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There has been a move to acetate web context with explicit meaning so that machines will be able to make better use of it an thus better able to assist web users, leading to a Semantic web. Tod ate, the posibilities for delivering personalized digital media experiences have been limited however more and more companies ar entering the marketplace to offer personal digital media delivery. These companies provide products and services that offer an instant solution for digital media deployments. A scenario which demonstrates the power of the semantic web is where users can connect to an existing database of media files (e.g. political interviews, new snippets, football manager pre-match interviews etc) and retrieve a selection of media clips. In the case of a football manager giving an interview before a game, it would be possible to also associate his interview with that of another premiership manager, Therefor whenever a user requested one of these interviews, the other one could also be offered to this user.
