protecting assets in an IT world feature
include tightly targeted ads and important driver in the uptake of
promotional activities based on content identification solutions. DECE
specific content the consumer is aims to provide the consumer with an
watching rather than the blunt innovative DRM scheme that supports
instrument of demographics, enabling fair use, including multi-device
the viewer to, for example, interact playback, the making of copies,
with an ad or message by retrieving streaming and the access to a
additional information about the consumers’ content even when away
programme or product and make a from home. At the heart of DECE is
purchase on the spot. proof of digital purchases through a
Equally, by uniquely watermarking rights locker, permitting consumers to
content delivered to individuals play purchased or rented content on
through online distribution any DECE-compatible device.
mechanisms, watermarking ensures Watermarking is likely to play a part in
that, if content is then further the DECE DRM scheme. As previously Above, Figure 1:
distributed without authorisation then mentioned, watermarking empowers
Example of watermarking applications.
this can be traced, a major theft media owners or distributors to
deterrent in today’s media landscape generate a unique ID to a piece of
of increasing online consumption. content downloaded by an individual.
The digital revolution which we are Because DECE is designed to be open
currently experiencing will lead to source it is likely to be open to content
increased revenue opportunities for all identification solutions vendors that
involved in the entertainment are wiling to take part and which have
business. However, it brings its issues content customers interested in
- although the availability of content supporting DECE DRM, further opening
anytime, anywhere and its multi- new avenues for monetisation.
platform consumption brings huge
business potential it also represents a Content identification
threat for content owners. Media technologies
companies need to make sure they
Above, Figure 2:
keep control of the distribution of While watermarking subtly modifies
Fingerprinting process.
their assets, ensure copyrighted content by adding some bits of
content is not misappropriated and information to the content itself to
find adequate business models to give it an identity, fingerprinting
monetise such assets. The old DRM technology does not require any
(Digital Rights Management) systems modification to content in order to
did not provide the security media enable identification. Fingerprinting
executives had hoped for and by (see figure 2) is the process by which
restricting content usage, it delivered a piece of content is analysed, its
counter-intuitive experiences to the fingerprint extracted and compared to
consumers who turned to easier but the reference fingerprints originally
often illegal means to access and stored in the database. Content is
consume content. identified upon the matching of
Many commentators believe that fingerprints.
Above, Figure 3:
Fingerprinting based monetisation applications.
issues over fair use are hampering Using fingerprinting technology,
new business models, but media content owners can predetermine
access and DRM to meet their
companies are beginning to work some actions or business rules they
content protection needs. Several
together and content identification require upon identification of the
trends point towards the need for a
technologies will be at the heart of content being uploaded on video
more holistic approach to monetising
new schemes, beyond DRM, that both websites or distributed over P2P
content. Increasing broadband
promote fair use and flexibility while networks. Such business rules can
availability means that more people
at the same time permitting new include redirecting or ad-linking
in more markets can watch more
forms of protected media distribution instructions, ie upon identification of a
video online. Without better content
and monetisation. particular piece of content, a specific
protection at all stages of the
On such scheme is the Digital ad related to such content can be
content lifecycle, leakage to pirates
Entertainment Content Ecosystem inserted, but can also be as simple as
and illegal Internet distribution will
(DECE), an important new DRM an instruction to block content from
result in greater potential revenue
system, which has garnered being uploaded.
losses.
widespread industry support from
Faster broadband means the quality
content creators including the film Watermarking and
of online video is increasing
studios, CE device manufacturers and fingerprinting: one element
dramatically. Internet streaming is no
operators/distributors. Companies of an holistic security
longer a low-grade consumer
supporting DECE include the likes of approach
experience, even for live sports. As
Cisco, Comcast, Fox, Intel, Microsoft,
PCs, laptops and mobile devices
NBC Universal, Nokia, Panasonic, The highly complex media landscape
become realistic alternatives to
Philips, Samsung, Sony and Warner of the digital future requires content
television for long-form video,
Bros. DECE is likely to be another owners to look beyond conditional
including movies, the potential
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