WO2017032876A1

WO2017032876A1 - A multimedia package and a method of packaging multimedia content

Info

Publication number: WO2017032876A1
Application number: PCT/EP2016/070179
Authority: WO
Inventors: Jurryt Sjoerd VISSER; Clinton ALBUQUERQUE
Original assignee: Harvey, Michael
Priority date: 2015-08-26
Filing date: 2016-08-26
Publication date: 2017-03-02
Also published as: GB2541875A; GB201515178D0

Abstract

The present invention provides a multimedia package and a method of packaging a multimedia content. The multimedia package includes multimedia content embedded within a content wrapper and one or more information tags. Each information tag includes tag data comprising data scraped from a website based on a received uniform resource locator.

Description

A Multimedia Package And A Method Of Packaging Multimedia Content

The present invention relates to a multimedia package and a method of packaging a multimedia content.

In embodiments, the present invention relates to a multimedia package and a method of packaging multimedia content that enables the viewing of an embedded image or video together with information tags containing information associated with the multimedia content.

Multimedia content such as images and videos are often displayed on webpages of social network platforms and media outlets. A user views the multimedia content by accessing the webpage on a user device. For example, a user may employ a personal computer device (e.g. desktop or laptop computers) or a mobile computing device (e.g. smart phones or tablets) and accesses the webpage by inputting a universal resource locator (URL) link into a web browser of the device.

Typically, a webpage is accessed by loading a webpage file on the user device.

Webpage files are commonly written in Hyper Text Markup Language (HTML) and are stored on a web server. A webpage file may contain a request to access a multimedia content file stored on the web server by including a URL link that is assigned to that multimedia content file. When the webpage file is loaded on the user device, the requested multimedia content file is accessed, loaded, then cached on the user device to allow the user to view the multimedia content on the user device.

Other peripheral information associated with a multimedia content file may also be stored on the web server for access when the multimedia content file is loaded. For example, a webpage file may include a text description of an image or a request to access a text file of a description of the image. When the image is loaded on the user device, the user may move the cursor of the user device over the image to display the description in a "pop-up" box. This and other known ways of conveying peripheral information to a user are primitive, unengaging, and limits the variety of information that may be conveyed to the user to those already stored on the web server.

Accordingly, the first aspect of the present invention provides a multimedia package, comprising a content wrapper; a multimedia content embedded within the content wrapper; and one or more information tags, each linked to one or more respective portions of the embedded multimedia content and includes tag data associated with the respective portions; wherein the tag data of at least one of the one or more information tags comprises data scraped from a website based on a received uniform resource locator; wherein the content wrapper is configured to be accessible from a user device for viewing the multimedia content and the one or more information tags.

The present invention therefore enables information from sources other than the web server to be presented to a user viewing the multimedia content. In particular, information may be scraped from any website and incorporated into the tag data of an information tag for a user to view. The present invention is therefore not restricted to tag data stored on a single database and is able to source data from any available website.

In embodiments, the multimedia content is an image, and each respective portion of the multimedia content is an area of the image.

In embodiments, the multimedia content is a video; wherein each respective portion of the multimedia content is a point in time of the video, an image area of the video, or an image area at of the video at a point in time.

Preferably, the one or more information tags and the associated tag data are stored in a database. Alternatively or additionally, the tag data of at least one of the one or more information tags include at least one of a text description, an image, a sound recording, a tag category, and a hashtag. Alternatively or additionally, the tag data of an information tag include data received via an application program interface.

In some embodiments, the data scraped from the website include at least one of a text description, an image, a sound recording, a tag category, and a hashtag.

In some embodiments, at least one of the respective portions of the multimedia content is associated with at least one consumer product and the tag data of the linked information tag includes information of a retailer for the at least one consumer product. In some embodiments, the multimedia package further comprises an access counter to record each viewing of the multimedia content and/or each viewing of the one or more information tags in a database.

