This document discusses the applications of blockchain technology in the media and entertainment industry. It identifies several challenges in the industry like IP infringement, difficulties with micropayments, and combating misinformation. It then describes some companies that are using blockchain like Binded for copyrighting photos on the blockchain and Audius for a music streaming platform. Finally, it outlines the benefits of adopting blockchain such as transparency and improved royalty payments for creators, but also challenges to adoption like scalability and regulatory issues.

1. Blockchain In Media and
Entertainment Industry
Enrolment Number: MITU21MSAI0004
Name: Deval Bhapkar

2. Introduction To
Blockchain
The goal of blockchain is to allow digital
information to be recorded and distributed,
but not edited. In this way, a blockchain is
the foundation for immutable ledgers, or
records of transactions that cannot be
altered, deleted, or destroyed.
A blockchain is a distributed database or
ledger that is shared among the nodes of a
computer network. As a database, a
blockchain stores information electronically
in digital format.
Image Link

3. Domain
The Stakeholders in Media and Entertainment
Industry include Artists/Creators, Viewers,
Advertisement agencies, Broadcasting agencies including
Print, Television, Internet, Radio and Direct mail.
Media and Entertainment industry includes various sub-
industries like music industry, film industry, advertisement
industry, streaming platforms like YouTube, Spotify, Apple
Play, Netflix, etc.
The Domain selected is Media and Entertainment Industry.

4. Challenges In
The Domain
• IP Infringement and duplication of Digital items:
Intellectual property issues and violations are pervasive in the media and
entertainment industries. Musicians, artists, and other entertainers have
long struggled to maintain ownership over their work, which means they
are not often fairly compensated. This is especially true for musicians and
many artists have advocated for higher royalty pay-out from streaming
platforms.
• Micropayments for opening new monetization avenues:
Blockchain records every single transaction on the record. This tracking
enables real-time, flexible, and fully transparent consumption-based
pricing mechanisms.
• Combating Misinformation:
Trust in the media has reached all-time lows. This has been fuelled by fake
news. Because blockchain technology relies on a decentralized and
immutable ledger to record information, it is perpetually verified. This
means that media and entertainment companies can link all the content
that they’ve published, including articles, quotes, and photos to the
blockchain and have confidence that it won’t be manipulated.

5. Applications of
Blockchain in
Media and
Entertainment
Industry
There are various media companies
that use Blockchain. They are as
follows:
1. Binded:
Binded is a blockchain copyrighting technology for
photographers. Photographers upload their images, which
are stored on a copyright vault that is secured by a unique
fingerprint saved on a blockchain. Once images are
uploaded and secured, artists can share their work and
track similar images to help thwart any copyright
infringements.

6. Applications:
Contd
1. Audius :
Audius is a music-streaming platform for the Web3 era. That
means users can listen to curated playlists, discover new
emerging artists and share songs with friends — all while
earning token rewards. On the other side, Audius positions
itself as a creator-friendly service, equipping artists with
metrics and tools to deepen engagement with fans, so they
can grow their platform while maintaining their independence
from major labels.
2.Verasity :
Verasity bills itself as a blockchain company where eSports,
adtech and digital rights management collide. More specifically,
the company aims to increase advertising revenue for video
publishers by eliminating ad fraud with its Proof-of-View
technology. And on the eSports side, Verasity has partnered with
some big gaming names like PUBG Mobile and Riot Games.

7. Architecture Of
System
• Image Source
The diagram shows the working of a Media
content distribution system using Blockchain.
Stakeholders that can be involved in the
blockchain media (video) content
management ecosystem
• Content Developers/Creators – who
create, manage and add the content to the
marketplace.
• Contributors – who contribute in the
creation of media content.
• End Users – who buy the license to get
access to content and its rights.

8. Benefits of adoption of
Blockchain
Source

9. Challenges in
adopting
Blockchain in
the Domain
Lack of adoption.
The rising cost of blockchain implementation.
Scalability.
Security and privacy challenges.
Regulations.
Criminal activities.
Energy consumption.

10. Conclusion
However, with these benefits we also saw that there are
certain setbacks which need to be overcome for
successful implementation of Blockchain in these
systems.
Knowing the benefits of blockchain, we can see that the
implementation of blockchain in the media industry can
help in various aspects like Intellectual Property rights
and violations, enabling micro-transactions between
users and creators(removing all the middle-men and
record labels) and maintaining the authority and
authenticity of content being uploaded.

11. References :
• https://www.forbes.com/sites/falonfatemi/2022/0
5/06/blockchain-technology-solves-some-of-
the-biggest-key-challenges-faced-by-media-
and-entertainment-
companies/?sh=6e5548665fd5
• https://builtin.com/blockchain/media-social-
media-entertainment-uses
• https://dataconomy.com/2022/05/blockchain-
implementation-challenges/
• https://ieeexplore.ieee.org/abstract/document/8
096051/
• https://www.iuj.ac.jp/gsim-f/im-
info/files/MITSMR2018.pdf
• https://ieeexplore.ieee.org/abstract/document/8
096051/