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Making the Connection…. Mapping standards for rights management in the Multimedia Framework. Keith Hill MCPS-PRS Alliance 1st November, 1999. Presentation outline:. Identifying changes in the shift from physical to electronic commerce Changes in the processes for clearing rights - PowerPoint PPT Presentation
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Making the Connection….
Mapping standards for rights management in the Multimedia Framework
Keith Hill
MCPS-PRS Alliance1st November, 1999
2 Keith Hill, MCPS-PRS Alliance 1-11-99
Presentation outline:
Identifying changes in the shift from physical to electronic commerce
Changes in the processes for clearing rights
Key infrastructure developments to support rights management
The need to define the Multimedia Framework to plan standards development in e-commerce
3 Keith Hill, MCPS-PRS Alliance 1-11-99
Legacy of trading content in physical commerce
Availability of content through a limited range of delivery mechanisms
Disconnected flows and transactions Current expectation of consumers to
choice of ‘fixed’ services:– scheduled terrestrial broadcast– Dependency on separate hardware devices– Restricted retail stock in high street
4 Keith Hill, MCPS-PRS Alliance 1-11-99
Service fragmentation
Ever had a problem trying to: Order a deleted recording? Search for the book on which a film or
television serial is based? Find the audio sound track of a film? Locate a video of a specific episode from a
television serial?
5 Keith Hill, MCPS-PRS Alliance 1-11-99
Heard it before?
“No, but we can order it for you!”
“mmm, but not for 2 weeks”
6 Keith Hill, MCPS-PRS Alliance 1-11-99
The missing links….
Universal Product Code/Barcode for unique identification for retail ordering
But no content description for consumer discovery and selection in retail stores
No ‘registration authority’ for standardised content identification and description of products (books, CDs, videos, films, tv, etc)
Therefore, no authority to data
7 Keith Hill, MCPS-PRS Alliance 1-11-99
The number network
The links between people, ‘stuff’ and transactions are critical to the infrastructure for electronic commerce in intellectual property rights
Rights enforcement requires proper content identification
Identifiers associated with content must be protected against tampering and unauthorised removal
8 Keith Hill, MCPS-PRS Alliance 1-11-99
Shifting to an e-commerce infrastructure
Mapping the problem…... What are the requirements of users of digital
content? Is it to locate the current owner of the rights? Do the users of digital content need to know
the current rights owner? Or do they simply need to comply with the
usage rules associated with content and content services?
9 Keith Hill, MCPS-PRS Alliance 1-11-99
New means of consuming digital content
Kiosks Portable devices Consumption of books, music, video,
through digital download Usage rules associated with content
acquisition (business to consumer licensing)
10 Keith Hill, MCPS-PRS Alliance 1-11-99
The problem for digital delivery services
The problem of searching, locating and retrieving digital content
Absence of international standards for multimedia content description
Difficulty in deriving current rights ownership of content and rights clearance
Lack of interoperability between systems to support content delivery
11 Keith Hill, MCPS-PRS Alliance 1-11-99
Usage rights: Current practice
Today’s media contain implicit or explicit rules– A book can be read and resold– A CD may be played, but may not be
copied– A video cassette is for private
consumption, can be rented but may not be copied
– a public broadcast can be watched because licence fee has been paid
12 Keith Hill, MCPS-PRS Alliance 1-11-99
Usage rights: Current practice
– a commercial broadcast can be watched because one undertakes to watch commercials
– a pay TV broadcast can be watched because one has paid a monthly subscription
– a pay per view broadcast can be watched because one has paid for the event
13 Keith Hill, MCPS-PRS Alliance 1-11-99
Usage rights:future practice?
The Multimedia Framework gives unlimited flexibility:One can buy an application and– copy it to a portable device once only– rent it for 24 hours– rent it for 10 playbacks – distribute it to 10 friends and get a copy for
free
14 Keith Hill, MCPS-PRS Alliance 1-11-99
Usage rights:future practice?
