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Streamlining the Digital Entertainment Supply Chain with Universal Unique
Identifiers
November 9, 2011
Sponsored by
Agenda
• Introductions• EIDR Overview • Use Case Scenarios & Implementations
• Studio (Disney)• MSO (CableLabs)• Metadata Provider (Rovi)
• Q&A
211/10/2011
Panelists
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David AgranoffSenior Architect, CableLabs
Jud CaryVP & Deputy General Counsel. CableLabs
EIDR Board Member
Eddie C. DrakeDirector, Product Development
The Walt Disney Studios
John MoakleyEVP of Data Services
Rovi
Kip WelchVP Business Development, MovieLabs
EIDR President
Guy FinleyExecutive Director, MESA
EIDR Overview
Millions of film and TV products created each yearC
umul
ativ
e un
ique
as
sets
for d
istri
butio
n
VersionsEdits
Formats, Regions, Languages, Subtitles
PackagesRetailer SKUs
Digital encodings of movies, TV shows, clips
Network , Pay TV Distributions
511/10/2011
Example TV AssetA
bs
tra
ct
Pe
rfo
rma
nc
eD
igit
al
IsPromotionFor
TrailerIsClipOf
Clip
English
IsLanguageVariantOf
Spanish
IsLanguageVariantOf
SpanishEnglish
iTunes encoding
IsEncodingOf
Amazon encoding
Season 3
IsSeasonOf
Season 1 Season 2
Episode 1 Episode 2
IsEpisodeOf
Episode 3
11/10/2011
TV Series
Possibly the LEAST Sexy PPT Slide..BUT, most important information for digital workflows!
• 20 hexadecimal digits and a Base 36 check• Opaque numbers assigned by EIDR registry
• Purely functional without any implication of ownership• Only functional metadata to determine uniqueness; no duplications
• Robust value-ad commercial metadata not included• Central database contains all required data, can be mirrored • Relational database ties assets together
10.5240/ XXXX-XXXX-XXXX-XXXX-XXXX-C
Standard prefixfor EIDR registry
Unique suffixfor each asset
Checkdigit
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EIDR – Enabling Scalable Content Services
Metrics& Analytics
Ownershipand license
rights
Contributormetadata
(cast, crew, etc.)
Offerterms
Digitalrevenuereporting
EIDR
Value-added
metadataand
services
811/10/2011
Benefits - what EIDR helps you do
Cut costs with increased efficiency• Allows automated B2B delivery of avails, metadata, & content• Reduces manual processing of ingested content• Matches metadata quickly and efficiently• Eliminates costly translation between proprietary ID systems• Improved back office billing & fulfillment in online retail & VOD
Increase revenue opportunities• Speeds time to digital sales• Avoids missed window starts• Reduces sales tracking error rate• Enables automated micro-transactions
Deliver services – multi-platform coordination• Connects consumer services to product ID’s• Allows multiple vendors to coordinate product-triggered services• Simplifies multi-platform interoperability & services• Facilitates new consumption metrics & tracking
911/10/2011
EIDR Supporters
Post Processors DistributorsContent Owners VAS providers
1011/10/2011
Business Approach
• Run as industry non-profit on a cost-recovery basis• Industry-driven ID solution for the digital supply chain
– Industry collaboration among content owners, distributors and cable operators, retailers, and other key stakeholders
• Tracks all commercial content down to the product and SKU level, including edits, clips, composites, encodings
1111/10/2011
Simple Inexpensive Fee Structure
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Annual Revenue Basic User FeePromoter Fee (includes Basic
User Fee)
< $100M $ 5,000
$ 35,000 $100M - $500M $ 10,000
$500M - $1B $ 20,000
>$1B $ 25,000
12
Technical Approach
• Built on International Digital Object Identifier (DOI) standard (ISO approved); Interoperable with existing ID’s
• Centralized registry to guarantee uniqueness– Members can mirror entire database if desired
• Opaque IDs based only on minimal metadata required for unique identification
– Does not displace value-ad commercial robust metadata
• Hierarchies and relationships flexible enough to cover known and unknown variations
• Extensible to meet new industry requirements• Interoperable with other ID’s and standards from Ad-ID, ISRC,
ISAN, DDEX, Ultraviolet, EMA, etc.
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Summary
Coverage: Ability to generate unique identifiers for all types of commercial digital AV content
Flexibility: Support wide variety of objects, hierarchies & relationships between objects
Cost-effectiveness: Must make economic sense for large volumes
Interoperability: Must be able to interoperate with other registries & ID’s
Scalability: Ability to handle very large volumes of registrations at production level SLAs
Extensibility: Can be readily extended to accommodate new types of assets in future
Value-added Services: Must support the ability of vendors to offer value-added services & applications
Accessibility: Open search and query access without restrictions on data usage
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Use Case Scenarios & Implementation
• Walt Disney Studios• CableLabs• Rovi
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Use Cases to be Investigated • Digital asset tracking throughout the distribution lifecycle• Metadata to asset matching• Derivative asset creation by distribution accounts• Granular POS reporting
Disney EIDR Integration Overview
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Key Performance Indicators (KPIs)• How much pain is solved?• Ease of Integration, Cost?• Resonate with stakeholders internally?
