Codex will combine the latest automated video mark-up technology with crowdsourced tagging by gamified hobbyist communities to deliver a new way to automatically tag video with objects and people within.

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Broadcasters are accumulating vast archives of video footage, representing tens of millions ofhours of programming. They are investing in unlocking their archives to harvest more valuefrom the £2 billion video on demand (VOD) and the £800m online video advertising markets.European and US broadcasters’ archive exploitation budgets range between £25-30 millionpa, in addition to e.£500m spent commissioning online content in 2012. Exploiting these vastarchives requires digitisation and tagging. The former is commoditised, the latter highlyproblematic. Today’s prevalent technique, manual tagging, is expensive, error-prone andinaccurate. Machine tagging algorithms are improving but are still inaccurate, requiringhuman oversight. In cost and time terms, neither alone scales.Codex will combine the latest computer auto-tagging technology with gamified crowd-sourcedmanual tagging to deliver a new, more precise way to create the metadata tags used to accessvideo archives. The goal of our R&D is discovering how best-of-breed technology can workwith techniques that get hobbyists to tag video for free so that people, places, products, andviewers’ social footprints can be tagged inside video faster, more accurately and at lower costthan current solutions. The technology will be licensed to broadcasters to batch process videoand should allow archives to exploited by new B2C business models.Ludifi is uniquely positioned to deliver this research. We create interactive apps that run overweb video, providing free browser-based tools to bloggers to allow their viewers to vote, saveand purchase products, play games and share their interactions with friends over socialnetworks. Our mark-up of hotspots and time-line based tags is simple, effective but manual,with no automated tagging assistance, object tracking or movement sensing, nor anycrowdsourcing. Codex will evolve our interactive video platform to deliver a new, immenselypowerful tool for tagging video.