Post on 30-May-2018
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Dig i t a l Right s Managem entDig i t a l Right s Managem ent
for Dig i t a l Broadc astfor Dig i t a l Broadc ast
Xin WangContentGuard, Inc.
and
Department of Computer Science
University of Southern California
November 22, 2004
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Out l ineOut l ine
DRM Concepts
Current State of Digital Markets A DRM Model
DRM in Digital Broadcasting
Requirements for Broadcasting DRM
Conclusions
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DRM Conc ept sDRM Conc ept s
Digital Assets
Any contents, resources and services in digital domain
Examples: audio, video, text, image, software, service.
Digital Rights
Privileges for creating, distributing, using and managing
digital assets Examples of usage rights: play, print, copy, adapt, transfer
Examples of meta rights: issue, obtain, revoke.
Digital Rights Management (DRM)
A unified approach to specifying, interpreting, enforcing andmanaging digital rights throughout the entire life cycle of theassets
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Digi t a l Supp ly ChainDigi t a l Supp ly Chain
Consumer
Protectedcontent
Rights&
Condition
s
Prices&
Business
models
Author / Artist
Originalcontent
CreatePackage & Protect Sell
Play
eTailer / Clearinghouse
Protectedcontent
Rights &Conditions
Publisher
Protectedcontent
Rights &
Conditions
Prices &Business models
ClearRights &
PermissionsDistributeAggregate
Authoring/EditingTools
Publishing/Production
Asset Management
Content Packaging
Hosting
Store Front/Posting
Rights Clearing
Rendering Devices &Applications
Technologies:
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Purposes o f DRMPurposes o f DRM
Not just to prevent illegal accessing and
sharing digital assets on open and closedplatforms
But, more importantly, enable to access more,
high quality assets in more convenientfashions
And, at the same time, support more flexible
business models to create more digitalmarkets for creating, distributing andconsuming digital assets
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Current St a t e o f Dig i t a l Mark et sCurrent St a t e o f Dig i t a l Mark et s
Still forming, with early experimentation and
confusion DRM confused with content security
Narrow focus on combating piracy
Early limited applications & services Music Industry moving into next stage: experiment with new
but limited models
Mobile industry engaging
Inability to support content across multipleplatforms, formats or media types
Interoperable standards not yet deployed
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Governanc e verse Prot ec t ionGovernanc e verse Prot ec t ion
All RightsAll Entities No governance, no protection
All RightsSome Entities Protection for those entities (e.g., encryption with their
keys)
Some RightsAll Entities Governance with those rights
Some RightsSome Entities Protection for those entities Governance with those rights
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Chanc es and Chal lengesChanc es and Chal lenges
Digital market is out there, when business models make sense
Apples iTunes music store: >250M downloads since April,with 99 per song
Microsoft, Sony and Walmart will enter the market startingnext year.
$80M digital music market will hit $1.6B in 2008. What about video market?
User experience and consumer device interoperability
Current digital music stores use different DRM methods toprotect songs against unlimited copying. But consumerscan then only play the music on devices (computers, CDand MP3 players) which support the same DRM system.
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Sam ple DRM Produc t s/Serv ic esSam ple DRM Produc t s/Serv ic es
Media and Entertainment Mobile Enterprise
Microsoft [RMS]Adobe [Policy Server]IBMAuthenticaSealed Media
Liquid Machines
Microsoft [WMDRM]Apple [Fairplay]Real [Helix]Sony [Open MG]Macrovision
IBM [Digital Media Factory]
NokiaNECOpenWaveSDCCoreMedia
BeepScienceDMDSecureUCP Morgen
DRMTechnologyProviders
OverDriveGigaTrust
LoudEyeMusicNetApple [iTunes]Real [Rhapsody]MovieLink
O2VodafoneT-MobileOrangeNow3StreamManCMLAEnd2EndUCP Morgen
Service
Providers
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MPEGMPEG--21 Fram ew ork21 Fram ew ork
DID - Digital Item Declaration
DII - Digital Item Identification
IPMP - Intellectual PropertyManagement and Protection
REL - Rights Expression
Language
RDD - Rights Data Dictionary
DIA Digital Item Adaptation
DIP Digital Item Processing
User A User BTransaction/Use/Relationship
Digital ItemAuthorization/Value Exchange
Terminals &Networks
ContentManagementand usage
IntellectualProperty
managementandProtection
Digital ItemIdentification
Digital Item
Declaration
ContentRepresentation
Event Reporting
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A Pr im i t ive DRM Mode lA Pr im i t ive DRM Mode l
SourceSource DestinationDestination
AssetAsset
RightsRights
Trust Infrastructure
The primitive model can be used as building blocks to compose compound ones.
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Current Dis t r ibut ion CaseCurrent Dis t r ibut ion Case
Harry Potter
SourceSource DestinationDestination
AssetAsset
RightsRights
MovieLink Alices PVR
MovieLink allows for Alices PVR to play Harry Potter until Dec 1, 2004.
Trust Infrastructure
MovieLink is an authorized distributor for Harry Potter, and PVR is a compliant device.
