Civolution contribution to TV Anywhere - Whitepaper - v13 - Jan2011
Transcript of Civolution contribution to TV Anywhere - Whitepaper - v13 - Jan2011
All rights reserved, 2011
1. Executive summary
TV Anywhere – including “Over the Top
to programming (e.g. premium channels)
company. As a result that subscriber should be able to watch
including televisions, computers, handhelds, or even
From a business stand point for this simple concept to succeed, TV Anywher
the operator subscriber base and possibly ARPU
growth and the revenue that comes with
HD), and appeal of the (premium
connected devices.
There is a willingness on the part of studios,
premium high value content and to explore new revenue lines.
content copies to be accessible for free or outside the scope of subscription
holders from fully benefiting from
but any content security should be both:
� beyond the Conditional Access and Digital Rights Management (CA/DRM)
consumer realm,
� inherently very early in the delivery workflow
airing.
The NexGuard forensic marking applications
forensic analysis tool in case piracy actually occurs.
unique information that can be used to identify when and where the content was originally
or consumed.
Executive summary
“Over the Top, OTT” – is a very simple concept. A subscriber pays for access
(e.g. premium channels) via an MSO (Multi-Service Operator), IPTV or satellite
company. As a result that subscriber should be able to watch this programming
s, handhelds, or even a cell phone.
for this simple concept to succeed, TV Anywhere service
subscriber base and possibly ARPU (Average Revenue Per User). The subscriber base
growth and the revenue that comes with it is directly related to the amount, release date, type (
premium) content that is made available on-line for various types of
part of studios, broadcasters and content owners in general to release
and to explore new revenue lines. However the pot
accessible for free or outside the scope of subscription is preventing rights
from TV Anywhere. Securing content would help in moving forward
but any content security should be both:
the Conditional Access and Digital Rights Management (CA/DRM)
inherently very early in the delivery workflow and in any B2B circulation of content
applications by Civolution offer both a deterrent against piracy and
in case piracy actually occurs. The data embedded into the video provides
unique information that can be used to identify when and where the content was originally
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A subscriber pays for access
, IPTV or satellite
on any device
service needs to grow
. The subscriber base
is directly related to the amount, release date, type (SD,
line for various types of
and content owners in general to release
the potential of illegal
is preventing rights
would help in moving forward,
the Conditional Access and Digital Rights Management (CA/DRM) used in the
in any B2B circulation of content prior to
a deterrent against piracy and a
The data embedded into the video provides
unique information that can be used to identify when and where the content was originally delivered
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2. Table of contents
1. Executive summary ......................................................................................................................... 2
2. Table of contents ............................................................................................................................. 3
3. Make TV Anywhere a business success ........................................................................................... 4
4. Workflows in TV Anywhere ............................................................................................................. 5
Pre-airing workflows ............................................................................................................... 5
TV Anywhere VoD service workflows ..................................................................................... 6
5. TV Anywhere business challenges ................................................................................................... 6
Market opportunities with TV Anywhere ............................................................................... 6
Revenues at stakes due to risk of piracy ................................................................................. 6
6. Addressed needs – Tackling piracy risks ......................................................................................... 7
Risk of piracy prior to airing .................................................................................................... 7
Risk of piracy from content files made available on-line ........................................................ 7
Risk of piracy from broadcast signal ....................................................................................... 7
7. Solutions offered by watermarking ................................................................................................. 8
Digital video watermarking technology principles ................................................................. 8
Forensic marking application principles ................................................................................. 8
Benefits of forensic marking ................................................................................................... 9
8. NexGuard video watermarking solutions ........................................................................................ 9
NexGuard application for proxy copies .................................................................................. 9
NexGuard application for mezzanine versions ..................................................................... 10
NexGuard application for VoD and on-line transactions ...................................................... 11
NexGuard application for linear Pay-TV ............................................................................... 11
9. Complementary services ............................................................................................................... 12
NexGuard forensic detection as a service ............................................................................ 12
Mediahedge Content Identification and Monetization ........................................................ 12
Teletrax - Television Monitoring ........................................................................................... 13
10. Conclusion ..................................................................................................................................... 13
11. More information .......................................................................................................................... 14
Detailed product information ............................................................................................... 14
Contact Civolution ................................................................................................................. 14
All rights reserved, 2011
3. Make TV Anywhere
TV Anywhere allows consumers to view their favorite TV programs
devices. Content can be downloaded or streamed
linear-TV and VoD services. The c
services which are available from MSO (cable), direct
Valuable content is made available
new revenue streams, advertising, and subscription models for content
As TV Anywhere meets the expectation
content owners and for distributors
premium services. But this could only be achieved
subscribers. Accordingly, it requires tackling all piracy threats
those during and after content delivery.