In some embodiments, the viewing of an information tag is in response to one or more user gestures received from the user device. Preferably, the one or more user gestures include positioning of a cursor of the user device over the portion of the multimedia content linked to the information tag

According to the second aspect of the present invention, there is provided a method of packaging a multimedia content, comprising receiving a multimedia content; generating a content wrapper and embedding the multimedia content within the content wrapper; receiving a request to add one or more information tags to the content wrapper, wherein the request includes a uniform resource locator; and adding one or more information tags to the content wrapper based on the received request and linking the one or more information tags to one or more portions of the embedded multimedia content; wherein the or each of the one or more information tags includes tag data; wherein the tag data of at least one of the one or more information tags comprises data scraped from a website based on the received uniform resource locator; wherein the content wrapper is configured to be accessible from a user device for viewing the multimedia content and the one or more information tags.

In some embodiments, the multimedia content is a video; wherein each respective portion of the multimedia content is a point in time of the video, an image area of the video, or an image area at of the video at a point in time.

Preferably, adding the one or more information tags includes creating an information tag based on the request, and storing the created information tag and the associated tag data in a database. Alternatively or additionally, adding the one or more information tags includes linking an information tag stored in a database to one of the one or more portions of the embedded multimedia content. In embodiments, the request includes at least one indication of a portion of the multimedia content to which the information tag is to be linked.

In embodiments, the method further comprises scraping the website for data including at least one of a text description, an image, a sound recording, a tag category, and a hashtag; and incorporating the scraped data in the tag data of at least one of the one or more information tags. Alternatively or additionally, the method further comprises recording in a database each viewing of the multimedia content and/or each viewing of the one or more information tags.

Embodiments of the present invention will hereinafter be described by way of examples, with references to the accompanying drawings, in which:

Figure 1 shows a schematic representation of an embodiment of a multimedia package;

Figure 2 shows a section of a multimedia package;

Figures 3a to 3c illustrates how an information tag is viewed;

Figures 4a to 4c illustrates how an information tag is added to a multimedia package; and

Figures 5a to 5c illustrates another embodiment of a multimedia package.

A multimedia package of embodiments of the present invention comprises a content wrapper with a piece of multimedia content embedded therein. The embedded multimedia content may be an image, a video, or any other suitable type of multimedia content known to a person skilled in the art. The multimedia package also comprises one or more information tags, each linked to a portion of the embedded multimedia content and includes tag data in connection with the respective linked portions of the multimedia content. For example, one information tag may be linked to one portion and another information tag may be linked to a different portion. Alternatively, the information tags may be linked to the same portion of the embedded multimedia content. In some embodiments as described herein below, the multimedia package may be stored in a database, such as a web server or any other suitable form of storage, and is configured to be accessible from a user device for viewing the multimedia content. For example, the multimedia package may be assigned a URL link for access from the user device. In some embodiments, the tag data of an information tag includes data extracted by scraping a website.

In embodiments, a content wrapper is a computer-readable file coded in any suitable web-compatible format known to the skilled person to enable the multimedia content embedded within it to be viewed on a display screen of a user device. The content wrapper is also flexible and may be adjusted according to the size, resolution, duration, or format of the multimedia content 104 that is embedded within it. In some of these embodiments, the content wrapper is configured to be accessible from a user device for viewing the embedded multimedia content whilst barring direct access to the embedded multimedia content. For example, when a webpage incorporating a multimedia package is loaded on a user device, the content wrapper of that multimedia package allows the multimedia content to be viewed on the webpage without giving direct access to download the multimedia content on to the user device.

Referring to Figure 1 , an embodiment of a multimedia package 100 is shown. In this embodiment, the multimedia package 100 includes a content wrapper 102. A piece of multimedia content 104, such as an image or a video, is embedded within the content wrapper 102 and one or more information tags 106 are provided. Each information tag 106 is linked to a portion of the embedded multimedia content 104 and each includes tag data 108 associated with the portion of the embedded multimedia content 104 to which the information tag 106 is linked. In embodiments, the multimedia package 100 may be a computer file written in a web-compatible program language such as, but not limited to, HTML, JavaScript, or may be written as an Adobe™ Flash object, and may be stored in a database such as a web server. Embodiments written in JavaScript may be optionally extended with jQuery, Ajax, or any other suitable JavaScript libraries.

