This document discusses blockchain technology and its potential applications for the media and entertainment industry. It provides an overview of blockchain basics, describes how blockchain moves through different functional stages, and highlights several potential use cases for blockchain in areas like rights management, content resale, and advertising. The document advocates piloting select blockchain uses cases to discover opportunities and assess ease of implementation before potentially expanding successful solutions.

1. Copyright © 2019 Accenture. All rights reserved. 1
THE
JOURNEY TO
BLOCKCHAIN
ENLIGHTENMENT
FOR THE MEDIA AND
ENTERTAINMENT INDUSTRY

2. Copyright © 2019 Accenture. All rights reserved. 2
BLOCKCHAIN BASICS
Blockchain is a distributed ledger of transactions,
that securely transmits any type of information
without the control of any central authority
Cryptography and digital signatures ensures
authenticity, proof-of-identity and enforce
read/write access rights
Private blockchains (also called
permissioned) where users are granted
access to a private network
Public blockchains (also called
permissionless) allows access to
any user at any time.
Smart Contracts are event-driven programs which
run on a blockchain that can take control over an
asset on the ledger and enforce business rules

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GARTNER’S HYPE CYCLE PLACES BLOCKCHAIN AT
THE VERY TOP
MARKET OUTLOOK
• Gartner’s Hype Cycle for Emerging
Technologies released August 16th positions
blockchain at the very top of “Peak of
Inflated Expectations”.
• As consortia (R3, Hyperledger) focusing on
Blockchain-based applications emerged
with key global banks on board, technology
had been re-assessed for suitability for
mainstream deployment.
• Major banks, insurers and reinsurers are
announcing pilots although few had publicly
acknowledged the use of the technology.

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THE EVOLUTION OF BLOCKCHAIN
Functional View
ORIGINATION
• The concept of a distributed
ledger has been around since
1990
• In 2009 Satoshi Nakamoto
created Bitcoin and
introduced the concept of a
blockchain to incarnate a
decentralized ledger
maintained by anonymous
consensus
Vendors: Bitcoin, Ripple,
LiteCoin
BLOCKCHAIN 1.0
(TRANSACTIONS)
• The deployment of
cryptocurrency in application
related to cash
• Currency transfer, remittance
and digital payments systems
Vendors: OneName, Open
Bazar, Streamium, Factorn
BLOCKCHAIN 2.0
(CONTRACTS)
• Financial markets and
applications using
blockchains beyond cash
transactions
• Smart contracts
Vendors: Secure Asset
Exchange
BLOCKCHAIN 3.0
(APPLICATIONS)
• Application in areas of health,
science, government,
literature, culture and art
Vendors: Ethereum, Comcast,
New Economy Movement,
Brave Browser, Open Music,
Spotify
2012 2014 2016 2018 2020 2022 2024
Payment
Blockchains
CapMarket
Blockchains

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BLOCKCHAIN TECHNOLOGY’S ATTRIBUTES
ACCESS
Open network;
anyone can add
Blocks and review
the entire Blockchain
from inception
OPEN
Source Technology
is freely available
to anyone
TRUST
Allows individuals and
businesses trust each other to
transfer value and information
via an identified address
DISRUPTIVE
Disintermediates
3rd parties and
their associated
transactional fees
REDUNDANCY
Blockchain ledger is replicated on
servers across the globe; no single
point of failure
ANONYMITY
Allows anonymous exchange
of digital assets and data
REAL TIME
Blocks can be verified and added
to the Blockchain in near real time;
reduces arbitrage risk or data-
sync problems
SECURE
Uses cryptographic algorithms
based on private/public key
encryption
SAFE-KEEPING
Maintains comprehensive life-cycle
asset, contract and data ownership
without having physical possession
DECENTRALIZED
Maintained by a global
network of nodes; obviates the
need for a central authority

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CONTENT
CONSUMPTION
METHODS HAVE
CHANGED
BUT TRACKING AND
PAYMENTS HAVE NOT
MAKING THE
MEDIA
INDUSTRY
RIGHT FOR
DISRUPTION

