Entertainment Identifier Registry EIDR Overview for WG 3 March

Entertainment Identifier Registry (EIDR)Overview for WG 3 March 2010 4 March 2013

One-page summary EIDR Purpose Enable new businesses and create new efficiencies • Make digital distribution competitive • Help reduce costs • Improve collaboration and automation across multiple application domains • What EIDR is not Ownership or rights information • Rich commercial metadata • US-only • What EIDR is Global registry for unique identification of movie and TV content • Designed for automated machine-to-machine communication • Flexible down to the product & SKU level, incl. edits, clips, composites, encodings, and relationships • EIDR Technology summary Interoperable, standards-based infrastructure • Built on ISO Digital Object Identifier (DOI) standard • Application integration through public APIs and schemas • Efficient infrastructure for new and existing applications •

Governance Non profit, non competitive approach & philosophy • • Cost-effective for largescale use Built on open DOI standard Developed from existing open-source components to keep costs down Not competitive with existing metadata services Minimal descriptive metadata EIDR metadata is free to distribute, re-use, etc. A proven resource to the industry A clear positioning • • • Clear boundaries for what it does and doesn’t do Designed for ubiquitous adoption w/ no restrictions on use or mirroring IP-neutral with no implication of ownership, no rights data • • Permanent and persistent B 2 B service Continuous registration of new and backcatalog/archive content – • Metadata providers and production companies In operation since December 2010 – – – Currently 44 member companies ~ 340, 000 IDs registered High level of member 3 participation

Operations Run by the members, for the members • • 2 non-profit industry associations & 7 commercial companies on the board Membership dues based on company size (set annually, currently $5 K - $ 35 K) Non-profits can join for free and contribute in kind in various ways Very small participants will interact through a service bureau model 09/28/2012 Lean and agile technology infrastructure All-you-can-eat use model and access • • Registrations are free for members Lookups are free to anyone, through the EIDR registry and UI, or the DOI proxy Members can integrate with the registry API using a variety of technologies (Java, . NET, XML and REST) Members can mirror the entire Registry. • • Operations and most engineering are contracted out Small permanent staff Some staff loaned by member companies New features are defined by technical working group

What you can do with it Modify metadata Register IDs • • • Any member can request an ID Can use UI, desktop applications, custom integration, or help desk requests The first one to need an ID for an asset registers it, after which anyone can use it • • Quality is key Correct mistakes Request permission to modify records of interest that someone else registered first Add Alternate IDs Use IDs • • • Resolve an ID to get its metadata Retrieve an ID’s alternate identifiers Follow relationships and hierarchies Query for IDs based on metadata fields Most importantly: SHARE THEM WITH OTHERS

EIDR ecosystem – Feb 2013 Producers & archives Creators Programmers & aggregators Distributors Labs Reporting, tracking, business intelligence Infrastructure and CPE Metadata Promoters and standards organizations Cable. Labs Japan

EIDR use cases span the whole digital value chain Views / usage reporting Royalty reporting and calculations Channel ROI analysis Search Recommendation Program Guides 2 nd screen Linear to file workflow Catch-Up TV distribution On Demand Linear nd screen Multiscreen / 2 OTT – IP distribution Catalog matching Version distribution Video Archiving Usage tracking Content identification Content Discovery Watermarking Fingerprinting Anti-piracy Multiscreen Broadcast distribution Distribution infrastructure Rights management Advertising MVPD distribution Digital stores EIDR IDs Content production Metadata production ID Creation Insertion workflow Inventory matching Ratings Ultra. Violet Disc to digital OTT – IP distribution Metadata to video title matching Metadata distribution

Summary Equal, open access • • Anyone can use it Any member can register new records Published API Religion-free support for multiple development and integration models Practical management • • Infrastructure • • Providing IDs for commercial audio-visual works Sharp focus on the ID reduces complexity, provides clarity, speeds adoption Cross-company Cross-industry Collaborative Cheap Technology • • Based on international standards Interoperability a primary design point Improves efficiency in existing processes Supports creation of new products and services

