July 24 / 25, 2002 | IndianapolisEntrepreneurs 2002 Digital Content Protection Jean-Charles Hourcade...
-
date post
19-Dec-2015 -
Category
Documents
-
view
213 -
download
1
Transcript of July 24 / 25, 2002 | IndianapolisEntrepreneurs 2002 Digital Content Protection Jean-Charles Hourcade...
July 24 / 25, 2002 | Indianapolis
EntrepreneursEntrepreneurs2002
Digital Content ProtectionDigital Content ProtectionDigital Content ProtectionDigital Content Protection
Jean-Charles HourcadeJean-Charles HourcadeSenioor Vice-President, Research & InnovationSenioor Vice-President, Research & Innovation
CTO, THOMSONCTO, THOMSON
Jean-Charles HourcadeJean-Charles HourcadeSenioor Vice-President, Research & InnovationSenioor Vice-President, Research & Innovation
CTO, THOMSONCTO, THOMSON
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
An Historical Perspective (1)An Historical Perspective (1)An Historical Perspective (1)An Historical Perspective (1)
Digital Content Protection (CP) started Digital Content Protection (CP) started with Conditional Access (CAS)with Conditional Access (CAS)
CAS has been effective for protecting CAS has been effective for protecting Content, because operated within a Content, because operated within a Secure environmentSecure environment
Secure : closed, walled garden Secure : closed, walled garden business model, trustworthy devices business model, trustworthy devices (STBs)(STBs)
Digital Content Protection (CP) started Digital Content Protection (CP) started with Conditional Access (CAS)with Conditional Access (CAS)
CAS has been effective for protecting CAS has been effective for protecting Content, because operated within a Content, because operated within a Secure environmentSecure environment
Secure : closed, walled garden Secure : closed, walled garden business model, trustworthy devices business model, trustworthy devices (STBs)(STBs)
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
An Historical Perspective (2)An Historical Perspective (2)An Historical Perspective (2)An Historical Perspective (2)
Digital Content distributed through Optical Digital Content distributed through Optical Pre-recorded Media could not be protectedPre-recorded Media could not be protected– CD was unprotected from Day 1CD was unprotected from Day 1– CD and DVD drives were integrated into PCsCD and DVD drives were integrated into PCs– PCs are open computing and networking PCs are open computing and networking
platformsplatforms– DVD-CSS was hackedDVD-CSS was hacked– PCs are connected to the InternetPCs are connected to the Internet– -> 500m music titles available, 500k video -> 500m music titles available, 500k video
transactions per day, FOR FREE…transactions per day, FOR FREE… Content moved to an Unsecure environmentContent moved to an Unsecure environment
Digital Content distributed through Optical Digital Content distributed through Optical Pre-recorded Media could not be protectedPre-recorded Media could not be protected– CD was unprotected from Day 1CD was unprotected from Day 1– CD and DVD drives were integrated into PCsCD and DVD drives were integrated into PCs– PCs are open computing and networking PCs are open computing and networking
platformsplatforms– DVD-CSS was hackedDVD-CSS was hacked– PCs are connected to the InternetPCs are connected to the Internet– -> 500m music titles available, 500k video -> 500m music titles available, 500k video
transactions per day, FOR FREE…transactions per day, FOR FREE… Content moved to an Unsecure environmentContent moved to an Unsecure environment
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Today’s ParadoxToday’s ParadoxToday’s ParadoxToday’s Paradox
Secure environments :Secure environments :– CAS enabled Pay-TV (Satellite, Cable)CAS enabled Pay-TV (Satellite, Cable)– Mobile Phones, Game consoles…Mobile Phones, Game consoles…– ……all closed, based on trustworthy devicesall closed, based on trustworthy devices
Unsecure environments :Unsecure environments :– CD and DVD players and recordersCD and DVD players and recorders– PCs connected to the Internet + peripheralsPCs connected to the Internet + peripherals
But more Content (movies) is available in But more Content (movies) is available in Unsecure than in Secure environments !Unsecure than in Secure environments !
Secure environments :Secure environments :– CAS enabled Pay-TV (Satellite, Cable)CAS enabled Pay-TV (Satellite, Cable)– Mobile Phones, Game consoles…Mobile Phones, Game consoles…– ……all closed, based on trustworthy devicesall closed, based on trustworthy devices
Unsecure environments :Unsecure environments :– CD and DVD players and recordersCD and DVD players and recorders– PCs connected to the Internet + peripheralsPCs connected to the Internet + peripherals
But more Content (movies) is available in But more Content (movies) is available in Unsecure than in Secure environments !Unsecure than in Secure environments !
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Post-theatrical revenues represent three Post-theatrical revenues represent three quarters of total industry revenuesquarters of total industry revenues
Post-theatrical revenues represent three Post-theatrical revenues represent three quarters of total industry revenuesquarters of total industry revenues
Piracy primarily impacts post-theatrical revenue streams Piracy primarily impacts post-theatrical revenue streams (in the US and Europe) and compresses window release (in the US and Europe) and compresses window release strategy :strategy :– Content must be made available sooner (derived from in-Content must be made available sooner (derived from in-
theater piracy)theater piracy)– Content must be made available globally (which calls for Content must be made available globally (which calls for
international day-and-date release)international day-and-date release)
Piracy primarily impacts post-theatrical revenue streams Piracy primarily impacts post-theatrical revenue streams (in the US and Europe) and compresses window release (in the US and Europe) and compresses window release strategy :strategy :– Content must be made available sooner (derived from in-Content must be made available sooner (derived from in-
theater piracy)theater piracy)– Content must be made available globally (which calls for Content must be made available globally (which calls for
international day-and-date release)international day-and-date release)
Film-Based Theatrical Release
Airline & HotelHome Video
e.g., DVD/VHS Rental & Sell-Through)
Pay TV (e.g., HBO, Showtime)
Networks/ Cable TV
PPV (e.g., inDemand, DirecTV)
3 – 6 months
6 – 9 months
6 – 14 months
12 – 15 months
24 – 30 months
Syndication
36 – 42 months
28% 2% 0.7% 57% 4% 4% 3%
Typical revenue numbers for a >$10m box-office movie
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Preserving Integrity of Content through Preserving Integrity of Content through Distribution Windows is CriticalDistribution Windows is Critical
Preserving Integrity of Content through Preserving Integrity of Content through Distribution Windows is CriticalDistribution Windows is Critical
MPAA estimates that the US Film industry loses MPAA estimates that the US Film industry loses in excess of in excess of €€3B annually in potential WW 3B annually in potential WW revenue due to piracyrevenue due to piracy– In 2000, over 20m pirated optical discs were seized In 2000, over 20m pirated optical discs were seized
(mostly in Asia)(mostly in Asia)– Between 400,000 and 600,000 copies of movies would Between 400,000 and 600,000 copies of movies would
be downloaded illegally each day (be downloaded illegally each day (source: Viant Consultingsource: Viant Consulting))
Men in Black II DVD is already available on e-Men in Black II DVD is already available on e-Bay, but won’t officially hit the street until the Bay, but won’t officially hit the street until the end of the yearend of the year
MPAA estimates that the US Film industry loses MPAA estimates that the US Film industry loses in excess of in excess of €€3B annually in potential WW 3B annually in potential WW revenue due to piracyrevenue due to piracy– In 2000, over 20m pirated optical discs were seized In 2000, over 20m pirated optical discs were seized
(mostly in Asia)(mostly in Asia)– Between 400,000 and 600,000 copies of movies would Between 400,000 and 600,000 copies of movies would
be downloaded illegally each day (be downloaded illegally each day (source: Viant Consultingsource: Viant Consulting))
Men in Black II DVD is already available on e-Men in Black II DVD is already available on e-Bay, but won’t officially hit the street until the Bay, but won’t officially hit the street until the end of the yearend of the year
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Current security measures are often Current security measures are often limited in scope limited in scope
Current security measures are often Current security measures are often limited in scope limited in scope
Reels of films and master tapes are hand-delivered via Reels of films and master tapes are hand-delivered via courier throughout North America and internationallycourier throughout North America and internationally
Film prints can be left in un-manned projection boothsFilm prints can be left in un-manned projection booths
But :But :– MPAA approves traditional building security (video MPAA approves traditional building security (video
surveillance, tracking measures, etc.)surveillance, tracking measures, etc.)