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COMPENSATION MECHANISMS ARE
INCREASINGLY OPAQUE AND
INEFFICIENT.
BLOCKCHAIN CAN IMPROVE
TRANSPARENCY AND GRANT
CREATORS MORE CONTROL OVER
THEIR CONTENT IN THIS NEW
WORLD.
WITH THE RISE OF THE LIQUID CONSUMER,
SUBSCRIPTION SERVICES ARE EMERGING,
CHANGING THE NATURE OF CONTENT CREATOR-
DISTRIBUTOR RELATIONSHIPS

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Non-Exhaustive
Royalties
Rights
Management
Content Resale
BLOCKCHAIN
OPPORTUNITIES SELECTED USE CASES
VALUE UNLOCKED
• Proven ownership of digital assets
• Enhanced licensing and monetization
• Registered digital assets that are monetizable
and easily transferred from seller to buyer
• Increased transparency of artist attribution
• Reduced legal risk of royalty non-compliance
Universal Trusted Record-Keeping Verified Consumption Data
Digital Media Resale Platform
8
Audience Data Sharing
Digital
Advertising
Ad Campaign Reconciliation Reporting
• Increased efficiency in audience data sharing
• Reduce time spent reconciling campaign data
Content
Aggregation
Content
Production Distribution Consumption
A GOOD STARTING POINT FOR IDENTIFICATION OF
BLOCKCHAIN USE IS THE MEDIA INDUSTRY VALUE
CHAIN
Near Real Time Micro Payments

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PRIORITIZATION OF MEDIA USE CASES
Ease of Implementation
PotentialBenefits
Difficult to
implement
High
Low
Easy to
implement
NEW PRICING MODELS
(Media Use Cases)
RIGHTS
MANAGEMENT
CONTENT
RESALE
GAMBLING
PAYOUT
HANDLING
ADVERTISING
POTENTIAL VALUE ADD
• Potential value by creating new revenue streams
or reducing costs for the operator
• Potential value for the customer
• Typical blockchain characteristics (e.g. improved
security, transparency / anonymity)
• Etc.
EASE OF IMPLEMENTATION
• Necessary development effort
• Additional technology requirements (e.g. devices,
platforms)
• Required partnerships
• Required user base
• Etc.

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UNLOCKING THE VALUE OF BLOCKCHAIN
Time
Blockchaincapabilities
EXPAND & MANAGEPILOTPROOF OF CONCEPTRE - IMAGINE SCALE
PILOT
• Continued
learning of the
blockchain
based use case
• Complete
high level
assessment
and roadmap
to transition
EXPAND &
MANAGE
Expand platform to
additional business
units and deploy
ongoing improvements
DISCOVER
• Accenture
insight into
what works
and what not
• Initial results
market scan:
what are
others doing?
• How can we
understand
the market
need, solving
the challenge
from the
customer
point of view?
ITERATIVE LOOP BY
SELECTED USE CASE
SCALE
End to end
implementation
of blockchain
based solution
with systems
and available for
all channels and
customers
PROOF OF CONCEPT
• Controlled learning of
blockchain technology with
a focus on select use case
• Incorporate learnings from
PoC phase into Pilot
DESIGN & PLAN
• Describe service
vision and
principles for
uses cases
• Develop value
drivers for use
cases
• Create
prototype via
rapid prototyping
process
• Plan and get
ready for PoC
10
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THE ACCENTURE LAB IN SOPHIA ANTIPOLIS
SPECIALIZES IN BLOCKCHAIN INNOVATIONS
TEL-AVIV
Security
WASHINGTON DC
Security
SILICON VALLEY
Digital Experiences
Artificial Intelligence
Systems & Platforms
DUBLIN
Artificial Intelligence
BANGALORE
Software Engineering
BEIJING
Industrial Internet
SOPHIA ANTIPOLIS
• Industry Innovation
• Systems & Platforms:
Blockchain, Quantum Computing
• Real time, interbank money
movement
• Real-time transfer of
cryptocurrency (Bitcoin) between
iOS Wallets, Direct Exchange
via Atomic Transactions
• (Smart Contract enabled
distributed ledgers for different
use cases
• IoT-related applications of
Blockchain: connected home,
heath..
• Privacy protection techniques
• Supply chain/Manufacturing
applications

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