Globo.com is the web portal from the leading media group in Brazil, Organizações Globo, a conglomerate that includes TV and radio stations, newspapers and magazines. The company started to use semantic technologies to improve the way it organizes and presents multimedia content ranging from hard news to sports coverage to celebrity gossip. Working in two parallel initiatives, Globo.com is building a set of ontologies to annotate content in different knowledge domains and developing a common software framework that allows each web site to work with semantic annotations to classify and present content in attractive ways. This session will present the key achievements from this work, including: - Building a top-level ontology that permeates all domains handled by the portal. - Enabling product teams to build and work with domain ontologies. - Building a set of reusable software tools that incorporate semantic annotation to different web sites. - Finding new ways to present annotated content on the web, mixing and matching text, image and video.

1. IMPROVING WEB
CONTENT MANAGEMENT WITH
SEMANTIC TECHNOLOGIES
globo.com
Fernando Carolo and Leonardo Burlamaqui

2. WHO WE ARE
Leading Brazilian
Media Group

3. Multi-brand, diversified media company
BROADCAST MOVIES PAY TV INTERNET PUBLISHING
EVENTS RADIO NETWORK NEW VENTURES MUSIC NEWSPAPER

4. 31.2MM
unique visitors/month*
64%
audience reach in Brazil*
* source: comScore, 04/11

5. TECHNOLOGY AND SERVICE
PROVIDER FOR THE GROUP
Intelligence / strategy
Product design & development
Tools and infra-structure
Lab / startups

6. HOW IT
STARTED

7. Web sites cover the same subjects with
DIFFERENT POINTS OF VIEW
E.G.
Romário de Souza Faria

8. globo
esporte
.com
Former soccer
player and coach

9. Representative for
the state of
Rio de Janeiro

10. Celebrity

11. How to cross-link all content about Romário?
Are different sites covering the same story?
Are semantic technologies useful for this?

12. WHAT
WE DID

13. R&D project started in January ‘09
Annotation tool
Ontology design

14. Annotation tool

15. Embedded into our existing CMSs
Web CMS (based on Django)
Video publishing system (developed in-house)
Blogs (based on WordPress)
Common UX for content producers
Interface adapts itself to ontology
Annotations stored in triple store

17. Interface follows the ontology
Fields
Search ranges
Suggest as you type
Automatic concept extraction

18. Ontology Design

19. One team designs upper ontology / provides training
Information architects turned into ontology engineers,
work with domain experts
More design, less software development

20. Common methodology keeps everyone aligned
Unified Foundational Ontology (UFO)(1)(2)(3)(4)
used for conceptual models
Modeling framework for ontologies
Serves as lingua franca for ontology engineers

21. Upper ontology
Rigid
Non-sortal
Rigid
Sortal
Anti-rigid
Sortal
Rigid
Sortal
Sports ontology News ontology

22. EXAMPLES

23. NEWS
GENERAL ELECTIONS OCTOBER ’10
Topic pages for candidates, parties and states
BUSINESS AND HEALTH
Companies and stock markets, supplemented with real-time
information
Medical specialties and wellness topics

25. globo
esporte
.com SPORTS
SWITCH FROM SECTIONS TO CONCEPTS
Leagues, teams, players, matches
CROSS-LINKS BETWEEN NEWS SITE AND TV
PROPERTIES

28. benefits

29. New ways to organize content / find related material
Explicit relationships / derived from content / reasoning
Up to date topic pages with little editorial effort
Seamless navigation leading users into flow state

30. to do

31. External references for content producers (e.g., DBpedia)
NLP tools for concept extraction
Linked Open Data
RDFa

32. TAKE
OUTS

33. Collaborative ontology design using UFO
Reusable, intelligent code base
Common user interface for content producers
Annotate once, present everywhere
Seamless, immersive user experience

34. references
(1) Guizzardi, G. “Ontological Foundations for Structural Conceptual
Models”, Telematica Instituut Fundamental Research Series No. 15. The
Netherlands: Universal Press, ISBN 90-75176-81-3, 2005.
(2) Guizzardi, G.; Wagner, G. “Using the Unified Foundational Ontology
(UFO) as a Foundation for General Conceptual Modeling Languages”.
In: Theory and Application of Ontology. Berlim: Springer-Verlag, 2010.
(3) Baumman, B. “Prying Apart Semantics and Implementation:
Generating XML Schemata Directly from Ontologically Sound
Conceptual Models”. In: Proceedings of Balisage: The Markup
Conference. Montreal, 2009.
(4) Guizzardi, G.; Falbo, R. A.; Guizzardi, R. S. S. “Grounding Software
Domain Ontologies in the Unified Foundational Ontology (UFO): The
Case of the ODE Software Process Ontology”. 11th Iberoamerican
Conference on Software Engineering; Recife, Brazil, 2008.

35. FERNANDO CAROLO
carolo@corp.globo.com
LEONARDO BURLAMAQUI
leonardo.burlamaqui@corp.globo.com
globo.com