As shown in Figure 1 , the multimedia content 104 embedded within the content wrapper 102 of this embodiment of the multimedia package 100 is an image (e.g. a digital photograph). The image may for example be a digital photograph depicting a number of consumer products. An information tag 106 is linked to a portion of the image area depicting one of those products. Two information tags 106 are provided in the embodiment shown in Figure 1 , each associated with a different area of the image. However, it will be appreciated by the skilled person that any number of information tags 106 may be provided, each associated with a different area of the image or the same area of the image.

An information tag 106 includes a variety of tag data 108 associated with the portion of the multimedia content 104 to which the information tag 106 is linked. For example, tag data 108 may be, but are not limited to, one or more images, one or more sound recordings, text description, one or more URL links, one or more indications of category, and one or more indications of geographic location. An indication of category may be, but is not limited to, food type, product type, animal, field of technology, name of a person, and country, and may be of different shapes or colours for different categories. For example, the multimedia content 104 embedded within a content wrapper 102 may be a digital photograph depicting a commercially available product such as a hat. Figure 2 shows an example of an information tag 106 that may be provided for such an example.

Referring to Figure 2, a section of a multimedia content 104 is shown together with an information tag 106 linked to an image area of that section of the multimedia content 104. The multimedia content 104 of this example is a digital photograph image depicting a hat. The information tag 106 is linked to the image area of the hat and displays tag data 108 including an indication of one or more retailers from which the hat may be purchased, the recommended retail price of the hat, a URL link to the website of the manufacturer of the hat, customer reviews of the hat, and other suitable information related to the hat. In similar examples (not shown), the digital photograph may depict a famous person and the information tag 106 may include tag data 108 in connection with the biography of the person, one or more URL links to websites related to the person, and one or more additional images depicting the person. In some examples, the tag data 108 may further include one or more hashtags.

In some embodiments, the tag data 108 of an information tag 106 are extracted from a website by web scraping and may include at least one of a text description, an image, a sound recording, and a hashtag. For example, in embodiments in which an information tag 106 is linked to a portion of an image depicted a hat, the tag data 108 may include data scraped from the website of the manufacturer of the hat. In another embodiment, the multimedia package 100 further includes an application program interface (not shown). The application program interface receives the scraped data and arranges the scraped data into a predetermined format for displaying on an information tag 106. For example, the application program interface may be configured to arrange the received scrape data into a format that resembles the website from which the scraped data are extracted for displaying on an information tag 106.

In embodiments, the multimedia package 100 is configured, by suitable coding of the aforementioned computer file or by any other means that will be apparent to the skilled person, to be accessible from a user device to view the multimedia content 104 through the content wrapper 102 within which it is embedded. In some embodiments, the multimedia package 100 is also configured such that the information tags 106 linked to the multimedia content 104 embedded within the content wrapper 102 are ordinarily hidden from view so as to not obstruct the viewing of the multimedia content 104. In these embodiments, the multimedia package 100 is further configured to make one or more of the information tags 106 linked to the embedded multimedia content 104 visible in response to one or more input gestures received from the user device. An example of this embodiment is shown in Figures 3a to 3c.

In Figure 3a, a piece of multimedia content 104 is displayed on a screen of a user device. As shown in this figure, the multimedia content 104 of the example is a digital photograph depicting an outdoor landscape. The user device may be a desktop computer controlled by a mouse and keyboard, a tablet computing device controlled by a touch screen, or a mobile device controlled by a keyboard or touch screen, all having a display screen for viewing multimedia content. When a user performs a user gesture on the user device, such as moving the mouse to hover an on-screen cursor over the photograph or a tap on the photograph on the touch screen, the central server receives the user gesture. In response to receiving this user gesture, an indicator 107 showing the presence of an information tag 106 is overlaid on the photograph at the image area to which the information tag 106 is linked as shown in Figure 3b. When the user performs a further user gesture, such as moving the mouse to hover the on-screen cursor over the indicator 107, a click on a left mouse button whilst the on-screen cursor is on the indicator 107, or a further tap on the touch screen on the indicator 107, the central server receives this further user gesture. In response, the information tag 106 linked to the portion of the photograph is made visible on the user device as shown in Figure 3c.

