NTB and AI: Customizing content for local audiences

Written by Fredrik Lundberg

Fredrik is passionate about marketing, business development, and in new ways to use metadata.

7 Jan, 2021

Last year, NTB, the Norwegian news agency, published an average of 150 unique news articles every day covering a diverse range of topics – from the weather in the capital to politics abroad. Ensuring these articles reach the right readers requires a meticulous application of metadata.

Until recently, metadata tagging was done manually, a thankless end-of-the-day task foisted on the bottom rungs of the journalistic ladder. This meant that metadata, despite its value to modern news production, was often an afterthought. We have partnered with NTB and Sourcefabric to take the mundane out of metadata processing. The project is expected to be completed by mid-February.

Here’s how it will work: When a journalist finishes writing their story in Superdesk, they click a button that launches our algorithm, which analyses the text and returns a list of suggested tags. Journalists will check these tags to remove false positives, add the ones the AI missed, or create a new tag if needed. When content is published by Superdesk, it will be coded with these tags – categories like people, places, organizations, events, objects, and topics – to help NTB subscribers micro-target delivery to specific audiences.

Read the full article by Greg Bruno at Sourcefabric z.ú.
You find it here: https://www.superdesk.org/news/ntb-customising-content-for-local-audiences

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