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Making the Connection….

Making the Connection…. Mapping standards for rights management in the Multimedia Framework. Keith Hill MCPS-PRS Alliance 1st November, 1999. Presentation outline:. Identifying changes in the shift from physical to electronic commerce Changes in the processes for clearing rights

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Making the Connection….

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  1. Making the Connection…. Mapping standards for rights management in the Multimedia Framework Keith Hill MCPS-PRS Alliance 1st November, 1999

  2. Presentation outline: • Identifying changes in the shift from physical to electronic commerce • Changes in the processes for clearing rights • Key infrastructure developments to support rights management • The need to define the Multimedia Framework to plan standards development in e-commerce Keith Hill, MCPS-PRS Alliance 1-11-99

  3. Legacy of trading content in physical commerce • Availability of content through a limited range of delivery mechanisms • Disconnected flows and transactions • Current expectation of consumers to choice of ‘fixed’ services: • scheduled terrestrial broadcast • Dependency on separate hardware devices • Restricted retail stock in high street Keith Hill, MCPS-PRS Alliance 1-11-99

  4. Service fragmentation Ever had a problem trying to: • Order a deleted recording? • Search for the book on which a film or television serial is based? • Find the audio sound track of a film? • Locate a video of a specific episode from a television serial? Keith Hill, MCPS-PRS Alliance 1-11-99

  5. Heard it before? “mmm, but not for 2 weeks” “No, but we can order it for you!” Keith Hill, MCPS-PRS Alliance 1-11-99

  6. The missing links…. • Universal Product Code/Barcode for unique identification for retail ordering • But no content description for consumer discovery and selection in retail stores • No ‘registration authority’ for standardised content identification and description of products (books, CDs, videos, films, tv, etc) • Therefore, no authority to data Keith Hill, MCPS-PRS Alliance 1-11-99

  7. The number network • The links between people, ‘stuff’ and transactions are critical to the infrastructure for electronic commerce in intellectual property rights • Rights enforcement requires proper content identification • Identifiers associated with content must be protected against tampering and unauthorised removal Keith Hill, MCPS-PRS Alliance 1-11-99

  8. Shifting to an e-commerce infrastructure • Mapping the problem…... • What are the requirements of users of digital content? • Is it to locate the current owner of the rights? • Do the users of digital content need to know the current rights owner? • Or do they simply need to comply with the usage rules associated with content and content services? Keith Hill, MCPS-PRS Alliance 1-11-99

  9. New means of consuming digital content • Kiosks • Portable devices • Consumption of books, music, video, through digital download • Usage rules associated with content acquisition (business to consumer licensing) Keith Hill, MCPS-PRS Alliance 1-11-99

  10. The problem for digital delivery services • The problem of searching, locating and retrieving digital content • Absence of international standards for multimedia content description • Difficulty in deriving current rights ownership of content and rights clearance • Lack of interoperability between systems to support content delivery Keith Hill, MCPS-PRS Alliance 1-11-99

  11. Usage rights: Current practice • Today’s media contain implicit or explicit rules • A book can be read and resold • A CD may be played, but may not be copied • A video cassette is for private consumption, can be rented but may not be copied • a public broadcast can be watched because licence fee has been paid Keith Hill, MCPS-PRS Alliance 1-11-99

  12. Usage rights: Current practice • a commercial broadcast can be watched because one undertakes to watch commercials • a pay TV broadcast can be watched because one has paid a monthly subscription • a pay per view broadcast can be watched because one has paid for the event Keith Hill, MCPS-PRS Alliance 1-11-99

  13. Usage rights:future practice? • The Multimedia Framework gives unlimited flexibility: One can buy an application and • copy it to a portable device once only • rent it for 24 hours • rent it for 10 playbacks • distribute it to 10 friends and get a copy for free Keith Hill, MCPS-PRS Alliance 1-11-99

  14. Usage rights:future practice? • Managing explicit usage rights in the Multimedia Framework: • associated with digital objects rather than services • set at the moment they are produced • updated by every actor in the value chain for a subsequent actor • in the value chain objects undergo ownership and usage rights changes • consumers acquire the application with its usage rules Keith Hill, MCPS-PRS Alliance 1-11-99

  15. Making the connection…. • Understand the components within an architecture for e-commerce • Identify their functions • Identify the processes they are required to support • Standardise the interfaces required to automate transactions • Achieve interoperability and integration Keith Hill, MCPS-PRS Alliance 1-11-99

  16. Reference architecture • Define functional groups of activities • Functional activities cross multiple business model roles • Map processes • Interfaces between processes Keith Hill, MCPS-PRS Alliance 1-11-99

  17. Clearance Processes Financial Clearing Rights Clearing Usage Clearing Content Creation Content Production Content Delivery Content Consumption Point of aggregation/purchase Digital mastering Directory Service Consumer Interface

  18. Content creation • New tools to express source data digitally • Digital content formats (mp3, pdf, jpg, etc) • Quality vs compression • New genres for expression (synthetic content, computer games, etc) • Convergence of genres create new rights challenges Keith Hill, MCPS-PRS Alliance 1-11-99

  19. Content production • Security (certification, encryption) • Identification (watermarking, ToC) • Aggregation of content (sound recording, artwork, lyrics, etc) • Content packaging (articles, periodicals, collections) • Association of usage rules with content Keith Hill, MCPS-PRS Alliance 1-11-99

