Florian Zarkov is the Manager of Content Tagging at Red Bull Media House who, with a team of four and a half people and with some external resources, brings Metadata to video and photo content. In an average month the team handle 8,000 to 10,000 photos and 2,000 to 4,000 videos. In this context, there are two main tagging tasks: basic metadata tagging, done to all mentioned assets and semantic tagging, done to a selection of assets. In addition, the content tagging team handles the allocation of assets posted on social media back to the in- house project and take care of tagging needed for playout features (mouse-over previews, ad-breaks, end credits for Red Bull TV etc). Automation and AI is starting to play a bigger part, enlarging the taggers’ roles to AI trainers because still a lot of human effort is needed to check and train what comes from the various APIs.