1. Unlocking the Value of Content Amit Sheth, Founder, Taalee Inc. Panel: Creating Searchable Audio Video Web Sites Streaming Media West 2000 San Jose, December 14, 2000

2. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 2 Trends & Needs for A/V on Web (also wireless, iTV) Major Trends Transition from Broadcast  Many to Many, Interactive Personalization Explosion in Content Increasing Variety of Infrastructure and Devices (iTV, Internet, Wireless) Proliferation of Formats and Channels Move from Traditional  Higher Margin Business Models Core Need of A/V Web Sites Increase the value of Content and Services through the ability to Understand, Homogenize, Integrate, Enhance, and Personalize Content Sources: 1. TV Trends, NAPTE, Vol. II, No. 4.

3. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 3 How do you organize content? Value of Information Semantics Directory Targeting Search = Table of Contents = Index = Metadata + Context Semantics results in deep understanding of content, allowing exceptional relevance, interactivity, personalization, and targeting. This results in new revenue opportunities and better ROI.

4. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 4 Life-cycle of Content Where is the content? Whose is it? Produce Aggregate What is this content about? Catalog/ Index What other content is it related to? Integrate Syndicate What is the right content for this user? Personalize What is the best way to monetize this interaction? Interactive Marketing Broadcast, Wireline, Wireless, Interactive TV 200B streams by 2005 Taalee Semantic MetaBase 118M users by 2005 Taalee Content ApplicationsTaalee Infrastructure Services A New Layer of Meaning to Power A New Generation of Applications

5. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 5 Taalee’s Semantic Metadata – Comparison to Unstructured Text Virage Search on football touchdown Jimmy Smith Interview Part Seven Jimmy Smith explains his philosophy on showboating. URL: http://cbs.sportsline...http://cbs.sportsline... Brian Griese Interview Part Four Brian Griese talks about the first touchdown he ever threw. URL: http://cbs.sportsline...http://cbs.sportsline... Typical Metadata on football touchdown Taalee unlocks the value of content Taalee Metadata on football touchdown Rich Media Reference Page Baltimore 31, Pit 24 http://www.nfl.com Quandry Ismail and Tony Banks hook up for their third long touchdown, this time on a 76-yarder to extend the Raven’s lead to 31-24 in the third quarter. Professional Ravens, Steelers Bal 31, Pit 24 Quandry Ismail, Tony Banks Touchdown NFL.com 2/02/2000 League: Teams: Score: Players: Event: Produced by: Posted date:

6. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 6 Technology Deployment AggregateCustomization New Margin-Expanding Rich Media Content Applications PersonalizationContent IntegrationInteractive Marketing Core TechnologiesAutomated Extractor AgentsExpert-driven value addition XML, HTML, other delivery formats Semantic Engine Semantic Metabase Detailed Knowledge about Content and Relationships Infrastructure Services CatalogContextualize WorldModel™: Framework for Analysis & Understanding of Content + Context Matches Meaning, Context & Content On Demand

7. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 7 Automatic Categorization & Cataloging from Associated Text ABSOLUTE CONTROL OF THE SENATE IS STILL IN QUESTION. AS OF TONIGHT, THE REPUBLICANS HAVE 50 SENATE SEATS AND THE DEMOCRATS 49. IN WASHINGTON STATE, THE SENATE RACE REMAINS TOO CLOSE TO CALL. IF THE DEMOCRATIC CHALLENGER UNSEATS THE REPUBLICAN IUMBENT THE SENATE WILL BE EVENLY DIVIDED. IN MISSOURI, REPUBLICAN SENATOR JOHN ASHCROFT SAYS HE WILL NOT CHALLENGE HIS LOSS TO GOVERNOR MEL CARNAHAN WHO DIED IN A CRASH THREE WEEKS AGO. GOVERNOR CARNAHAN'S WIFE IS EXPECTED TO TAKE HIS PLACE. IN THE HIGHEST PROFILE SENATE EVENT OF THE NIGHT, HILLARY CLINTON WON THE NEW YORK SENATE SEAT. SHE IS THE FIRST FIRST LADY TO RUN MUCH LESS WIN. Virage Video Segment Segment Description Taalee Semantic Metadata Taalee Auto Categorization

8. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 8 Interactive & Personalized Experience: E.g., Taalee’s Semantic Applications  Search  Directory  Personalization  Targeting  Tracking  Filtering  Syndication

9. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 9 Semantic Metadata – the key to Monetization Unique Taalee value- added content Related information engages users Content Integration from multiple Sources using knowledge of context, meaning, relationships Platform for interactive and targeted messages, ad, sponsorship & e-Commerce Join the Roger Clemens discussion group NOW !!!

10. Taalee Directory Careless whisper

11. Semantic/Interactive Targeting Buy Al Pacino Videos Buy Russell Crowe Videos Buy Christopher Plummer Videos Buy Diane Venora Videos Buy Philip Baker Hall Videos Buy The Insider VideoAl PacinoRussell CroweChristopher PlummerDiane VenoraPhilip Baker HallThe Insider Precisely targeted through the use of Structured Metadata and integration from multiple sources

12. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 12 Building Customized Search: E.g., for NewsRooms Sony  Categorize  Catalog  Integrate Filter, Search, Consolidate, Personalize, Archive, Licensing, Syndication CollectionProcessing Production Support Network Content Affiliate Feeds Public Sources Rich Data Metabase

13. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 13 Service Customization, Integration & Delivery Taalee Semantic Engine: 1 million queries per hour, less than 10ms response time

14. a HP Taalee Secret and Confidential. Do Not Copy. Do Not Distribute Without Permission. 14 Why doesn’t content pay?  Content is second, technology is first (???)  Your content stinks  We haven’t seen the true nature of great interactive content Stewart Alsop, Fortune, Oct 30, 2000

15. Unlocking the Value of Content Taalee provides Semantic Infrastructure and Applications to Manage Rich Media Content for Broadcast, Web, Wireless and iTV markets.