Category Archives: public service

The BBC – Combating Piracy In The Digital Age.

Next Wednesday the BBC is hosting a conference entitled “Combating Piracy In The Digital Age.“:

On 6 May the BBC is hosting a conference, bringing together people from across a wide range of creative industries to examine common approaches to combating online piracy.

Rt Hon David Lammy MP, Minister of State for Higher Education and Intellectual Property, will make a keynote address. Media analyst Mathew Horsman will present the latest analysis of how piracy is affecting music, TV, film and other sectors including computer games, business software and publishing. Senior figures from these industries will discuss the right legal approach to tackling piracy; the role that media literacy and consumer education might play; and how new business models could create attractive legal alternatives to what the pirates offer.

I will be going along and I am hoping it will prove to be a productive conference.

My vision and advice for the industry:

Commercial Tools

– The content producers in a digital media world have lost their ability to guarantee the uniqueness of their content.
Content owners have sought to lock their content down with Digital Rights Management (DRM) techniques. These DRM techniques have imposed much greater restrictions on content reproduction and distribution than those present in a non-DRM world. This has led to a desire for those who wish to have their content as free as possible to seek to circumvent these DRM techniques. The past ten years, since the introduction of the DMCA act in the United States in 1998, has seen a clash of cultures between those who believe that content owners have a right to manage the distribution of their product and those who believe that this content is part of culture and should be freely available. The advent of faster network access, improved coding techniques, more powerful computers, new protocols allowing for decentralised, distributed digital media delivery architecture, the rise of Open Source computing and the convergence of consumer media products has created seismic shifts in the digital media landscape. This has resulted in content producers starting to look at distributing their content DRM-free – but without having an alternative system which allows them to maintain some control they recognise that they are in a business model which is doomed to extinction.

– The infrastructure owners, the people delivering digital media content, have no incentive to deliver unique content.
Online delivery methods have developed which are decentralised and open. These have facilitated the free sharing of digital media – where the marginal cost of copying is almost zero. This has resulted in more people wanting greater infrastructure access, faster broadband, uncapped limits, etc. The infrastructure owners have benefited from non-interference in the traffic flowing across their network. Hence there is no gain for them, at the moment, in having one digital copy more valuable than another. They also have no desire to do the content owners job for them. The infrastructure owners recognise that the content producers have painted themselves into a corner with their doomed policies on DRM. They also recognise that by adopting the “do nothing” approach they can continue to benefit from the explosion in digital media content without having to get directly involved in negotiating access to it. There is a lack of trust on both sides. There have been efforts by both sides to legislate and sue the other into compliance. Neither side is enamoured with the other at the moment.

– The key is to develop a Digital Media Exchange to put trust back into the ecosystem and give both content producers and infrastructure owners the benefits of a unique digital media product.

This will require the will of the content producers to try something different – which they are more than willing to do at the moment – and a big carrot for the infrastructure owners. This we can give them as there are a lot of complementary services they could develop, which is what they will need in their competitive market where margins are low and churn rate is high.

The plan would be to digitally watermark content as it enters the Digital Media Exchange to allow for a unique identifier to be attributed to each piece of content. The content will also be in the highest quality format. You can then implement a system which will allow the people who wish to have access to this content – primarily focusing on businesses wishing to sell advertising (and using the content as a vehicle) to begin with – to specify what format they wish to get this in and how they wish to place their logos/messages on the audio/video.

The advantage this gives to the content owner is that they now have a unique product which can be redistributed in multiple format but always with a unique identifier and so therefore with a full audit trail. The advantage to the infrastructure owner is that by having access to a legitimate source of content they can build services around this which they can use to differentiate their offering from their competitors. The advantage to the advertiser is they get access to a whole new world of legitimate content – an untapped market which the content producer now can bring their product to, thus delivering them another benefit.

The input of digital media is the advantage for the content producer. All they need to provide is one high quality copy of the product with appropriate descriptions of the content. After that the system within the Digital Media Exchange assigns the appropriate coding to the file to indicate who it originated from and when and then proceeds to transcode multiple copies in multiple formats – each with its own unique code to identify it.

Within a Digital Media Exchange advertisers can choose the individual files, categories, user profiles, genres, etc. they wish to market to and upload appropriate branding to go with the formats and different market segments can get the same content with different branding, also diffent market regions can get different products targetted at the same demographic.

