  The production of media content has undergone tremendous changes in recent
years. Multiple daily content updates are just as common for some platforms as
is processing the provided content specifically for their target audiences.
Such features are made possible through metadata, which make information
accessible by categorizing it. In conjunction with AI-supported tools, metadata
are shaping the future of audio-visual content production, distribution and
consumption. It allows editors to effectively search through archives like in
the Tailored Media Project, broadcasters to provide content that is adapted to
users' surroundings like in the ARD Audiothek unterwegs project, or give users
the ability to experience audio-visual content from different perspectives like
in the ORPHEUS project. Although these projects provide comprehensive insight
into the potential of metadata, their integration in existing infrastructures
meets several limitations. For example, content-related metadata may initially
be generated at some point during the production process but will then be lost
at later stages due to current standards and incomplete software
implementations. In our contribution, we will discuss requirements and
potential approaches and give an outlook on possible fields of application and
use-cases.
