Introduction of DRPCDigital Rights Permission Code

Naoto IchimaruDENTSU INC.

Workshop on“Standardized IPTV Applications”

(Geneva, 25 October 2011 )

Who we are. Dentsu is the largest single Ad agency in the world, and 5th group in the world.Strong relationships with a lot of Japanese Clients, Media, Contents Providers, Communication Carriers and government.

Agency2009 Revenue(M$)

1 Dentsu 2,335

2 McCann Ericson Worldwide

1,419

3 BBDO Worldwide 1,141

4 DDB Worldwide 1,110

5 JWT 1,066

6 TBWA worldwide 1,023

7 Hakuhodo 956

8 Y&R 932

9 Publicis 875

10 Leo Burnett Worldwide

777

World Top 10 Advertising Agencies

What is DRPC? – Formed with 4 sets of information

Identifies the type of content created

or used

.

Identifies content

holders/content rights holder

Identifies the content users

User IDContent IDHolder ID

An encoded technical language which makes devices read the information of; (1)Purpose of use (ex. business, public, education)(2) Usage format (ex. restricted streaming, downloading, copying)(3) Usage period, expiration, usage count control(4) Territory (ex. within Japan)

These components are collectively called as “Digital Rights Permission Code”

Narrow Digital Rights Permission Code

What is DRPC? – It provides 6 functions

UsersContent Rights Holders(Aggregator/Contents producer)

Distributors

♪Holder ID (A

Holder ID (B

Holder ID (C

X%

Y%

Z%

♪Contents ID

♪

♪

User ID

Log DataLog Data

Log Data

1. Contents Registration

(numbering IDs)

ContentsIDHolder IDUser ID

N-Permission

♪

2. Usage Conditions Setting

(Issue Permission Code)3. Delivery/

Charge(Based on

N-Permission Code)

4. ReceiveUsage Results / Collect Usage Fee

6. Profit Sharing

Total Usage Data

Requestto use

5. Report of usage

Set of Permission Code

DRPC

Cooperation on DRPC and other protection technologies

IEC62227DRPC

Various Digital Watermarking

Technology

Fingerprint Technology

DRMTechnologies

Illegal Usage DetectionCrawling Service

Content ProtectionTechnology

Illegal Usage DetectionTechnology

Affiliations can also be made withNTT data, Attributor, MediaDNA® (Vobile, U.S.), etc.

Strong content protectionVarious usage of rights

permission

Rapid and accurate detection of illegal usages.

Specify illegal users and take legislative actions

ITU RII

Use case of DRPC: Illegal Usage Detection/Deletion

Content Delivery PF

IEC62227Platform

Detecting Operators

Video hosting websites

File Sharing websites

Patrol / Detect illegal Usage (identified by Both fingerprint andIEC62227)

Law Firm

ID Numbering

Server

FingerprintServer

FP-DB

Get ID

Portal site

IEC62227Server

Net SaleEmbed IEC62227

(digital watermarking)

ID Code DRPCCode

GenerateFingerprint

Request to delete / Legal Remedy

Authorized purchase

IPTV VOD Service using CM points New Advertizing model based on “Loyalty points”, using IPTV’s interactivity DRPC, an international framework, is used for content management

VoD Service Loyalty-points Service

VOD Service 　　 Portal

Synopsis of the Content - Confirm DRPC

Select a CM 　　　 to view the CM

Acquiring content with the CM Loyalty points

Thank you!