0 Leonardo Chiariglione Digital Media strategist Information representation and media use on the network

1 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The evolution of communication 1.Since ever words and gesture let humans communicate elements of their mental state 2.Since millennia drawings and writing have let humans fixate elements of their mental state 3.Since centuries manuscripts and printed books have let humans distribute the knowledge contained therein Limited impact of manuscripts because of Small number of those who could write Difficulty to replicate the manuscript Enhanced impact of printed books because Possibility to remunerate author Improved ease to replicate work 4.Side effect: copyright legislation, i.e. how, when and for how long an author and his proxies can retain private property of knowledge

2 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network Private and common property of knowledge 1.In the past few centuries a large amount of “Publicly-owned knowledge” based on books (and, before that, manuscripts) has been created 2.In the last few decades the duration of “Privately owned knowledge” has been substantially extended In the last 40 years the USA extended that duration 11 times (last time to “align US to EU legislation”) 3.Photography triggered a buoyant process of invention of new communication means, namely generation, distribution, access, archival and retrieval of knowledge 4.Limited amount of public domain works that are non-textual or based on traditionally non-printable media is (compared to what actually exists)

3 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network Different technologies for different communication forms 1.In all communication forms one distinguishes How information is represented How information is fixated How information is transported 2.Features of different technologies Mechanical and chemical technologies: Every case is a special case Electric, magnetic ed electromagnetic technologies: Common elements may exist Digital technologies : Information representation employs the universal bit language Unification of transport attempted (IP/MPEG-2 TS) A wide variety of physical layers

4 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network Examples of value chains Books Author – Collecting Society – Publisher – Printer – Wholesale – Retail – End-user Music records Music/text composer – Performers – Collecting Societies – Publisher – Printer – Wholesale – Retail – Maker of playback device – End-user Radio Content (from outside/inside) – Broadcasting - Receiving device maker – Publisher of program guide – Playback device maker – End-user

5 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network Some value chain players 1.Content creators 2.Rights societies 3.Registration and Certification Authorities 4.DRM solution suppliers 5.Back-office application providers 6.Content repositories 7.Content distributors 8.Application developers 9.Content aggregators 10.Storage and transport services 11.Network service providers 12.Access service providers 13.End-user device manufacturers - hardware 14.End-user device manufacturers - software

6 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The impact of MPEG standards on Digital Media /11/06 approval of MPEG-1 standard New way to implement the video recording value chain (VCD) Not much changes New way to implement the radio value chain (DAB) Not much changes New way to implement the music recording value chain (MP3) A lot changes! /11/11 approval of MPEG-2 standard New way to implement the video recording value chain (DVD) Not much changes New way to implement the television value chain Not much changes /10/16 approval of MPEG-4 standard New way to implement the video recording value chain (DivX) A lot changes!

7 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network “Open source software” in MPEG 1.Every component of the standard (normative decoder and informative encoder) must be described (implemented) in software 2.Whoever makes a proposal that is accepted must provide a software implementation and release the copyright of the code to ISO 3.ISO grants license of the copyright of the code for products that conform to the standard 4.Release of license of patents is not required 5.Unlike other OSS projects, only MPEG members can contribute However, all software-related discussions are made on open reflectors

8 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network MPEG-7 – Multimedia Content Description 1.Systems 2.Description Definition Language 3.Visual 4.Audio 5.Multimedia Description Schemes 6.Reference Software 7.Conformance 8.Extraction and Use of MPEG-7 Descriptions 9.Profiles 10.Schema definition

9 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network MPEG-21 – Multimedia framework 1.Vision, Technologies and Strategy 2.Digital Item Declaration 3.Digital Item Identification and Description 4.IPMP 5.Rights Expression Language 6.Rights Data Dictionary 7.Digital Item Adaptation 8.Reference Software 9.File Format 10.Digital Item Processing 11.Evaluation Tools for Persistent Association 12.Test Bed for MPEG-21 Resource Delivery 13.Scalable video coding 14.Conformance

10 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The business of knowledge 1.Before digital mutually impervious information distribution systems were created each distribution system shared little with others information representation was unwieldy and different information business = management of scarcity 2.After digital it is hard to keep different information distribution systems separate common networks (almost) common information representation technology information business = management of abundance 3.We are in a stalemate because businesses owning rights to works cannot/do not want to leave the comfort of management of scarcity new entrepreneurs and end users take possession of management of abundance

11 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network A rescue mission: The Digital Media Manifesto A rescue mission started on 4th of July 2003 The Digital Media Manifesto initiative announced reflector established, open to anybody Web site created Methodology to develop DMM agreed Until end of September 2003 Over s exchanged Over 100 written contributions posted Over 25 versions of the DMM posted Reflector ~200 members From more than 20 countries From all concerned industries The Digital Media Manifesto published on 2003/09/30

12 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The vision of the Digital Media Manifesto The Digital Media Manifesto proposes to make an improved Digital Media experience economically rewarding on a global scale – legitimate for the multiplicity of players on the value chain and satisfactory for end users – by overcoming significant and challenging obstacles

