civolution contribution to tv anywhere - whitepaper - v13 - jan2011

All rights reserved, 2011

1. Executive summary

TV Anywhere – including “Over the Top

to programming (e.g. premium channels)

company. As a result that subscriber should be able to watch

including televisions, computers, handhelds, or even

From a business stand point for this simple concept to succeed, TV Anywher

the operator subscriber base and possibly ARPU

growth and the revenue that comes with

HD), and appeal of the (premium

connected devices.

There is a willingness on the part of studios,

premium high value content and to explore new revenue lines.

content copies to be accessible for free or outside the scope of subscription

holders from fully benefiting from

but any content security should be both:

� beyond the Conditional Access and Digital Rights Management (CA/DRM)

consumer realm,

� inherently very early in the delivery workflow

airing.

The NexGuard forensic marking applications

forensic analysis tool in case piracy actually occurs.

unique information that can be used to identify when and where the content was originally

or consumed.

Executive summary

“Over the Top, OTT” – is a very simple concept. A subscriber pays for access

(e.g. premium channels) via an MSO (Multi-Service Operator), IPTV or satellite

company. As a result that subscriber should be able to watch this programming

s, handhelds, or even a cell phone.

for this simple concept to succeed, TV Anywhere service

subscriber base and possibly ARPU (Average Revenue Per User). The subscriber base

growth and the revenue that comes with it is directly related to the amount, release date, type (

premium) content that is made available on-line for various types of

part of studios, broadcasters and content owners in general to release

and to explore new revenue lines. However the pot

accessible for free or outside the scope of subscription is preventing rights

from TV Anywhere. Securing content would help in moving forward

but any content security should be both:

the Conditional Access and Digital Rights Management (CA/DRM)

inherently very early in the delivery workflow and in any B2B circulation of content

applications by Civolution offer both a deterrent against piracy and

in case piracy actually occurs. The data embedded into the video provides

unique information that can be used to identify when and where the content was originally

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A subscriber pays for access

, IPTV or satellite

on any device

service needs to grow

. The subscriber base

is directly related to the amount, release date, type (SD,

line for various types of

and content owners in general to release

the potential of illegal

is preventing rights

would help in moving forward,

the Conditional Access and Digital Rights Management (CA/DRM) used in the

in any B2B circulation of content prior to

a deterrent against piracy and a

The data embedded into the video provides

unique information that can be used to identify when and where the content was originally delivered

All rights reserved, 2011 of 15

2. Table of contents

1. Executive summary ......................................................................................................................... 2

2. Table of contents ............................................................................................................................. 3

3. Make TV Anywhere a business success ........................................................................................... 4

4. Workflows in TV Anywhere ............................................................................................................. 5

Pre-airing workflows ............................................................................................................... 5

TV Anywhere VoD service workflows ..................................................................................... 6

5. TV Anywhere business challenges ................................................................................................... 6

Market opportunities with TV Anywhere ............................................................................... 6

Revenues at stakes due to risk of piracy ................................................................................. 6

6. Addressed needs – Tackling piracy risks ......................................................................................... 7

Risk of piracy prior to airing .................................................................................................... 7

Risk of piracy from content files made available on-line ........................................................ 7

Risk of piracy from broadcast signal ....................................................................................... 7

7. Solutions offered by watermarking ................................................................................................. 8

Digital video watermarking technology principles ................................................................. 8

Forensic marking application principles ................................................................................. 8

Benefits of forensic marking ................................................................................................... 9

8. NexGuard video watermarking solutions ........................................................................................ 9

NexGuard application for proxy copies .................................................................................. 9

NexGuard application for mezzanine versions ..................................................................... 10

NexGuard application for VoD and on-line transactions ...................................................... 11

NexGuard application for linear Pay-TV ............................................................................... 11

9. Complementary services ............................................................................................................... 12

NexGuard forensic detection as a service ............................................................................ 12

Mediahedge Content Identification and Monetization ........................................................ 12

Teletrax - Television Monitoring ........................................................................................... 13

10. Conclusion ..................................................................................................................................... 13

11. More information .......................................................................................................................... 14

Detailed product information ............................................................................................... 14

Contact Civolution ................................................................................................................. 14


3. Make TV Anywhere

TV Anywhere allows consumers to view their favorite TV programs

devices. Content can be downloaded or streamed

linear-TV and VoD services. The c

services which are available from MSO (cable), direct

Valuable content is made available

new revenue streams, advertising, and subscription models for content

As TV Anywhere meets the expectation

content owners and for distributors

premium services. But this could only be achieved

subscribers. Accordingly, it requires tackling all piracy threats

those during and after content delivery.

