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Information representation
and media use on the
network
Leonardo Chiariglione Digital Media strategist
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Information representation & media use on the network
The evolution of communication
1. Since ever words and gesture let humans communicate
elements of their mental state
2. Since millennia drawings and writing have let humans fixate
elements of their mental state
3. Since centuries manuscripts and printed books have let
humans distribute the knowledge contained therein
• Limited impact of manuscripts because of
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Small number of those who could write
Difficulty to replicate the manuscript
Enhanced impact of printed books because
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Possibility to remunerate author
Improved ease to replicate work
4. Side effect: copyright legislation, i.e. how, when and for how
long an author and his proxies can retain private property of
knowledge
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Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
Private and common property of knowledge
1. In the past few centuries a large amount of “Publicly-owned
knowledge” based on books (and, before that, manuscripts)
has been created
2. In the last few decades the duration of “Privately owned
knowledge” has been substantially extended
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In the last 40 years the USA extended that duration 11 times
(last time to “align US to EU legislation”)
3. Photography triggered a buoyant process of invention of
new communication means, namely generation,
distribution, access, archival and retrieval of knowledge
4. Limited amount of public domain works that are non-textual
or based on traditionally non-printable media is (compared
to what actually exists)
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Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
Different technologies for different
communication forms
1. In all communication forms one distinguishes
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How information is represented
How information is fixated
How information is transported
2. Features of different technologies
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Mechanical and chemical technologies:
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Electric, magnetic ed electromagnetic technologies:
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Common elements may exist
Digital technologies :
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Every case is a special case
Information representation employs the universal bit language
Unification of transport attempted (IP/MPEG-2 TS)
A wide variety of physical layers
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
Examples of value chains
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Books
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Music records
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Music/text composer – Performers – Collecting
Societies – Publisher – Printer – Wholesale – Retail –
Maker of playback device – End-user
Radio
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Author – Collecting Society – Publisher – Printer –
Wholesale – Retail – End-user
Content (from outside/inside) – Broadcasting Receiving device maker – Publisher of program guide –
Playback device maker – End-user
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
Some value chain players
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Content creators
Rights societies
Registration and Certification Authorities
DRM solution suppliers
Back-office application providers
Content repositories
Content distributors
Application developers
Content aggregators
Storage and transport services
Network service providers
Access service providers
End-user device manufacturers - hardware
End-user device manufacturers - software
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
The impact of MPEG standards on Digital
Media
1. 1992/11/06 approval of MPEG-1 standard
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New way to implement the video recording value chain (VCD)
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New way to implement the radio value chain (DAB)
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Not much changes
Not much changes
New way to implement the music recording value chain (MP3)
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A lot changes!
2. 1994/11/11 approval of MPEG-2 standard
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New way to implement the video recording value chain (DVD)
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Not much changes
New way to implement the television value chain
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Not much changes
3. 1998/10/16 approval of MPEG-4 standard
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New way to implement the video recording value chain (DivX)
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A lot changes!
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
“Open source software” in MPEG
1. Every component of the standard (normative decoder and
informative encoder) must be described (implemented) in
software
2. Whoever makes a proposal that is accepted must provide a
software implementation and release the copyright of the
code to ISO
3. ISO grants license of the copyright of the code for products
that conform to the standard
4. Release of license of patents is not required
5. Unlike other OSS projects, only MPEG members can
contribute
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However, all software-related discussions are made on open
email reflectors
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
MPEG-7 – Multimedia Content Description
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Systems
Description Definition Language
Visual
Audio
Multimedia Description Schemes
Reference Software
Conformance
Extraction and Use of MPEG-7 Descriptions
Profiles
Schema definition
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
MPEG-21 – Multimedia framework
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Vision, Technologies and Strategy
Digital Item Declaration
Digital Item Identification and Description
IPMP
Rights Expression Language
Rights Data Dictionary
Digital Item Adaptation
Reference Software
File Format
Digital Item Processing
Evaluation Tools for Persistent Association
Test Bed for MPEG-21 Resource Delivery
Scalable video coding
Conformance
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
The business of knowledge
1. Before digital mutually impervious information distribution
systems were created
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each distribution system shared little with others
information representation was unwieldy and different
information business = management of scarcity
2. After digital it is hard to keep different information
distribution systems separate
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common networks (almost)
common information representation technology
information business = management of abundance
3. We are in a stalemate because
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businesses owning rights to works cannot/do not want to
leave the comfort of management of scarcity
new entrepreneurs and end users take possession of
management of abundance
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
A rescue mission: The Digital Media Manifesto
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A rescue mission started on 4th of July 2003
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Until end of September 2003
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Over 1000 emails exchanged
Over 100 written contributions posted
Over 25 versions of the DMM posted
Reflector
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The Digital Media Manifesto initiative announced
Email reflector established, open to anybody
Web site created
Methodology to develop DMM agreed
~200 members
From more than 20 countries
From all concerned industries
The Digital Media Manifesto published on 2003/09/30
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
The vision of the Digital Media Manifesto
The Digital Media Manifesto proposes to
make an improved Digital Media experience
economically rewarding on a global scale –
legitimate for the multiplicity of players on
the value chain and satisfactory for end
users – by overcoming significant and
challenging obstacles
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Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