Integration consisted of• Matching and registration of feature content• API Integration across entire EIDR reg. hierarchy • Registration of 370 Titles at all levels• Formal “lessons learned” findings to be published to HITS/DEG and
EIDR working groups
Disney EIDR Integration Overview
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Disney EIDR Integration Overview
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• Validated the UMID as a critical component to digital supply chain and digital distribution– Disney endorses EIDR as the standard
• Integration the best way to vet the solution– Low cost investment– Additional internal benefits
• Identified gaps in internal MDM data quality and workflows
• High internal interest across various groups– Piracy Management, Media Networks, Finance and
Controllership– International interest
Outcome
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Copyright ® 2009 Rovi Corporation. Company Confidential.
ROVI-EIDR Use Case Scenarios
• Rovi has implemented a continuous seeding process from our program database
- We scan our data to pull out and register all previously un-registered records that meet minimum EIDR requirements
• Store EIDR asset IDs from previous and future seeding runs in our content warehouse
• Deliver those EIDR asset IDs in our existing data feeds to our high-profile data clients
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Copyright ® 2009 Rovi Corporation. Company Confidential.
Continuous Seeding
• Process was last run on October 5th and is slated to occur on a monthly basis
• Record types eligible for seeding include: Movies, Series, Seasons, Episodes and One-Time TV
RoviProgram
Database
EIDR Registry
11/10/2011 24
Copyright ® 2009 Rovi Corporation. Company Confidential.
Recent Seeding Stats
• Last month, Rovi added over 28k new records to EIDR
11/10/2011 25
Copyright ® 2009 Rovi Corporation. Company Confidential.
Future Plans
• Rovi is enhancing our tools to increase the seeding frequency
- Plans to move to a weekly and eventually, daily seeding process are in the works
• Rovi will continue to deliver existing EIDR asset IDs and add new ones to customer extracts as they become available
• Over the next few months, Rovi will also be working in conjunction with CableLabs to support the new Video Service ID initiative
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High-Level Use Casesfor Cable Operators and MVPDs*
• Multi-Platform Viewing• Metadata Enrichment and Linkage• Authorization• Measurement and Reporting• Advertising• Interactive Applications• Content Discovery
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.28*Multichannel Video Programming Distributor
Types of Identification
• Content Identificationo Series, Seasonso Performanceo Editso Instances
• Video Service Identificationo a.k.a. Network, Channel, Station, Source, Feedo Variants (format, localization, language)
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.29
Multi-platform Viewing
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.30
Metadata Enrichment
Comments from Friends
Critic Reviews
Guide Metadata
VOD Metadata
Time-Indexed Metadata
Cast Bios & Filmography
EID
R
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.31
Content Authorization (TV Everywhere)2
1 3
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.32
Identifying an instance of video
Measureable Instance of
Video Content
Know
n As
EIDRContent ID
Additional Context
EIDRVideo
Service ID
Additional Context includes…• Linear Date/Time• Adjoining Content• Viewing Platform
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.33
Measurement
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.34
Content Identification using SCTE 35*• SCTE 35 – Specification for digitally inserted cue
messages in video• Segmentation descriptor can be used for content
identification• Encryption or obfuscation might be necessary
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.35*SCTE 35 is available from the Society of Cable Telecommunications Engineers (scte.org)
Dynamic Advertising
Ad Decision Service
EIDR Content IDEIDR Video Service ID
Subscriber
Advertising Opportunity
Ad-ID*Or
EIDRAdvertising Placement
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.36*Ad-ID (ad-id.org) is an advertising identification and management system, developed by the American Associations of Advertising Agencies and the Association of National Advertisers
Interactive Applicationsand Second Screen Enablement
• Platforms for interacting with cable serviceo EBIF™o tru2way®o Native Appso Web-based
• Potential application developerso 3rd Party Developerso Programmerso MVPDs
• Functionality that references contento Determine what is being watchedo Tune to linear video serviceo Find & play scheduled contento Find & play VOD contento Create favorites / play listo Synchronize application with content
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.37
Content Discovery• Search• Recommendation
You should watch10.5240/95F1-4D95-6A6B-
E859-9410-F.Have you seen the latest
10.5240/4EFA-6EE4-9893-3604-E808-G?
I suggest 10.5240/BC23-A1B4-5875-7A94-303F-P. You gotta see
10.5240/0477-6BBD-A1A3-30BF-24EE-Z!
11/9/11Cable Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential.38
Conclusion
• EIDR provides a universal means for identifying both discrete content and video services.
• The combination of content and service identification allows cable operators (and other MVPDs) to execute new and exciting use cases.
• Participation by video supply-chain partners (programmers, metadata creators, etc.) is essential for success.
• Questions? [email protected] Television Laboratories, Inc. 2011. All Rights Reserved. Proprietary/Confidential. 11/9/1139
Q & A
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For more information, please visit www.eidr.orgFor membership inquiries, please email [email protected]
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