Please DO Feed the Sites: What Is RSS? November 18, 2006
Posted by ptvGuy. Comments: 6 comments
…an indispensable part of standard web development…
Before I begin this discussion explaining RSS to you as if I were this fount of knowledge that clearly recognized its value from the very first moment I saw it, the fact is that my initial impression after a cursory look-over several years ago was that it was only useful to blogs and news-oriented sites. Outside of syndicating teasers of news headlines and blog posts, not a single aspect of its current usage occurred to me, and I never expected it to become an indispensable part of standard web development or to redefine the web as I knew it. So, if you can forgive me that incredible oversight, then we can get on with this…
RSS as an Update Announcer
…users are notified whenever there's new content posted to the feed…
To explain what RSS is and why it has everyone so excited, let me just start out on common ground with something we already know, a traditional website. Traditionally, a website contained whatever content may have been put on it and that content may be static or may change constantly. The problem here has always been that a user had no way of knowing when or if that content had changed other than checking back periodically or being notified by someone.
RSS solved that problem by "announcing" content updates. A site owner creates a special file called an RSS file along with a link to it, and this creates a "web feed." A web feed is a data format used for sending users content updates. Users have the option of "subscribing" to this feed either through a stand-alone desktop application called a "feed reader," through an online content aggregator like Newsburst, or, increasingly, directly through their standard web browser. Once subscribed, users are notified whenever there's new content posted to the feed. That's all well and good, but it doesn't end there.
RSS Web Feeds
…a web feed is actually just an extremely simple text document…
An RSS web feed is actually just an XML-based file that sits on a site like any other file and contains whatever content the site owner wants to put into it for distribution. It can be created and maintained manually or dynamically (preferably the latter.) Part 3 of this series will cover the creation of such feeds. There's not really a lot to it.
I don't want to lose you in the terminology or the acronyms here. An XML document–especially of the type we're talking about here–is an extremely simple text document. The markup has certain similarities to HTML, but where HTML defines how to display the content, XML categorizes the content (for instance, identifying title, description, author, etc.) and does it in a machine-readable format which means that different software on different operating systems on different platforms can easily access and display that content. This is the part that allows for syndication. Numerous applications exist that look for such files, read the content, and parse it back out for use elsewhere.
RSS for Content Syndication
…content syndication is the primary use of RSS…
Content syndication is (by definition) the primary use of RSS. Originally, RSS files listed just the title of a piece, the author, the date of publication, a link back to the original content, and a quick summary to act as a kind of teaser to get you to go back to the original site to read the article–hence the mistaken view that it was only good for blog posts and news headlines. Now it includes syndication of full content–including HTML–along with "enclosures" to contain multimedia content like images, audio files, and video files and that content is being used in ever more imaginative ways. This needn't scare you away from using it.
RSS Content Usage
…the underlying workhorse or building block of Web 2.0…
Primarily, RSS syndicated web content simply turns up in some form of RSS reader for the usage of an individual who wants to remain informed of content updates on your site. However, this syndication of content along with the inherent extensibility of XML allows for a kind of web presence and sharing of content that was never available before. It's the underlying workhorse or building block of the entire "Web 2.0" movement.
Web content stored and distributed in this manner can be accessed and processed in ways similar to database applications allowing your content to simply be replicated elsewhere or become the basis for an application built on the underlying data. It can turn up as content on another website. It's absolutely adored by search engines (practically search bot candy) which will often index it far faster and with better results than equivalent content on a standard HTML page.
Think syndication, not coordination. Simple web services, like RSS…are about syndicating data outwards, not controlling what happens when it gets to the other end of the connection. This idea is fundamental to the internet itself, a reflection of what is known as the end-to-end principle.
–Tim O'Reilly, What Is Web 2.0?
As much as I agree with the ideal expressed here by Tim O'Reilly, I tend to take a more pragmatic approach. I encourage you, if you're considering RSS syndication of your content, to set up a Creative Commons License allowing for the distribution of your content while requiring the retention of source attribution and backlinking. It's not that you don't want anyone else to use your content, but you should get something out of it as well. The idea here is not only to increase your web presence but also your underlying user base.
