Henry Stewert DAM LA 2010 - Rights Management

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Copyright © 2010 Earley & Associates, Inc. All right reserved.


Rights Management

Gordon Castle

Senior Consultant

Earley & Associates, Inc.

www.earley.com

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• Innovator and leader in the media and entertainment industry• 20+ years of experience

• Proven track record conceiving, planning and executing large-scale initiatives that have changed organizations and the way people work

• Media and entertainment technology and strategic planning, business management, internet technologies, workflow optimization, digital media planning and implementation

• Prior roles • Senior Technology Fellow, Company Broadcasting

• Internal corporate advisor to Company’s Entertainment and New Products Groups

• Lead initiatives to advance high definition acquisition, broadband production, media asset management and new product development.

• SVP of CNN Technology• Provided strategic direction for the CNN News Group • Directed technology planning, execution and training

Gordon Castle

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• How do we maintain the content value model, relevance, ad premiums and revenue growth? How do we transition the business?

• Capability to understand, manage and optimize content (and ads) utilization across the enterprise will support sustained growth

The Setup: Need for DAM 2.0 and Rights Management

Understand Manage Optimize Growth

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The Core Issues

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• Rapidly growing need for media companies to understand content utilization across vertical businesses and platforms Active content tracking Utilization reporting Content licensing models and forecasting

• Key component in monetizing fragmented audiences and justifying content costs Develops, tracks and reports the true value of content and its

overall reach

DAM 2.0 - Content Portfolio Management

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ContentTypes

ContentStatus

RightsMetadata

Geography/Locations

BusinessUnits

SubjectArea

Rights

ContentFormats

FunctionalRoles

Active rights management

• Complex• No defined structure, no known lifecycle models• Structure and approach is a competitive advantage• Driven by distribution channel/platform

content protection and piracy utilities are improving

(e.g., YouTube Content ID, identification for monetization)

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Rights Information Management Initiatives

• metadata in general: Dublin Core; MXF (Material Exchange Format); NewsML; Prism; XMP (Extensible Metadata Platform)

• film and TV: Permissions Direct [unsuccessful]; Rightscenter.com; RightsWorld.com [unsuccessful]; Sony Music Finder; SubRights.com [unsuccessful]

• text publication: Copyright Clearance Center (copyright.com); Copyright Agency Ltd [Australia]; VG Wort [Germany]; XanEdu (xanedu.com)

• digital publication: Zinio• mobile search: Google; InfoSpace; JumpTap; Medio Systems; MotionBridge; Yahoo• image licensing: Corbis (corbis.com); Getty Images (gettyimages.com); Jupiterimages

(jupiterimages.com)• trade shows: BookExpo America (BEA); Frankfurt Book Fair; London Book Fair; NATPE

(National Association of Television Programming Executives); Western Cable Show• Web 2.0 delivery: Brightcove; Digg; Maven Networks; Yahoo; YouTube• multiplatform delivery: Entriq; thePlatform; Navio’s AV Commerce service

Rights Information Standards

• Digital Content Identifiers• AAP Enabling Technologies Committee [unsuccessful]• cIDf (Content ID Forum)• Content Reference Forum (CRF) [unsuccessful]• CrossRef standard• DMP (Digital Media Project)• DOI (Digital Object Identifier)• GRid (Global Release ID)• ISAN (International Standard Audiovisual Number)• ISWC (International Standard Musical Work Code)• Microsoft's .NET Passport scheme• ONIX for Licensing Terms• PURL (Persistent Uniform Resource Locator)• Sun’s Liberty Alliance [unsuccessful]• UMID (Unique Material ID)

• Rights Expression Languages (RELs)/rights management languages• ccREL (Creative Commons Rights Expression Language)• Contract Expression Language (CEL) • MPEG-21• ODRL (Open Digital Rights Language)• SAML (Security Assertion Markup Language)• XACML (OASIS eXtensible Access Control Markup Language)• XrML (eXtensible Rights Markup Language)

