Content Protection
Protecting and Monetizing Media Assets in Today’s ‘TV Anywhere’ Environment
Alex Terpstra, Chief Executive Officer, Civolution
TV is everywhere. TV is anywhere. The development and widespread use of broadband internet, new TV distribution platforms, and the explosion of enabled devices has made it easier for content owners to reach their audiences and for consumers to access and consume multimedia content in their own time and place.
The concept of TV everywhere is simple: a subscriber pays for access to programming (e.g. premium channels) via an MSO (Multi-Service Operator), IPTV or satellite company and should be able to watch this programming on any device including televisions, computers, handhelds, or even a cell phone. The economics are equally simple: success is based on a growing subscriber base and the average revenue per user. However, for such a model to flourish, access to high quality and compelling content is crucial.
There is a general willingness on the part of studios, broadcasters and content owners to release premium high value content and to explore new revenue lines. However in this new media universe, in which content is constantly getting easier to obtain, save, mash-up, share and stream, the potential for illegal content copies to be accessible for free or outside the scope of a subscription is preventing rights holders and ultimately consumers from fully benefiting from TV Anywhere. Securing media content has become paramount for all content and rights holders to help in moving forward and building sustainable business streams. Content identification technologies, particularly watermarking and fingerprinting, are proving to be efficient solutions to better manage content and safeguard the interests of all the players in the media eco-system from content owners, rights holders, distributors, marketers/advertisers through to end-users.
Making TV Anywhere a business success
TV Anywhere allows consumers to view their favourite TV programs legally on more connected devices. Content can be downloaded or streamed towards PCs and mobile terminals in addition to linear-TV and VoD services. The consumers viewing experience can now go beyond free or pay-tv services which are available from MSO (cable), direct-to-home (satellite) and IPTV operators. Valuable content is now available on video portals shortly after the first airing. This also opens up new revenue streams, advertising, and subscription models for content owners.
For TV Anywhere to evolve into a successful business model for content owners and distributors, they need to attract more subscribers, or upgrade existing subscribers to premium services. This can only be achieved if content does not massively leak to non-subscribers and beyond. It needs to curb piracy threats and must do so from the earliest stage of content delivery through to actual online or STB delivery.
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From pre-airing to online delivery
Several copies of valuable content – such as new episodes of a popular TV series – need to be circulated to various media outlets, studio heads, advertisers, etc - ahead of the very first airing. ‘Proxy copies’ are circulated internally for review/approval to marketing buyers during the pilot season, for preparing trailers, and as an integral part of the promotion process with TV guide journalists and reviewers.
‘Mezzanine versions’ are delivered in the requested format to the various distribution channels and partner portals.
Once aired, selected TV content is repurposed and made available for mobile, internet portals, as well as video on demand cable services; from catch-up TV in walled-garden MSO VoD services to over-the-top (OTT) offers from content owners and portals.
All these services allow consumers to access and consume content on various devices, and usually as part of a subscription premium.
Market opportunities
The shift in viewing patterns is sometimes seen as a threat, but offers considerable opportunities for content owners and distributors. TV Anywhere extends beyond the broadcaster’s reach, brings new subscription and other pay models, and maximizes advertisers and advertising dollars.
Piracy of valuable content can however significantly impact such revenue streams. While the expectation is to attract/upgrade more subscribers through new and exciting viewing experiences, piracy may actually induce legitimate subscriber churn because of the availability of free versions of top content from pirate networks or video websites. As a result distributors run the risk of losing subscriber households.
The rising threats of piracy
To ensure business growth for studios, premium channels and distributors it is essential to take preventative actions against the risk of piracy. But there are a number of scenarios where necessarily content is distributed to third parties.
For instance, marketing teams within content owners and distribution channels have to make available external proxy copies. Review copies are sent to journalists, preview copies to potential distributors (e.g. foreign channels), and pilot copies to (commercial airing time) buyers. Content promotion requires fast and easy access by reviewers which reduces the ability to control potential illicit redistribution.
Also, content owners deliver mezzanine copies to various distribution channels: for broadcast; Over-the-top; Cable VoD; Internet VoD portals;
DIGITAL OPPORTUNITIES
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