This paper is intended to help clarifying what multimedia analytics encompasses by studying users expectations. As a showcase, we focus on the very specific family of applications doing search and navigation of broadcast and social news content. This paper is first describing what professional practitioners working with news currently do. Thanks to extensive conversations with media professionals, mockup interfaces and a human-centered design methodology, we analyze the perceived usefulness of a number of functionalities leveraging existing or upcoming technologies. This analysis helps (ⅰ) determining research directions for the technology underpinning the very recent field of (multi)media analytics and (ⅱ) understanding how multimedia analytics should be defined. In particular, dependency to the domain is discussed: are multimedia analytics tasks domain-specific or can we find general definitions?
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