1. Entertainment Merchants Association Digital Council January 8, 2008

2. Agenda: Metadata Project Glossary Project Event Planning Next Steps

3. Metadata Project Mark Vrieling, Screenplay Inc Council Co-Chair

4. Patrick Javick EPCglobal

5. EMA Digital Council January 2008 Patrick Javick EPCglobal North America

6. Slide 6  2006 EPCGlobal The Global Language of Business OVERALL BENEFITS: Improving efficiency & visibility in supply and demand chains Global standards for automatic identification RAPID AND ACCURATE ITEM, ASSET OR LOCATION IDENTIFICATION Global standards for electronic business Messaging RAPID, EFFICIENT & ACCURATE BUSINESS DATA EXCHANGE Global Standards for data Synchronisation STANDARDISED, RELIABLE DATA FOR EFFECTIVE BUSINESS TRANSACTIONS Global Standards for RFID-based Identification MORE ACCURATE, IMMEDIATE AND COST EFFICIENT VISIBLITY OF INFORMATION

7. Slide 7  2006 EPCGlobal About GS1 and EPCglobal GS1 was formerly known as the UCC – Established 1973 (think U.P.C.) Implements the GS1 System in the U.S. – 23 industries, 280,000 members in U.S. – 18,000 identified healthcare members in U.S. – Uniquely identify products, assets and locations – Bar codes, EPC, e-Commerce, UNSPSC  Voluntary, not-for-profit, member driven Media & Entertainment

8. Slide 8  2006 EPCGlobal The need for Standardization in the industry – Increased capabilities by Hardware (TV’s, Game Units, Computers, DVR’s) Microsoft announces an expanded portfolio of downloadable HD Hollywood Movies and TV shows that their Xbox units support – Increased capabilities by Network (Fiber Optic, Cable) Comcast announces the jump to 160 megabits/second from16 megabits/second (being able to download a 2+ hour HD movie in under 5 minutes) – This leads to increased usage of Digital Media Music Movies Games

9. Slide 9  2006 EPCGlobal Important GS1 ID Key GTIN: Global Trade Item Number – The GS1 ID Key assigned to any product or service that may be priced, or ordered, or invoiced at any point in any supply chain – A standard GTIN will allow for over 2,050 Trillion unique serialized items SGTIN: Serialized Global Trade Item Number – Serialization: A unique number assigned and affixed to a particular unit of item. Used to identify the particular event (i.e. one download). Used in the GDSN to uniquely identify a trade item where there is a need to retrieve pre-defined information. Global Trade Item Number (GTIN): 0 0614141 00734 9

10. Slide 10  2006 EPCGlobal Mapping GTIN into EPC STEP 3: Creating the SGTIN EPC Manager Number Object Class (Indicator + Item Ref) Serial Number SGTIN 0614141 000734 203886 Indicator Digit Check Digit* GS1 Company Prefix Item Reference GTIN & S/N 0 0614141 00734 9 203886 Serial Number * Bar Code’s check digit is not stored in EPC Tag

11. Slide 11  2006 EPCGlobal Authentication of activity EPC framework can be extended to include the Digital Media serialized objects. – Not just a can of coke being identified and authenticated. – Now you can identify that iTunes download, that movie download. Computer or Game unit accepts the download – Only if it is able to verify the authentication of the download RFID chips installed in consumer electronics – Can be used to itemize the unit for authentication Network Data Discovery Services ONS Serialized GTIN EPC Registered Events Access Control Services Access Rules Authentication Services Authentication Certificates

12. Slide 12  2006 EPCGlobal Interested in finding out more … For more information regarding GS1 and EPCglobal’s Media & Entertainment activities with Physical and Digital Media: Patrick Javick EPCglobal North America pjavick@epcglobalna.org 609-620-8023 office

13. Mark Isherwood DDEX

14. Digital Data Exchange, LLC (DDEX) An Overview Last Updated: January 2008

15. Mission Statement To develop and maintain a robust framework of communication Standards to support the digital distribution of digital content; To improve the efficiency of information sharing and transaction processing between participants in the digital content supply chain through use of Standards; and To promote global awareness and compliant implementation of these Standards

16. Mission Statement: What it Means DDEX is designing (for voluntary adoption) standard layout XML message formats for the exchange of metadata DDEX is developing common protocols for the automated communication and management of messages DDEX is originating material to promote its standards and assist licensees in their implementations

17. Membership (1) Criteria for membership – An entity“…that demonstrates a business interest in digital media content….” Membership tiers – Charter, Contributing and Participating Members All DDEX Members – Sign the DDEX Operating Agreement which includes: Governance rules IP Policy Standards development process – Pays dues annually on anniversary of joining – May move between Contributing and Participating membership – May comment on confidential Committee Draft standards before they are made public or declared