What Is RSS
With all this background in mind, we can get more directly into what RSS actually is. Wikipedia puts it this way:
RSS is a family of web feed formats. The initials "RSS" are variously used to refer to the following standards:
- Really Simple Syndication (RSS 2.0)
- Rich Site Summary (RSS 0.91, RSS 1.0)
- RDF Site Summary (RSS 0.9 and 1.0)
and Tim O'Reilly refines that further (as is his disposition):
RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability. This use is actually a return to one of its roots: RSS was born in 1997 out of the confluence of Dave Winer's "Really Simple Syndication" technology, used to push out blog updates, and Netscape's "Rich Site Summary", which allowed users to create custom Netscape home pages with regularly updated data flows. Netscape lost interest, and the technology was carried forward by blogging pioneer Userland, Winer's company. In the current crop of applications, we see, though, the heritage of both parents.
–Tim O'Reilly, What Is Web 2.0?
The hardcore purists out there aren't going to be too happy with this series of articles, because my focus, as I start describing how to create an RSS feed in the next article, will be on RSS 2.0, Dave Winer's "Really Simple Syndication." I've chosen that particular "flavor" of RSS because it allows me to really bring home the incredible simplicity of syndicating web content. My point here is to encourage more RSS usage, not scare anyone away.
What Are The Benefits of RSS?
…every single person reading your feed has willingly opted-in…
I've only touched on some of the benefits of having an RSS feed. Things like the inherent search engine optimization are secondary to the incredible expansion of your audience that comes about through content syndication. You reach people that you would never have reached before. You're able to communicate with them and show them the value of your station as a resource.
It's perfectly acceptable to sell advertising on your feed and include membership/support reminders. Keep this in mind always, unlike other methods of boosting membership, every single person reading your feed has willingly opted-in to receive your message. They won't consider it spam.
RSS was designed to empower the user to view the content he or she wants, when it's wanted, not at the behest of the information provider.
–Tim O'Reilly, What Is Web 2.0?
Where Do I Get The Content?
…even the tiniest station websites have content to syndicate…
The question of where to get the content to feed out always amazes me–especially in relation to a public television station website. Unless your site is absolutely static, unless there's nothing there that changes, unless it's the online equivalent of a pre-printed brochure, you have content to syndicate. Even the tiniest station websites are not excluded from this, because it's not about having money for great content productions.
If your station updates any of the following items on their website–even if it's only once or twice a month–you have content to syndicate:
- Program Highlights
- Station Events
- Station News Announcements
- Community Events
- Newsletters (including RTL and non-member-based eguides)
- Upcoming Pledge Drives
- Auction Announcements
- Etc., etc., etc.
Each of these can be fed into separate RSS files and syndicated separately. Each of them can be used to expand the station branding, presence, user base, message, and support reminders. Each of them will take their own roads through the Internet and reach people you would never have reached otherwise.
Some Final Words
RSS is an incredibly powerful tool easily implemented with enormous benefits going far beyond the station itself. I implore you, if you haven't done it already, then, for the good of your station, for the good of your users, and for the good of public broadcasting as a whole, please, please, feed your site.
Thank you all, code well, and good night.
Localizing Beyond PBS: An Open Proposal June 28, 2006
Posted by ptvGuy. Comments: 1 comment so farIntroduction
…PBS in your local town or city IS your local station…
In one of its most brilliant decisions ever, PBS decided to downplay itself as a national entity in favor of extending the perceived reach of every one of its local member stations. (Web: best medium for local/national convergence?) In other words, PBS in Medford, Oregon IS SOPTV, PBS in Redding, California IS KIXE, and PBS in your local town or city IS your local station. This doesn't just happen on-air, it extends online as well.
