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Lessons from Napster

Copy Protection Technical Working Group

Mickey W. Mantle – COO/SVP Development (mmantle@gracenote.com)

Stephen White – Director Business Development (swhite@gracenote.com)

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Outline

• The Problem• Possible approaches• Lessons From Napster

• Be prepared by putting the necessary pieces in place

• How Gracenote can help• Experts in identification and database technologies• System Diagram

• About Gracenote• Partners

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The Problem

• Technology advances have enabled explosion of “small” user generated transferable video and audio files

• Peer-to-peer network proliferation exponentially magnifying the distribution of “illegal” content

• Distributed network architecture makes blocking/policing difficult

• DRM solutions attempt to control and limit distribution creating an arms race mentality

• Copyright holders currently not participating in the success of peer-to-peer

• Public perception very important to not alienate end-users

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Possible Approaches

• Use the legal system to enforce control of distribution• Takes a long time

• Expensive

• For every 1 shut down 2 start-up

• Use technology to block, police, and track• No central rights database

• Tracking/Blocking systems not in place

• Create legal alternative• Requires licensing and royalty structure

• Has to be complementary to existing business

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Lessons From Napster• Legal approach was employed by copyright holders to STOP

distribution– Joint responsibility for proof of copyright

– Blocking system• Copyright information submission

– Tracking and rights payment system irrelevant – no licenses

• Eventually shut down the network but not the distribution of content

• New Peer-to-peer networks harder to track– New networks off-shore

– No central servers

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Lessons From Napster

• Proactive approach required– Blocking not the only answer

• Any single approach destined to fail

• Embrace and extend– Any technical solution must work for both sides

– Availability of required technology and data key

– Willingness to license distribution may be necessary

• Find ways to harness the distribution for copyright holders benefit

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Lessons from Napster

• Be prepared by putting the necessary pieces in place

• Support creation of blocking, tracking, and rights payment database

• Create standards around identification, tracking, rights payment across all studios and formats

• Submit video and associated metadata to centralized database

• Tracking, Rights Payment, Blocking, Reporting all possible if right pieces are readily deployable

• If music copyright holders had pieces in place they would have had more options

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How Gracenote Can Help

• Experts in identification and database technologies

– Multi-step ID solutions– Experts in creating large scalable databases– Mature technology– Distributed secure submission systems– Rules-based systems with custom administrative

interfaces

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About Gracenote• Founded in 1995; 43 employees in Berkeley & Tokyo • CDDB core technology

• Over 4000 PC and device licensees

• Database of 23+ million titles

• Multiple recognition technologies

• Related content delivery technology • Targeted content delivery

• Usage data

• Peer-to-peer identification, tracking and rights payment• Multi-step identification and tracking system

• Enables rights payment, targeted content delivery and usage data aggregation

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Gracenote’s Customers

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