Graphic 1: Content path from creation to TV anywhere
TV Anywhere a business success
TV Anywhere allows consumers to view their favorite TV programs legally on more
Content can be downloaded or streamed towards PC and mobile terminal
The consumer’s viewing experience can now go beyond free or pay
services which are available from MSO (cable), direct-to-home (satellite) and IPTV operators.
made available on video portals shortly after the first airing. This also opens up
new revenue streams, advertising, and subscription models for content rights holders
expectations of consumers, it will be turned into a business success for
distributors by attracting more subscribers, or by upgrading existing ones
ld only be achieved if content does not massively leak to non
Accordingly, it requires tackling all piracy threats, including those prior to airing and
during and after content delivery.
Content path from creation to TV anywhere
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on more connected
terminals in addition to
go beyond free or pay-tv
and IPTV operators.
This also opens up
rights holders.
into a business success for
, or by upgrading existing ones to
if content does not massively leak to non-
including those prior to airing and
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4. Workflows in TV Anywhere
The diagram hereafter describes the circulation of content (B2B and B2C).
Graphic 2: TV Anywhere workflows
• A given content owner delivers mezzanine files to various distributors.
• Each distribution channel may reformat the content for the various viewing modes (TV,
PC, mobile).
• In addition, both the content owner and content distributors circulate content proxy
copies for internal review and for external promotion or preview. In both of these
scenarios the content is still pre-broadcast or “pre-air.”
Pre-airing workflows
Several copies of valuable content – such as new episodes of a popular TV series – need to be
circulated to various media outlets, studio heads, advertisers, etc… ahead of the very first airing.
These copies include proxy versions and mezzanine versions.
Graphic 3: B2B circulation of content copies
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The proxy copies are circulated internally for review/approval, to marketing (airtime) buyers during
the pilot season, for preparing trailers, and as part of the promotion towards TV Guide journalists
and reviewers. Usually the same proxy format is used for all recipients.
In addition, the mezzanine versions are delivered in the requested format to the various distribution
channels and partner portals. This B2B delivery includes the conversion or transcode to specific
formats requested by each recipient organization.
TV Anywhere VoD service workflows
Once aired, selected TV content is repurposed and made available for mobile, internet portals, as
well as video on demand cable services. Such TV Anywhere offers range from catch-up TV in walled-
garden MSO VoD services to over-the-top (OTT) offers from content owners and portals.
All these services allow consumers to access and consume content on various devices, and usually as
part of a subscription premium.
The business-to-business content delivery is commonly in a custom format for each distribution
channel. Accordingly, the repurposed content usually goes through a transcoding step prior to being
transferred to a given recipient organization.
5. TV Anywhere business challenges
Market opportunities with TV Anywhere
The shift in viewing patterns often seen as a threat, offers considerable opportunities for content
owners and distributors. TV Anywhere extends broadcaster’s reach, offers new subscription models,
and maximizes advertisers and advertising dollars… all without cannibalizing the audience.
TV Anywhere supports at least three complementary revenue scenarios for both the
cable/satellite/IPTV operators and the carried pay-TV channels:
� churn reduction and enlarged subscriber base;
� subscription up-selling for higher ARPU;
� on-line advertising.
Revenues at stakes due to risk of piracy
Piracy of valuable content would eventually impact all the aforementioned revenue streams. While
the expectation is to attract/upgrade more subscribers through new and exciting viewing experience,
piracy may actually induce “legitimate subscriber” churn because of the availability of free versions
of top content from pirate networks and legitimate User Generated Content (UGC) sites. As a result,
with “content hijacking” distributors run the risk of losing subscriber households.
In addition to subscriptions, similar risk exists regarding complementary sources of revenues which
may also be impacted:
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� Pay-per-view sport events, concerts, on-demand movies;
� Revenue from commercial airings on linear TV, based on large audience levels;
� Revenue from on-line advertising, based on click levels.