In the example shown in Figures 3a to 3c, a sequence of two user gestures are required to make the information tag 106 visible on the user device. In an alternative example, the indicator 107 is dispensed with and the information tag 106 may be made visible on the user device with a single user gesture. The information tag 106 may be made visible in response to a user gesture such as, but not limited to, a click on a left mouse button, a tap on a touch screen, a key-press on a keyboard, or other suitable user gestures that may be performed on a user device and sent to the central server.

One or more of the multimedia packages 100 described herein may be incorporated within a web-based environment such as a social network platform. The platform is based on a central server and is accessible to users via a central webpage. Users may upload multimedia content 104 to the central server either as a subscribed uploader of as a non-subscribed uploader. Users may also specify a source, such as a third party database, from which a multimedia content 104 is to be uploaded to the central server. For example, a user may specify a URL of a multimedia content 104 that is stored in a remote databased. The multimedia content 104 is then uploaded to the central server.

The central server receives the uploaded multimedia content 104, generates a content wrapper 102 for each of the received multimedia content 104, and embeds each of the received multimedia content 104 within a respective content wrapper 102. When a user, an uploader or otherwise, requests to view the central webpage on a user device, one or more of the multimedia packages 100 on the central server are accessed and displayed to enable the embedded multimedia content 104 to be viewable through the respective content wrappers 102 on the user device. The multimedia content 104 may be viewable on the central webpage. Alternatively, as will be appreciated by the skilled person, the multimedia content 104 may also be viewable on subsidiary webpages that are linked to the central webpage.

Information tags 106 may be generated in a number of ways. In some embodiments, a user viewing one or more of the multimedia content 104 displayed on the central webpage or any subsidiary webpage sends a request to add an information tag 106 from a user device to the central server. In some examples, the request includes one or more user gestures performed on the user device, such as a click on a mouse button or a tap on a touch screen. The request optionally includes at least one indication of the portion of the multimedia content 104 to which the information tag 106 is to be linked, such as moving the on-screen cursor to a desired image area and clicking on a mouse button or tapping the desired image area on a touch screen. An indication of the portion of the multimedia content to which the information tag 106 is to be linked may include Cartesian coordinates, which the central server may process to determine the location at which an information tag 106 is to be linked (e.g. a location of a pixel on a digital photograph).

The multimedia package 100 of some of these examples is further configured to present to the user requesting to add an information tag 106 with an input box on the display screen of the user device in response to receiving the user gesture. The input box enables the user to input text, such as a URL link, keywords, or key phrases as part of the request to add an information tag 106. The central server receives the input text and determines whether the input text is a URL or other kinds of text by using text matching algorithms such as, but not limited to, regex regular expression matching algorithms or any other suitable algorithms.

If the input text is determined to be a URL link, the central server compares the received URL link with data that is already stored on the central server. If the central server determines that the URL link corresponds to one or more existing information tags 106 that are already stored on the central server, the user is provided with the option of reusing one of these existing information tags 106 or to create a new information tag 106. For example, the user may be presented with a list of existing information tags 106. If the user selects one of the information tags 106 from the list, the central server links that information tag 106 with the embedded multimedia content 104. If the received URL link does not correspond to any existing information tag 106 stored on the central server, the central server proceeds to create a new information tag 106 based on the received URL link.

In some examples, the central server employs a JavaScript extension such as an Ajax post or any other suitable web program language scripts to scrape the website to which the URL link received as part of a request to add an information tag 106 is directed. Scraping or web-scraping the website extracts data such as images, text description, sound recordings, or headlines from the website. The extracted data are then stored on the central server as tag data 108 and are incorporated into the new information tag 106 that is created in response to the received request. The newly created information tag 106 is then added to the content wrapper 102 of the multimedia package 100 and linked to the portion of the embedded multimedia content 104 indicated in the request. If the received text is one or more keywords or one or more key phrases, the central server compares these with data that are already stored on the central server. If the central server determines that a keyword or key phrase relates to one or more existing information tags 106 that are already stored on the central server, the user is provided with a list of the existing information tags 106 that matches the input text and is provided with the option of reusing one of the information tags 106 on the list.

