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(Current as of Jan 925, 2019)

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  • Keep titles concise to optimize across formats and platforms

  • Show/Series titles will no longer be all caps. The only exceptions are FRONTLINE, POV, NATURE, NOVA, MASTERPIECE , and ANTIQUES ROADSHOW which are always styled with all caps

  • Avoid “inside baseball” jargon

  • There will be slight nuances across platforms:

    • Media Manager

      • The show name, franchise name and season number are not required in the title field; that said, adding as much unique metadata as possible in the title field strongly encouraged for SEO reasons. Example: if an episode has a unique name, try to fit it in -  add what you can within the 60 character limit. Keep conventions consistent across a season and show.1

      • Omit the words “Official” and “PBS” for Media Manager

    • PBS Facebook Account

      • The PBS social media team will have the show name remain first for videos posted to the PBS Facebook account as an exception for reasons involving paid media.

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Examples by Platform:

  • YouTube: Season 7 Official Preview | Call the Midwife  | PBS
    • Media Manager: Season 7 Preview
  • YouTube: Holiday Special 2018 Official Preview | Call the Midwife  | PBS
    • Media Manager: Holiday Special 2018 Preview
  • YouTube: Season 2 Official Preview | Victoria | MASTERPIECE | PBS
    • Media Manager: Season 2 Preview
  • YouTube: Official Trailer | Dark Money | POV | PBS
    • Media Manager: Trailer | Dark Money
  • YouTube: Official Preview | Anne of Green Gables | PBS
    • Media Manager: Preview

Long Lead Tease

Promotes the upcoming show as a season, and is often released before the show has a broadcast date. The teaser can vary in length and typically do not include interviews.

DO:

  • Official Teaser | Show | PBS

  • Official Teaser | Show | Series | PBS

  • Official Teaser | Show | Season # | PBS

  • Official Teaser | Show | Series | Season # | PBS

Example by Platform:

  • YouTube: Official Teaser | The Great American Read | PBS

    • Media Manager: Teaser

  • YouTube: Season 2 Official Teaser | Victoria | MASTERPIECE | PBS

    • Media Manager: Season 2 Teaser

Show With Multiple Trailers

Certain priority shows can have multiple trailers. To differentiate each trailer, use numbers for the trailer names, unless there is a strong relevancy around the “name” of the trailer (as judged by the PBS Marketing Strategy team).

DO:

  • Official Teaser # | Show | Series | PBS

  • Official Preview # | Show | Series | PBS

  • Official Trailer # | Show | PBS

Examples by Platform:

  • Official Teaser #2 | Victoria | Season 2 | MASTERPIECE | PBS

    • Media Manager: Teaser #2

  • Official Trailer #3 | The Great War | American Experience | PBS

    • Media Manager: Trailer #3 | The Great War

  • Official Trailer #4: No Single Truth | The Vietnam War | PBS

    • Media Manager: Trailer #4 : No Single Truth

  • Official Preview #2 | Super Cats | NATURE | PBS

    • Media Manager: Preview #2 | Super Cats: A NATURE Miniseries

Episodic Promo

Use this titling for the 20-30 second episodic preview videos. Notes:

  • YouTube: If the episode has a unique name, list the episode name in the description.

  • Media Manager: If the episode has a unique name, list the name in addition to the number ( if it fits) in the title field.

DO:

  • Episode # Preview | Show | PBS

  • Episode # Preview | Show | Season # | PBS

  • Episode # Preview | Show | Season # | Franchise | PBS

  • Episode Preview | Show | Miniseries | Franchise | PBS

Examples by Platform:

  • YouTube: Episode 2 Preview | Call the Midwife | Season 7 | PBS
    • Media Manager: Episode 2 Preview
  • YouTube: Episode 3 Preview | Victoria | Season 2 | MASTERPIECE | PBS
    • Media Manager: Episode 3 Preview | Entent Cordiale
  • YouTube: Episode 2 Preview | Civilizations | PBS
    • Media Manager: Episode 2 Preview | God and Art
  • YouTube: Foo Fighters Preview | Landmarks Live | Great Performances | PBS
    • Media Manager: Foo Fighters Preview | Landmarks Live
  • YouTube: Julia Louis-Dreyfus 2018 Preview | Mark Twain Prize | PBS
    • Media Manager: Julia Louis-Dreyfus 2018 Preview

Full Episode

Use this titling for full episodes. Notes:

  • YouTube: If the episode has a unique name, list the episode name in the description.

  • Media Manager: If the episode has a unique name, list the name in addition to the number ( if it fits) in the title field.

DO:

  • Episode # | Show | PBS

  • Episode # | Show | Season # | PBS

  • Episode # | Show | Season # | Franchise | PBS

  • Episode | Show | Mini-series | Franchise | PBS

Examples by Platform:

  • YouTube: Episode 2 | Call the Midwife | Season 7 | PBS
    • Media Manager: Episode 2
  • YouTube: Episode 3 | Victoria | Season 2 | MASTERPIECE | PBS
    • Media Manager: Episode 3 | Entent Cordiale
  • YouTube: Episode 2 | Civilizations | PBS
    • Media Manager: Episode 2 | God and Art
  • YouTube: Foo Fighters | Landmarks Live | Great Performances | PBS
    • Media Manager: Foo Fighters | Landmarks Live
  • YouTube: Julia Louis-Dreyfus 2018 | Mark Twain Prize | PBS
    • Media Manager: Julia Louis-Dreyfus 2018

360° Video

Add 360° and/or VR (when applicable) and show name in title if associated with a specific show.