6. Addressed needs – Tackling piracy risks
In order to ensure business growth for studios, premium channels and distributors (cable, satellite,
IPTV, etc...), it is essential to take preventive actions against the risk of piracy and contingency
actions any time piracy actually occurs. The following are three example scenarios of piracy risk.
Risk of piracy prior to airing
Operations teams within content owners and distribution channels circulate proxy copies for internal
use and sometimes for third parties: review/approval copies towards scheduling, Q/A, promo/trailer
editors, dubbing and sub-titling vendors. Even if such working versions can be spoiled or protected
with a DRM they can eventually leak on peer-to-peer (P2P) networks.
Marketing teams within content owners and distribution channels make available external proxy
copies: review copies to journalists, preview copies to potential distributors (e.g. foreign channels),
pilot copies to (commercial airing time) buyers. Content promotion requires a fast and easy access by
reviewers which reduces the ability to control potential illicit redistribution.
Content owners deliver mezzanine copies to various distribution channels: broadcast, over-the-top,
cable VoD, internet VoD portals and video portals for mobile carriers. Despite using a secure network
for content file transfer, the control over the content instance ends on arrival to the assigned
recipient organization.
Risk of piracy from content files made available on-line
TV Anywhere distribution channels make content available to authorized users through download
and/or streaming transactions. Consumers access the content via TV Anywhere VoD service for PC,
mobile, tablet (eg. IPad) and other connected devices. User identification procedures and DRM
schemes may secure the content until the point of display, but many technologically-aware
consumers can easily find tools to circumvent protections or capture content to then share (or even
sell) it with friends or the rest of the world.
Risk of piracy from broadcast signal
Premium TV channels distribute content to consumers through gateway/set-top-box/cablecard
devices for viewing as a linear content (live or time-shifted from PVR) or for viewing content from
premium movie VoD or push-VoD services. The content is sent directly to a set-top-box or an
integrated TV set (cable, satellite, IPTV); or through a ‘’gateway’’ to more devices in the home. The
content is securely broadcast and stored on PVR thanks to a CAS (Conditional Access System). It is
also protected over the HDMI digital interface to the display. But two significant issues – so called
analog holes – are not addressed: the analog outputs of the decoder which can be used to capture
the content with a computer, unless SOC (Selectable Output Control) is activated, and the home HD
plasma or LCD display from which high quality pirate copies can be created using a consumer
camcorder.
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7. Solutions offered by watermarking
Digital video watermarking technology principles
Video watermarking technology embeds ‘bits’ of information disseminated throughout the content
based on subtle modifications of the luminance within each frame.
Digital watermarks are imperceptible, and compatible with all means of transfer, recording and
rendering. The watermarks are designed to be robust and persist thru format conversion, analog
capture or compression, and can be detected afterwards by specific software.
Forensic marking application principles
Forensic marking solutions use video watermarking technology to organize the serial numbering of
the various instances of a given piece of content. A forensic tracking database logs watermarked
copies and their intended recipient details. This database can be queried for tracking purposes and
in case of a suspected piracy event. As a result the introduction of forensic marking in digital
workflows provides both a deterrent against piracy (by identifying the source of a potential leak) and
a forensic analysis tool for detection in case piracy actually occurs.
� For B2B use cases, forensic marking is adapted to the various professional workflows;
� For B2C, forensic marking is a complement to CA and DRM.
The principles of forensic marking applications - using digital watermarking technology - are
illustrated in the diagram below. Solutions exist for video watermarking as well as for audio
watermarking.
Graphic 4: Forensic marking principles
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• Each recipient (A, B, C) receives and watches a uniquely watermarked copy of the content.
The forensic mark acts as a serial number (#1, #2, #3) which can be detected in case piracy
actually occurs. A database of watermarked copies and recipients is used to track any pirate
copy back to the source of leakage.
• Digital video watermarking technology supports multiple layers of forensic marks. For
example, a first watermark is embedded on a per-distribution-channel basis and a second
watermark is embedded on a per-VoD-transaction basis. Upon detection the content owner
can identify the distribution channel. The distributor can then identify the piracy leak or the
legitimate final recipient.
