Digital Asset Management DAM + Image Intellectual Property Management IIPM MCN 2010 Alan Newman, National Gallery of Art

1. Digital Asset Management
DAM
+
Image Intellectual Property Management
IIPM
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MCN 2010
Alan Newman, National Gallery of Art

2. National Gallery of Art
Mission Statement
Serve the country by preserving, collecting,
exhibiting, interpreting, and encouraging the
understanding by the American people of
original, great works of art.
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3. Art History and Its Publications in the Electronic Age
Hilary Ballon and Mariet Westermann,
2007 Mellon supported study conclusions
• It is clear that the current regime of images and permissions impedes
scholarly publication in art history in its print as well as digital forms. We
recommend an organized campaign to break down barriers to access
and distribution of images, in all media and at affordable prices, for
scholarly research and publication.
• Work with museums to remove copyright restrictions on images of works
currently in the public domain, on the grounds that public access to high-
quality images of such works is appropriate to the public status and
educational and scholarly missions of most museums.
• Create a streamlined digital image licensing system with low- or no-cost
pricing for scholarly use, and with an online order form.
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4. New Pricing Models
• Museum image licensing pricing is based upon an
outdated paradigm of color transparency production,
duplication and rental
• If we build self-serve systems that can provide access
and distribution at minimal cost to us we should revamp
pricing and offer images at low or no cost to users
• “The people have paid for this once; they should not pay
for this again”, Mark Jones, director of the V&A
• Experiment with free exchange of images between
museums—Met/NGA handshake and Bizot plan
• Look to new business models of selling value-added
products such as prints, personal books, apps
• Allow your images to be ubiquitous in the culture 4

5. An Agenda for Rights Managers
• Build community for rights and permissions best
practices
• Consider low/no cost pricing for images of PD
• Ease of access/fulfillment
• Discussion wiki for CHIN DRM guide?
• Support PLUS
• Propose global free exchange of images among
museums for exhibition and publication use at Bizot
Group 2011 and other meetings
• Lobby artist rights and estates to permit true fair
uses without charge e.g. web information, free
podcasts, brochures and audioguides, signage 5

6. Rapid Capture
• What is it?
Brute force Digital Asset Production!
90% quality for 10% effort yield 1,000% production
• What works?
Ideal for works on paper, small objects (coins)
• What uses?
Web, print on demand, general publishing when
absolute facsimiles aren’t required.
Fuels access and distribution.
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7. NGA Rapid Capture Project
• Mass infusion of collection images on Gallery website
and available for licensing
• Will increase web images from present 7,000 to 26,000
in 2011 and 60,000 by 2013. 18,000 in year one.
• Increase web image size from 400 pixels long to full
screen lecture size image with hi-res pan/zoom
• From 6% (2009) to 50+% (2013) of collection online
• Provide free images of works in the public domain for
scholarly and educational uses.
• Two year project funded by the Samuel Kress
Foundation (2009-2011). Seeking funding for 2-3
additional years through 2013+. 7

8. Image Management History
Access & Dissemination
• Ten year plan began in 2004 to build a staged
suite of applications for image access and
fulfillment, internally and externally.
• 2005 DAM implementation for collections images
which feeds TMS, website and intranet.
• 2005-07 IRIS, Internal Request for Image
Services is developed and deployed
• 2008-10 NGA Images, web based image-licensing
under development
• 2010-11 planning enterprise DAM system as
large-scale image repository
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10. IRIS
Internal Request for Imaging Services
We replaced a dysfunctional 6-part paper form,
which did not permit serious control over
production workflow, data validation by TMS,
queues organized by deadline, project
management and assignments to photographers
and printers.
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11. 11

12. NGA Images
• 2008-09 RFP for NGA Images, a web-based, self-
serve Image Licensing system with back office
management is solicited and selected
• 2010-11 build NGA Images using off the shelf
configurable software from Capture, Ltd.
• Finalizing design now and will test in-house first
quarter 2011
• Public launch spring, 2011
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13. 13
Draft Design—will be fine-tuned