Referring to Figures 4a to 4c, an exemplary way to request and create an information tag 106 for a multimedia package 100 is shown. In Figure 4a, the same digital photograph of Figure 3a is shown. To create an information tag 106, a user begins by determining the area of the photograph to which the information tag 106 is to be linked. When the required image area is determined, the user performs a user gesture on the user device as a part of a request to add an information tag 106. A user gesture of this part of the request includes, but is not limited to, moving an on-screen cursor to the required image area and clicking a left mouse button, tapping the required image area on a touch screen, a key-press on a keyboard, and other suitable user gestures performed on a user device. The central server receives the user gesture and provides an input box 1 10 on the display screen of the user device as shown in Figure 4b. Text is input into the input box 1 10 from the user device as another part of the request to add an information tag 106. The text input into the input box 1 10 may include, but is not limited to, a URL link, one or more keywords, one or more key phrases, or one or more hashtags. The central server receives this part of the request and compares the text with stored data. In particular, the central server compares the received text with the text on which the stored information tags 106 are based. As shown in Figure 4c, if one or more of the stored information tags 106 are based on the same text as that received as part of the request, the central server presents a list 1 1 1 information tags 106 that are already stored on the central server on the display screen of the user device and provides the user with the option of choosing to reuse any one of the information tags 106 on the list 1 1 1 . Optionally, the central server provides the user with the additional option of creating a new information tag 106. If the received text does not correspond to any of the stored information tags 106, the central server provides the user with the option on the display screen of choosing one or more stored information tags 106 determined to be related to the received text. Alternatively, the central server proceeds to create a new information tag 106 based on the received text. Optionally, the central server is configured to perform image recognition analysis on the multimedia content 104 for which a request to create or add an information tag 106 has been received. In particular, when a request is received, the central server performs the analysis on the image associated with the request with images that are stored on the central server to identify any stored images that provides a match. The central server then incorporates the information tags 106 that are linked to these matching images in the list 1 1 1 to provide the user a more precise list of information tags 106 to choose from. For example, a user may have requested to add an information tag 106 to an image depicting a greyhound and may have entered the keyword "DOG" into the input box. In such an example, the central server performs image recognition analysis on the image of the greyhound to identify other images of greyhounds that are stored on the central server. The central server is then able to present a list 1 1 1 of information tags 106 associate with greyhounds to provide the user with more precise choices.

Referring back to Figure 1 , the multimedia package 100 of some of the embodiments described above further includes an access counter 1 12. The access counter 1 12 records the number of times an information tag 106 of the multimedia package 100 has been viewed. The recorded view-count is stored on the central server, optionally as tag data 108. The recorded view-count is optionally incorporated into the corresponding information tag 106 and is made visible to a user when the information tag 106 is viewed.

In alternative embodiments to those described above in which the multimedia content 104 is a video, the multimedia package 100 includes one or more information tags 106, each linked to an area of an image of the video, or to a point in time of the video, or a combination of both. In these alternative embodiments, the content wrapper 102 further includes a video player for playing back the embedded multimedia content 104. Examples of video players include, but are not limited to Flash players, HTML 5 video players, and any other suitable types of video players. An example of these alternative embodiments is shown in Figures 5a to 5c. As will be appreciated by the skilled person, a video includes a time series of images, arranged to be displayed on a user device sequentially when the video is played back.

