Digital Media Content Protection

1. Digital Media Content Protection Pete Levinthal Software Engineering ATI Technologies, Inc

2. Session Outline • Premium Content • Studios • PC Platform • Shared goals • IHV’s perspective • Costs • Challenges • Solutions

3. Session Goals • Explain why content protection is so important to the PC platform • Show the increased costs and benefits associated with it • Show areas of business planning, engineering and test which require additional focus

4. Premium Content and the Studios • High definition technologies are adding a new level of richness to digital media • HD-DVD • Blu-Ray • HDTVs • ATSC • These offer an improved viewer experience, but due to their digital nature, also lend themselves to unauthorized copying • Content owners (the studios) are anxious to deploy premium content

5. Premium Content on the PC • The Windows multimedia PC offers a flexible and convenient platform for managing and viewing premium content in the home • The PC can add value to the experience through PVR features, annotations and bookmarks, interactive program guides, and home network connectivity • The multimedia PC offers the studios an installed base of hardware which can read and display the premium content and a user base of interested consumers

6. They Need Us and We Need Them, But… • The multimedia PC needs premium content to stay competitive with single-purpose devices • The studios benefit by the expanded user base and the additional value the PC offers • Consumers benefit by being able to view premium content within their PC ecosystem and leverage hardware they already have • The studios, however, do not want to release their content on the PC platform unless they are assured that it will not be illegally copied

7. Content Protection on the PC • In order to ensure premium content is deployed on the PC, we need to convince the studios that we have a secure ecosystem • Pragmatism of time to market vs. ratcheting levels of security • Microsoft, graphics, and tuner IHVs are creating a series of incrementally more secure forms of content protection

8. Overview of Windows Platform Solutions • Certified Output Protection Protocol (COPP) • Solution for 2005 • Protects outputs • Protected Video Path Output Protection Management (PVP-OPM) • Solution for Longhorn • Increases output protection by leveraging the Longhorn infrastructure • Protected Video Path User Accessible Bus (PVP-UAB) • Solution for post-Longhorn • Increases protection through hardware encryption and authentication • Protected Broadcast Driver Architecture (PBDA) • Encryption and content protection for input devices • More detail in other presentations

9. Costs for Content Protection • The PC industry is committed to providing content protection on the PC, but nothing comes for free • 3 main categories of IHV costs • Product BOM (Bill of Materials) • Development • Test • These costs are passed on to the consumer • Some argue that the consumer gets little or negative “benefit” from this increase, this is false • The consumer gets premium content on their PC

10. Product BOM Costs: HDCP • HDCP output protection for DVI • Purchasing and managing keys • Additional logic to deploy • Current products incremental cost is only on multimedia PC’s • Future trends are still evolving • Liability • Production • Cost tradeoffs of integration vs. separation

11. Product BOM Costs: Encryption • Encryption logic • When content crosses “user accessible busses” the compliance rules require it to be encrypted • This requires additional encryption/decryption logic thus adding to Visual Processing Unit (VPU) cost • This cost is passed on to all consumers • Encryption and CPU • Since this uses CPU cycles, an OEM may have to bump the speed grade on the CPU to maintain equivalent multimedia performance • This cost is passed on to purchasers of multimedia PC’s

12. Product BOM Costs: Board Design • Board Design • One way to avoid encryption for discrete graphics is to solder the VPU to the motherboard • This increases motherboard design costs, increases lead-times, and reduces OEM configuration flexibility • This cost is passed on to purchasers of multimedia PC’s and may delay availability of high-performing platforms

13. Product costs: PBDA • Broadcast flag requirement for analog high definition broadcasts • Encryption logic is required • Costs are passed on to consumers • Cable Labs approval for cable high definition broadcasts • High initial development and certification costs • Certification gates design improvements, including cost reductions • Costs are passed on to consumers, especially early adopters

14. Development Costs • Requires specific skill sets • New area for graphics companies to build expertise in • Must-have feature • Cannot go to market until it works to specification • Potentially more respins of hardware • Drivers must be extra-robust • Requires additional driver development to isolate and protect sensitive code paths • Legal • Contracts are an integral part of securing the protected pipeline • Getting these right requires significant corporate legal engagement

15. Test Costs • Potentially the highest cost of all • Certainly the biggest change • Three major areas • Liability • Organizational • Technical

16. Test Costs: Liability • Significant liability associated with “test escapes” • Public embarrassment • Fear of revocation • Shutdown of premium content – angry customers • Expensive re-deployment of fixes • Financial liability – large sums

17. Test Costs: Organizational • Liability increases reliance on test teams • Training test team • New and complex concepts • Lack of training material • Must be airtight • No room for error or regressions • Must cover all scenarios

18. Test Costs: Technical • Tools • Not mature • Not automated • Test Content • Lack of variety and quantity of “real world” content • Challenge to “get it right” before content is released • “Real world” end-to-end scenarios difficult to test • Many possible customer configurations • Sometimes requires exotic or expensive test equipment, especially in the early part of a technology cycle

19. Addressing the Challenges • ATI is committed to delivering premium content on the PC • We are addressing each of the challenges by • Leveraging technologies and experiences from our Consumer Digital TV Group • Adding and reassigning staff to work on content protection • Regular high-quality engagement with Microsoft on business, technical and test issues • Regular dialogue with OEM partners • Strategic dialogue with other IHVs • Participation in industry forums and dialogue with content owners

20. Call to Action • Work together as an industry to ensure that premium content flows to the PC • Be sensitive to each party’s needs and ensure that costs are kept in line and the PC’s flexibility is not compromised • To paraphrase the old line: “I want my HD (and I want it on my PC)”

21. Additional Resources • Windows Media DRM • http://www.microsoft.com/windows/windowsmedia/drm/default.aspx • ATI Multimedia and Digital TV • http://www.ati.com/products/multimedia.html • http://www.ati.com/products/dtv.html • WinHEC Presentations • TWEN05004 - Enabling Protected and Premium Broadcast Content in Windows • TWEN05005 - Protected Media Path and Driver Interoperability Requirements • TWEN05006 - Windows Longhorn Output Content Protection

22. Additional Resources • DRM dictionary • http://www.info-mech.com/drm_dictionary.html • Motion Picture Association of America • http://www.mpaa.org/anti-piracy • Advanced Access Content System • http://www.aacsla.com • HDCP • http://www.digital-cp.com/ • http://www.edn.com/article/CA209091.html • High definition market and technology overview • http://www.theregister.co.uk/2005/03/08/hd_and_hdtv_analysis