Benefits of forensic marking
Firstly, as a deterrent against piracy, forensic marking provides key benefits:
� Watermarking keeps the viewer experience unchanged;
� When used instead of or as a complement to CA/DRM it reduces the number of piracy
incidents;
� Allows distributors and content owners to directly respond to the piracy source;
� Mitigates risk of subscriber churn and revenue erosion which would result from the
availability of pirate copies.
Secondly, as a forensic analysis tool, forensic marking provides additional benefits:
� Information retrieved from watermark detection allows rights owners to take action against
the organization or individual identified as the originator of a pirate copy or leakage;
� Rights owner can black list or negotiate a settlement fee with professional parties (B2B)
identified as a source of leakage;
� Distributors can organize targeted gradual response with consumers (B2C) who illicitly
redistributed content.
8. NexGuard video watermarking solutions
Civolution’s NexGuard applications address watermarking needs for:
� Circulation of proxy copies;
� Delivery of mezzanine versions;
� VoD and streaming servers;
� Gateways and set-top boxes for push-VoD and linear TV.
NexGuard application for proxy copies
Civolution has developed a solution for the fast and efficient delivery of watermarked proxy versions
of content to many recipients.
A preliminary step encompasses H.264 compression and preparation for watermarking. This pre-
processing step is done once per piece of content, and the result is then used to quickly generate
uniquely watermarked copies of MP4 files. The MP4 files can be delivered via download or
streaming.
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This NexGuard application – for B2B on-line media delivery – easily integrates into a video portal to
make the content available for preview or screening.
Graphic 5: Watermarking for proxy copies
The NexGuard product line also includes turn-key system for DVD screeners integrated with a Rimage
duplication robot. The content is uniquely watermarked, then burnt to a DVD-R. Labels can also be
automatically printed with a bar code serial number or recipient details.
NexGuard application for mezzanine versions
Civolution has worked with several transcoder equipment manufacturers to integrate watermarking
as a video filter upon transcoding. Accordingly, a single step in the workflow allows the user to
generate a uniquely watermarked copy in the target output format. Content can therefore be
delivered as watermarked mezzanine files on a per-distribution-channel basis.
This NexGuard application – plug-in for transcoder – is extremely versatile and works for any input
and output formats supported by the transcoder. Watermarking is concurrent to transcoding, as a
single step in the workflow.
Graphic 6: Watermarking for mezzanine files
The NexGuard product line also includes a turn-key system for watermarking content upon tape
duplication. Watermark embedding is performed by an appliance with SDI input and output
interfaces, and supports 444 dual-link HD-SDI for tapes up to 444 HDCAM-SR format.
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NexGuard application for VoD and on-line transactions
Civolution has designed a watermarking mode of operation intended for integration by
manufacturers of VoD servers and streaming servers. The content is both compressed to H.264 and
pre-processed for watermarking upon ingest in the service platform. Content can also be pre-
encrypted, or encrypted on-the-fly during streaming.
This NexGuard application - for B2C on-line media delivery - is extremely fast and light and has been
designed to cope with many simultaneous streaming sessions, and can be rolled-out as a software
update on existing servers. Watermarking is concurrent to downloading or streaming.
Graphic 7: Watermarking for online media delivery to consumers
The solution operates for edge-servers in cable head-ends, for streaming and download servers in a
Content Delivery Network (CDN), as well as in the video portals of mobile operators. The content is
uniquely watermarked before it is sent to the recipient.
NexGuard application for linear Pay-TV
Civolution has implemented video watermarking for use in set-top boxes and gateways. Every
broadcast pay-TV or free-to-air channel can be watermarked in real-time as it passes through the
device in the home for viewing. Forensic marking also takes place when (re)playing content from the
integrated PVR (personal video recorder) which addresses the need for watermarking in push-VoD
satellite services.
This NexGuard application - for pay-TV - can be ported to existing gateway and set-top box models
and downloaded as software to an installed base of such consumer devices. Watermarking is
concurrent to content viewing.
The implementation of video watermarking in pay-TV services is also fast becoming a content owner
mandate for licensing early-release window premium VOD content.