14. Image IP Management
• 2005-06 IP Audit. Law school intern identifies, working
with myself and legal department maps workflows for
rights and permissions determinations and data stores.
Large-scale decentralization. Files with lawyers, curators,
registrar, R&R, CMS, spreadsheets, paper files, rights i/o.
• 2007 Diane Zorich completes “An Assessment of Image
Intellectual Property Policies and Procedures” based
upon audit and interviews and makes recommendations
to centralize and build IP Management practices.
• 2008-11 develop IP and DAM policies and committees,
following Zorich roadmap.
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15. IIPM Possible Data Fields
• Date of Deed of Gift, on file where or permissions excerpted____
• Date of Object Creation (from TMS)
• Name of Artist (from TMS)
• Nationality of Artist (from TMS)
• Date of first publication if known
• Image credit line
• Other Contracts with artists, estates, third parties regarding permissions
• Date © researched
• Researched by whom
• © owned by (or)
• Public domain determined
• Rationale for ©decision (law citation)
• © third party agent if different than above
• NGA contract #
• Contract date
• Allowable Uses?
• Licensing Restrictions? 15

16. Digital Asset Management
• NGA uses as authority for all collection and exhibition
images the DAM system, Extensis Portfolio
• Feeds NGA website, image search, display and
download on intranet, IRIS and NGA Images.
• Manages all derivatives and technical, administrative and
descriptive image metadata.
• Portfolio DAM data dictionary is maintained on intranet
site and freely distributed
see Digital Image Asset Management at the National Gallery of Art (US), A. Newman &
P. Dueker, RLG Diginews Volume 10, Number 6 ISSN 1093-5371,
http://tinyurl.com/yftrvol
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17. DAM Technology (Current)
Extensis Portfolio - strengths
• Low cost among DAMs, easy to use application
• SQL based, extensible to Gallery information
architecture (such as TMS, IRIS, website)
• Used for NGA collection images since 2005:
collection objects (masters and derivatives), painting
conservation, temporary exhibition images from
outside sources
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18. DAM Technology (Current)
Extensis Portfolio - limitations
• Broad security only, lacks granularity, i.e.
assigning target group access to specific image
clusters is not possible
• No connection to Active Directory
• Performance and reliability unknown for very
large databases (300,000+) records
• Client-server application is less preferred than
thin web client
• Not the best tool for an enterprise DAM for
heterogeneous image collections
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19. Pilots to inform eDAM development
• Interim solution to aggregate, preserve and catalogue
image collections
• Assist requirements definitions for an enterprise level
DAM
– Discover how departments use & create images
– Define basic image cataloging requirements for
short & long-term collections
• Pilot participants/collections
– All Conservation images (treatment, scientific, etc.)
– Archives of entire exhibition installation history
– Publicity and events
– Architecture and CAD
– Personal curators specialized image collections 19

20. Enterprise DAM
Authoritative image repository
• Centralized, single source for a multiplicity of Gallery
image collections
• Users can retrieve current, use appropriate files
directly from eDAM – eliminates storage redundancy
• Consistent metadata for long-term preservation of
digital assets
• Crosswalk to intellectual property rights and controls
for images
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21. Enterprise DAM
Project Overview
• The development of the eDAM will be a five-year
project and with persistent growth beyond
– Years 1-3 transition extant high value image
collections [collection/exhibition objects, exhibition
installation history, conservation] into the system
and establishing training and best practices
– Years 3-5 incorporate DAM pilot collections:
events, architecture, construction history (pilots,
rich media e.g. podcasts, video, CAD)
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22. Enterprise DAM
Intended Functionality
• Save image sets for projects: exhibitions,
publications, use in other systems
• User-defined reporting capabilities or choose
from templates
• Workgroups across divisions can build and
share image-based reports for exhibitions,
publications and other projects
• Slide show capability
• Ability to handle standard rich media types
including audiovisual and CAD files
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23. Enterprise DAM
Intended Functionality
• Convert images on the fly to choice of size or
format, e.g. choose a group of exhibition images for
export to Powerpoint
• Pan-zoom hi-res images to inspect details
• Standard file formats including DNG
• Check-in, check-out audit trail
• Single image authority to feed other systems that
use NGA images - TMS, intranet, IRIS, public web
• Documentation of intellectual property rights for
images as well as “relationship issues” with artists
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24. Enterprise Digital Asset Management (eDAM)
+
Image Intellectual Property Management (IIPM)
to come…
• Merge requirements definitions into one unified project,
i.e. eDAM crosswalks with IIPM
• Expand role/membership of IIPM committee into
workgroup for eDAM
• Produce requirements definitions, RFI and RFP, and
ready to award contract and begin development in
fy2012
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