Lesson

Digital Rights Management (DRM) or Delay Rip-off Management

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Overview
DRM Concepts Piracy Scenarios DRM effectiveness Best Case DRM Common DRM Implementations DRM and your online business model Who is providing DRM?

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DRM Concepts
Digital Rights Management (DRM) is any of several technologies used by publishers (or copyright owners) to control access to and usage of digital data (such as software, music, movies) and hardware. No DRM solution completely effective against piracy.
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Piracy Scenarios
Password Protection:
Subscriber pays once for content, then shares it with non-paying friends non-

Source: Mastering Internet Video Damien Stolarz

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Piracy Scenarios
Stream Recorders:
Hacker program that records incoming streaming media to a file, then redistributes the file.

Source: Mastering Internet Video Damien Stolarz

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Piracy Scenarios
DRM Hack Progams:
Hacker program locates hidden DRM key to unlock media, shares key with non-paying friends. non-

Source: Mastering Internet Video Damien Stolarz

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Piracy Scenarios
Fake Video Card:
Hacker program pretends to be real video card and saves media to disk, then redistributes file

Source: Mastering Internet Video Damien Stolarz

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Piracy Scenarios
Exploiting Video Output
Capture video out from computer into camcorder, reredigitize from tape, then redistibutes file.

Source: Mastering Internet Video Damien Stolarz

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Idealized DRM system

Source: Mastering Internet Video by Damien Stolarz

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Common DRM Implementations

Conditional Access (good for live pay-per-view) pay- perVENDOR(s)=Entriq VENDOR(s)=Entriq Limits time that paid password can be used (ie. Only during event) (ie. Enforces Geographic Restrictions
Cannot use same password more than once from different locations, no locations, sharing passwords.

Subscriptions (good for access to enormous libraries of content)

VENDOR(s)=Microsoft VENDOR(s)=Microsoft Pay monthly fee, unlimited access. Subscription ends, content access ends.

Watermarking (mass-distribute physical content) (massVENDOR(s)=SmartMark technology VENDOR(s)=SmartMark assumes content will be pirated or shared illegally on some level, so it level, provides a way to trace content back to the original distribution. distribution. detain and prosecute digital media pirates not mainstream for online content yet
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Typical Microsoft DRM for Streaming Media Business Model

Basic playback. For basic playback functionality, allow the following rights: AllowPlayOnPC AllowBackupRestore Promotional material. To distribute promotional material for limited use, use the following rights: AllowPlayOnPC BeginDate and ExpirationDate (limit time which the license is valid) DeleteOnClockRollback or DisableOnClockRollback MinimumAppSecurity (set to a low, so more consumers can play the Windows Media file) Rental. To let consumers play a Windows Media file for a period of time starting from when they first open the file, use the following rights: rights: AllowPlayOnPC ExpirationDate ExpirationAfterFirstUse or ExpirationOnStore DeleteOnClockRollback or DisableOnClockRollback
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Apples DRM via iTunes

If you want to use Apples DRM technology, you must get your content on iTunes

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Summary
DRM wont protect your content forever, but it can deter widespread distribution to non-paying customers. Dont go it alone, partner with a Content Delivery Network that provides DRM.
They all have custom implementations of DRM

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