Introduction of DRPCDigital Rights Permission Code
Naoto IchimaruDENTSU INC.
Workshop on“Standardized IPTV Applications”
(Geneva, 25 October 2011 )
Who we are. Dentsu is the largest single Ad agency in the world, and 5th group in the world.Strong relationships with a lot of Japanese Clients, Media, Contents Providers, Communication Carriers and government.
Agency2009 Revenue(M$)
1 Dentsu 2,335
2 McCann Ericson Worldwide
1,419
3 BBDO Worldwide 1,141
4 DDB Worldwide 1,110
5 JWT 1,066
6 TBWA worldwide 1,023
7 Hakuhodo 956
8 Y&R 932
9 Publicis 875
10 Leo Burnett Worldwide
777
World Top 10 Advertising Agencies
What is DRPC? – Formed with 4 sets of information
Identifies the type of content created
or used
.
Identifies content
holders/content rights holder
Identifies the content users
User IDContent IDHolder ID
An encoded technical language which makes devices read the information of; (1)Purpose of use (ex. business, public, education)(2) Usage format (ex. restricted streaming, downloading, copying)(3) Usage period, expiration, usage count control(4) Territory (ex. within Japan)
These components are collectively called as “Digital Rights Permission Code”
Narrow Digital Rights Permission Code
What is DRPC? – It provides 6 functions
UsersContent Rights Holders(Aggregator/Contents producer)
Distributors
♪Holder ID (A
Holder ID (B
Holder ID (C
X%
Y%
Z%
♪Contents ID
♪
♪
User ID
Log DataLog Data
Log Data
1. Contents Registration
(numbering IDs)
ContentsIDHolder IDUser ID
N-Permission
♪
2. Usage Conditions Setting
(Issue Permission Code)3. Delivery/
Charge(Based on
N-Permission Code)
4. ReceiveUsage Results / Collect Usage Fee
6. Profit Sharing
Total Usage Data
Requestto use
5. Report of usage
Set of Permission Code
DRPC
Cooperation on DRPC and other protection technologies
IEC62227DRPC
Various Digital Watermarking
Technology
Fingerprint Technology
DRMTechnologies
Illegal Usage DetectionCrawling Service
Content ProtectionTechnology
Illegal Usage DetectionTechnology
Affiliations can also be made withNTT data, Attributor, MediaDNA® (Vobile, U.S.), etc.
Strong content protectionVarious usage of rights
permission
Rapid and accurate detection of illegal usages.
Specify illegal users and take legislative actions
ITU RII
Use case of DRPC: Illegal Usage Detection/Deletion
Content Delivery PF
IEC62227Platform
Detecting Operators
Video hosting websites
File Sharing websites
Patrol / Detect illegal Usage (identified by Both fingerprint andIEC62227)
Law Firm
ID Numbering
Server
FingerprintServer
FP-DB
Get ID
Portal site
IEC62227Server
Net SaleEmbed IEC62227
(digital watermarking)
ID Code DRPCCode
GenerateFingerprint
Request to delete / Legal Remedy
Authorized purchase
IPTV VOD Service using CM points New Advertizing model based on “Loyalty points”, using IPTV’s interactivity DRPC, an international framework, is used for content management
VoD Service Loyalty-points Service
VOD Service Portal
Synopsis of the Content - Confirm DRPC
Select a CM to view the CM
Acquiring content with the CM Loyalty points
Thank you!