The major actions identified by DMM
Policy
P1 Mapping traditional rights and usages to
the DM space
P2 Phasing out analogue legacies
P3 Deploying broadband access
P4 Improving development of and access to
standards
Technical T1 Interoperable DRM platforms
T2 Interoperable end-user devices
T3 End-to-end conformance assessment
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Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
P1: Mapping of end-users’ traditional rights
and usages to the DM space
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Some traditional end-user rights and usages (TRUs)
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Replace the adversarial relationship between users, device
manufacturers and media companies with collaboration
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User associations’ "Bills of Rights" hard to implement w/ DRM
Media companies’ solutions reduce the scope of TRUs, even when there
could be ways to keep them
The DMM Recommended Action (RA) 1
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TRU to quote
TRU to make personal copy
TRU to space/time shift
TRU to choose playback device
TRU to use content whose copyright has expired
TRU to privacy
Identify and document TRUs
Convert TRUs into technical requirement to specify an Interoperable
DRM Platform that technically supports TRUs
Leave it to individual jurisdictions to mandate which TRUs should be
supported (the others are left to individual negotiations)
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
P2: Phasing out analogue legacies
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Levies in the analogue age:
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Levies in the digital age:
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On equipment (PCs, multifunctional devices, MP3-enabled
mobile phones, some STBs with hard disk, scanners, …)
On blank media (CD recordable, DVD recordable and various
types of solid state memory)
On Internet (maximum upload caps with levies applied when a
level is exceeded)
Trend toward extending the scope to any device capable of
processing information, just because the device can also be
used for storage
Levies remove incentive to adopt DRM
The DMM RA 2
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On blank tape media
On some equipment
Develop a roadmap to phase out levies linked to DRM usage
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
P3: Deployment of broadband access
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ITU-T press release, September 2003
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False sense of complacence
This “broadband” access has nothing to do with Digital
Media access!
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It is little more than a convenient means to download media
files from P2P networks
Only a real broadband access will enable a legitimate
business of Digital Media
But a web of obstacles of various nature must be removed!
The DMM RA 3
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Number of global broadband subscribers grows 72% in 2002
Republic of Korea, Hong Kong and Canada top the list
Develop scenarios of mutual dependence of broadband access
deployment on legislation, type and importance of DM services
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
P4: Improving development of and access to
standards
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The ability to feed innovation via the standards process is
key to maintain a vibrant DM business
Today the process is stalling
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The DMM RA 4
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The development of standards is separated from exploitation
of standards
What is RAND for one industry, is discriminatory for another
Too much garbage gets a “patent” label
Review the workflow so that business models that the
standard will support are analysed early in the process
Raise the patent acceptance threshold
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
T1: Interoperable DRM platform
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Each value-chain player wishes to retain the freedom of
choosing the DRM solution that best fits his needs
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If DRM solutions are independently introduced, it will be a
long time before meaningful DM businesses can exist
The way out is to have DRM solutions designed to
interoperate, not necessarily to standardised the same
solutions everywhere
The DMM Technical Specification (TS) 1: develop TS of
Interoperable DRM Platform
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Technology-wise it is possible to assemble different DRM
solutions on the value chain
Business-wise it is impossible to provide a level of trust
adequate for a business relationship
Using requirements from RA 1 (technical support to TRUs)
Developing and using requirements supporting the needs of
different value chain players
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
T2: Interoperable end-user devices
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Open end-user devices
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Broad choice of models
Inexpensive
Closed (service provider specific) end-user devices
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Expensive: digital pay TV STB 10 times > analogue STB
Are a costly adventure
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Are a risky adventure
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Only monopolist pay TV Service Providers are in the black
The cases of Italy, Spain and UK
The DMM TS 2: develop TS of end-user devices which
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Easier to keep subscribers - but is this model economically
viable?
Hard to keep up with device innovation rate
Can consume protected content provided through the
Interoperable DRM Platform of TS 1
End users can buy in the shops
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
T3: End-to-end conformance
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A content value chain is a complex system
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Employing different technological solutions
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Operating so as to achieve the goals of the value chain
Value chain players need to check that each player operates
according to the rules
The DMM RP 3: Develop RP for conformance assessment at
three levels:
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Populated by different players
Bound by legal/business agreements
Legal – e.g. checking that content offering satisfies local law
or regulation
Business - e.g. checking adherence to business rules attached
to content
Technical - e.g. checking that a playback device has the
required security
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
The Digital Media Project
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The Digital Media Project (DMP) is the environment where
the actions of the Digital Media Manifesto will be addressed
The DMP is a not-for-profit organisation
The mission of the DMP is to
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The work will be done through open collaboration of DMP
members
The DMP will produce
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Promote continuing successful development, deployment and
use of Digital Media
According to the principles laid down in the Digital Media
Manifesto
Technical specifications (TS)
Recommended practices (RP)
Recommended actions (RA)
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
DMP’s 2004-05 work plan
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The work plan assumes that
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The DMP has been formally established (incorporation to be
executed on 2003/12/01)
An interim Board of Directors is in place (interim Directors
selected among those attending the incorporation)
A draft work plan has been prepared
A draft organisation of Development Committees has been
agreed
First General Assembly will be held on 2004/01/28-30
General Assemblies to be held quarterly
Recommended Actions to be released after 18 mo.
Technical Specifications and Recommended Practices to be
released after 24 mo.
Leonardo Chiariglione Digital Media strategist
Information representation & media use on the network
To join DMP send mail to:
[email protected]
Read more at:
http://manifesto.chiariglione.org
http://project.chiariglione.org
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Leonardo Chiariglione Digital Media strategist