Making the Connection Mapping standards for rights management

Making the Connection…. Mapping standards for rights management in the Multimedia Framework Keith Hill MCPS-PRS Alliance 1 st November, 1999

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 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 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? Keith Hill, MCPS-PRS Alliance 1 -11 -99

Heard it before? “mmm, but not for 2 weeks” “No, but we can order it for you!” 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 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 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? 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) 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 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 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 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 only – rent it for 24 hours – rent it for 10 playbacks – distribute it to 10 friends and get a copy for free 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 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 Keith Hill, MCPS-PRS Alliance 1 -11 -99

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 Keith Hill, MCPS-PRS Alliance 1 -11 -99

Clearance Processes Financial Clearing Rights Clearing Usage Clearing Content Creation Content Production Content Delivery Content Consumption Digital mastering Directory Service Point of aggregation/ purchase Consumer Interface Keith Hill, MCPS-PRS Alliance 1 -11 -99

Content creation · New tools to express source data digitally · Digital content formats (mp 3, pdf, jpg, etc) · Quality vs compression · New genres for expression (synthetic content, computer games, etc) · Convergence of genres create new rights challenges Keith Hill, MCPS-PRS Alliance 1 -11 -99

Content production · Security (certification, encryption) · Identification (watermarking, To. C) · Aggregation of content (sound recording, artwork, lyrics, etc) · Content packaging (articles, periodicals, collections) · Association of usage rules with content 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 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) 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 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 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 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) 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 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 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 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 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 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 Keith Hill, MCPS-PRS Alliance 1 -11 -99

MPEG-21 A proposal for defining a Multimedia Framework 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 Keith Hill, MCPS-PRS Alliance 1 -11 -99

Multimedia Framework · Leonardo Chiarilgione’s paper “Technologies for E-Content” – www. cselt. it/leonardo/paper/wipo 99/index. htm · An MPEG initiative to define ‘the big picture’ · Map existing standards and identify the requirement for new standards for trading e-content 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 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 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 usage rights technology usage rights delivery usage rights money Keith Hill, MCPS-PRS Alliance 1 -11 -99

FUNCTION PROCESS Creation/Production • Content authoring, security and protection and quality of Service Distribution • Business/value based reference model Representation • Object representation in multimedia services Metadata Security/transactions Infrastructure • 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 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 Keith Hill, MCPS-PRS Alliance 1 -11 -99

Making the Connection…. Mapping standards for rights management in the Multimedia Framework Keith Hill MCPS-PRS Alliance