Graphic 1: Content path from creation to TV anywhere

TV Anywhere a business success

TV Anywhere allows consumers to view their favorite TV programs legally on more

Content can be downloaded or streamed towards PC and mobile terminal

The consumer’s viewing experience can now go beyond free or pay

services which are available from MSO (cable), direct-to-home (satellite) and IPTV operators.

made available on video portals shortly after the first airing. This also opens up

new revenue streams, advertising, and subscription models for content rights holders

expectations of consumers, it will be turned into a business success for

distributors by attracting more subscribers, or by upgrading existing ones

ld only be achieved if content does not massively leak to non

Accordingly, it requires tackling all piracy threats, including those prior to airing and

during and after content delivery.

Content path from creation to TV anywhere

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on more connected

terminals in addition to

go beyond free or pay-tv

and IPTV operators.

This also opens up

rights holders.

into a business success for

, or by upgrading existing ones to

if content does not massively leak to non-

including those prior to airing and


4. Workflows in TV Anywhere

The diagram hereafter describes the circulation of content (B2B and B2C).

Graphic 2: TV Anywhere workflows

• A given content owner delivers mezzanine files to various distributors.

• Each distribution channel may reformat the content for the various viewing modes (TV,

PC, mobile).

• In addition, both the content owner and content distributors circulate content proxy

copies for internal review and for external promotion or preview. In both of these

scenarios the content is still pre-broadcast or “pre-air.”

Pre-airing workflows

Several copies of valuable content – such as new episodes of a popular TV series – need to be

circulated to various media outlets, studio heads, advertisers, etc… ahead of the very first airing.

These copies include proxy versions and mezzanine versions.

Graphic 3: B2B circulation of content copies


The proxy copies are circulated internally for review/approval, to marketing (airtime) buyers during

the pilot season, for preparing trailers, and as part of the promotion towards TV Guide journalists

and reviewers. Usually the same proxy format is used for all recipients.

In addition, the mezzanine versions are delivered in the requested format to the various distribution

channels and partner portals. This B2B delivery includes the conversion or transcode to specific

formats requested by each recipient organization.

TV Anywhere VoD service workflows

Once aired, selected TV content is repurposed and made available for mobile, internet portals, as

well as video on demand cable services. Such TV Anywhere offers range from catch-up TV in walled-

garden MSO VoD services to over-the-top (OTT) offers from content owners and portals.

All these services allow consumers to access and consume content on various devices, and usually as

part of a subscription premium.

The business-to-business content delivery is commonly in a custom format for each distribution

channel. Accordingly, the repurposed content usually goes through a transcoding step prior to being

transferred to a given recipient organization.

5. TV Anywhere business challenges

Market opportunities with TV Anywhere

The shift in viewing patterns often seen as a threat, offers considerable opportunities for content

owners and distributors. TV Anywhere extends broadcaster’s reach, offers new subscription models,

and maximizes advertisers and advertising dollars… all without cannibalizing the audience.

TV Anywhere supports at least three complementary revenue scenarios for both the

cable/satellite/IPTV operators and the carried pay-TV channels:

� churn reduction and enlarged subscriber base;

� subscription up-selling for higher ARPU;

� on-line advertising.

Revenues at stakes due to risk of piracy

Piracy of valuable content would eventually impact all the aforementioned revenue streams. While

the expectation is to attract/upgrade more subscribers through new and exciting viewing experience,

piracy may actually induce “legitimate subscriber” churn because of the availability of free versions

of top content from pirate networks and legitimate User Generated Content (UGC) sites. As a result,

with “content hijacking” distributors run the risk of losing subscriber households.

In addition to subscriptions, similar risk exists regarding complementary sources of revenues which

may also be impacted:


� Pay-per-view sport events, concerts, on-demand movies;

� Revenue from commercial airings on linear TV, based on large audience levels;

� Revenue from on-line advertising, based on click levels.