  20. Content Production:directory services • Persistent content location • Identification and descriptive information • Usage rules/rights information and associated actions (payment, clearance, etc) • Security and protection of data • Authority of access to services Keith Hill, MCPS-PRS Alliance 1-11-99

  21. Directory services • Creating the links between: • content description • content • licence terms (cost, time, copy restrictions) • usage rules (enforcement of licence terms) • Directory Service activities • Digital Object Identifier • Secure Digital Music Initiative (SDMI) • Content ID Forum (CIDF) Keith Hill, MCPS-PRS Alliance 1-11-99

  22. Content Delivery • Standardised delivery mechanisms • Standardised media format for storage • New models for marketing, branding and packaging • Flexible service provision (near time, on demand, off peak, etc) • Intelligent systems for recording process data • activity logs • error logs Keith Hill, MCPS-PRS Alliance 1-11-99

  23. Content consumption • Standardised consumer interface • Quality of service • Application compliance - a consistent means of content acquisition and usage • Rules processing • User verification Keith Hill, MCPS-PRS Alliance 1-11-99

  24. Clearance Processes • Usage clearance • authentication of users • authentication of content • processing usage/transaction requests • Financial clearance • creates and dispatches authorised transactions • transaction settlements (crediting rights holders, debiting consumers) • high volume low cost ‘micro’ payment transactions Keith Hill, MCPS-PRS Alliance 1-11-99

  25. Clearance Processes • Usage reporting • requests/receives financial clearance and usage clearance ‘receipts’ • consolidates usage data for rights holders • Supplies aggregated information to third parties (tax declarations, economic statistics, etc) Keith Hill, MCPS-PRS Alliance 1-11-99

  26. Getting rights clearance • The ‘users’ of digital content need mechanisms to acquire rights • Arguably, they do not need to know who the current rights holder is at any given point in time • They simply need the mechanism which will grant permission in an automated, efficient and timely way Keith Hill, MCPS-PRS Alliance 1-11-99

  27. New ways of clearing rights? • Changes to the digital commerce infrastructure • Usage rules must become associated with digital content (super-distribution) • New function of the Rights Clearing House • Located from the Directory Service • Provides automated rights clearance for the majority of predetermined uses Keith Hill, MCPS-PRS Alliance 1-11-99

  28. Expressing usage rules • New standards are required for the expression of usage rules • license identification and associated metadata • Intrinsically linked with content protection mechanisms • watermarking • encryption • conditional access Keith Hill, MCPS-PRS Alliance 1-11-99

  29. Global licence Identification System • A system for rights holders • Fast, automated enquiry to verify the issue of a licence and its terms • A requirement for enforcing rights across territorial boundaries • Essential for collective rights management • GLIS identifier required to support directory service Keith Hill, MCPS-PRS Alliance 1-11-99

  30. Global licence Identification System • Establish the requirements for a licence identifier • Registration Authority requirements for: • allocating identifiers • registering core metadata • relationship with other identifiers • systems environment for GLIS management • supporting a directory service Keith Hill, MCPS-PRS Alliance 1-11-99

  31. Which standards? • Activities which are critical to the linking of content description, content and terms of use include: • MPEG-7 • OPIMA • INDECS Keith Hill, MCPS-PRS Alliance 1-11-99

  32. MPEG-21 A proposal for defining a Multimedia Framework Keith Hill, MCPS-PRS Alliance 1-11-99

  33. Introducing the Multimedia Framework • An exercise to consider the adoption of standards to support the delivery and consumption of e-content • Review standards which are: • complimentary • overlapping • missing Keith Hill, MCPS-PRS Alliance 1-11-99

  34. Multimedia Framework • Leonardo Chiarilgione’s paper “Technologies for E-Content” • www.cselt.it/leonardo/paper/wipo99/index.htm • An MPEG initiative to define ‘the big picture’ • Map existing standards and identify the requirement for new standards for trading e-content Keith Hill, MCPS-PRS Alliance 1-11-99

  35. Proposed methodology • Apply Conceptual Business Modelling techniques • develop logical models to map different infrastructure requirements for: • rights management • security • content delivery • intelligent agent • financial Keith Hill, MCPS-PRS Alliance 1-11-99

  36. A template for technical harmonisation • Categorise the areas where technology standards either exist or will be needed • Cross-mapping of identified processes to the roles and transactions in a conceptual model • Establish the business requirements for standardisation • Identify areas of activity which require harmonisation Keith Hill, MCPS-PRS Alliance 1-11-99

  37. Multimedia Framework: multiple flows & transactions • Between any two points there are flows of • information about content • authentication between peer entities • content • content usage rights • technology usage rights • delivery usage rights • money Keith Hill, MCPS-PRS Alliance 1-11-99

  38. FUNCTION PROCESS Creation/Production Distribution Representation Metadata Security/transactions Infrastructure • Content authoring, security and protection and quality of Service • Business/value based reference model • Object representation in multimedia services • Content identification, content description, Usage rights • Open access to protected content • Metering of content and technology usage • Secure distribution • Digitisation of all carriers • Transport protocols • Interfaces with financial transactions

  39. Next steps • ‘ad-hoc’ working group established within MPEG • Will follow MPEG standardisation methodology • email reflector set up • (mpeg-21-subscribe@starlab.net) • Other standards activities will be encouraged to participate • Produce a technical paper by June 2000 Keith Hill, MCPS-PRS Alliance 1-11-99

  40. Making the Connection…. Mapping standards for rights management in the Multimedia Framework Keith Hill MCPS-PRS Alliance

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