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Landing TV on multiple devices –
Learning lessons from the music industry
adversely affect consumers. has made it a compelling Such figures make studios and sit up and take notice. IP-
Learning a clear lesson from destination for consumers to rights owners wary of offering based distribution networks
the music industry, pay- legitimately pay for content. rich TV services and premium were initially perceived to
TV operators must find a content unless effective be too similar to the ‘open
model that incorporates both In the UK, the success of the security systems are in place. garden’ environment of
protection for content owners free-to-air digital terrestrial the Internet: unregulated,
and a transparent viewing TV service, Freeview, It is vital the TV and video unsafe and a playground
experience for consumers. and its satellite and cable industries recognise for video piracy and file
counterparts, demonstrates that protecting premium sharing. However, IP-based
In trying to protect revenues the potential for more flexible programming does not mean protection technologies,
and established business and sophisticated television compromising the viewing which apply many of the
models, the music industry viewing. However, despite the experience of consumers. same technologies used
resisted online distribution, widespread video capability To address the challenge to secure online banking,
refusing to embrace the of fixed and portable devices of balancing content owner are being proven in large-
medium until it was too late. now on the market, viewer requirements and user rights, scale deployments and are
Consumers found their own choice is still severely operators can implement a increasingly implemented
way of accessing content. restricted. It is possible unified and layered security by pay-TV operators which
High CD prices and poor to address the increasing solution – invisible and non- have traditionally favoured the
security technology led to array of consumer devices invasive – which can be hardware-based smartcard.
illegal file-sharing websites but to date broadcasters effective, irrespective of
that became increasingly and content owners have network, device or content. The success of software-
popular due to their ease-of- failed to capitalise properly Software-based security based security solutions in IP
use and the freedom to move on the opportunities. solutions are emerging networks and their increasing
content around. When the as the best option in this popularity in the traditional
music industry finally accepted The viewing figures for the scenario as they can offer broadcast industry show they
online distribution and iPlayer and the forecasts more sophisticated layers are capable of providing an
implemented DRM security for mobile TV point to of protection, can easily effective security solution.
protocols, it led to confusion the potential revenue a adapt to security threats One that protects the assets
and dissatisfaction amongst comprehensive multi-platform, and are inexpensive to of studios, broadcasters
consumers used to accessing multi-device environment implement and upgrade in and content owners during
their content for free. could generate. Yet content comparison to hardware- distribution and allows
owners and network operators based security solutions. the playback of video for
Consequently, the industry are naturally concerned about Additionally, software consumers based on usage
is still scrambling to keep up, how their assets and revenue solutions have the flexibility rights. If the same level of
belatedly trying to establish a streams can be protected from to co-exist with different security can be mirrored by
business model that satisfies piracy when broadcast across protection solutions, which other distribution platforms,
the security needs of rights different networks and shared ensures they remain effective it will enhance the value of
owners and the interoperability amongst numerous devices. but invisible, when video pay-TV networks and content
demands of consumers. is shared and distributed owners will continue to
An annual report carried among different devices. produce the rich, high value
Credit can be given to Apple’s out by Ipsos Research on content which will in turn
iTunes for providing an easy behalf of the television and The success of software- retain viewers and establish
way to purchase music and film industry showed the based security systems being viable business models
content without neglecting total number of pirated or deployed on networks that for emerging platforms
rights management. Limitations counterfeited titles (burned, use the same protocols as such as mobile TV.
still exist within the walled downloaded, copied or the Internet (IP), to deliver
garden they’ve developed viewed), in the UK was content is making the Stephen Christian is VP of
but Apple’s ‘coolness’ factor 226 million in 2007. traditional broadcast industry Marketing at Verimatrix


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