interact with content on streaming platforms, their viewing behaviors provide valuable insights that can improve metadata relevance. For example, if a lot of people play a particular scene repeatedly or drop off during specific sections, it indicates something distinctive about those moments.

Dynamic tagging uses AI algorithms to automatically analyze these engagement signals across audiences and update descriptive metadata to highlight interesting segments, preferred characters, resonating themes, etc.

So a 10-minute video may initially have broad tags like “football game”, or “championship match”. But dynamic tagging can update these over time to identify more nuanced details like “game-winning touchdown”, “player injury”, etc., based on the aggregate viewing behavior of the audience.

Metadata Data Privacy and Security Considerations

While metadata might appear relatively innocuous compared to the actual media files themselves, metadata actually holds the keys to unlocking a lot of content value, so taking metadata security seriously is critical.

This is especially true when sharing watermarked media and metadata among third-party vendors, remote artists, and distribution partners.

A further concern is data privacy and anonymizing any identifiable user data generated in relation to specific media assets or behaviors on viewing platforms and streaming services.

Ensuring adequate security procedures are in place will help mitigate compliance risk whilst keeping new opportunities for monetization and insight open.


As content creators, studios, broadcasters, and streaming platforms adapt to the digital media boom, getting a handle on metadata is imperative.

When leveraged strategically, metadata delivers audience insights, enhances personalization, powers efficient content workflows, and opens up fresh monetization opportunities or large media archives and content catalogs.

With the right metadata management tools and standardized processes, media and entertainment companies can turn their metadata management challenge into a strong competitive edge.

Action steps would include:

  • Assigning clear metadata ownership and instituting quality checks during handoffs to help maintain metadata integrity across the content lifecycle.
  • Establishing well-structured metadata standards and training content teams to implement these consistently.
  • Validating metadata quality and consistency with automated tests to provide checks at scale.
  • Preparing future-proof standards for emerging metadata sources.

By taking an active, holistic approach, media enterprises can harness the full power of metadata to engage audiences, maximize content value, and build thriving digital content businesses.

A simple practical way to begin this metadata journey is to use MASV’s Custom Form feature.

The huge benefit of doing so is that MASV is able to capture key metadata, such as the project name, shooting dates, media spec etc., during the upload of large media files — and have that data automatically sync with MAMs like, iconik, and MediaSilo as a sidecar file.

This metadata could help you save a lot of time and effort as your post-production workflow gets off on the right foot. The Custom Form feature is a unique part of MASV’s Portal transfer system which enables the accelerated transfer of incredibly large files.

Try it for yourself today!

MASV File Transfer

Get 20 GB as a bonus when you sign-up for the fastest large file transfer service available today, MASV.