Managing explicit usage rights in the Multimedia Framework: – associated with digital objects rather than services– set at the moment they are produced– updated by every actor in the value chain for a
subsequent actor – in the value chain objects undergo ownership and
usage rights changes– consumers acquire the application with its usage
rules
15 Keith Hill, MCPS-PRS Alliance 1-11-99
Making the connection…. Understand the components within an
architecture for e-commerce Identify their functions Identify the processes they are required to
support Standardise the interfaces required to
automate transactions Achieve interoperability and integration
Creator
UniqueNumberIssuer
Rightsholder
CreationProvider
MediaDistributor
Purchaser
IPRDatabase
MonitoringServiceProvider
CertificationAuthority
Cre
atio
nD
escr
iptio
n
Uni
que
Num
ber
Value
Con
ditio
nal L
icen
ce
App
licat
ion
for L
icen
ce
Assignment of Rights
CreationCreation P D
Check P
Identity
Creation
Cur
rent
Rig
hts
hold
eran
d P
aym
ent d
etai
ls
Log
Value
Check MD
Authorisation
IPR In
fo
Check ID of M
D
Log
$
$ $ $ $
N
Legend:Imprint of Purchaser ID
Imprint of Media Distributor ID
Imprint of Unique Number
Role exchanges Value withBank
$
P
D
N
Valu
e
IPR Info
IPR Info
17 Keith Hill, MCPS-PRS Alliance 1-11-99
Reference architecture
Define functional groups of activities Functional activities cross multiple
business model roles Map processes Interfaces between processes
Content Creation
Content Production
Clearance Processes
Financial Clearing
Rights Clearing
Usage Clearing
Content Delivery
Content Consumption
Consumer Interface
Point of aggregation/
purchase
Directory Service
Digital mastering
19 Keith Hill, MCPS-PRS Alliance 1-11-99
Content creation
New tools to express source data digitally Digital content formats (mp3, pdf, jpg,
etc) Quality vs compression New genres for expression (synthetic
content, computer games, etc) Convergence of genres create new rights
challenges
20 Keith Hill, MCPS-PRS Alliance 1-11-99
Content production
Security (certification, encryption) Identification (watermarking, ToC) Aggregation of content (sound
recording, artwork, lyrics, etc) Content packaging (articles,
periodicals, collections) Association of usage rules with
content
21 Keith Hill, MCPS-PRS Alliance 1-11-99
Content Production:directory services
Persistent content location Identification and descriptive
information Usage rules/rights information and
associated actions (payment, clearance, etc)
Security and protection of data Authority of access to services
22 Keith Hill, MCPS-PRS Alliance 1-11-99
Directory services
Creating the links between: – content description– content– licence terms (cost, time, copy restrictions)– usage rules (enforcement of licence terms)
Directory Service activities– Digital Object Identifier– Secure Digital Music Initiative (SDMI)– Content ID Forum (CIDF)
23 Keith Hill, MCPS-PRS Alliance 1-11-99
Content Delivery
Standardised delivery mechanisms Standardised media format for storage New models for marketing, branding and
packaging Flexible service provision (near time, on
demand, off peak, etc) Intelligent systems for recording process data
– activity logs– error logs
24 Keith Hill, MCPS-PRS Alliance 1-11-99
Content consumption
Standardised consumer interface Quality of service Application compliance - a consistent
means of content acquisition and usage Rules processing User verification
25 Keith Hill, MCPS-PRS Alliance 1-11-99
Clearance Processes
Usage clearance– authentication of users– authentication of content– processing usage/transaction requests
Financial clearance– creates and dispatches authorised transactions– transaction settlements (crediting rights holders,
debiting consumers)– high volume low cost ‘micro’ payment
transactions
26 Keith Hill, MCPS-PRS Alliance 1-11-99
Clearance Processes
Usage reporting– requests/receives financial clearance
and usage clearance ‘receipts’ – consolidates usage data for rights
holders– Supplies aggregated information to
third parties (tax declarations, economic statistics, etc)
27 Keith Hill, MCPS-PRS Alliance 1-11-99
Getting rights clearance
The ‘users’ of digital content need mechanisms to acquire rights
Arguably, they do not need to know who the current rights holder is at any given point in time
They simply need the mechanism which will grant permission in an automated, efficient and timely way
28 Keith Hill, MCPS-PRS Alliance 1-11-99
New ways of clearing rights?