13 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The major actions identified by DMM PolicyP1Mapping traditional rights and usages to the DM space P2Phasing out analogue legacies P3Deploying broadband access P4Improving development of and access to standards TechnicalT1Interoperable DRM platforms T2Interoperable end-user devices T3End-to-end conformance assessment

14 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network P1: Mapping of end-users’ traditional rights and usages to the DM space Some traditional end-user rights and usages (TRUs) TRU to quote TRU to make personal copy TRU to space/time shift TRU to choose playback device TRU to use content whose copyright has expired TRU to privacy Replace the adversarial relationship between users, device manufacturers and media companies with collaboration User associations’ "Bills of Rights" hard to implement w/ DRM Media companies’ solutions reduce the scope of TRUs, even when there could be ways to keep them The DMM Recommended Action (RA) 1 Identify and document TRUs Convert TRUs into technical requirement to specify an Interoperable DRM Platform that technically supports TRUs Leave it to individual jurisdictions to mandate which TRUs should be supported (the others are left to individual negotiations)

15 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network P2: Phasing out analogue legacies Levies in the analogue age: On blank tape media On some equipment Levies in the digital age: On equipment (PCs, multifunctional devices, MP3-enabled mobile phones, some STBs with hard disk, scanners, …) On blank media (CD recordable, DVD recordable and various types of solid state memory) On Internet (maximum upload caps with levies applied when a level is exceeded) Trend toward extending the scope to any device capable of processing information, just because the device can also be used for storage Levies remove incentive to adopt DRM The DMM RA 2 Develop a roadmap to phase out levies linked to DRM usage

16 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network P3: Deployment of broadband access ITU-T press release, September 2003 Number of global broadband subscribers grows 72% in 2002 Republic of Korea, Hong Kong and Canada top the list False sense of complacence This “broadband” access has nothing to do with Digital Media access! It is little more than a convenient means to download media files from P2P networks Only a real broadband access will enable a legitimate business of Digital Media But a web of obstacles of various nature must be removed! The DMM RA 3 Develop scenarios of mutual dependence of broadband access deployment on legislation, type and importance of DM services

17 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network P4: Improving development of and access to standards The ability to feed innovation via the standards process is key to maintain a vibrant DM business Today the process is stalling The development of standards is separated from exploitation of standards What is RAND for one industry, is discriminatory for another Too much garbage gets a “patent” label The DMM RA 4 Review the workflow so that business models that the standard will support are analysed early in the process Raise the patent acceptance threshold

18 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network T1: Interoperable DRM platform Each value-chain player wishes to retain the freedom of choosing the DRM solution that best fits his needs Technology-wise it is possible to assemble different DRM solutions on the value chain Business-wise it is impossible to provide a level of trust adequate for a business relationship If DRM solutions are independently introduced, it will be a long time before meaningful DM businesses can exist The way out is to have DRM solutions designed to interoperate, not necessarily to standardised the same solutions everywhere The DMM Technical Specification (TS) 1: develop TS of Interoperable DRM Platform Using requirements from RA 1 (technical support to TRUs) Developing and using requirements supporting the needs of different value chain players

19 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network T2: Interoperable end-user devices Open end-user devices Broad choice of models Inexpensive Closed (service provider specific) end-user devices Expensive: digital pay TV STB 10 times > analogue STB Are a costly adventure Easier to keep subscribers - but is this model economically viable? Hard to keep up with device innovation rate Are a risky adventure Only monopolist pay TV Service Providers are in the black The cases of Italy, Spain and UK The DMM TS 2: develop TS of end-user devices which Can consume protected content provided through the Interoperable DRM Platform of TS 1 End users can buy in the shops

20 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network T3: End-to-end conformance A content value chain is a complex system Populated by different players Bound by legal/business agreements Employing different technological solutions Operating so as to achieve the goals of the value chain Value chain players need to check that each player operates according to the rules The DMM RP 3: Develop RP for conformance assessment at three levels: Legal – e.g. checking that content offering satisfies local law or regulation Business - e.g. checking adherence to business rules attached to content Technical - e.g. checking that a playback device has the required security

21 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network The Digital Media Project The Digital Media Project (DMP) is the environment where the actions of the Digital Media Manifesto will be addressed The DMP is a not-for-profit organisation The mission of the DMP is to Promote continuing successful development, deployment and use of Digital Media According to the principles laid down in the Digital Media Manifesto The work will be done through open collaboration of DMP members The DMP will produce Technical specifications (TS) Recommended practices (RP) Recommended actions (RA)

22 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network DMP’s work plan The work plan assumes that The DMP has been formally established (incorporation to be executed on 2003/12/01) An interim Board of Directors is in place (interim Directors selected among those attending the incorporation) A draft work plan has been prepared A draft organisation of Development Committees has been agreed First General Assembly will be held on 2004/01/28-30 General Assemblies to be held quarterly Recommended Actions to be released after 18 mo. Technical Specifications and Recommended Practices to be released after 24 mo.

23 Leonardo Chiariglione Digital Media strategist Information representation & media use on the network To join DMP send mail to: Read more at: