Posted by: Witch Doctor | August 8, 2009

WD Apology (11) – Another intertwinglement


Part 11 of The Witch Doctor’s apology on behalf of My Black Cat’s recent outburst concerns another intertwinglement – between The Associated Press in the USA and The Media Standards Trust in the UK.


What is AP?

This is how they describe themselves:

“The Associated Press is the essential global news network, delivering fast, unbiased news from every corner of the world to all media platforms and formats. Founded in 1846, AP today is the largest and most trusted source of independent news and information. On any given day, more than half the world’s population sees news from AP.”

On 23 July 2009, AP issued the following press release:


It stands to reason, if you are going to protect your content, it is necessary to track that content in order to detect those who are “abusing” it according to the terms of use. They call this a “built-in beacon.”

“The system will register key identifying information about each piece of content that AP distributes as well as the terms of use of that content, and employ a built-in beacon to notify AP about how the content is used.”

Initially, AP content only will be tracked but this will be extended in 2010 to cover the media output of all AP members. It will intially involve text but will be extended in due course to cover photographs and videos as well.

Enter The Media Standards Trust:

“The registry will employ a microformat for news developed by AP and which was endorsed two weeks ago by the Media Standards Trust, a London-based nonprofit research and development organization that has called on news organizations to adopt consistent news formats for online content. The microformat will essentially encapsulate AP and member content in an informational “wrapper” that includes a digital permissions framework that lets publishers specify how their content is to be used online and which also supplies the critical information needed to track and monitor its usage.”

The question The Witch Doctor is asking is this:

Is the “wrapper” that includes a tracking mechanism the same wrapper the MST received an award to develop?


The Media Standards Trust have another name for “the wrapper” – they cleverly refer to it as DNA and use the DOUBLE HELIX as their logo in their associated site which you can find here:

(My Black Cat refuses to let me link to this site, in case they gobble up my DNA, so I’m going along with her just to keep the peace.)

This is from The Media Standard’s Trust website:

“MST, AP propose news microformat

The Media Standards Trust has today (Friday 10 July) called on news organisations to adopt consistent news formats for online content. The call comes as The Associated Press and the Media Standards Trust launch a new proposed news microformat.

The new proposed microformat, created by AP in association with the Trust, effectively encapsulates content and metadata so that critical information about every news story is available, including:
• what the story is about,
• where it was written,
• who wrote it,
• where it was published,
• the news principles it adheres to (if any), and
• any usage rights associated with it.”

So, it seems there is a close liaison between The Media Standards Trust in the UK  and Associated Press in the USA.

My Black Cat adds her correction.

She sees it differently.

She says:

Since Media Standards Trust = Common Purpose, it should read:

“So, it seems there is a close liaison between The Media Standards Trust  / Common Purpose in the UK  and Associated Press in the USA.”

We witches have to put up with an awful lot of nonsense from our black cats!

More soon………

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