Example EIDR Movie Hierarchy Titles (Abstractions) Is. Promotion. For Movie Trailer Editions (Performances) Is. Edit. Of Theatrical (Original Domestic) Theatrical (Regional Release) Encodings (Digital) Director’s Cut Is. Edit. Of Home Entertainment Edition Similar Hierarchy Here Is. Encoding. Of, Is. Language. Of Retailer SD (EN) Is. Edit. Of Retailer HD (EN) Mezzanine (EN, FR, SP) Blu-Ray Disc Image VOD (EN, FR, SP) Mezzanine (EN, FR, SP)

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Appendices

Q 1) Role of standards in facilitating availability • Standards are important, but there are so many of them – How systems and applications interact with them is more important than the standards themselves • Interoperability across systems is essential – See the work being done by the Linked Content Coalition • Using EIDR as an example: – Alternate IDs as first-class metadata • IDs can connect identifiers at any level of the tree • Industry-led: Ad-ID, Ultraviolet, EMA, GRID, Baseline, IMDb, etc. • Formal: ISRC, ISAN, etc – Mapping from other systems • Mapping tables published for ISAN, EBUCore, EN 15907, EN 15744 – Mapping to other systems • Handle system provides cheap support of multiple resolution types • Can add new formats as needed (RDF/OWL, EBUCore, etc. )

Q 2) Current metadata and identifier standards • Metadata standards and formats tend to be relatively specialpurpose – It is useful to be able to get metadata from multiple systems, if a single one doesn’t have everything you need – Linked data is an unstructured, non curated way of doing this – A managed ID that holds identifiers (pointers to metadata) from other systems is a more formal bridge • Identifiers – ISAN and EIDR both strive for universality – In theory, they can both do the same thing, but in actuality they are used for different things • Vast majority of ISAN use cases are for rights reporting • Vast majority of EIDR use cases are to support automated workflows in various parts of the ecosystem – The two groups are working closely together to find a more integrated solution that keeps the whole set of industries happier

Q 3) How can the Working Group provide value? • Thin out the metadata forest – Pick a small set of metadata standards with reasonable coverage for a wide range of constituents – Make them all interoperable with each other • Encourage existing standards to work together. – Examples: • EIDR and ISAN • EIDR and EBUCore are working together at SMPTE to try to build consensus on a common set of descriptive metadata • Make sure everything aims towards automation – Availability will be driven by automation and machine-to-machine communication • Once legal, commercial, and regulatory hurdles are cleared, of course • Be realistic – There is no perfect solution • Don’t assume anything about the status quo

Application Examples

EIDR – Enabling Scalable Content Services Asset in the abstract (title, year, movie/TV, series, episode, etc. ) EIDR Unique embodiments (edits, translations, encodings, clips, composites, physical or digital medium, etc. ) Offer terms Digital Ownership Contributor revenue and license metadata rights (cast, crew, etc. ) reporting Metrics & Analytics Valueadded metadata and services EIDR provides a common link for an unlimited number of value-added services. 16

Example EIDR Episodic Hierarchy Series (Abstractions) Series Seasons (Abstractions) Is. Season. Of Season 1 Episodes (Abstractions) Episode 1 Is. Episopde. Of Episode 2 … Edits (Performances) Broadcast Edit Encodings (Digital) Retail EST (EN, FR) Season 2 Episode N Is. Promotion. For Similar Hierarchy Here Is. Edit. Of Broadcast Edit Is. Encoding. Of, Is. Language. Of Retail EST (EN, FR) Is. Promotion. For Season 2 Trailer Is. Clip. Of Promotional Clip Social Upload UGC Upload

