Generating Data for Television


Both now and in the past television has been a
hugely influential medium
in people’s lives and we
can find out more about people’s activities the
future and different trends if we can thoroughly
comprehend the information broadcast on television.
This understanding allows us to analyze the past,
know the present, and grasp signs of the future.
To this end, M Data has continued to produce
television data (“TV Metadata”).

What is TV Metadata


M Data is building a “TV Metadata” database by gathering text data from all TV programs and TV-CMs broadcast in Tokyo, Nagoya, and the Osaka area and BS station* channels in Japan. Our expert staff monitors these media 24 hours a day, 365 days a year.

We have a unique data collection system to generate information such as what station broadcast a program and when, who was on the program, what topic was covered, what company’s product was featured, how long the program lasted, and how it was broadcast.

*BS stations currently only support TV-CM data. In the future, this will be expanded to TV program data. We are also considering supporting other stations. Please contact us for details.

Data Types


Television Program Data

Data that summarize the content of programs broadcast on TV in Japan and information
on performers independently for each topic

  • Broadcast date, time, and weekday
  • Broadcasting area, broadcasting station, and
    program name
  • Program duration
  • Program genre
  • Genre of topic
  • Topics mentioned within a single program,
    more information
  • Start, end, and duration of the topic

TV-CM Data

Text data of broadcast TV-CM including company name, product name, number of seconds of
duration, celebrity appearing, songs used, etc.

  • Broadcast date, time, and weekday
  • Broadcasting station
  • Broadcast duration and time spot category
  • TV-CM genre
  • TV-CM advertisers, products, and brands
  • TV-CM materials
  • TV-CM cast, background music, slogan,
    subtitles information

Merchandise Data

Data on stores and facilities introduced in Japanese TV programs

  • Item and manufacturer name
  • Item category
  • Item price and URL
  • Item description
  • Introduction in the program
  • Program broadcasting date and time,
    broadcasting station, and program name
  • Program broadcast duration and program genre

Place Data

Data on stores and facilities introduced in Japanese TV programs

  • Place name and location (Latitude/
    Longitude)
  • Place genre
  • Introduction menu, business hours, and URL
  • Place overview
  • Introduction in the program
  • Program broadcasting date and time,
    broadcasting station, and program name
  • Program broadcast duration and program genre

Celebrity Data

Data of entertainers appearing in Japanese TV programs and TV-CMs

  • Celebrity name
  • Celebrity category
  • Group membership
  • Affiliated office
  • Sex
  • Birthday
  • Official website URL

Strength of M Data


High data accuracy by expert staff

At our company’s Mito Data Center, about 100 total employees (always at least 40 people at any one time) are engaged in generating TV Metadata 24 hours a day, 365 days a year. The data provided are highly accurate, as real experts conduct a final check using specialized systems and AI.

Data reliability from investment from
five key stations and two general advertising agencies

M Data has received funding from five key TV stations and two general advertising agencies. TV Metadata are used by many broadcasting stations, the television industry, and advertising, PR, and marketing companies. The data are authentic and reliable and can be used with peace of mind.

Utilization Industry


Contact Us Utilization Industry Televisionstations advertisingagencies devicemanufac-turers TV-CMadvertisers researchfirms consultants castingcompanies PR firms celebrityagencies musiclabels E-comm-ercewebsites distributionandretail stores thinktanks distributors appmakers academicinstitutionsand localgovernments IT technologycompanies corporateR & Ddivisions
and more

Utilization Service Example


Public Relations

Online and Brick-and-
mortar Shops

Location Information
and Navigation Services

BI Tools and
Cross-media
Analysis

Smart TV and Multiscreen
Apps

Digital Marketing

Industry–Academia
Collaboration, Consortium
Collaboration, and
Collabo
ration with New
Technology
Research

Utilization for the
Manage
ment of In-house
Operations
and Viewing
Activity for
Broadcasting
Stations

In the past, present, and future,
TV Metadata are incorporated
into various services.

We are constantly exploring the potential of new services and new TV Metadata by capturing the power of TV media, ever-evolving technology, and the ever-shifting consumer mindset.
By fully utilizing TV Metadata, we are confident that we will be able to provide satisfactory results in response to requests for research and analysis, as well as build new services that consumers have never previously experienced.

Public Relations

TV Metadata on the content of TV broadcasts is very useful for confirming TV news reports on topics about a company, its competitors, TV-CMs, incidents and accidents, formulating advertising strategies, and measuring advertising effectiveness.

Online and Brick-and-mortar Shops

Television still accounts for a large part of people’s product and service awareness; since the information transmitted via television is almost instantaneous, TV Metadata can be used to quickly link items introduced on television to online shop sales. Similarly, they can be used for marketing in physical shops to attract customers, promote sales, and improve usability factors such as item appeal, shelf allocation and display, and linkage to coupons.

Location Information
and
Navigation Services

All store information introduced on TV is recorded as TV Metadata. This includes store and location information (GPS enabled), so the data can be used to attract customers and improve the usability of map sites and car navigation systems.

BI Tools and Cross-media
Analysis

By combining TV Metadata with information posted on SNSs and blogs, we can develop a powerful cross-media research system similar to how TV topics, which serve as information sources, can spread and create trends.

Smart TV and
Multiscreen Apps

By utilizing timecodes of TV Metadata, users can easily find whatever scenes they want to see from recorded videos on compatible devices, which can lead to enhanced content, promotion of viewing, and improved user experience. If developed as a multiscreen application for watching TV, users can easily access program content and information of items and shops introduced on TV from their smartphone or tablet.

