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Copyright and Technology
2010
June 17, 2010
© 2010
GiantSteps
Media Technology Strategies
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2. Slide 2
Opening Remarks
Bill Rosenblatt
GiantSteps Media Technology Strategies
www.giantstepsmts.com
i tt t
billr@giantstepsmts.com
+1 212 956 1045
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Media Technology Strategies
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www.giantstepsmts.com
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Media Technology Strategies
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Copyright and Technology
www.copyrightandtechnology.com
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Media Technology Strategies
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5. Slide 5
www.gothammediaventures.com
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Media Technology Strategies
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What Are We Discussing Today?
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Interface between Copyright and
Technology
T h l
Digital technology used to make and distribute copies
at virtually no cost
CCopyright i d t h h d various responses, all
i ht industry has had i ll
interrelated:
– Legal
L l
– Technological
– Economic
– Education
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8. Slide 8
Technologies to Affect Copyright
Content access control
– DRM
Content identification
– Filtering
– License management
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Legal Concepts that Affect These
Technologies
T h l i
Fair Use
Secondary infringement liability
Network service provider liability
Anticircumvention legislation
g
Blanket licensing of content
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Technologies
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Digital Rights Management
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DRM is a troubled technology…
technology…
Why?
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Factors Inhibiting DRM Success*
Market: Architecture:
– Economic incentives – Technological innovation
misaligned hampered
– Commercial content must
compete with free/illegal
Norms: Laws:
– Users don’t see value in
don’ – Laws not amenable to
choices of offers technological implementation
– Norms distorted by
architecture (technology)
*based on L. Lessig, Code and Other Laws of Cyberspace, 1999, pp. 88-90
Lessig, Cyberspace, 88-
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Economic Incentives Misaligned
Content owners demand DRM but rarely pay for it
Device makers and network operators use it to suit
their
th i own purposes
Consumers have only indirect market influence
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Consumers Don’t See Value in Choices
Don’
of Off
f Offers
Expensive to educate users on unfamiliar offerings
– Apple had huge budget to educate about unbundled albums
– But Rhapsody Napster etc haven’t educated sufficiently
Rhapsody, Napster, etc. haven’
about subscription services
Meanwhile, consumers focused on offline models:
Meanwhile
– Perception to be fought:
• Pay (purchase) must mean ownership;
y (p ) p;
• Free must mean radio or broadcast TV;
TV;
• Therefore “free ownership” must be the only real improvement
ownership”
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Users Influenced towards Infringing
Behavior
B h i
Definition of DRM commandeered by the press
– Narrower than original definitions
– Yet broadened to apply to any technology that restricts user
behavior in any way*
Notion that DRM == Big Media == Evil
Romanticism & rationalization of hacker/pirate ethic
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Media Technology Strategies
16 *See C. Doctorow, boingboing.net
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Technological Innovation Hampered
Lack of revenue for DRM vendors
Venture capital scared off
– B d press
Bad
– Non-sexy topic
Non-
Researchers scared off
R h d ff
– RIAA actions against Prof. Ed Felten in 1999
– DRM research “politically incorrect” in US
incorrect”
(not so much in Europe and Asia)
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Laws Not Amenable to
Technological Implementation
T h l i lI l t ti
Fair Use laws not amenable to automation
Privacy and due process are important but become obstacles
Anticircumvention laws reduce incentive to develop effective
technologies
– Liability solely on the hacker
y y
– Effectiveness of TPM/DRM irrelevant to applicability of law
(per Universal v Reimerdes, 2000)
Reimerdes, 2000)
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So…
So… Is DRM Dead?
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Is DRM Dead?
Short answer: no
no.
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Is DRM Dead?
Slightly longer answer:
Only for permanent Internet music downloads.
downloads.
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Will DRM Die?
Not where it enables new business models rather than
tries to emulate old ones.
