Making the Connection…

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


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


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?


Heard it before?

“No, but we can order it for you!”

“mmm, but not for 2 weeks”


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


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


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?


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)


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


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


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


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


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


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


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


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


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


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


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)


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


Content consumption

Standardised consumer interface Quality of service Application compliance - a consistent

means of content acquisition and usage Rules processing User verification


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


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)


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


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


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


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


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


Which standards?

Activities which are critical to the linking of content description, content and terms of use include:– MPEG-7– OPIMA– INDECS


MPEG-21

A proposal for defining a Multimedia Framework


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


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


Proposed methodology

Apply Conceptual Business Modelling techniques

develop logical models to map different infrastructure requirements for:– rights management – security– content delivery– intelligent agent– financial


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


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


Next steps

‘ad-hoc’ working group established within MPEG

Will follow MPEG standardisation methodology

email reflector set up – ([email protected])

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

Documents

Making the Connection…