6. Addressed needs – Tackling piracy risks

In order to ensure business growth for studios, premium channels and distributors (cable, satellite,

IPTV, etc...), it is essential to take preventive actions against the risk of piracy and contingency

actions any time piracy actually occurs. The following are three example scenarios of piracy risk.

Risk of piracy prior to airing

Operations teams within content owners and distribution channels circulate proxy copies for internal

use and sometimes for third parties: review/approval copies towards scheduling, Q/A, promo/trailer

editors, dubbing and sub-titling vendors. Even if such working versions can be spoiled or protected

with a DRM they can eventually leak on peer-to-peer (P2P) networks.

Marketing teams within content owners and distribution channels make available external proxy

copies: review copies to journalists, preview copies to potential distributors (e.g. foreign channels),

pilot copies to (commercial airing time) buyers. Content promotion requires a fast and easy access by

reviewers which reduces the ability to control potential illicit redistribution.

Content owners deliver mezzanine copies to various distribution channels: broadcast, over-the-top,

cable VoD, internet VoD portals and video portals for mobile carriers. Despite using a secure network

for content file transfer, the control over the content instance ends on arrival to the assigned

recipient organization.

Risk of piracy from content files made available on-line

TV Anywhere distribution channels make content available to authorized users through download

and/or streaming transactions. Consumers access the content via TV Anywhere VoD service for PC,

mobile, tablet (eg. IPad) and other connected devices. User identification procedures and DRM

schemes may secure the content until the point of display, but many technologically-aware

consumers can easily find tools to circumvent protections or capture content to then share (or even

sell) it with friends or the rest of the world.

Risk of piracy from broadcast signal

Premium TV channels distribute content to consumers through gateway/set-top-box/cablecard

devices for viewing as a linear content (live or time-shifted from PVR) or for viewing content from

premium movie VoD or push-VoD services. The content is sent directly to a set-top-box or an

integrated TV set (cable, satellite, IPTV); or through a ‘’gateway’’ to more devices in the home. The

content is securely broadcast and stored on PVR thanks to a CAS (Conditional Access System). It is

also protected over the HDMI digital interface to the display. But two significant issues – so called

analog holes – are not addressed: the analog outputs of the decoder which can be used to capture

the content with a computer, unless SOC (Selectable Output Control) is activated, and the home HD

plasma or LCD display from which high quality pirate copies can be created using a consumer

camcorder.


7. Solutions offered by watermarking

Digital video watermarking technology principles

Video watermarking technology embeds ‘bits’ of information disseminated throughout the content

based on subtle modifications of the luminance within each frame.

Digital watermarks are imperceptible, and compatible with all means of transfer, recording and

rendering. The watermarks are designed to be robust and persist thru format conversion, analog

capture or compression, and can be detected afterwards by specific software.

Forensic marking application principles

Forensic marking solutions use video watermarking technology to organize the serial numbering of

the various instances of a given piece of content. A forensic tracking database logs watermarked

copies and their intended recipient details. This database can be queried for tracking purposes and

in case of a suspected piracy event. As a result the introduction of forensic marking in digital

workflows provides both a deterrent against piracy (by identifying the source of a potential leak) and

a forensic analysis tool for detection in case piracy actually occurs.

� For B2B use cases, forensic marking is adapted to the various professional workflows;

� For B2C, forensic marking is a complement to CA and DRM.

The principles of forensic marking applications - using digital watermarking technology - are

illustrated in the diagram below. Solutions exist for video watermarking as well as for audio

watermarking.

Graphic 4: Forensic marking principles


• Each recipient (A, B, C) receives and watches a uniquely watermarked copy of the content.

The forensic mark acts as a serial number (#1, #2, #3) which can be detected in case piracy

actually occurs. A database of watermarked copies and recipients is used to track any pirate

copy back to the source of leakage.

• Digital video watermarking technology supports multiple layers of forensic marks. For

example, a first watermark is embedded on a per-distribution-channel basis and a second

watermark is embedded on a per-VoD-transaction basis. Upon detection the content owner

can identify the distribution channel. The distributor can then identify the piracy leak or the

legitimate final recipient.

