1. A method of retrieving digital assets from a digital asset library, said digital assets comprising at least three different types of digital assets selected from the group consisting of still images, video recordings, movies, audio recordings, graphics, promos, voiceovers, and text, said method comprising: receiving a request for a digital asset, said request comprising criteria to which said requested digital asset is to conform; accessing a document type definition (DTD) of said digital asset library, said DTD comprising declared elements and attributes for at least three different types of digital assets selected from the group consisting of still images, video recordings, movies, audio recordings, graphics, promos, voiceovers, and text; searching a database of said digital asset library for said requested digital asset, said database comprising a plurality of records identifying digital assets of at least three different types selected from the group consisting of still images, video recordings, movies, audio recordings, graphics, promos, voiceovers, and text; and returning a list of at least one digital asset in response to said at least one digital asset conforming to said criteria.