Changes to the digital commerce infrastructure
Usage rules must become associated with digital content (super-distribution)
New function of the Rights Clearing House
Located from the Directory Service Provides automated rights clearance
for the majority of predetermined uses
29 Keith Hill, MCPS-PRS Alliance 1-11-99
Expressing usage rules
New standards are required for the expression of usage rules– license identification and associated
metadata
Intrinsically linked with content protection mechanisms– watermarking– encryption– conditional access
30 Keith Hill, MCPS-PRS Alliance 1-11-99
Global licence Identification System
A system for rights holders Fast, automated enquiry to verify the
issue of a licence and its terms A requirement for enforcing rights
across territorial boundaries Essential for collective rights
management GLIS identifier required to support
directory service
31 Keith Hill, MCPS-PRS Alliance 1-11-99
Global licence Identification System
Establish the requirements for a licence identifier
Registration Authority requirements for: – allocating identifiers– registering core metadata– relationship with other identifiers– systems environment for GLIS management– supporting a directory service
32 Keith Hill, MCPS-PRS Alliance 1-11-99
Which standards?
Activities which are critical to the linking of content description, content and terms of use include:– MPEG-7– OPIMA– INDECS
33 Keith Hill, MCPS-PRS Alliance 1-11-99
MPEG-21
A proposal for defining a Multimedia Framework
34 Keith Hill, MCPS-PRS Alliance 1-11-99
Introducing the Multimedia Framework
An exercise to consider the adoption of standards to support the delivery and consumption of e-content
Review standards which are: – complimentary– overlapping – missing
35 Keith Hill, MCPS-PRS Alliance 1-11-99
Multimedia Framework
Leonardo Chiarilgione’s paper “Technologies for E-Content”– www.cselt.it/leonardo/paper/wipo99/
index.htm An MPEG initiative to define ‘the big
picture’ Map existing standards and identify the
requirement for new standards for trading e-content
36 Keith Hill, MCPS-PRS Alliance 1-11-99
Proposed methodology
Apply Conceptual Business Modelling techniques
develop logical models to map different infrastructure requirements for:– rights management – security– content delivery– intelligent agent– financial
37 Keith Hill, MCPS-PRS Alliance 1-11-99
A template for technical harmonisation
Categorise the areas where technology standards either exist or will be needed
Cross-mapping of identified processes to the roles and transactions in a conceptual model
Establish the business requirements for standardisation
Identify areas of activity which require harmonisation
38 Keith Hill, MCPS-PRS Alliance 1-11-99
Multimedia Framework: multiple flows & transactions
Between any two points there are flows of– information about content– authentication between peer entities– content– content usage rights – technology usage rights– delivery usage rights– money
Creation/
Production
Distribution
Representation
Metadata
Security/
transactions
Infrastructure
FUNCTION PROCESS
• Content authoring, security and protection and quality of Service
• Business/value based reference model
• Object representation in multimedia services
• Content identification, content description, Usage rights
• Open access to protected content
• Metering of content and technology usage
• Secure distribution
• Digitisation of all carriers• Transport protocols• Interfaces with financial
transactions
40 Keith Hill, MCPS-PRS Alliance 1-11-99
Next steps
‘ad-hoc’ working group established within MPEG
Will follow MPEG standardisation methodology
email reflector set up – (mpeg-21-subscribe@starlab.net)
Other standards activities will be encouraged to participate
Produce a technical paper by June 2000
Making the Connection….
Mapping standards for rights management in the Multimedia Framework
Keith Hill
MCPS-PRS Alliance
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