EExamples:
l
– Buy single songs instead of albums: iTunes (originally)
– Subscription services for music:
Rhapsody, Napster, MOG*, Rdio*, Spotify Premium*
Rdio*,
– Subsidized ecosystems with “free” content:
free”
Nokia Comes With Music, Play Now Plus, Beyond Oblivion
– Library e-book lending: Overdrive
e-
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don’ DRM”
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State of DRM Today
Multi-platform DRM technologies
Multi- E-book DRMs
– Marlin (Intertrust) – Amazon
– OMA DRM 2.1 (Open Mobile (Kindle & Kindle apps)
Alliance) – Adobe Content Server
– PlayReady (Microsoft) (most others)
Video DRMs Other proprietary DRMs
– Adobe Flash Access – Apple FairPlay
– Widevine – Subscription music services
– DivX (Sonic) Gaming
– AACS/BD+ (Blu-ray)
AACS/BD (Blu-Blu
– SecuROM (S )
S ROM (Sony)
– StarForce
– ByteShield
– TryMedia (RealNetworks)
RealNetworks)
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Content Identification
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Techniques for Identifying Content
Watermarking
Fingerprinting
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Watermarking
Inserting/embedding data into “noise” portions of
noise”
image, audio, or video signal
Data capacity: typically a few dozen bytes
Technology appeared in mid-to-late 1990s
mid-to-
– First for digital images
– Audio and video later
Trade association est. 2006: Digital Watermarking
2006: g g
Alliance
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Evaluating Watermarks
Undetectability
– How little it detracts from user’s experience
user’
Robustness
– How well it survives copying to lower-resolution or analog f
lower- format
Capacity
– How much data it can hold (typically a few dozen bytes)
Security
– How resistant to attempts to alter or erase
Efficiency
– How fast insertion and extraction
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Fingerprinting
Examining content to determine its identity
– Compute a set of numbers (“fingerprints”)
(“fingerprints”
– Look up in database, see if there’s a match
there’
Based on mathematical concept of hashing
– But allows for different files that look/sound the same
– C compensate f certain t
Can t for t i transformations:
f ti
excerpting, cropping, audio distortion, etc.
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History of Fingerprinting
1999: First important patents issued
2002: Introduced for music during Napster litigation
2005: Major record co’s approve for P2P services
co’
2006: Video fingerprinting introduced
2007
2007: “T fingerprinting” (A b ) adopted b AP
Text fingerprinting” (Attributor) d
f d by
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Evaluating Fingerprinting Technologies
Accuracy Robustness
– False positives – Imperviousness to content
– False negatives transformations:
Efficiency format changes,
– Calculation speed display rate changes,
– Ability to register live content deliberate distortions
in real time Content database
– Lookup speed – Catalog size &
– Fingerprint size comprehensiveness
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Content Identification
Business B fit
B i Benefits
Detecting and deterring unauthorized use
Increasing Internet ad revenue
Tracking content usage
Managing assets and integrating systems
g g g g y
Monetizing transformational content uses
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Legal Developments
…and their Technical Solutions
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Legal Developments
Network operator liability
“Free riding”
riding”
Blanket licensing
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Network Operator Liability
Secondary liability
– Contributory: aiding and abetting infringement
– Vicarious: “looking the other way” and benefiting from it
way”
– Inducement: inducing others to infringe as business model
DMCA Safe Harbor
– Notice and takedown (512)
Now: content owners pushing for ISP liability
– Graduated/Progressive Response a/k/a “three strikes”
strikes”
– Enacted in France, South Korea, Taiwan
, ,
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Technical Solutions
Fingerprinting
Watermarking
Traffic analysis
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“Free Riding”
Riding”
Monetizing links to copyrighted content
Monetizing content appearing in search results
Copying of content (e.g. in blogs) without permission
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Technical Solutions
Fingerprinting & search
Tagging content with “beacon” metatags – AP hNews
beacon”
Tagging content with rules for indexing and search
results – ACAP
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Blanket Licensing
Just charge all ISP subscribers a levy for content use
Distribute proceeds to licensors… somehow
licensors…
Attempted in US on some college campuses for music
(Choruss)
Choruss)
Considered in the Isle of Man (population 80,000)
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Technical Solutions
Fingerprinting for play counting and royalty
distribution
Oth i none; t h l -free blunt i t
Otherwise technology-
technology f bl t instrumentt
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Conference Agenda
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Morning
Keynote:
Stanley Pierre-Louis, Viacom
Pierre-
Plenary S i
Pl Session:
Best Practices for Monetizing Premium Video Content
(sponsored b Ad b )
( d by Adobe)
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Afternoon
Technology Track Law Track
New Ecosystems for Video Progressive Response
Content Identification News Publishing and Fair
Technologies Use
What Is the Future of Policing Copyright:
DRM? Whose Job Is It?
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Thanks to our Sponsors
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And finally…
finally…
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Recommended Reading
Jaron Lanier
Lanier, Adrian Johns
Johns,
You Are Not a Gadget Piracy
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Media Technology Strategies
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