Many hybrid and OTT services are failing to realize anywhere near their full potential for revenue generation and user engagement because they rely on metadata that is too shallow or fails to support critical functions such as content recommendation, rights enforcement and dynamic targeting or insertion of ads. Metadata has many dimensions including signaling of display characteristics to TV sets, but here we are talking about various higher- level aspects of the content itself needed to enable search and recommendation as well as where to insert ads. This descriptive metadata enables applications under three broad overlapping categories: content classification; search/discovery; recommendation and ad insertion. Classification starts from basic tags such as title, genre and description, but to start making video…