…dynamically generates a localized version of that page…
When a local station website links to a PBS program site like Frontline or Nova, it uses station-linking code to pass its station identification to that site which in turn dynamically generates a localized version of that page complete with a backlinked station logo and localized broadcast information. The end result for the user is that their local station website and the PBS.org national site (the most popular dot org site on the planet) work together as a single, cohesive unit creating the perception that they are one whole site. In fact, some studies have shown that many users are totally unaware of ever having left the local station site.
PBS localization has added to the perceived value of the local station site as a community resource. It extends the perceived reach of the local station into vast resources and archives of information that no one station could ever achieve. Basically, PBS was a Web 2.0 resource long before anyone conceived of such a term to describe that kind of online interaction and interconnectedness. Now, while the rest of the web tries to catch up to even that level, the time has come for us to extend this even further.
…many users are totally unaware of ever having left the local station site…
Individual stations across the country have for years been creating small (and some very large) pieces of original web content. Some of these are tied to local productions or events and hold little interest outside the local community, but many are very interesting slices of local history, art, and culture and have value to the system as a whole. This kind of web content along with content tied to nationally distributed programs would be ideal for localization.
The Proposal
…the creation of localized versions of such pages…
I propose the creation of localized versions of such pages set up to take advantage of and function similarly to the already existing localization system in place on PBS.org. The beauty of this system is that it's so easy to tap into from outside sources. Actually, if you think about it, that's exactly what it was designed for.
In point of fact, creating such a localized page requires only a few things:
- the addition of the standard localized PBS navbar to the top of the page to carry users back to their local station or pass them on to PBS,
- a reworking of the page header to showcase the specific logo or content of the page rather than the organization behind it,
- the elimination of any internal site navigation, search boxes, or links meant to get site users around that specific site rather than just the specifically localized content,
- the elimination of any internal support link coupled with the addition of a PBS localized station support link (and this is very important to make it valuable to other stations,)
- a reworking of the page footer to again eliminate any standard internal site links and the addition of a sublimated organization logo, credit, link, and copyright/trademark statement,
- and, finally, a way to receive the station identification parameter through the URL and pass it into all of the PBS links.
It's really a lot less complicated than it sounds.
Reasons For Doing This
…supports and adds value to the system as a whole…
If you're wondering why a station would want to do this with their own content, there are a number of reasons:
- Showcasing your local art, history, culture, entertainment, and educational resources to stations and web users across the rest of the country is yet one more way of adding value to YOUR station as a modern and relevant connection to the rest of the world.
- It makes YOUR local station a more attractive and valuable outlet for the people who create this kind of content to bring it to.
- It supports and adds value to the system as a whole.
- It adds some small bit of value to your nationally distributed programs when stations considering running them know that there's localized content that they can link into.
Station Example
If you're tired of just hearing about this and you'd rather see it in action, then check out Sierra Center Stage, a new program being distributed by Southern Oregon Public Television. To reach that page normally as a part of the SOPTV website, you would go to www.soptv.org/scs. That takes you to the non-localized version of that page meant for users of the SOPTV site. However, with the simple addition of a question mark and your station's call letters (try www.soptv.org/scs?wnet) you get a localized version of the page complete with station logo and a support link tied to your local station's membership page (provided your membership link is current with PBS Station Remote Control.)
Potential Worries
…system is not affected in any way by this kind of homemade localization…
If you're worried that this could somehow affect currently localized users and perhaps "relocalize" them to a different station, it can't. The already existing PBS localization cookie system is not affected in any way by this kind of "homemade localization." Since it doesn't store anything on the client computer, it's temporary and page-specific. When an already localized user clicks through to the PBS main site-even on the support link-the already existing PBS localization cookie will override any parameters passed in the URL and localize them accordingly. Therefore, you can't lose already localized viewers though you might potentially gain a few.
If you're worried about what will happen to users who bookmark a page like this, they'll bookmark your localization code along with the site URL. That means that unless they alter the properties of their bookmark, it will always open localized to you.