Benefits of forensic marking

Firstly, as a deterrent against piracy, forensic marking provides key benefits:

� Watermarking keeps the viewer experience unchanged;

� When used instead of or as a complement to CA/DRM it reduces the number of piracy

incidents;

� Allows distributors and content owners to directly respond to the piracy source;

� Mitigates risk of subscriber churn and revenue erosion which would result from the

availability of pirate copies.

Secondly, as a forensic analysis tool, forensic marking provides additional benefits:

� Information retrieved from watermark detection allows rights owners to take action against

the organization or individual identified as the originator of a pirate copy or leakage;

� Rights owner can black list or negotiate a settlement fee with professional parties (B2B)

identified as a source of leakage;

� Distributors can organize targeted gradual response with consumers (B2C) who illicitly

redistributed content.

8. NexGuard video watermarking solutions

Civolution’s NexGuard applications address watermarking needs for:

� Circulation of proxy copies;

� Delivery of mezzanine versions;

� VoD and streaming servers;

� Gateways and set-top boxes for push-VoD and linear TV.

NexGuard application for proxy copies

Civolution has developed a solution for the fast and efficient delivery of watermarked proxy versions

of content to many recipients.

A preliminary step encompasses H.264 compression and preparation for watermarking. This pre-

processing step is done once per piece of content, and the result is then used to quickly generate

uniquely watermarked copies of MP4 files. The MP4 files can be delivered via download or

streaming.


This NexGuard application – for B2B on-line media delivery – easily integrates into a video portal to

make the content available for preview or screening.

Graphic 5: Watermarking for proxy copies

The NexGuard product line also includes turn-key system for DVD screeners integrated with a Rimage

duplication robot. The content is uniquely watermarked, then burnt to a DVD-R. Labels can also be

automatically printed with a bar code serial number or recipient details.

NexGuard application for mezzanine versions

Civolution has worked with several transcoder equipment manufacturers to integrate watermarking

as a video filter upon transcoding. Accordingly, a single step in the workflow allows the user to

generate a uniquely watermarked copy in the target output format. Content can therefore be

delivered as watermarked mezzanine files on a per-distribution-channel basis.

This NexGuard application – plug-in for transcoder – is extremely versatile and works for any input

and output formats supported by the transcoder. Watermarking is concurrent to transcoding, as a

single step in the workflow.

Graphic 6: Watermarking for mezzanine files

The NexGuard product line also includes a turn-key system for watermarking content upon tape

duplication. Watermark embedding is performed by an appliance with SDI input and output

interfaces, and supports 444 dual-link HD-SDI for tapes up to 444 HDCAM-SR format.


NexGuard application for VoD and on-line transactions

Civolution has designed a watermarking mode of operation intended for integration by

manufacturers of VoD servers and streaming servers. The content is both compressed to H.264 and

pre-processed for watermarking upon ingest in the service platform. Content can also be pre-

encrypted, or encrypted on-the-fly during streaming.

This NexGuard application - for B2C on-line media delivery - is extremely fast and light and has been

designed to cope with many simultaneous streaming sessions, and can be rolled-out as a software

update on existing servers. Watermarking is concurrent to downloading or streaming.

Graphic 7: Watermarking for online media delivery to consumers

The solution operates for edge-servers in cable head-ends, for streaming and download servers in a

Content Delivery Network (CDN), as well as in the video portals of mobile operators. The content is

uniquely watermarked before it is sent to the recipient.

NexGuard application for linear Pay-TV

Civolution has implemented video watermarking for use in set-top boxes and gateways. Every

broadcast pay-TV or free-to-air channel can be watermarked in real-time as it passes through the

device in the home for viewing. Forensic marking also takes place when (re)playing content from the

integrated PVR (personal video recorder) which addresses the need for watermarking in push-VoD

satellite services.

This NexGuard application - for pay-TV - can be ported to existing gateway and set-top box models

and downloaded as software to an installed base of such consumer devices. Watermarking is

concurrent to content viewing.

The implementation of video watermarking in pay-TV services is also fast becoming a content owner

mandate for licensing early-release window premium VOD content.


