protecting assets in an IT world feature
distribution network, and finally in the contained within them, it becomes
receiver. (See Figure 3). possible to identify at which point in
Moreover, multiple watermarks the distribution chain the copy was
from different sources can in principle made. In addition, cases of local re-
be applied to the same content and broadcasting of content from satellite
extracted individually later. Forensic systems can be traced back to the
tracking is thus enabled at multiple legitimate rights owner.
stages in the value chain, with the • Hospitality: With access to a
possibility to trace any lost content growing array of pay-per-view
within the chain, including its last content released in the hospitality
authorised user. window, e.g. pre-DVD and often in HD
format, hotels have become targets
Forensic watermarking use for content pirates. By direct capture
cases or via camcorder, in the privacy of a
room, pirates can attempt to make
The following examples describe how higher quality copies of movies and
watermarking adds value at different other material. Again, watermarking
stages of the media lifecycle and in provides a valuable tool to trace and
different parts of the video value curtail these kinds of activities by
Figure 2: Forensic
variety of thorny consumer and
chain. marking any copies with timestamps marking concept.
commercial areas. While the initial
• The digital studio: Dailies and early and location detail of the property and
thrust of watermarking proponents
edited copies of content are especially room to identify the perpetrators.
was to advocate its deployment as a
valuable and potentially vulnerable. • Consumers: While home recording
legal tool in the fight to deter content
As studios transition to all digital of movies for personal use is
piracy, the newer perspective of its
production processes, there is a permitted, the potential exists for
use promotes a broader and more
proliferation of high-quality digital significant commercial loss through
copies of material created on large scale distribution over the
Watermarking
positive impact on digital video
networks and on transportable media. Internet. Watermarking, especially
is a tool with
businesses.
Watermarking each copy of content conspicuously flagged watermarked the potential
Stand-alone watermarking solutions
that is distributed permits today’s material, helps to change the
to protect
at different points in the distribution
channel of video fill a variety of needs
studios to accurately identify sources perspective of individual liability for
and grow the
in the growing business of digital
of unauthorised copies and identify misuse of any copies made. When an
business partners that leak content individual realises that a movie is a
competitive video distribution. But the real
and need to improve their workflow personalised, registered copy there is
advantage
advantages of this technology are
security. considerably more incentive to
and market
realised when watermarking is
• Theatrical distribution: First run prevent misuse. of pay-per-
integrated into a layered security
solution, which in turn helps build
movies are attractive targets for • Mobile and low bit rate
view and
more durable pay-TV businesses for
content pirates. As well as the distribution: One issue that bedevils
over-the-top
now and the future.
vulnerability of very high-quality the media industry is ensuring
media used for movie projection, transparency of consumption for
(OTT) video/
Multi-layered content protection
there are also individuals attempting consumers. As noted above, sharing of
Internet TV.
strategies have the power to stratify
the value of content based on quality,
to use camcorder equipment to media files across devices is more or
timing and the consumption device
capture a live copy of the less an everyday experience. The
presentation. These captures are the challenge for a network operator in
for innovative business models.
source for many pirate distributions on supporting DRM file formats and
Demonstrating robust protection
DVD. Watermarking is used in digital matching back-end system for all
techniques will enable some
cinemas to insert location and devices their subscriber may want to
operators to obtain higher value
date/time information to the legitimately use could be daunting.
material - such as early release HD
projected image that allows With access to a powerful
movies. Watermarking is also a tool
identification of theatres and watermarking technology, this burden
with the potential to protect and grow
screenings that are a common source can potentially be reduced for mobile
the competitive advantage and
of piracy. devices by offering portable clear
market of pay-per-view and over-the-
• Content distribution network: copies of content that carry an
top (OTT) video/Internet TV.
Since watermarks are invisible in identifying source watermark. This
Moreover, these layered security
normal viewing conditions, it is often approach trades off the piracy issues
techniques are proving to play a
possible to add successive marks as around copying of low bit rate content
Figure 3:
special role that is unobtrusive,
Watermarking in
the digital content moves through the against the value the consumer puts
commercially effective and culturally
the video value
distribution channel. For instance, one on ease of use. Any commercial level
chain.
acceptable.
type of watermark is added as the of illegitimate copying at least can be
content files are provided to traced back to the source as with the
aggregators or system operators. examples above.
Another specific watermark is added
as content is ingested to a video-on- Watermarks: securing
demand (VOD) system. If revenue
unauthorised copies of content are
found and analysed, from the number Watermarking technology offers a
of marks found and the data mature and robust set of solutions to a
www.ibeweb.com l january/february 2010 l ibe l 35
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