News & Noteworthy
Digital Watermarking Alliance Update Guidelines Set for Protecting Copyrights Online
To increase its presence and influence on Capitol Hill, the A group of Internet, media and technology companies –
DWA hosted a Senate High-Tech Taskforce Briefing on including CBS Corp., Dailymotion, Microsoft Corp., NBC
September 26 in Washington, D.C. The event presented Universal, News Corp.'s Fox and MySpace units, Viacom
the DWA with an opportunity to brief policymakers on Inc., Veoh Networks Inc., and Walt Disney Co. – has
the Senate side about the organization’s benefits, and to announced a set of guidelines they have agreed upon
highlight significant policy themes such as Orphan Works that are aimed at protecting copyrights online. The
or Fair Use. guidelines, established to address copyright-related
issues that have arisen with the rise of user-posted con-
The DWA also co-hosted an event with the House tent – particularly video – on the Web, include using
Congressional Entertainment Industries Caucus (CEIC), technology to eliminate copyright-infringing content
chaired by Congresswoman Diane E. Watson (D-CA), on uploaded by users to Web sites, and blocking any infring-
November 15 in Los Angeles. The purpose of the event ing material before it is publicly accessible.
was to further raise awareness of the commercial benefits
of digital watermarking, and to bring together industry
leaders and influencers around the challenges and
Ad Spending Grew 3 Percent in 2007
opportunities associated with distributing digital content.
and Predicted to Grow 7 Percent in 2008 :
Dan Glickman, Chairman and CEO of the Motion Picture
Myers Publishing
Association of America, was the keynote speaker, and
the industry panel was moderated by Bill Rosenblatt, an
Suggestions of an ad recession by TNS Media Intelligence
expert on DRM and content identification and author of
and other forecasters are misguided, according to new
DRM Watch. Panel participants were Steve Weinstein,
advertising and marketing forecasts issued by Jack Myers
MovieLabs ; Joe Cates, NBC Universal ; Paul Jessup,
Media Business Report. Because other prognosticators
Recording Industry Association of America ; and Mitch
focus exclusively on traditional media such as television,
Singer, Sony Pictures. Teletrax VP, U.S. Business Operations,
newspapers, radio and online and fail to pick up on the
John Utley participated at a DWA member panel.
shift of marketers’ budgets to untracked categories such
as cinema, mobile, videogame advertising, branded
entertainment, satellite radio and custom publishing,
Medialink Launches Mediaseed
™
their numbers are skewed, according to Myers.
Medialink, Teletrax’s parent, launched Mediaseed ™, a
According to the report, those non-traditional categories
Web-based content management platform that offers a
grew approximately 20.3 percent in 2007 and will grow
digital suite of collaboration, archiving, distribution,
an additional 18.4 percent in 2008 and 18.5 percent in
publishing, and evaluation features for corporate mar-
2009, following growth of nearly 23 percent in 2006,
keting and communications professionals. By establishing
which delivered $25.2 billion to media company coffers,
a customized portal via Mediaseed's website www.medi-
or 11.3 percent of total 2006 ad expenditures of almost
aseed.tv, clients can more easily partner with Medialink
$223.8 billion.
for video and rich media production and distribution
services, as well as store, share and track assets employed
Conversely, the report says, 12 traditional media - including
in broadcast and Web campaigns for marketing, public
yellow pages and online - increased less than one percent
relations or public affairs efforts.
in 2007, will rebound in 2008 with 5.2 percent growth
The American Lung Association became the first official
(driven heavily by political advertising) before softening
Mediaseed client, signing a multi-year contract for asset
again in 2009 with only 0.4 percent growth.
management and digital newsroom services. Medialink
already supports a number of media and public-facing
Combined, the 18 media categories were projected to
websites for clients, including Bridgestone Corporation,
increase 3.1 percent in 2007, down from Myers' original
and Royal Philips Electronics, which contain video, audio,
forecast, issued in December 2006, of 3.7 percent. Myers
still images, and text that are typically distributed to
forecasts that overall media advertising will increase 6.9
broadcasters and websites digitally and via satellite.
percent in 2008 and 3.1 percent in 2009.
Global TV distribution (cable, satellite, IPTV) market expected
to grow at 9.3% CAGR to $251 billion in 2011.
(from PricewaterhouseCoopers Global Entertainment & Media Outlook : 2007-2011)
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