As shown in Figure 5a, the embedded multimedia content 104 is a video and an image of the video is shown. Figure 5a also shows a typical play back bar 1 14 that is displayed on a user device when the video is being played back. In this example, four indicators 107 are provided to show that four information tags 106 are provided. The information tags 106 are each linked to a different point in time of the video, which are denoted by the location of the indications 107 along the play back bar 1 14. As will be appreciated by the skilled person, the information tags 106 associated with the respective indicators 107 are ordinarily hidden from view so as to not obstruct the viewing of the video. The multimedia package 100 is configured to make the information tags 106 visible in response to one or more user gestures received from the user device. These one or more user gestures include, but are not limited to, moving the mouse of the user device to hover an on-screen cursor over an indicator 107 or tapping on an indicator 107 on the touch screen. The multimedia package 100 is additionally or alternatively configured to make the information tags 106 visible in response to the progress of the video. For example, the skilled person will appreciate that when the video is played back, a marker 1 16 moves along the play back bar 1 14 to show the progress of the video to the user. As shown in Figure 5b, the multimedia package 100 is configured to make the information tag 106 linked to a particular point in time of the video visible when the marker 1 16 reaches that point in time. The information tag 106 may be made visible proximal to the indicator 107 and may be visible for any suitable length of time. For example, the information tag 106 may be associated with the appearance of a person depicted in the video for a length of time, such as 5 seconds. The information tag 106 is then made visible for those 5 seconds. In such examples, the user requesting the creation of that information tag 106 is further provided with the option of specifying within the request the duration and the point in time of the video at which the newly created information tag 106 is to be made visible. The central server then configures the multimedia package 100 accordingly to enable the newly created information tag 106 to be made visible based on the specified duration and time point.

Referring still to the embodiment shown in Figures 5a to 5c, an information tag 106 may be additionally or alternatively linked to an image area of the video at a particular point in time of the video, and is optionally made visible proximal to the image area to which the information tag 106 is linked. For example, as shown in Figure 5c, an information tag 106 is linked to an image area that depicts a hat at a particular point in time of the video. In this example, the information tag 106 is made visible proximal to the image area to which it is linked for the duration of time for which the hat is visible. In some of the above-described embodiments, the central server additionally provides the user with the ability to modify an existing information tag 106. For example, a multimedia package 100 is further configured to provide the user who created an information tag 106 (i.e. the user that requested the creation of that information tag 106) with options for modifying or editing that information tag 106. Options for modifying or editing include, but are not limited to, editing the text description of the information tag 106, adding or deleting one or more hashtags of the information tag 106, and changing the portion of the multimedia content 104 to which the information tag 106 is linked.

Embodiments of the above-described multimedia package 100 are also assigned a URL link. The URL link may be used as an alternative to the central webpage to access the multimedia package 100 for viewing the embedded multimedia content 104. For example, the URL link may be embedded within a third party webpage. A user viewing the third party webpage may then access the multimedia package 100 by selecting the URL link from the third party webpage.

The multimedia package 100 of the above-described embodiments may be

implemented on a third party website to automatically package one or more multimedia content 104 of one or more webpages of the website. For example, a third party website may belong to a social network platform. To implement automatic packaging of the multimedia content 104 of the website, the webpage files of the website may be modified, such as by the incorporation of computer code, to allow a scanning script to analyse one or more webpages of the website. In some of the above-described embodiments, the scanning script is provided by the central server and scans the website to identify multimedia content 104. In some examples, the modifications to the webpage files optionally allow the scanning script to analyse specific webpages of the website and optionally allow the scanning script to identify specific types of multimedia content 104. Any identified multimedia content 104 are uploaded to the central server, which then generates a content wrapper 102 for each uploaded multimedia content 104 to form corresponding multimedia packages 100.

Once the multimedia packages 100 for all the uploaded multimedia content 104 are formed, the scanning script modifies the webpage files so that the newly formed multimedia packages 100 are displayed in place of the multimedia content 104. An administrator of the website or a visitor to the website is then able to request to add or create information tags 106 or to view any information tags 106 linked to those multimedia content 104. The central server also notifies the administrator when an information tag 106 is created for a particular multimedia content 104 and provides the tag data 108 associated with that information tag 106 to the administrator.

As described hereinabove, embodiments of the multimedia package 100 provides the means to package a piece of multimedia content 104 within a content wrapper 102 to enable the multimedia content 104 to be viewable on a user device together with information tags 106 linked to the multimedia content 104. The multimedia package 100 together with newly created information tags 106 and the tag data 108 associated therewith may also be stored in a database such as a central web server. Information tags 106 are created based on a received URL link and data from the website to which the URL link is directed are scraped to extract data to be incorporated as tag data 108.