– ““Hot” features demand extra security as illustrated by Star Hot” features demand extra security as illustrated by Star Wars Episode II Wars Episode II
• Feature identified under an alias titleFeature identified under an alias title• Master elements are stored in specific locked cabinetMaster elements are stored in specific locked cabinet• Reinforced video surveillanceReinforced video surveillance• Limited number of people working on the projectLimited number of people working on the project
Reels of films and master tapes are hand-delivered via Reels of films and master tapes are hand-delivered via courier throughout North America and internationallycourier throughout North America and internationally
Film prints can be left in un-manned projection boothsFilm prints can be left in un-manned projection booths
But :But :– MPAA approves traditional building security (video MPAA approves traditional building security (video
surveillance, tracking measures, etc.)surveillance, tracking measures, etc.)
– ““Hot” features demand extra security as illustrated by Star Hot” features demand extra security as illustrated by Star Wars Episode II Wars Episode II
• Feature identified under an alias titleFeature identified under an alias title• Master elements are stored in specific locked cabinetMaster elements are stored in specific locked cabinet• Reinforced video surveillanceReinforced video surveillance• Limited number of people working on the projectLimited number of people working on the project
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
The Analog to Digital transition is forcing content The Analog to Digital transition is forcing content owners and their vendors to think about content owners and their vendors to think about content
and content protection differentlyand content protection differently
The Analog to Digital transition is forcing content The Analog to Digital transition is forcing content owners and their vendors to think about content owners and their vendors to think about content
and content protection differentlyand content protection differently
Transition to digital creates new risks for piracy :Transition to digital creates new risks for piracy :– Mass replication of digital content with pristine qualityMass replication of digital content with pristine quality– Uncontrolled distribution of digital content across Uncontrolled distribution of digital content across
digital networks (P2P)digital networks (P2P)– De-CSS enables access to DVD quality content.De-CSS enables access to DVD quality content.
Studios fear Napsterization of film contentStudios fear Napsterization of film content– The music industry example is a harsh lessonThe music industry example is a harsh lesson– Movies.com and moviefly.com are studios’ attempt to Movies.com and moviefly.com are studios’ attempt to
deal with demand for digital delivery of content in a deal with demand for digital delivery of content in a structured waystructured way
– The Napster fear does not necessarily lead to rational The Napster fear does not necessarily lead to rational behavior behavior
Transition to digital creates new risks for piracy :Transition to digital creates new risks for piracy :– Mass replication of digital content with pristine qualityMass replication of digital content with pristine quality– Uncontrolled distribution of digital content across Uncontrolled distribution of digital content across
digital networks (P2P)digital networks (P2P)– De-CSS enables access to DVD quality content.De-CSS enables access to DVD quality content.
Studios fear Napsterization of film contentStudios fear Napsterization of film content– The music industry example is a harsh lessonThe music industry example is a harsh lesson– Movies.com and moviefly.com are studios’ attempt to Movies.com and moviefly.com are studios’ attempt to
deal with demand for digital delivery of content in a deal with demand for digital delivery of content in a structured waystructured way
– The Napster fear does not necessarily lead to rational The Napster fear does not necessarily lead to rational behavior behavior
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Five Questions a Content Owner Must Ask Five Questions a Content Owner Must Ask Themselves Regarding Content Protection Themselves Regarding Content Protection
Technologies…..Technologies…..
Five Questions a Content Owner Must Ask Five Questions a Content Owner Must Ask Themselves Regarding Content Protection Themselves Regarding Content Protection
Technologies…..Technologies…..
1.1. What am I trying to protect and when am I What am I trying to protect and when am I trying to protect it?trying to protect it?
2.2. Who am I trying to prevent copying my Who am I trying to prevent copying my content?content?
3.3. What proportion of the illegal copying do I What proportion of the illegal copying do I expect to prevent with this content protection expect to prevent with this content protection technology?technology?
4.4. Who is going to “police” the anti-piracy Who is going to “police” the anti-piracy measure?measure?
5.5. How much will it cost me to implement the How much will it cost me to implement the copy protection?…..Is it financially worth it?copy protection?…..Is it financially worth it?
1.1. What am I trying to protect and when am I What am I trying to protect and when am I trying to protect it?trying to protect it?
2.2. Who am I trying to prevent copying my Who am I trying to prevent copying my content?content?
3.3. What proportion of the illegal copying do I What proportion of the illegal copying do I expect to prevent with this content protection expect to prevent with this content protection technology?technology?
