Making the Connection

1
Making the Connection.

• Mapping standards for rights management in the
  Multimedia Framework

Keith Hill MCPS-PRS Alliance 1st November, 1999
2
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

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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
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
Heard it before?
mmm, but not for 2 weeks
No, but we can order it for you!
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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
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

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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
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)

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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

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Usage rights Current practice

• Todays 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
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
Usage rightsfuture 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
Usage rightsfuture 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

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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

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Reference architecture

• Define functional groups of activities
• Functional activities cross multiple business
  model roles
• Map processes
• Interfaces between processes

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Clearance Processes
Financial Clearing
Rights Clearing
Usage Clearing
Content Creation
Content Production
Content Delivery
Content Consumption
Point of aggregation/purchase
Consumer Interface
Directory Service
Digital mastering
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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

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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

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Content Productiondirectory 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

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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)

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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

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Content consumption

• Standardised consumer interface
• Quality of service
• Application compliance - a consistent means of
  content acquisition and usage
• Rules processing
• User verification

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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

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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)

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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

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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

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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

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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

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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

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Which standards?

• Activities which are critical to the linking of
  content description, content and terms of use
  include
• MPEG-7
• OPIMA
• INDECS

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MPEG-21

• A proposal for defining a Multimedia Framework

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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

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Multimedia Framework

• Leonardo Chiarilgiones paper Technologies for
  E-Content
• www.cselt.it/leonardo/paper/wipo99/index.htm
• An MPEG initiative to define the big picture
• Map existing standards and identify the
  requirement for new standards for trading
  e-content

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Proposed methodology

• Apply Conceptual Business Modelling techniques
• develop logical models to map different
  infrastructure requirements for
• rights management
• security
• content delivery
• intelligent agent
• financial

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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

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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

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FUNCTION PROCESS
Creation/Production Distribution Representation Me
tadata Security/transactions Infrastructure

• 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

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Next steps

• ad-hoc working group established within MPEG
• Will follow MPEG standardisation methodology
• email reflector set up
• (mpeg-21-subscribe_at_starlab.net)
• Other standards activities will be encouraged to
  participate
• Produce a technical paper by June 2000

41
Making the Connection.

• Mapping standards for rights management in the
  Multimedia Framework

Keith Hill MCPS-PRS Alliance