Embodiments of the present invention have been described with particular reference to the examples illustrated. However, it will be appreciated that variations and modifications may be made to the examples described within the scope of the appending claims.

Claims

Claims:

1 . A multimedia package, comprising:

a content wrapper;

a multimedia content embedded within the content wrapper; and

one or more information tags, each linked to one or more respective portions of the embedded multimedia content and includes tag data associated with the respective portions;

wherein the tag data of at least one of the one or more information tags comprises data scraped from a website based on a received uniform resource locator; wherein the content wrapper is configured to be accessible from a user device for viewing the multimedia content and the one or more information tags.

2. A multimedia package as claimed in claim 1 , wherein the multimedia content is an image, and each respective portion of the multimedia content is an area of the image.

3. A multimedia package as claimed in claim 1 , wherein the multimedia content is a video; wherein each respective portion of the multimedia content is a point in time of the video, an image area of the video, or an image area at of the video at a point in time.

4. A multimedia package as claimed in any preceding claim, wherein the one or more information tags and the associated tag data are stored in a database.

5. A multimedia package as claimed in any preceding claim, wherein the tag data of at least one of the one or more information tags include at least one of a text description, an image, a sound recording, a tag category, and a hashtag.

6. A multimedia package as claimed in any preceding claim, wherein the tag data of an information tag include data received via an application program interface.

7. A multimedia package as claimed in any preceding claim, wherein the data scraped from the website include at least one of a text description, an image, a sound recording, a tag category, and a hashtag.

8. A multimedia package as claimed in any preceding claim, wherein at least one of the respective portions of the multimedia content is associated with at least one consumer product and the tag data of the linked information tag includes information of a retailer for the at least one consumer product.

9. A multimedia package as claimed in any preceding claim, further comprising an access counter to record each viewing of the multimedia content and/or each viewing of the one or more information tags in a database.

10. A multimedia package as claimed in any preceding claim, wherein the viewing of an information tag is in response to one or more user gestures received from the user device.

1 1 . A multimedia package as claimed in claim 10, wherein the one or more user gestures include positioning of a cursor of the user device over the portion of the multimedia content linked to the information tag.

12. A method of packaging a multimedia content, comprising:

receiving a multimedia content;

generating a content wrapper and embedding the multimedia content within the content wrapper;

receiving a request to add one or more information tags to the content wrapper, wherein the request includes a uniform resource locator; and

adding one or more information tags to the content wrapper based on the received request, and linking the one or more information tags to one or more portions of the embedded multimedia content;

wherein the or each of the one or more information tags includes tag data; wherein the tag data of at least one of the one or more information tags comprises data scraped from a website based on the received uniform resource locator;

wherein the content wrapper is configured to be accessible from a user device for viewing the multimedia content and the one or more information tags.

13. A method as claimed in claim 12, wherein the multimedia content is an image, and each respective portion of the multimedia content is an area of the image.

14. A method as claimed in claim 12, wherein the multimedia content is a video; wherein each respective portion of the multimedia content is a point in time of the video, an image area of the video, or an image area at of the video at a point in time.

15. A method as claimed in any of claims 12 to 14, wherein adding the one or more information tags includes creating an information tag based on the request, and storing the created information tag and the associated tag data in a database.

16. A method as claimed in any of claims 12 to 15, wherein adding the one or more information tags includes linking an information tag stored in a database to one of the one or more portions of the embedded multimedia content.

17. A method as claimed in any of claims 12 to 16, wherein the request includes at least one indication of a portion of the multimedia content to which the information tag is to be linked.

18. A method as claimed in any of claims 12 to 17, further comprising:

scraping the website for data including at least one of a text description, an image, a sound recording, a tag category, and a hashtag; and

incorporating the scraped data in the tag data of at least one of the one or more information tags.

19. A method as claimed in any of claims 12 to 18, further comprising recording in a database each viewing of the multimedia content and/or each viewing of the one or more information tags.

20. A multimedia package substantially as described hereinabove with reference to the accompanying drawings.

21 . A method of packaging a multimedia content substantially as described hereinabove with reference to the accompanying drawings.