4.4. Who is going to “police” the anti-piracy Who is going to “police” the anti-piracy measure?measure?
5.5. How much will it cost me to implement the How much will it cost me to implement the copy protection?…..Is it financially worth it?copy protection?…..Is it financially worth it?
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Copy Protection Technology ChallengesCopy Protection Technology ChallengesCopy Protection Technology ChallengesCopy Protection Technology Challenges
TransparencyTransparency– Will it affect the viewing / user experience?Will it affect the viewing / user experience?
Robustness / EffectivenessRobustness / Effectiveness– Will it truly prevent copying and for how long?Will it truly prevent copying and for how long?
RenewabilityRenewability– Can the copy protection be renewed if it is broken by Can the copy protection be renewed if it is broken by
utilizing new keys etc.?utilizing new keys etc.?
CompatibilityCompatibility– Will the copy protection work on the installed base of CE Will the copy protection work on the installed base of CE
devices?devices?
TransparencyTransparency– Will it affect the viewing / user experience?Will it affect the viewing / user experience?
Robustness / EffectivenessRobustness / Effectiveness– Will it truly prevent copying and for how long?Will it truly prevent copying and for how long?
RenewabilityRenewability– Can the copy protection be renewed if it is broken by Can the copy protection be renewed if it is broken by
utilizing new keys etc.?utilizing new keys etc.?
CompatibilityCompatibility– Will the copy protection work on the installed base of CE Will the copy protection work on the installed base of CE
devices?devices?
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Security measures need to be adapted to Security measures need to be adapted to threatthreat
Security measures need to be adapted to Security measures need to be adapted to threatthreat
Organized Organized piracypiracy
Legal response Legal response Issues are primarily overseasIssues are primarily overseas
Critical importance of tracking systemsCritical importance of tracking systems
Individual Individual hacker, hacker, College College student …student …
Damage control at that stage :Damage control at that stage :– limited access to mass replication limited access to mass replication – limited capacity for digital distribution limited capacity for digital distribution (for a quality experience) … at that stage (for a quality experience) … at that stage
Technology raceTechnology race
ConsumerConsumer ““Keep honest people honest”Keep honest people honest”
Security vs. ease of use trade-offSecurity vs. ease of use trade-off
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Multiple Solutions are Emerging across Multiple Solutions are Emerging across the Content Value Chainthe Content Value Chain
Multiple Solutions are Emerging across Multiple Solutions are Emerging across the Content Value Chainthe Content Value Chain
Access and SecurityAccess and Security
Conditional access/Triple DES encryptionConditional access/Triple DES encryptionDigital Digital TransmissionTransmission
Access and SecurityAccess and Security
Encryption, fingerprinting, secure Encryption, fingerprinting, secure transmissiontransmission
Digital Digital CinemaCinema
In-Theatre Camcorder copyingIn-Theatre Camcorder copying
““Fingerprinting” and anti-copying technologyFingerprinting” and anti-copying technologyRelease PrintsRelease Prints
Access and SecurityAccess and Security
Fingerprinting, watermarking, conditional Fingerprinting, watermarking, conditional access, Triple DES encryptionaccess, Triple DES encryption
Post Post ProductionProduction
Issues & SolutionsIssues & SolutionsWindow:Window:
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
Pre-recorded DVD-Video Copy ProtectionPre-recorded DVD-Video Copy ProtectionPre-recorded DVD-Video Copy ProtectionPre-recorded DVD-Video Copy Protection Physical / AuthenticityPhysical / Authenticity
– 3dcd Holographic Discs 3dcd Holographic Discs – Holographic stickers and other anti-theft devices on retail packageHolographic stickers and other anti-theft devices on retail package
Electronic Copy-defeating TechnologiesElectronic Copy-defeating Technologies1.1. Analog DomainAnalog Domain
– Macrovision (upsets VCR’s AGC circuitry) Macrovision (upsets VCR’s AGC circuitry) 2.2. Digital DomainDigital Domain
– CSS (Content Scramble System)CSS (Content Scramble System)– DVD Forum-approved digital copy protection system. Non-renewable in hardware.DVD Forum-approved digital copy protection system. Non-renewable in hardware.– Widely defeated since release of DeCSS programWidely defeated since release of DeCSS program