DO:

  • Video Name - 360° | PBS

  • Video Name - 360° | Show | PBS

Examples for YouTube, other platforms:

  • Hagia Sophia in 3D - 360° Video | Ancient Invisible Cities | PBS

  • My Brother’s Keeper - 360° | PBS Digital Studios

  • A Letter Home - 360° Video | Mercy Street | PBS


Straight Lift/Featurette/Press Tour Filler/Social-First/SFV etc

Topical videos or clips that vary in length (generally 1-3 minutes) and are a portion of a show, a vignette of a topic or character, and/or a feature interview with the stars and producers.

NOTES:

  • Describe the video succinctly

  • Omit the season number if it is the first (or only) season of the show

  • Omit the season number if it is irrelevant (ex. FRONTLINE, Independent Lens)

  • Omit the episode number if the video relates to the show as a whole

  • Media Manager: Reminder to add as much unique metadata as possible that fits into 60 characters for SEO purposes. Keep title structure consistent across a season/show.

DO:

  • Video Name | Show | Series | PBS

  • Video Name | Show | Season # | PBS

  • Video Name | Show | Season # | Episode # | PBS

  • Video Name | Show | Episode # | PBS

Example by Platform:

  • YouTube: What Is Fougasse? | The Great British Baking Show | Season 4 | Episode 9 | PBS
    • Media Manager: What Is Fougasse?
  • YouTube: How 1962 Changed Poplar | Call the Midwife | Season 6 | PBS
    • Media Manager: How 1962 Changed Poplar
  • YouTube: Inside Look | The Child in Time | MASTERPIECE | PBS
    • Media Manager: Inside Look | The Child in Time
  • YouTube: Babies on Set | Victoria | Season 2 | MASTERPIECE | PBS
    • Media Manager: Babies on Set
  • YouTube: Behind the Scenes | Tell Them We Are Rising | Independent Lens | PBS
    • Media Manager: Behind the Scenes | Tell Them We Are Rising
  • YouTube: Revisiting the Pentagon After 9/11 | We’ll Meet Again | Episode 4 | PBS
    • Media Manager: Revisiting the Pentagon After 9/11
  • YouTube: The Elaine Dance | Julia Louis-Dreyfus 2018 | Mark Twain Prize | PBS
    • Media Manager: The Elaine Dance | Julia Louis-Dreyfus 2018
  • YouTube: Hopi Origin Story | Sacred Stories | Native America | PBS
    • Media Manager: Hopi Origin Story | Sacred Stories

Broadcast Sizzle Reel

Announces the show line-up for each season or broadcast campaign (typically 30 seconds long).

DO:

  • Season Year Preview | PBS

  • Season Preview | Series | PBS 

  • Campaign Year Preview | PBS

  • Coming to Passport: Month Year | PBS

  • NOTE: Avoid jargon (e.g. sizzle reel), name the specific shows in the description

Examples by Platform:

  • YouTube: Season 33 Preview | American Masters | PBS
    • Media Manager: Season 33 Preview
  • YouTube: Fall 2018 Preview | MASTERPIECE | PBS
    • Media Manager: Fall 2018 Preview
  • YouTube: Spring 2018 Preview | PBS
    • Media Manager: Spring 2018 Preview
  • YouTube: Summer of Adventure 2018 Preview | PBS
    • Media Manager: Summer of Adventure 2018 Preview
  • YouTube: Black History Month 2018 Preview | PBS
    • Media Manager: Black History Month 2018 Preview
  • Facebook: Coming to Passport: July 2018 | PBS



YouTube Metadata Description Format

YouTube: Ensure video descriptions are keyword rich in the metadata section to boost your video’s presence in search. Official website, hashtag and social follow language and other PBS/show links helps to extend the user’s connection with the PBS brand.

Series Sell Example

Official Preview | Ancient Invisible Cities | PBS

Official website: https://to.pbs.org/2OMpIXe | #InvisibleCitiesPBS

Professor Darius Arya explores the hidden secrets of three of the most fascinating cities of the ancient world: Cairo, Athens and Istanbul. 3D scans allow us to view the architectural jewels of these cities as they've never been seen before. Ancient Invisible Cities premieres Wednesday, Aug. 29 at 9/8c.

Subscribe to the PBS channel for more clips:  https://www.youtube.com/user/PBS/featured

Enjoy full episodes of your favorite PBS shows at https://www.pbs.org/video/


FOLLOW US:

Facebook: https://www.facebook.com/pbs/

Twitter: https://twitter.com/PBS

Instagram: https://www.instagram.com/PBS

Shop: https://shop.pbs.org/

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3 Video title should be descriptive to the clip. Show name should be in sentence case (not all caps). Again, the only exceptions are FRONTLINE, POV, NATURE, NOVA, MASTERPIECE , and ANTIQUES ROADSHOW which are always styled with all caps

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