Canada 3.0 rights management

Content and Rights Management
Gordon Castle
Senior Consultant
Earley & Associates, Inc
Gordon@earley.com
404-939-3520

Changing Consumer Marketplace
New technology, platforms, devices, and competition offer new opportunities / challenges
Increased content viewership
Digital products will represent 78% of media revenue growth between 2009-2013
The digital transformation of media content has changed the distribution process faster than it has changed the production and business models
Revenue models for new media are not defined or working
Consumer behavior and media consumption have and will continue to splinter the market and blur the lines between platforms
Consumers want more flexible digital offerings
Media companies are facing ongoing declines to their traditional revenue streams
Media Companies need to:
Manage the consumer experience, digital media and intellectual rights
Stay on top of rights, usage and content tracking
Deliver an integrated product appropriate to the audience and platform
2
Cable/Broadcast
Theatrical
DVD
iPod
iTunes
Mobile

Digital Supply Chain
Digital Asset Management (DAM) and file based production is used today in most media companies
Focused on storage and search
Search, Browse, Find, and now Extend Content
Digital files with rights information are delivered to distribution outlets (iTunes, VOD, mobile, etc.)
Very manual process
Not integrated into rights or content reporting systems
Content management in now needed across the business and distribution portfolio
Full content rights integration
Business optimization
Systematic and extensible approach to support existing and evolving needs
3

Rights Management
Is very complex and does not follow any defined structure
Driven by the primary distribution channel / platform
4
Content
Formats
No known examples of systems or structures that address the complete content life cycle
There are component offerings
Title libraries like IMDB
Distribution collections such as iTunes, VOD, mobile
Content protection and piracy utilities are improving
YoutubeContent ID – Identification / Protection
The lack of standards and systems is now limiting business models and digital opportunities
Content
Types
Subject
Area
Rights
Functional
Roles
Content
Status
Business
Units
Rights
Metadata
Geography/
Locations

Industry Activity
5
Rights Information Management Initiatives
metadata in general: Dublin Core; MXF (Material Exchange Format); NewsML; Prism; XMP (Extensible Metadata Platform)
film and TV: Permissions Direct [unsuccessful]; Rightscenter.com; RightsWorld.com [unsuccessful]; Sony Music Finder; SubRights.com [unsuccessful]
text publication: Copyright Clearance Center (copyright.com); Copyright Agency Ltd [Australia]; VG Wort [Germany]; XanEdu (xanedu.com)
digital publication: Zinio
mobile search: Google; InfoSpace; JumpTap; Medio Systems; MotionBridge; Yahoo
image licensing: Corbis (corbis.com); Getty Images (gettyimages.com); Jupiterimages (jupiterimages.com)
trade shows: BookExpo America (BEA); Frankfurt Book Fair; London Book Fair; NATPE (National Association of Television Programming Executives); Western Cable Show
Web 2.0 delivery: Brightcove; Digg; Maven Networks; Yahoo; YouTube
multiplatform delivery: Entriq; thePlatform; Navio’s AV Commerce service
Rights Information Standards
Digital Content Identifiers
AAP Enabling Technologies Committee [unsuccessful]
cIDf (Content ID Forum)
Content Reference Forum (CRF) [unsuccessful]
CrossRef standard
DMP (Digital Media Project)
DOI (Digital Object Identifier)
GRid (Global Release ID)
ISAN (International Standard Audiovisual Number)
ISWC (International Standard Musical Work Code)
Microsoft's .NET Passport scheme
ONIX for Licensing Terms
PURL (Persistent Uniform Resource Locator)
Sun’s Liberty Alliance [unsuccessful]
UMID (Unique Material ID)
Rights Expression Languages (RELs)/rights management languages
ccREL (Creative Commons Rights Expression Language)
Contract Expression Language (CEL)
MPEG-21
ODRL (Open Digital Rights Language)
SAML (Security Assertion Markup Language)
XACML (OASIS eXtensible Access Control Markup Language)
XrML (eXtensible Rights Markup Language)
Intellectual Property Management Solutions and Services
Access Integrated Technologies, Inc./RTS
Amino Technologies/AssetHouse
AP (Associated Press)/hNews
Book Rights Registry (Google and Authors Guild)
Copyright Clearance Center (copyright.com)
Counterpoint Systems Ltd.
Creative Commons/CC+
Jaguar Consulting/System 7
Pilat Media/IBMS
PRISM Rights Language
RightsLine Software Inc.
RSG Media Systems/RightsLogic
SAP
Sophoi/iPLS
ACAP (Automated Content Access Protocol)

Digital / Asset / Content Management
Structured approaches to taxonomies and metadata has proven to increase the value of content
Improved workflow and production efficiencies
Increased the effectiveness
Content + Information x Digital = Assets
Standards and open approaches have made it possible to exchange content
B to B and B to C
Very few asset / content management systems deal with the full components of rights management
IDs and reference approaches are helpful
Rights management needs to follow the successes of Digital Asset Management
Adopt structured and defined taxonomies
Develop exchange protocols
Support current and emerging content life cycles
Companies need to manage their content as an asset to be leveraged across the portfolio of their business
6

Industry Next Steps
Use structured metadata and taxonomy approaches to evolve rights management
Understand approaches to upstream and downstream asset tagging
Research and develop strategy
Webinars, conference calls, conferences, industry groups
Develop additional forums for knowledge sharing
Harvest practices across sectors
Use enterprise content portfolio management to understand, manage and track content
Create, produce and distribute content across the portfolio of products to match consumer needs
7

About Earley & Associates
Taxonomy and Metadata experts with a service practice addressing right management initiatives
Focus: Information Architecture (“IA”) Services
Founded: 1994
Personnel: Twenty core team consultants, plus a network of other top industry experts
ECM and KM experts
taxonomy specialists
search experts
information architects
usability professionals
technology consultants
business process experts
Headquarters: Boston, MA
Consulting Philosophy:
Organizing Principles based on business context and goals
Four Pillars - People, Content, Process, and Technology
8

Questions
Gordon Castle
Senior Consultant
Earley & Associates, Inc
Gordon@earley.com
404-939-3520
9
Additional resources at www.earley.com
http://www.earley.com/webinars/jumpstarts/digital-asset-managementhttp://www.earley.com/consulting-services/digital-asset-management

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Canada 3.0 rights management

by Earley on May 17, 2010

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