Digital Marketing

Viewing TV over the Internet and posting about it on SNSs is becoming common. With TV Metadata, it is possible to use DSP and purchase listing advertisements at the time of TV broadcasts, making it possible to provide the best information on the Internet to people who have high information sensitivity through TV broadcasts.

Industry–Academia Collaboration,
Consortium Collaboration, and
Collaboration with New
Technology
Research

By accumulating information from flow-type TV sets as stock-type TV Metadata, analysis and information transmission that was previously impossible can now be conducted. From the perspective of sociology, politics, disaster prevention, new advertising and marketing, ICT/IoT, AI research, machine learning, and deep learning, collaboration with industry, academia, consortia, and new technology research is expanding.

  • ”AIdeal”: A pilot project that aims to achieve ideal output and cost balance by complementing the results of automatic analysis of media and content using AI services with human power.

Utilization for the Management of
In-house Operations and Viewing
Activity for Broadcasting Stations

Program production information is essential when producing and broadcasting TV programs. By converting production information into TV Metadata, we can create original Metadata and support the development of new services to provide novel viewing experiences to viewers, such as more efficient and optimized management of TV station operations and more active real-time viewing.

  • Utilization in TV station management and
    TV broadcast-linked services
  • Correlation analysis with viewer ratings
  • Archive management
  • Support information for intellectual property processing
  • Support information for viewer inquiries
  • Utilization at TV station HP and multiscreen
    application

Representative Message


Representative Photo

It is no exaggeration to say that the modern world is full of information and is influenced by this information. In addition to traditional media such as TV, radio, newspapers, and magazines, online media such as SNSs has arisen. The information environment surrounding human beings is becoming increasingly complex, and information has the power to change both people and the world.

Information did not start to be accumulated until the 1980s; it flowed and disappeared as it was transmitted, and it was difficult to visualize its influence because it wasn’t recorded (digitization).

To properly organize information on intangible and temporary media (with a focus on television) and maintain it as data that can be analyzed for future generations, I started generating data at Project Inc. in the 1990s and launched M Data in 2006.

The importance of data has been well understood throughout the media’s industry in Japan, evidenced by the investments made in M Data from five key TV stations, Dentsu Inc., and Hakuhodo Inc. in 2014.

Huge amounts of varied information drifts through our lives and is scattered around us. While each individual piece of information is just a dot, all pieces of information are connected by a line that can be visualized in three dimensions.

The current data produced by M Data (mainly TV Metadata) are used in various fields across industries and countries. M Data’s mission is to generate and provide new core information as data. Now—as proof that I have lived in this era with people from all over the world—I want to visualize the era with data and leave it for future generations.

M Data Co.,Ltd.

Toshiya Sekine, CEO

Company Profile



Company name

M Data Co.,Ltd.


Establishment

23rd January 2006


CEO

Toshiya Sekine


Capital stock

¥ 261,590,000 JPY (As of January 2019)


Business

  1. Accumulation, editing, processing, distribution, and management of TV program and TV-CM broadcast performance data (TV metadata)
  2. Compilation, analysis, secondary surveys, and marketing surveys of TV programs and TV-CM broadcast performance data (TV metadata)
  3. Marketing research and marketing consultation
  4. Marketing, product development, and consultation through data analysis
  5. Mass marketing and digital marketing operations
  6. Provision of information on smart TV business
  7. Information platform business in broadcasting services
  8. TV commerce support
  9. Activities incidental to each preceding item in overseas media research and overseas broadcasting business

Head office

9F, Toranomon1-chome MG Bldg, 1-16-16 Toranomon, Minato-ku, Tokyo, Japan


Mito Data Center

3-5-15 Minamimachi, Mito City, Ibaraki Prefecture, Japan


Shareholders

[five key TV stations]
Nippon Television Network Corporation / TV Asahi Corporation / Tokyo Broadcasting System Television, Inc. / TV TOKYO Holdings Corporation / Fuji Television Network, Inc.

Hakuhodo DY Media Partners Inc. / DENTSU INC. / BeMap, Inc. / I-O DATA DEVICE, INC. / AIM Co.Ltd. / Project Inc.


Business partners

Accenture PLC / ADK Holdings Inc. / Avex Inc. / CyberAgent, Inc. / Dai Nippon Printing Co., Ltd. / Deloitte Tohmatsu Consulting LLC / Dentsu Public Relations inc. / Dow Jones & Company, Inc. / FreakOut Holdings, inc. / Fuji Television Network, Inc. / Fujitsu Limited / GfK Japan / Google Japan Inc. / Hakuhodo Inc. / Hakuhodo DY Media Partners Inc. / INTAGE Inc. / Japan Broadcasting Corporation / Kao Corporation / KDDI CORPORATION / Macromill, Inc. / McCann Erickson Japan Inc. / Microsoft Japan Co., Ltd. / Mitsubishi Research Institute, Inc. / Nippon Television Network Corporation / Nomura Research Institute, Ltd. / NTT Communications Corporation / NTT DATA Corporation / NTT DOCOMO / Panasonic Corporation / The Procter&Gamble Company of Japan Limited / Rakuten, Inc. / Recruit Holdings Co.,Ltd. / Sharp Corporation / SoftBank Corp. / Sony Corporation / Sony Music Entertainment Inc. / Switch Media Lab, Inc. / Talkwalker Inc. / Tokyo Broadcasting System Television, Inc. / TOSHIBA VISUAL SOLUTIONS CORPORATION / TOPPAN PRINTING CO., LTD. / TV Asahi Corporation / TV TOKYO Holdings Corporation / TVISION INSIGHTS / Video Research Ltd. / Yahoo Japan Corporation



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