The founders of Deluxe’s fledgling metadata firm Deluxe Media Technologies (DMT) have parted company with the business.

The wholly owned subsidiary of Deluxe Entertainment Services Group was set up by Joe Trainor and David Patton in May last year, with the aim of developing a set of algorithm-based metadata tools to help find and manage assets.

The first indexing and discovery tools were due to be released this year, but Broadcast understands there is growing frustration at Deluxe around a lack of progress to deliver a set of products.

It has emerged that Trainor and Patton left in April, as did sales and marketing director Wayne Barker.

Director of business development Stephen Stewart, who joined DMT from Red Bee Media, is now working for Deluxe’s MediaCloud division.

Chief technology officer Ricky Crafford has been tasked with leading DMT, which Deluxe said would now be more closely integrated with its parent company.

Deluxe said that following a review of the business, it had decided to focus on providing products for archives rather than newsrooms.

At the time of its launch, Trainor said DMT would focus on four areas: access services, quality control and compliance, deep video indexing and library systems, and targeted ad optimisation for VoD.

Crafford said: “Our research has led us to believe that our solutions are more relevant and ready for the large content owners who rely on Deluxe to develop ways for them to work smarter, and DMT will focus on satisfying this demand.”

Crafford added that DMT’s sales team would work with the other Deluxe teams “to ensure our tools are optimised to help content owners identify the materials they have and work with them to develop new sales opportunities for their existing catalogue”.