All rights reserved, 2011
Graphic 8: Set-top-box watermarking
9. Complementary services
NexGuard forensic detection as a service
NexGuard users can own and operate a watermark
through detection as a service by Civolution
The watermark detection unveils the unique identifier which was embedded upon delivering the
content and points to the corresponding distribution channel and/or i
Mediahedge Content Identification and M
Mediahedge fingerprinting-based
identification and filtering of content
organizing take-down notification
Civolution and Gracenote®.
Graphic 9: General fingerprinting process
box watermarking for VoD and linear TV
Complementary services
NexGuard forensic detection as a service
NexGuard users can own and operate a watermark detection station or organize forensic analysis
through detection as a service by Civolution.
The watermark detection unveils the unique identifier which was embedded upon delivering the
the corresponding distribution channel and/or individual recipient.
Identification and Monetization
based technology and large reference database support
filtering of content to confirm the recognition of copyrighted material prior to
notification or monetization mechanisms. Mediahedge is a service by
ingerprinting process
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detection station or organize forensic analysis
The watermark detection unveils the unique identifier which was embedded upon delivering the
ndividual recipient.
technology and large reference database support online
to confirm the recognition of copyrighted material prior to
edge is a service by
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Teletrax - Television Monitoring
Civolution’s Teletrax – Television Monitoring is the most comprehensive global television broadcast
verification solution with a network that continuously monitors over 1,500 TV stations worldwide.
The service automatically identifies and reports the airing of selected content.
Monitoring is performed based on either video watermarks (to identify content based on watermark
detection), or video fingerprints (to recognize content based on match against the fingerprint
reference database).
Reports of content airplay are available within minutes after video is aired. Teletrax – Television
Monitoring provides clients with critical benefits including the ability to ascertain the airing of the
promos for instance and to trigger TV Anywhere services right after the airing of the programs.
Graphic 10: Teletrax – Television Monitoring using fingerprinting technology
10. Conclusion
TV Anywhere is today’s new media reality but its viability and business success can only flourish if
media content keeps its value and therefore is not leaked nor shared with non-subscribers.
Content rights owners, including studios and premium channels, expect utmost protection of their
assets against piracy. Broader distribution of high-value content has to take place in a secure
environment that limits the risk of theft.
By providing identifiable copies for any piece of content without limiting its access nor consumption,
Civolution’s NexGuard forensic marking applications (for all corresponding workflows) help build a
sustainable media eco-system from which all parties – from content owners to distributors and
consumers – can benefit.
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11. More information
Detailed product information
Please look for product information on Civolution web sites.
High level description per solution:
� NexGuard for circulation of Proxy copies (OMD B2B)
� NexGuard for delivery of Mezzanine versions (plug-in for transcoders)
� NexGuard for on-line media delivery (OMD B2C)
� NexGuard for Pay TV and VoD (Pay TV B and Pay TV C)
http://www.civolution.com/applications/forensic-watermarking
� Mediahedge for content identification and monetization
http://www.civolution.com/applications/content-identification-and-monetization
� Teletrax for television monitoring
http://www.civolution.com/applications/broadcast-monitoring/
Contact Civolution
Civolution B.V. – The Netherlands
High Tech Campus 9 | 5656 AE Eindhoven | The Netherlands |Tel: +31 40 410 0200
Civolution USA Inc. - Los Angeles
1502 West Verdugo | Burbank, CA-91506 | USA | Tel: + 1 866-620-1609
Civolution USA Inc. - New York
601 West 26th Street, Suite 1646 | New York, NY-10001 | USA | Tel: +1 212-913-0965
Civolution UK Limited - London
52-58 Shorts Gardens | London, WC2H 9AN | United Kingdom | Tel: +44 20 7845 7300
Civolution France SAS - France
12 Square du Chêne Germain | 35510 Cesson - Sévigné | France | Tel: +33 2 90 92 37 37
Or email us at: [email protected]
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Civolution is the leading provider of technology and solutions for identifying, managing and
monetizing media content. Civolution offers an extensive portfolio of watermarking and
fingerprinting technology applications for audience measurement and forensic marking of media
assets in pre-release, digital cinema, PayTV and online. Through its solution portfolio Civolution
offers world-class content monitoring, content identification and monetization to facilitate and
manage profitable content distribution.
For more information please contact us: [email protected] | www.civolution.com
Civolution Copyright 2011