Technology Part 1
Q1. WHAT IS DRM AND WHY IS IT HELPFUL ?
DRM refers to Digital Rights Management. It is a system which protects content so that only authorized users may access and view the content. It also enforces rules that help consumers view content when they want, how they want and on whichever device.
The reality is we need to enable consumers to view movies and TV according to their needs. This is only possible with DRM systems that manage access and copyright of content. For example, DRM systems would manage Internet Protocol (IP) offers such as pay-per-view, per-hour, or per-day. DRM enables these business offers so that consumers may watch content according to their personal preferences. Consumers appreciate low-cost and piecemeal purchases. Why not allow them basic consumer conveniences like customised viewing models? On the other end of the spectrum, content can never be free.
It is important that consumers and content owners realize a balanced and sustainable digital business model into the future. This can be better enabled with DRMs.
Q2. WHAT IS THE TREATMENT OF DRM IN MOVIES AND IN OTHER INDUSTRIES?
The business models of each content industry differ. On the average, each motion picture, inclusive of advertising, costs US$100 million-$150 million to produce, while a one-hour TV program may cost up to a $1 million to produce. Music, however, may be produced and promoted for much less capital investment. This goes to show the difference in capital requirements of the two largely disparate industries.
When a movie is released illegally on the Internet, it immediately loses the ability to sell in markets beyond its own. If content pirates have their way, producers will sell one digital copy while everyone else will get it for free. Hence, each digital movie may only sell one digital copy! How will this work for content owners?
Pirates quickly pick up digital source files, produce DVDs and make illegal profit. This affects entire legitimate industries, populations employed, and the perception of quality of valuable content. Movies will also have problems being sold as Free-to-Air (FTA) TV content.
DRM enables new and interesting business offers so that consumers may watch content according to their needs and preferences.
Finally, it is not that “music can forego DRM”. DRM is very much alive in the music
industry, whether being used by specific distributors or as part of other technology
platforms.
Q3. WHAT IS “FORMAT SHIFTING” AND WHY IT DOESN ’T WORK?
Governments should not promote exceptions to copyright and technological measures on
account of serving consumer needs.
“Format shifting” is a misnomer because, first, media formats are subject to market forces that drive innovation. If the consumer needs it in certain formats, movie companies will inevitably want to provide these conveniences to consumers.
Moreover, and importantly, formats are already being made interoperable to one another today. This work is being done in many international forums such as CORAL Consortium, Digital Entertainment Content Ecosystem (DECE), Digital Video Broadcast (DVB) and the Digital Living Network Alliance (DLNA).
Q4. WHAT IS GRADUATED RESPONSE PROGRAMME (GRP)?
Content owners are never suggesting the “blocking” of content from the mass public. Content owners ideally want as much as possible content to be distributed to consumers around the globe – except that legal content should be distributed.
A Graduated Response Program (GRP) incorporates a warning system to a potential copyright infringer. It is a phased program to warn consumers, Online Service Providers (OSPs) and Internet Service Providers (ISPs) about potentially illegal or infringing activity. It gradually warns repeat offenders that they are uploading or downloading infringing content.
Some cost is involved in the deployment of technology and the solutions to adopt the GRP. There is no “standard” cost structure out there. However, primarily, costs of protracted legal risks can be alleviated for operators. Other “costs savings” may include decreasing labor costs from take-down and put-up notices.
National Internet capacity may be improved and made available for legitimate uses. For the consumer, this method alleviates risk of falling into criminal activity.
Q5. WHY IS THE TERM FILTERING SOMETIMES USED ?
At the most basic level, content recognition is a process by which content is automatically identified online. Content Recognition Technology (CRT) refers to the use of cues such as the title, size of file, sources of data and visual information to identify the content. This is usually augmented with a policy-based response model, where suitable action regarding copyright infringement is taken based on the identity of the content and other factors.
“Filtering” does not curtail ones’ views or free speech. There is a distinction between communicating one’s political views and the communication of copyrighted entertainment products. When the term “filtering” is used, some content owners are referring to ways by which websites may weed out illegal content and the prevention of copyright theft of entertainment content.
There is also no particular application to intrude on individual privacy. The key objective is to ensure content is protected and people do not break the law.