The success of content-centered (social) Web 2.0 services contributes to an ever growing amount of digital multimedia content available on the Web. Video advertisement is becoming more and more popular and films, music and videoclips are largely consumed from legacy commercial databases. Re-using such multimedia material is, however, still a hard problem. Why is it so difficult to find appropriate multimedia content, to reuse and repurpose content previously published and to adapt interfaces to these content according to different user needs? This tutorial proposes to cover these questions. Based on established media workflow practices, we describe a small number of fundamental processes of media production. We explain how multimedia metadata can be represented, attached to the content it describes, and benefits from the web that contains more and more formalized knowledge (the Web of linked data). We show how web applications can benefit from semantic metadata for creating, searching and presenting multimedia content.