C&T 2010 opening remarks - Bill Rosenblatt
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

C&T 2010 opening remarks - Bill Rosenblatt

  • 1,410 views
Uploaded on

Opening speech by Bill Rosenblatt, conference chair and president of GiantSteps Media Technology Strategies.

Opening speech by Bill Rosenblatt, conference chair and president of GiantSteps Media Technology Strategies.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,410
On Slideshare
994
From Embeds
416
Number of Embeds
1

Actions

Shares
Downloads
26
Comments
0
Likes
0

Embeds 416

http://copyrightandtechnology.com 416

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Slide 1 Copyright and Technology 2010 June 17, 2010 © 2010 GiantSteps Media Technology Strategies 1
  • 2. Slide 2 Opening Remarks Bill Rosenblatt GiantSteps Media Technology Strategies www.giantstepsmts.com i tt t billr@giantstepsmts.com +1 212 956 1045 © 2010 GiantSteps Media Technology Strategies 2
  • 3. Slide 3 www.giantstepsmts.com © 2010 GiantSteps Media Technology Strategies 3
  • 4. Slide 4 Copyright and Technology www.copyrightandtechnology.com © 2010 GiantSteps Media Technology Strategies 4
  • 5. Slide 5 www.gothammediaventures.com © 2010 GiantSteps Media Technology Strategies 5
  • 6. Slide 6 What Are We Discussing Today? © 2010 GiantSteps Media Technology Strategies 6
  • 7. Slide 7 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 © 2010 GiantSteps Media Technology Strategies 7
  • 8. Slide 8 Technologies to Affect Copyright  Content access control – DRM  Content identification – Filtering – License management © 2010 GiantSteps Media Technology Strategies 8
  • 9. Slide 9 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 © 2010 GiantSteps Media Technology Strategies 9
  • 10. Slide 10 Technologies © 2010 GiantSteps Media Technology Strategies 10
  • 11. Slide 11 Digital Rights Management © 2010 GiantSteps Media Technology Strategies 11
  • 12. Slide 12 DRM is a troubled technology… technology… Why? © 2010 GiantSteps Media Technology Strategies 12
  • 13. Slide 13 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- © 2010 GiantSteps Media Technology Strategies 13
  • 14. Slide 14 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 © 2010 GiantSteps Media Technology Strategies 14
  • 15. Slide 15 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” © 2010 GiantSteps Media Technology Strategies 15
  • 16. Slide 16 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 © 2010 GiantSteps Media Technology Strategies 16 *See C. Doctorow, boingboing.net
  • 17. Slide 17 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) © 2010 GiantSteps Media Technology Strategies 17
  • 18. Slide 18 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) © 2010 GiantSteps Media Technology Strategies 18
  • 19. Slide 19 So… So… Is DRM Dead? © 2010 GiantSteps Media Technology Strategies 19
  • 20. Slide 20 Is DRM Dead?  Short answer: no no. © 2010 GiantSteps Media Technology Strategies 20
  • 21. Slide 21 Is DRM Dead?  Slightly longer answer: Only for permanent Internet music downloads. downloads. © 2010 GiantSteps Media Technology Strategies 21
  • 22. Slide 22 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- © 2010 GiantSteps Media Technology Strategies 22 *Yes they do – just don’t call it “DRM” don’ DRM”
  • 23. Slide 23 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) © 2010 GiantSteps Media Technology Strategies 23
  • 24. Slide 24 Content Identification © 2010 GiantSteps Media Technology Strategies 24
  • 25. Slide 25 Techniques for Identifying Content  Watermarking  Fingerprinting © 2010 GiantSteps Media Technology Strategies 25
  • 26. Slide 26 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 © 2010 GiantSteps Media Technology Strategies 26
  • 27. Slide 27 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 © 2010 GiantSteps Media Technology Strategies 27
  • 28. Slide 28 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. © 2010 GiantSteps Media Technology Strategies 28
  • 29. Slide 29 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 © 2010 GiantSteps Media Technology Strategies 29
  • 30. Slide 30 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 © 2010 GiantSteps Media Technology Strategies 30
  • 31. Slide 31 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 © 2010 GiantSteps Media Technology Strategies 31
  • 32. Slide 32 Legal Developments …and their Technical Solutions © 2010 GiantSteps Media Technology Strategies 32
  • 33. Slide 33 Legal Developments  Network operator liability  “Free riding” riding”  Blanket licensing © 2010 GiantSteps Media Technology Strategies 33
  • 34. Slide 34 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 , , © 2010 GiantSteps Media Technology Strategies 34
  • 35. Slide 35 Technical Solutions  Fingerprinting  Watermarking  Traffic analysis © 2010 GiantSteps Media Technology Strategies 35
  • 36. Slide 36 “Free Riding” Riding”  Monetizing links to copyrighted content  Monetizing content appearing in search results  Copying of content (e.g. in blogs) without permission © 2010 GiantSteps Media Technology Strategies 36
  • 37. Slide 37 Technical Solutions  Fingerprinting & search  Tagging content with “beacon” metatags – AP hNews beacon”  Tagging content with rules for indexing and search results – ACAP © 2010 GiantSteps Media Technology Strategies 37
  • 38. Slide 38 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) © 2010 GiantSteps Media Technology Strategies 38
  • 39. Slide 39 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 © 2010 GiantSteps Media Technology Strategies 39
  • 40. Slide 40 Conference Agenda © 2010 GiantSteps Media Technology Strategies 40
  • 41. Slide 41 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) © 2010 GiantSteps Media Technology Strategies 41
  • 42. Slide 42 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? © 2010 GiantSteps Media Technology Strategies 42
  • 43. Slide 43 Thanks to our Sponsors © 2010 GiantSteps Media Technology Strategies 43
  • 44. Slide 44 And finally… finally… © 2010 GiantSteps Media Technology Strategies 44
  • 45. Slide 45 Recommended Reading Jaron Lanier Lanier, Adrian Johns Johns, You Are Not a Gadget Piracy © 2010 GiantSteps Media Technology Strategies 45