Current EIDR volume mix and growth

Content Database Overview: Record Types Category Feb. 2013 2012 2011 2010 Original/title-level content: Movies 52, 139 51, 496 45, 774 43, 573 Series 10, 857 9, 613 8, 719 7, 541 One-Time-Only TV 26, 100 26, 112 22, 199 17, 952 1, 635 1, 406 1, 224 1, 121 5 4 0 0 210, 420 158, 371 130, 284 105, 891 301, 156 247, 002 208, 200 176, 078 TV Seasons 14, 434 12, 197 9, 486 7, 837 Edits, Encodings & Clips 21, 032 20, 701 3, 460 0 336, 62219 279, 900 221, 146 183, 915 Shorts Web Episodes Total Original Content Total records

Use case: EIDR ID creation EIDR use: An actor of the digital content ecosystem wants to create an EIDR ID. Examples: EIDR ID creation is reserved to EIDR members. Membership includes the possibility to create as many IDs as the member desire. ID creation is not subject to incremental, per record fee. The EIDR member enters the information about a video asset in the EIDR database, through either a manual process, or usage of the EIDR system API. Problem solved: • Register a video asset with a unique identifier Architecture: Effort and ROI: EIDR member systems EIDR SDK request EIDR system API ID issuance EIDR The EIDR member invests in learning the EIDR system and APIs Development of an integration between the EIDR member systems and the EIDR API can be entertained, using the SDKs (Java and. net) made available by EIDR The EIDR system provides initial “de-duping” capability, and also returns a “possible match” rating For possible matches, a manual operator can verify the existing of the same asset

Use case: matching two assets catalogs (or more) EIDR use: An actor of the digital content ecosystem wants to match its asset catalog (for example, a VOD asset catalog, or an avails catalog), to the delivery of titles from a studio, a content aggregator or a new batch of assets to ingest The same use case could apply to video assets, or to metadata, or both Examples: Problem solved: • Match two asset catalogs to avoid duplication ROI: Architecture: EIDR member systems EIDR SDK request Matching score and EIDR IDs EIDR system API EIDR Time to market • Acceleration of the matching process Cost reduction • Reduction of the risk of errors inherent to manual intervention • Reduction of manual intervention for solving custom corner cases (types of encoding, master file etc) • No need to purchase or store twice the same asset if already existing in your asset catalog

Use case: video archiving EIDR use: By law, in certain countries, or for commercial reasons, archiving of broadcast linear television or movie assets being distributed is necessary EIDR allows an archiving system to be more efficient; establish an automated workflow to match the files to be archived with the existing catalog Examples: Problem solved: • Match assets against an existing archive to avoid duplication ROI: Architecture: EIDR member systems EIDR SDK request EIDR system API Matching score and EIDR IDs EIDR Cost reduction • Reduction of the risk of errors inherent to manual intervention • Reduction of manual intervention for solving custom corner cases (types of encoding, master file etc) • No need to store twice the same asset if already existing in the archive repository

Use case: asset tagging for multi-distribution path EIDR use: An actor of the digital content ecosystem wants to prepare an asset (for example, a TV series) and make it ready for distribution in various settings, against various licensing windows, and various distribution channels Examples: Problem solved: • Uniquely identify a video asset along the digital distribution chain, and closes the loop between broadcast (linear), VOD and catch-up TV Architecture: Linear EIDR member systems 2 nd screen / OTT EIDR SDK request EIDR system API VOD Creates, matches, and validates asset uniquely EIDR ROI: Incremental revenue • Monetization through additional licensing windows / distribution channels Time to market • Acceleration of the matching process Cost reduction • Reduction of manual intervention for solving custom corner cases (types of encoding, master file etc) • No need to purchase or store twice the same asset if already existing in your asset catalog

Use case: digital stores / Ultra. Violet EIDR use: Studios need to map a physical disc (Blu-ray) to a digital locker account, and associated playback rights. An MPVD who operates a digital locker want to distribute, as part of their service, the movies of a specific subscriber, and need to check the digital locker Examples: Problem solved: • Uniquely identify a video asset along the digital distribution chain Architecture: Disc purchase Ultra. Violet studios distributors VOD EIDR SDK ID EIDR system API EIDR Creates, matches, and validates assets uniquely ROI: Incremental revenue • Monetization through matching of physical asset (disc) and digital distribution