Graphic 8: Set-top-box watermarking

9. Complementary services

NexGuard forensic detection as a service

NexGuard users can own and operate a watermark

through detection as a service by Civolution

The watermark detection unveils the unique identifier which was embedded upon delivering the

content and points to the corresponding distribution channel and/or i

Mediahedge Content Identification and M

Mediahedge fingerprinting-based

identification and filtering of content

organizing take-down notification

Civolution and Gracenote®.

Graphic 9: General fingerprinting process

box watermarking for VoD and linear TV

Complementary services

NexGuard forensic detection as a service

NexGuard users can own and operate a watermark detection station or organize forensic analysis

through detection as a service by Civolution.


the corresponding distribution channel and/or individual recipient.

Identification and Monetization

based technology and large reference database support

filtering of content to confirm the recognition of copyrighted material prior to

notification or monetization mechanisms. Mediahedge is a service by

ingerprinting process

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detection station or organize forensic analysis


ndividual recipient.

technology and large reference database support online

to confirm the recognition of copyrighted material prior to

edge is a service by


Teletrax - Television Monitoring

Civolution’s Teletrax – Television Monitoring is the most comprehensive global television broadcast

verification solution with a network that continuously monitors over 1,500 TV stations worldwide.

The service automatically identifies and reports the airing of selected content.

Monitoring is performed based on either video watermarks (to identify content based on watermark

detection), or video fingerprints (to recognize content based on match against the fingerprint

reference database).

Reports of content airplay are available within minutes after video is aired. Teletrax – Television

Monitoring provides clients with critical benefits including the ability to ascertain the airing of the

promos for instance and to trigger TV Anywhere services right after the airing of the programs.

Graphic 10: Teletrax – Television Monitoring using fingerprinting technology

10. Conclusion

TV Anywhere is today’s new media reality but its viability and business success can only flourish if

media content keeps its value and therefore is not leaked nor shared with non-subscribers.

Content rights owners, including studios and premium channels, expect utmost protection of their

assets against piracy. Broader distribution of high-value content has to take place in a secure

environment that limits the risk of theft.

By providing identifiable copies for any piece of content without limiting its access nor consumption,

Civolution’s NexGuard forensic marking applications (for all corresponding workflows) help build a

sustainable media eco-system from which all parties – from content owners to distributors and

consumers – can benefit.


11. More information

Detailed product information

Please look for product information on Civolution web sites.

High level description per solution:

� NexGuard for circulation of Proxy copies (OMD B2B)

� NexGuard for delivery of Mezzanine versions (plug-in for transcoders)

� NexGuard for on-line media delivery (OMD B2C)

� NexGuard for Pay TV and VoD (Pay TV B and Pay TV C)

http://www.civolution.com/applications/forensic-watermarking

� Mediahedge for content identification and monetization

http://www.civolution.com/applications/content-identification-and-monetization

� Teletrax for television monitoring

http://www.civolution.com/applications/broadcast-monitoring/

Contact Civolution

Civolution B.V. – The Netherlands

High Tech Campus 9 | 5656 AE Eindhoven | The Netherlands |Tel: +31 40 410 0200

Civolution USA Inc. - Los Angeles

1502 West Verdugo | Burbank, CA-91506 | USA | Tel: + 1 866-620-1609

Civolution USA Inc. - New York

601 West 26th Street, Suite 1646 | New York, NY-10001 | USA | Tel: +1 212-913-0965

Civolution UK Limited - London

52-58 Shorts Gardens | London, WC2H 9AN | United Kingdom | Tel: +44 20 7845 7300

Civolution France SAS - France

12 Square du Chêne Germain | 35510 Cesson - Sévigné | France | Tel: +33 2 90 92 37 37

Or email us at: [email protected]


Civolution is the leading provider of technology and solutions for identifying, managing and

monetizing media content. Civolution offers an extensive portfolio of watermarking and

fingerprinting technology applications for audience measurement and forensic marking of media

assets in pre-release, digital cinema, PayTV and online. Through its solution portfolio Civolution

offers world-class content monitoring, content identification and monetization to facilitate and

manage profitable content distribution.

For more information please contact us: [email protected] | www.civolution.com

Civolution Copyright 2011

civolution contribution to tv anywhere - whitepaper - v13 - jan2011

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