EBUIntentionCode Proprietary For use where proprietary extensions are required, or the use of keywords that do not fit in any classification below First version after conversion of P/META into XML 1 ENTERTAIN Programme intended primarily to evoke relaxation, feelings of pleasure and/or awareness of beauty. First version after conversion of P/META into XML 1 Pure entertainment First version after conversion of P/META into XML 1 Informative entertainment Programmes intended primarily to entertain but with informative elements. First version after conversion of P/META into XML 1 INFORM Programme intended primarily to inform about current facts, situations, events, theories or forecasts, or to provide explanatory background information and advice. Information programme content has to be non-durable, that is to say that one could not imagine that the same programme would be transmitted e.g. one year later without losing most of its relevance. Examples: news, documentaries about current subjects, consumer information First version after conversion of P/META into XML 1 Government Official material on behalf of the government of the country concerned. Examples: A short message warning of the dangers of using fireworks, AIDS awareness campaigns etc First version after conversion of P/META into XML 1 Pure information First version after conversion of P/META into XML 1 Infotainment Programmes intended primarily to inform but with entertaining elements. First version after conversion of P/META into XML 1 Advice Programme intended to advise about matters of personal interest such as consumer prices and quality, financial matters, health, or, for the interest of special groups, weather or traffic information First version after conversion of P/META into XML 1 EDUCATE Programme primarily intended to increase knowledge about non-current subjects in a didactic or non-didactic way, or to religiously inspire. First version after conversion of P/META into XML 1 School Programmes First version after conversion of P/META into XML 1 Primary Youth education in the first stages: between the ages of approx 4 and 12/13.. First version after conversion of P/META into XML 1 Secondary Youth Education in the second stage - between the ages of approx 12/13. and 18 First version after conversion of P/META into XML 1 Tertiary University/College education First version after conversion of P/META into XML 1 Lifelong/further education Adult education: Additional learning such as post graduate and distance learning First version after conversion of P/META into XML 1 PROMOTE Intended to promote content. Produced by the broadcaster or media owner. eg trails for TV/Radio First version after conversion of P/META into XML 1 ADVERTISE Intended to inform consumers about commercial products and services. Produced by/on behalf the owners/sellers of the product or service eg Interstitial commercials First version after conversion of P/META into XML 1 Infomercial First version after conversion of P/META into XML 1 Billboarding First version after conversion of P/META into XML 1 RETAIL Full length programmes designed to sell a product or service to the consumer First version after conversion of P/META into XML 1 Gambling Programme that allows a consumer to participate in gambling. NB a programme ABOUT gambling, ie a documentary about Las Vegas does not belong in this category First version after conversion of P/META into XML 1 Home Shopping A programme that has the primary objective to allow consumer to make purchases as part of the programme. EG QVC Home Shopping channel. A programme ABOUT home shopping does not fit oin this category. Home shopping could also relate to devices outside the home - purchases of goods and sevices made through the device First version after conversion of P/META into XML 1 FUND RAISE/SOCIAL ACTION Appeals for charities and other recognised good causes First version after conversion of P/META into XML 1 Fund Raising Examples: Telethons and disaster appeal programmes First version after conversion of P/META into XML 1 Social Action Appeals by good causes for action, such as giving blood First version after conversion of P/META into XML 1 ENRICH Programme primarily intended to increase knowledge about non-current subjects in a didactic or non-didactic way, or to religiously inspire. Enrichment programme content has to be durable, that is to say, one could very well imagine that the programme would be broadcast one year later, without loosing its relevance. Examples: travelogues, war documentaries, educational programmes, religious programmes . First version after conversion of P/META into XML 1 General enrichment Programme primarily intended to increase knowledge about non current subjects in a non-didactic way. First version after conversion of P/META into XML 1 Inspirational enrichment Programme based on different forms of religious beliefs or intended to edify the audience. First version after conversion of P/META into XML 1 EDUCATIONAL DIFFICULTY The level of difficulty of an educational programme First version after conversion of P/META into XML 1 Very Easy First version after conversion of P/META into XML 1 Easy First version after conversion of P/META into XML 1 Medium First version after conversion of P/META into XML 1 Difficult First version after conversion of P/META into XML 1 Very Difficult First version after conversion of P/META into XML 1 Unknown First version after conversion of P/META into XML 1 Other First version after conversion of P/META into XML 1