18. DDEX Value Proposition DDEX message standards will avoid the use of multiple proprietary message formats with business partners DDEX protocols will decrease the use of labour intensive manual management and communication of messages The end result is: – Faster time to market – Improved operational quality and efficiency – Improved data quality – Reduced transaction management costs – Reduced communication costs – Reduced development costs

19. History and Governance Open and not-for-profit membership organisation Formed in May 2006 15 Board Members, currently comprised of 5 representatives from 3 core groups – Record Companies – Rights Societies and – Digital Service Providers (DSPs) & Mobile Service Providers (MSPs) Three tiers of Membership

20. Membership (2) Charter Members (limited to 15): – Annual membership fees: $25,000 – Appoints one member to the Board of Directors – Entitled to attend and vote in each Working Group – Eligible to nominate a Chair of a Working Group Contributing Members: – Annual membership fees: $10,000 – Entitled to attend and vote in each Working Group – Eligible to nominate a Chair of a Working Group Participating Members: – Annual membership fees: $2,500 – Entitled to receive and comment on confidential Committee Draft standards

21. Charter Members Apple Computer Inc. EMI Music Microsoft Corporation Orange SACEM SONY BMG MUSIC ENTERTAINMENT Universal Music Group Warner Music Inc. ASCAP MCPS-PRS Alliance Limited RealNetworks Inc. Sociedad General de Autores y Editores (SGAE) The Harry Fox Agency, Inc. (HFA) Two vacancies as at January 2008

22. Membership Benefits Participate in: – Work prioritisation – Requirements gathering – Development and drafting of DDEX standards Influence the direction of the standards development effort Gain early mover advantage in carrying out implementations

23. Other DDEX Relationships Liaison organisations – Relevant trade & standards associations – Recognised experts from such associations May attend Working Groups and comment on drafts But are bound by IP Policy and may only communicate publicly available information to non-DDEX members Licensees: – Licences relate to declared Standards – An Evaluation Licence – free – An Implementation Licence – annual fee of $200 Licensees encouraged to provide feedback on standards

24. DDEX Message Standards Electronic Release Notification (ERN) Message Suite v1.0 & v2.0 – Communicates record company metadata about releases, associated deals & commercial terms to DSPs & MSPs Digital Sales Report (DSR) Message Suite v1.0 & v2.0 – Communicates sales transactions by DSP/MSP to business partners, licensors or their agents – Enables supply of quantitative and pricing data – Enables accurate, timely and controlled communication for auditing purposes

25. DDEX Supporting Standards Data Dictionary (DD) – Standardises terminologies and allowed values – The tool by which terms are developed for data mapping exercises into proprietary systems Party Identifier (DPid) – Enables the unique identification of business partners using DDEX message standards

26. DDEX Supporting Documentation Message Exchange Protocol (MEP) – A recommendation for a common approach to the exchange of DDEX Messages via FTP Use Case Handbook – Documents data from real world scenarios in DDEX formats – Aid to implementations File Size Report – Identifies technical implementation solutions for management of large message files

27. On-going DDEX Work Items (1) Musical Work Licensing Message Suite – Enables the communication of musical work rights licensing information between licensee and licensor Data Mismatch Message Suite – Enables the improvement of data integrity amongst all business partners Message exchange between other players in the digital content value chain – Other distribution channels (e.g. mobile, broadcasting) – Other content types (e.g. audio visual)

28. On-going DDEX Work Items (2) DDEX Conformance Standard – Definition of Conformance Classes – Definition of means to test conformance Automated Message Exchange Protocols – Review of available open standards (ebMS and AS2) – Use of digital signatures – XML representations of message choreographies Management of change requests – New requirements, bug fixes – Usually leads to new version of messages (e.g.v2.1)

29. Further Reading The DDEX FAQ, Standards Process and IP Policy The various DDEX Standards & Recommendations – DDEX-ERNM-10-2006 (ERN Message Suite v1.0) – DDEX-DSRM-10-2006 (DSR Message Suite v1.0) – DDEX-ERNM-20-2007 (ERN Message Suite v2.0) – DDEX-DSRM-20-2007 (DSR Message Suite v2.0) – DDEX-DICT-10-2006 (Data Dictionary) – DDEX-DPID-10-2006 (DDEX Party ID) – DDEX-MEPR-10-2007 (FTP Recommendation) All information is available from www.ddex.netwww.ddex.net

30. How to Join Visit www.ddex.net and click on “Membership Application”www.ddex.net – For full benefits, select the “Contributing Member” level membership type – For more information, please visit www.ddex.netwww.ddex.net

31. Patrick Attallah ISAN

32. The presentation made by Patrick Attallah is available for download here.download here

33. Glossary Project Mitch Mallon, Egami/Image Council Co-Chair

34. Wiki Home Page

35. Glossary

36. Event Planning: March Event – location/content “Digital Day” at EMA Convention

37. Next Steps: Workgroups Activated March Recap