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Hom e Dig i t a l Hub CaseHom e Dig i t a l Hub Case
DistributorDistributor
MovieLink allows the HomeDigital Hub to Issue Rights toany Device that is within itshome network to Play Harry
Potter until Dec 1, 2004
Trust Infrastructure
PVRPVR
PCPC
MobileMobile
AssetAsset
Rights
2
Rights
2
AssetAsset
Rights3
Rights3
AssetAsset
Rights4
Rights4
The Hub Digital Hub allows for PVR toPlay Harry Potter until Dec 1, 2004
Harry Potter
MovieLink
AssetAsset
RightsRights
Home
DigitalHub
MovieLink is an authorized distributor for Harry Potter, PVR is a compliant device, and Home Digital Hub is a compliant media center.
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Digi t a l Supp ly Chain CaseDigi t a l Supp ly Chain Case
Harry PotterWarner Bros.
Trust Infrastructure
Creator
Creator
MovieLink allows the HomeDigital Hub to Issue Rightsto any Device within its homenetwork to Play Harry Potteruntil Dec 1, 2004
AssetAsset
Rights
2
Rights
2
The Home Digital Huballows for PVR to PlayHarry Potter until Dec1, 2004
PVRPVR
AssetAsset
Rights
3
Rights3
PCPC
AssetAsset
Rights4
Rights4
MobileMobile
AssetAsset
Rights5
Rights5
MovieLinkAssetAsset
RightsRightsHome
Digital Hub
Creator allows MoiveLink to
issue Rights for $3.00 to aHome Digital Hub to IssueRights to any Device that iswithin its home network to Playuntil Dec 1, 2004
Creator is a well-known movie studio,
MovieLink is an authorized distributor for Harry Potter, PVR is a compliant device, and Home Digital Hub is a compliant media center.
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DRM in Broadc ast ingDRM in Broadc ast ing
Currently dominated by conditional access systems (CAS)
Customer is given a designated box by the serviceprovider, and that box works with only that providersnetwork
Customer buys an open box, and gets a smart card
access from the service provider Most CAS for broadcast applications are proprietary
Very simple business model
Once granted with access, you have all rights provided bythe CAS
Some broadcast standardization bodies (e.g., DVB) are workingtowards DRM systems beyond the capabilities of CAS.
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Trends in TV Broadc ast ingTrends in TV Broadc ast ing
Customers want to watch what they want when they want from avirtually unlimited and interactive content selection
Watching time shift by recording content at either a central portal or local terminal
More delivery channels wire, wireless ground (cable) and air (satellite)
Receiving terminals Static TV, set-top-box, PVR and PC Mobile phones, PDAs
Record and share With devices within a home domain With friends across different domains
Understand what rights available Knowing what are and are not allowed to do Make right choice
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Requi rem ent s for Broadc ast ing DRMRequi rem ent s for Broadc ast ing DRM
Provide persistent protection and governance throughoutcontent life-cycle, especially post-broadcasting
Protection with security
Governance with rights
Support flexible business models
Super-distribution, rental, lending, transfer, etc.
Provide friendly user experience
Ensure interoperability of rights and trust management
across different platforms, formats and media types Renewability
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The Need for In t eroperab i l i t yThe Need for In t eroperab i l i t y
Rightsholders want their content rendered on all platforms
But the digital distribution market is fragmented with varying needs forsecurity and protection
Many distributors, many geographies
Tech vendors want all content to run on their platforms
But vendors rely on rendering environment lock-in to build/retain marketshares
Service providers want to serve users with content and platform of
their choice
But providers distribute content and adopt DRM platforms based onbusiness relationship with rightsholders and tech vendors
Users want the content of their choice to be rendered on the
platform of their choice
But users do own different types of devices
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Evolu t ion o f DRM Mark et p lac eEvolut ion of DRM Mark et p lac e
Past Future
Proprietary DRM Combat piracy
(defensive)
Interoperable DRM
New business models(offensive)
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Fut ure o f DRMFut ure o f DRM --Enabled Dig i t a lEnabled Dig i t a l
MediaMedia
Content ownersdecide what,when, where and how theircontents to be released
Consumersdecide what, whenand where to watch
CE vendorsmanufacturedevices with good userinterface and features
Service providersprovidedigital media infrastructureservices like telephone, waterand electricity
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Conclus ionsConclus ions
Content of value will move to many connected and disconnecteddevices
Still Early Days for DRM; new business models just emerging
Persistent protection with security and governance with rightsthroughout content life-cycle are critical
Rights and trust management to enable flexible business models Standards and Interoperability are necessary to fulfill the vision
of Digital Content Distribution
within domains (e.g. mobile)
across domains (e.g. within the home)
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Thank YouThank You
xin.wang@contentguard.com
xwang@cs.usc.edu
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ContentGuardContentGuard
Launched in April 2000
Time Warner, Microsoft, and Xerox investors A decade of patented Xerox PARC research
Developer of XrML - the basis for ISO MPEG-RELand other standards
Headquartered in Bethesda, MD; EngineeringOperations in El Segundo, CA
Business Areas
Digital Rights Management Standards IP Licensing
Software tools
C t t G d K P t &C t t G d K P t &
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Cont ent Guard K ey Par t ners &Cont ent Guard K ey Par t ners &
CustomersCustomers