The digital media buyer can browse the Digital Media Exchange online and choose both file format and branding they would like on their output. If they would like to brand the file with their own specific identity then that facility also exists. So they can have the choice of:

File
Quality

Branding

None

Bespoke

Advert

High

Expensive

Medium

Mid-range

Low

Free

This leads to a world where content producers and broadcasters stop thinking in terms of units sold or ratings achieved and more in terms of relationships formed.

Content producers target specific broadcasters for their market reach. Broadcasters deliver specific content to specific channels for specific market segments. People become fans of certain programmes/genres and they place a certain value on a programme based on the channel they receive it. These are the relationships that exist already between the various parties in the entertainment chain. These relationships get measured currently by specific metrics and these metrics give a value to a distribution chain.

By allowing users to store content centrally, the broadcaster becoming the facilitator of access to that content and the content producer being the primary source for renewal or upgrading of that content then you begin to build a new ecosystem that allows digital files to become unique as they begin to have a value that comes from the relationships.

This may not be to everyone’s liking – or people may want more immediate results – but if you begin to accept the realities of digital distribution then you recognise the need to think and act differently!

How the BBC should provide a digital public service.

Nick Reynolds has asked some questions – directly and indirectly – in a post entitled: Freedom? Open Source? Show me how!.

Indirectly, he refers to a myCBBC post on the BBC Internet blog which asks:

– should broadcasters like the BBC allow users to collate other material alongside BBC assets?
– and if so, how do we technically guarantee that content is appropriate for younger users and doesn’t cross the line with third party rights agreements?

which I addressed previously with this idea:

Ultimately though, in my opinion, the BBC should be seeking to get content from the public and then act as a “store and forward” publisher, along with contributing some of its own content into a Digital Commons. Imagine if the BBC gave you the tools to publish your data/content wherever you wanted to from a central location. You could upload your images/video/text/audio to a space the BBC provided for you as part of your “digital licence” fee and once there you could have a suite of tools available which would allow you to publish that content to any other platform. Part of the job of the tool would be to pass the content through a BBC stamping procedure – which would allow for the content to be tracked across the Internet. This would let the BBC maintain quality control and manage any legal issues. Maintaining an area as a Digital Commons would mean that anyone wishing to play with BBC content could do so quite easily with the full knowledge that any content the BBC placed in a Digital Commons was public domain – a digital public service!

Directly, in his post he asks two questions deriving from two meetings he had. I’ve posted a comment on his site answering these:

“Why should the BBC let anyone use its brands or assets for nothing?”
Once content goes digital then people using your assets for “nothing” is an issue you have to confront. Your content is beyond your control when it is in a digital state – but if the purpose of broadcasting that content, in the first place, is to build a relationship with your audience and provide a public service, then these functions are still within your control – you just have to see people using your assets as being a good thing and a way of building relationships with your audience and a public service. The key thing to focus on is that this is about your content going digital. It’s not about being on the Internet – the Internet is just another distribution channel. On the brand issue – anyone using your brand without permission is seeking to subvert your efforts to build relationships and is “poisoning the well” – your brand is important and to be defended.

“He wants people to be able to come to the BBC and know instantly what assets they can take away and how they can play with them.”
It’s digital content – that’s how it works. The Internet is just the part of the broadcast chain with the lowest barrier to entry for production and distribution i.e. very few teenagers have their own broadcast studio with editing suite and terrestrial/satellite transmitter but quite a lot have a PC with a webcam and an Internet connection. Now if your content is being distributed digitally then it becomes part of the lingua franca of the Internet. The questions now are 1) How you maintain a link between the content and its source as it flows around this global network and 2) How do you build a relationship with this global audience?

Which leads us to your questions.

How are you going to do it?
The key is to maintain a link with the digital content and through that link build a relationship with the audience. Which is exactly the opportunity GlobalDMX.com seeks to exploit. I left the BBC to start up this company as there is a win-win scenario here for content producer and distributor if they can be facilitated in working together. The alternative is the music industry!

And how are you going to persuade the people with the power that it should be done?
This concept is something UK plc must adopt – strategically it’s the digital equivalent of the Silk Road and the nation state that adapts by taking over the trade from the pirates and legalising (taxing) the goods that flow along the distribution chain reaps the reward.

Ps Andy Burnham’s pronouncements are to be seen in the same light as French governments in terms of a three-strike policy. No one believes such a localised law would survive a European Court challenge – but it makes for good headlines!

So there you go – get out there and build relationships by digitizing your content with a view to maintaining a link with it as it travels across the network – and where you are building a community around this content put tools and processes in place which allow the provenance of it to be traceable.

My work is done here!