If you're worried that localizing your content for other stations could cut into potential revenues by turning the support links away from you, then this one you'll actually have to weigh against your own records. For the most part, stations do not make support money from web content linked into by other stations. However, if your station actually does, then that content would not be a good candidate for localization. No one should lose money or users by doing this.
Beyond Even The Stations Themselves
…web content on any site can be localized…
This kind of extension of station localization and what it can do goes even beyond public television station websites. Any piece of web content on any site can be localized to make it useful and valuable to PBS member stations that want to link into it. That means that any organization or individual out there with a website can make localized content available to stations to use or not use as they see fit. I don't think that it takes a major stretch of the imagination to envision a time when web producers and web content distributors will approach public broadcasting stations in much the same way as program producers and distributors with the hope of having their content featured by those stations.
Non-Station Example
If you're wondering how even a non-station website could manage this, then check out Online Xtras, a page I created on my ptvguy.com website as a collection of links to PBS online-only content (and, yes, I still hate the name, but I can't think of anything better.) If you go to the page directly at www.ptvguy.com/xtras/ (spelled without the "e" as x-t-r-a-s,) then you'll see that it wasn't designed to be used as anything other than a localized page. All the localized station linking ends up missing the station identification and the navbar at the top is taller than it should be, because there's no image where the station logo goes. However, if you go to the page with station linking by adding a question mark, the word "station," an equal sign, and your station's call letters (as in www.ptvguy.com/xtras?station=wyes) then you'll see a version of the page localized to your station. If you'd rather see how an actual station website might link into this, then have a look at the left sidebar on the homepage of SOPTV and click through to Online Xtras. It not only can be done, it IS being done.
How To Do It
…look it over and see how simple it is…
If you're wondering why my two examples use different station-linking code, it's because I set them up using two different server technologies. One utilizes simple SSI directives that you'd normally see on an SHTML page and the other utilizes PHP. The point I wanted to make with this is that it doesn't really matter how you set it up as long as it localizes correctly and you make the method clear. I kept it as simple as possible. The only reason that I didn't create an ASP example is that I don't have anything available on a Microsoft Windows server worth localizing.
I've put together a downloadable file with all the pertinent underlying code and included content from both of these examples, so that you can look it over and see how simple it is. If you have content that could be used in this way, why not give it a try. If you know of content that could be used in this way, why not suggest it. You don't lose anything by doing this. You do, however, have a potential to increase your audience while simultaneously supporting PBS member stations everywhere.
How Will We Use It
…good content is not always supportable content…
If we can get enough localized content together to justify the effort, then we could create portal pages (like my Online Xtras example) to organize or categorize the content and create a single link-in point for stations to connect to. Who knows, maybe we can get enough high-quality content together to get PBS itself interested in creating more portal collections like Global Connections or African American World. I already know of some more local content that could be added into this, and I bet you do to.
"PBS.org's top priority is presenting content that supports the broadcast schedule," said Cindy Johanson, Senior Vice President, PBS Interactive and Education during an interview back in 2002. Although many aspects of the web itself and how PBS uses it have changed and evolved since then, budget and staffing cuts have forced PBS to be extremely selective in what they put out and support on their website. Witness the move of PBS LiteracyLink™ from PBS to KET (speaking of which, there's a broadly used resource that I'd love to see localized,) and the cutting of PBS Campus, PBS YOU, and a number of other PBS resources. Frankly, good content is not always supportable content.
…tapping into ourselves as the incredible resource that we are…
I don't believe that local stations can or should be solely dependent on PBS to provide original web content any longer-which is not to say that we don't still need them. However, we are more than capable of (and in fact already are) producing such content. It amazes me that we are not tapping into ourselves as the incredible resource that we are. We are an already existing network of interconnected content providers and developers. If we open up our own resources to each other and tap into other organizations and individuals willing share their content with us, then, in combination with PBS itself, we will become something greater than the sum total of our parts and, in fact, something greater than anything else on the web.
"Can we build it? Yes, we can."
Thank you all, code well, and good night.