– Easydivx, Smartripper etc. DVD-to-CD utilities available on WWWEasydivx, Smartripper etc. DVD-to-CD utilities available on WWW
Physical / AuthenticityPhysical / Authenticity– 3dcd Holographic Discs 3dcd Holographic Discs – Holographic stickers and other anti-theft devices on retail packageHolographic stickers and other anti-theft devices on retail package
Electronic Copy-defeating TechnologiesElectronic Copy-defeating Technologies1.1. Analog DomainAnalog Domain
– Macrovision (upsets VCR’s AGC circuitry) Macrovision (upsets VCR’s AGC circuitry) 2.2. Digital DomainDigital Domain
– CSS (Content Scramble System)CSS (Content Scramble System)– DVD Forum-approved digital copy protection system. Non-renewable in hardware.DVD Forum-approved digital copy protection system. Non-renewable in hardware.– Widely defeated since release of DeCSS programWidely defeated since release of DeCSS program
– Easydivx, Smartripper etc. DVD-to-CD utilities available on WWWEasydivx, Smartripper etc. DVD-to-CD utilities available on WWW
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
SmartRightSmartRightSmartRightSmartRight
SmartRight : a Thomson proposal to expand SmartRight : a Thomson proposal to expand the Secure Environment into the homethe Secure Environment into the home
Expands Security to all compliant Consumer Expands Security to all compliant Consumer Products Products – Part of a Personal Private NetworkPart of a Personal Private Network– Enables detachable Rights and Renewability Enables detachable Rights and Renewability
through SmartCardsthrough SmartCards Enables new business models, in connection Enables new business models, in connection
with CAS/DRM, to content owners’, with CAS/DRM, to content owners’, distributors’, and consumers’ benefitdistributors’, and consumers’ benefit
SmartRight : a Thomson proposal to expand SmartRight : a Thomson proposal to expand the Secure Environment into the homethe Secure Environment into the home
Expands Security to all compliant Consumer Expands Security to all compliant Consumer Products Products – Part of a Personal Private NetworkPart of a Personal Private Network– Enables detachable Rights and Renewability Enables detachable Rights and Renewability
through SmartCardsthrough SmartCards Enables new business models, in connection Enables new business models, in connection
with CAS/DRM, to content owners’, with CAS/DRM, to content owners’, distributors’, and consumers’ benefitdistributors’, and consumers’ benefit
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
SmartRight Implementation StatusSmartRight Implementation StatusSmartRight Implementation StatusSmartRight Implementation Status
Recognized as a credible solutionRecognized as a credible solution– Studios/MPAA Studios/MPAA
• OK with concepts and technical solutionOK with concepts and technical solution• Legal/business discussions startedLegal/business discussions started
– Partnership:Partnership:• Canal + Technologies, Canal + Technologies,
Gemplus,Micronas,Nagravision, Gemplus,Micronas,Nagravision, Pioneer,Schlumbergersema, STPioneer,Schlumbergersema, ST
– DVB : SmartRight under examination as DVB : SmartRight under examination as baseline architecture for DVB-Copy Protection baseline architecture for DVB-Copy Protection SystemSystem
Recognized as a credible solutionRecognized as a credible solution– Studios/MPAA Studios/MPAA
• OK with concepts and technical solutionOK with concepts and technical solution• Legal/business discussions startedLegal/business discussions started
– Partnership:Partnership:• Canal + Technologies, Canal + Technologies,
Gemplus,Micronas,Nagravision, Gemplus,Micronas,Nagravision, Pioneer,Schlumbergersema, STPioneer,Schlumbergersema, ST
– DVB : SmartRight under examination as DVB : SmartRight under examination as baseline architecture for DVB-Copy Protection baseline architecture for DVB-Copy Protection SystemSystem
EntrepreneursEntrepreneurs
2002
July 24 / 25, 2002 | Indianapolis July 24 / 25, 2002 | Indianapolis
ConclusionConclusionConclusionConclusion
Protection of High-Value Digital Protection of High-Value Digital Content will shape the Media Content will shape the Media Industries’ future development Industries’ future development and business modelsand business models
Solutions will only come from Solutions will only come from convergence between Content convergence between Content Industry and CE IndustryIndustry and CE Industry
Protection of High-Value Digital Protection of High-Value Digital Content will shape the Media Content will shape the Media Industries’ future development Industries’ future development and business modelsand business models
Solutions will only come from Solutions will only come from convergence between Content convergence between Content Industry and CE IndustryIndustry and CE Industry