1. Introduction of DRPC Digital Rights Permission Code Naoto Ichimaru DENTSU INC. Workshop on “Standardized IPTV Applications” (Geneva, 25 October 2011 )

2. Who we are. Dentsu is the largest single Ad agency in the world, and 5 th group in the world. Strong relationships with a lot of Japanese Clients, Media, Contents Providers, Communication Carriers and government. Agency 2009 Revenue (M$) 1Dentsu2,335 2McCann Ericson Worldwide 1,419 3BBDO Worldwide1,141 4DDB Worldwide1,110 5JWT1,066 6TBWA worldwide1,023 7Hakuhodo956 8Y&R932 9Publicis875 10Leo Burnett Worldwide 777 World Top 10 Advertising Agencies

3. 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 ID Content ID Holder 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

4. What is DRPC? – It provides 6 functions Users Content Rights Holders (Aggregator/Contents producer) Distributors ♪ Holder ID (A Holder ID (B Holder ID (C X% Y% Z% ♪ Contents ID ♪ ♪ User ID Log Data 1. Contents Registration (numbering IDs) ContentsID Holder ID User ID N-Permission ♪ 2. Usage Conditions Setting (Issue Permission Code) 3. Delivery/ Charge (Based on N-Permission Code ) 4. Receive Usage Results / Collect Usage Fee 6. Profit Sharing Total Usage Data Request to use 5. Report of usage Set of Permission Code DRPC

5. Cooperation on DRPC and other protection technologies IEC62227 DRPC Various Digital Watermarking Technology Fingerprint Technology DRM Technologies Illegal Usage Detection Crawling Service Content Protection Technology Illegal Usage Detection Technology Affiliations can also be made with NTT data, Attributor, MediaDNA® (Vobile, U.S.), etc. Strong content protection Various usage of rights permission Rapid and accurate detection of illegal usages. Specify illegal users and take legislative actions ITU RII

6. 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 Fingerprint Server FP-DB Get ID Portal site IEC62227 Server Net Sale Embed IEC62227 (digital watermarking) ID Code DRPCCode Generate Fingerprint Request to delete / Legal Remedy Authorized purchase

7. 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

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