Intellectual Property Management Solutions and Services

• Access Integrated Technologies, Inc./RTS• Amino Technologies/AssetHouse• AP (Associated Press)/hNews• Book Rights Registry (Google and Authors Guild)• Copyright Clearance Center (copyright.com)• Counterpoint Systems Ltd.• Creative Commons/CC+• Jaguar Consulting/System 7• Pilat Media/IBMS• PRISM Rights Language• RightsLine Software Inc.• RSG Media Systems/RightsLogic• SAP• Sophoi/iPLS• ACAP (Automated Content Access Protocol)

The lack of standards and systems is limiting business models

and digital opportunities

The industry needs a cost-effective, flexible, extensible, secure solution

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Devising a rights management solution

• Distribution collections have defined structures Adobe Apple Google Microsoft

• Rights management taxonomy and metadata initiatives business-to-business (B2B) business-to-consumer (B2C)

• Cloud based and content IDs emerging

• Enterprise-level rights management integration using purchased, customized, and proprietary solutions

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• Understand and execute approaches that support integrated content management

• Use structured metadata and taxonomy approaches to evolve rights management, from creation to consumption

• Use content portfolio management to understand, manage, and track content

Industry Next Steps

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About Earley & Associates

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• Focus: Information Architecture (“IA”) Services

• Founded: 1994

• Personnel: Twenty core team consultants, plus a network of other top industry experts• ECM and KM experts• taxonomy specialists• search experts• information architects• usability professionals• technology consultants• business process experts

• Headquarters: Boston, MA

• Consulting Philosophy: • Organizing Principles based on

business context and goals• Four Pillars - People, Content,

Process, and Technology

Taxonomy and Metadata experts with a service practice addressing right management initiatives

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Gordon CastleSenior ConsultantEarley & Associates, [email protected]

Questions

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Additional resources at www.earley.com

http://www.earley.com/webinars/jumpstarts/digital-asset-management

http://www.earley.com/consulting-services/digital-asset-management

DAM Survey of Best PracticesHelp determine Best-in-Class procedures in DAM and get a free copy of the report

http://cts.vresp.com/c/?GISTICS/142ab481c9/fef3754238/e695ab477a

mailto:[email protected]

http://www.earley.com/

http://www.earley.com/webinars/jumpstarts/digital-asset-management

http://www.earley.com/consulting-services/digital-asset-management

http://cts.vresp.com/c/?GISTICS/142ab481c9/fef3754238/e695ab477a

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Greg Fioravanti

VP, Deal & Rights Management

Business & Legal Affairs

Discovery Communications

DCI Rights Management Summary

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Rights ManagementStarting Point – 2005/ 06

• High demand from business for available content– DCI Producing large volume of hours per year– DCI considering many new business opportunities

• Difficulty accessing information– System insufficient– Lack of standardized data capture– Elemental rights in binders

• Cost to DCI– Rights reviews could take a long period of time

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Rights ManagementCurrent State

• System Solution– Partnered with RSG Media Systems to build Rights Logic– Provides full program rights picture– Push information out to business

• Rights Data Capture Automated– Entered backlog of 10,000 documents over 2 year period– Able to have new contracts input in 2 week timeframe– Process optimized, minimal headcount– Rights analysts only deal with higher level issues

• Result– Real time, reliable rights reviews

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Rights ManagementFuture

• Integration– Need to push rights data to client’s systems requiring alignment of process and understanding of long term dependencies– Metadata must be standardized across all businesses and services– Systems need to be adjusted to align to common structure

• Result – Real time information available to end users in their system– Administrative burden reduced– Data integration allows business to maximize revenue

Who Is Participating in PLUS?

• Creators: photographers, illustrators.• Distributors: stock agencies• Users: book publishers, newspaper

publishers, magazine publishers, web publishers, motion picture/TV, ad agencies, designers, the public

• Cultural Heritage: Museums, libraries, researchers, educational institutions

• Other: software developers, attorneys, picture researchers, artist reps, manufacturers, standards bodies, etc.

The PLUS Registry

Join the PLUS Coalition

• Learn more:• www.usePLUS.org

• For more information:• [email protected]

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Panel Discussion

• Greg Fioravanti VP - Deal & Rights Management, Discovery

• Jeff Sedlik President & CEO, PLUS Coalition

• Igor Vezmar SVP of Product and Services Development, Ascent Media

• Gordon Castle Senior Consultant, Earley & Associates, Inc [email protected] 404-939-3520

mailto:[email protected]