Online Retail Distribution – Deployment Project Studio Retailer Rich metadata $ Announces Avails $ Selects Titles $ Reviews retailer order Search Opens project, places order $ Creates media order Creates & delivers files Selects & Services Metadata $ Reviews $ Assigns file to project $ Sets up storefront Consolidates sales $ Parental controls Tracks and reports sales $ Increased revenue or cost savings due to EIDR

Completed Pilot & Deployment Projects Description Participants Status API integration Disney, Warner Bros, NBCU, HBO, Baseline Done Ultra. Violet registrations – titles & edits Sony, NBCU, WB, Fox, Neustar Done Monthly seeding process for new movies/TV Rovi Done Test of VOD asset tracking end-to-end Comcast, NBCU, i. NDEMAND Done Workflow integration – online retail WB/MSFT Done EIDR in metadata feeds to customers Rovi, Baseline Addition of alternate ID’s to existing records Disney, WB, Sony, Baseline Research, Internet Video Archive Done Ad & program tracking pilot ABC, CIMM (TAXI) Done National TV archive pilot BUFVC Done

In-Progress Deployment Projects Description Participants Status API integration Shaw, Sony, Fox, BUFVC, Ongoing Workflow integration - Ultra. Violet Sony, NBCU, WB, Fox, Paramount, Neustar, + Ongoing Workflow integration – full VOD Comcast, NBCU, i. NDEMAND, Rentrak Ongoing VOD link to linear metadata Comcast, Rovi Ongoing Matching of internal records to EIDR IDs Disney, WB, NBCU, Sony, Fox, Rovi, HBO, Shaw, Baseline Research, Rentrak, IVA, BUFVC Ongoing Metrics (VOD, Features & Advertising) ABC, NBCU, Viacom, Comcast, Rentrak, CIMM(TAXI), others Ongoing Ratings requests & tracking MPAA, BBFC Ongoing Theatrical reporting Rentrak, NBCU Ongoing Registration of news & dailies BUFVC Ongoing

Governance - appendices

Independent Non-Profit Registration Agency • • Built and run by the industry Supported by annual member dues • • • Board of directors chosen from among promoter members • • Tiered dues based on size Membership open to large and small ecosystem players 9 -member board with ability to expand as needed Cable. Labs, Comcast, Deluxe, Disney, Movie. Labs, Neustar, Rovi, Sony Pictures, Warner Bros Commitments in by-laws to cost-recovery model, open terms of use, and IP non-assert Participants control new features and technical development through Technical Working Group

Straightforward Annual Fee Structure Annual Revenue Promoter Fee Basic User Fee (includes Basic User Fee) < $100 M $ 5, 000 $100 M - $500 M $ 10, 000 $500 M - $1 B $ 20, 000 >$1 B $ 25, 000 $ 35, 000 Fees will be set annually by the EIDR Board of Directors on a cost-recovery basis.

Technical appendices

Uniqueness & De-Duplication • Goal: Ensure that each work has exactly one ID • Match records: Confidence level generated based on available metadata • Low confidence matches require manual deduplication • Registrants can request immediate pass/fail • EIDR matching tool available for pre-processing

Developer Support • Web UI – Register, modify, resolve, browse, query • Simple tools – Register, modify, query, resolve, etc – Bulk change, manage alternate IDs • SDK – REST, Java, . NET – Published as source, with sample applications (see above) • Other tools – Bulk registration provided by system operator – Catalog matching tool (external vendor) – Ultraviolet CFF registration • Help with Proof of Concept implementations

Documentation • Registrant documentation – Data fields guide – Best practices (Film, Episodic, and many corner cases) • Technical documentation – Registry Users Guide, API documentation, a tutorial or two • ID format guidelines – Standard, binary, URN, URI, compressed, etc • Mapping guidelines for other metadata standards – ISAN, EN 15907, EBUCore – Base records only; taking input on versions and episodic