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

2 Keith Hill, MCPS-PRS Alliance 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 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 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 Heard it before? “No, but we can order it for you!” “mmm, but not for 2 weeks”

6 Keith Hill, MCPS-PRS Alliance 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 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 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 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 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 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 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 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 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 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

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

34 Keith Hill, MCPS-PRS Alliance 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 Multimedia Framework  Leonardo Chiarilgione’s paper “Technologies for E-Content” –  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 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 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 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 FUNCTIONPROCESS 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 Next steps  ‘ad-hoc’ working group established within MPEG  Will follow MPEG standardisation methodology  reflector set up  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