cinavia for ultraviolet - wikileaks/12 02 17...about cinavia watermark standard for audiovisual...

DECE MC ECPWG Presentation

Cinavia for UltraVioletCinavia for UltraViolet

February 17, 2012

VERANCE CONFIDENTIALProvided Subject to Confidentiality Provisions of DECE Membership Agreement

About Cinavia

Watermark standard for audiovisual content protection

– Adopted by AACS for use with the Blu-ray Disc format

Audio-based copy status signaling to consumer devices

– Persists across all distribution paths and formats

Mature, proven technology with significant deployments

– 12-year track record in over 100 million consumer devices (BD and DVD-A)

Adaptable to evolving market needs, technical requirements

– Extended payloads enable expanded applications

Theatrical Piracy Protection

Cinavia Watermark Embedded

Into Movie SoundtrackPost Production Theatrical Distribution

Exhibition

Cinavia Watermark Detected Playback DisallowedEnforcement Message Displayed

Capture

Unauthorized Distribution(Physical or Electronic)

Home Video Piracy Protection

AuthoringWatermark Embedding Retail Distribution

DRM Circumvention

Cinavia Watermark Detected

Audio Muted Enforcement Message Displayed

Unauthorized Distribution (Physical or Electronic)

Pirate Conversion Potential

Don't Watch Pirate Movies

Watch Pirated Movies

(2010 LEK Piracy Survey)

Pirate Conversion Potential

Annual # of Pirated

Movies Each Pirate Watched

Annual # of Pirated Movies

Each Pirate Is Willing to Pay For

How do pirates actually respond to Cinavia?

51%49%

Converted to Pay Models

Cinavia Conversion Results

Paid Subscription

Purchased VoD/PPV

(2011 LEK PS3 Piracy Survey)

21%14%

16% Purchased VoD/PPV

Rented DVD/BRD

Purchased Download

Purchased DVD/BRD

Watched in Theater

Cinavia-Enabled Devices

Cinavia Deployment in Devices

Cinavia is deployed on over 50M PS3’s worldwide , with mandatory inclusion in all new BD players (2011 TSR Forecast)

2010 2011 2012 2013 2014

PS3 BD Total

2010 2011 2012E 2013E

Watermark Performance

Transparent

• Imperceptible to consumers

Efficient

• Detectable in short clips

Reliable

• No impact on authorized uses

• Low implementation cost

• Irreversible & tamper resistant

• High certainty of detection

Flexible

• Multiple embedding profiles

• Robust to distortion

• Low false positive rate

• Multiple data payloads

Window Protection

No Home Use Watermark State

For content “not intended for use in a home environment”

– Theatrical and Airline releases

Any use of No Home Use content by consumers is unauthorized

Device response is immediate

– Playback is stopped

– On-screen or front panel

– On-screen or front panelnotification is provided

For content “permitted to be used within an approved DRM only”

Verance maintains a list of approved DRMs for Trusted Source (TS)

– All DECE Approved DRMs to be included on list

– Additional studio-approved DRMs are also included

TS content should never be in “unapproved” format

– Must be distributed in format from list of approved DRM

Trusted Source Watermark States

– Must be distributed in format from list of approved DRM

– Must not be authorized for output or copying into any format not on list of

approved DRM

– Must carry “Copy Never” in CCI

– This ensures that authorized copies remain usable

Trusted Source Enforcement

Use of TS content in unapproved format is unauthorized

– Playback will be muted for 15 seconds with each TS enforcement

Response occurs when unauthorized use exceeds grace period

– Grace period measures repeated detection of mark across timeline of content

– Enables limited consumer use of unauthorized copies without restriction

– Provides flexibility for “edge” use cases ( “birthday party” scenario, etc.)

Grace period duration, calculation depends on TS modifiers

– Modifiers are manually selected during embedding, carried in watermark

– Grace period is 10 minutes for titles shorter than 1 hour, 20 minutes for

longer titles, according to Duration modifier (Long/Short)

– Measurement of “repeated detection of mark” varies according to

Enforcement Logic modifier (Primary/Secondary)

DECE Flag

A watermark bit can be designated to carry a DECE Flag

– DECE can establish eligibility criteria for embedding of DECE Flag in content

– DECE can require devices to protect only content carrying DECE Flag

AACS has employed a similar mechanism (AACS Flag)

Consumer Notification

Notification in Device User’s Guide

– Basic explanation of purpose with pointer to Consumer Information Website

On-Screen/Front-Panel Notification of Enforcement

– Basic explanation of reason with pointer to Consumer Information Website

Notification of Marked Content

– Short statement with pointer to Consumer Information Website to be

included within packaging and on websites distributing Marked Content

Consumer Information Website (cinavia.com)

– Expanded information for consumers on the technology and its use

– International support (19 languages)

Device Manufacturer Support

Component Vendors

– Source Code

– Technical Specifications

– Validation Tools

– Technical Services

Product Integrators

– Object Code

– Technical Specifications

– Validation Tools

– Technical Services

Cinavia Implementer Licensees

OEMs & ODMs

Software Player Developers

Chipset Manufacturers

Implementation Cost

Detector Reference Implementation

– Portable, efficient C code

– No system or library dependencies

– Fixed or floating point math

– ~20 MHz, 32 kB code RAM, 32 kB static data RAM, 64 kB dynamic RAM,500 bytes non-volatile RAM

Commercial Detector Libraries

– x86, ARM 9/11/A8/A9/Neon, MIPS 4k/24k, AM3; others on request

– Currently available from Broadcom, Samsung , Intel, MediaTek, Renesas,

Panasonic, Sigma, Sunplus, and Vixs

Battery Life Impact

+0.75%

Effect on Mobile Phone Power Consumption

This is a smaller

1% is the difference

between

10 hours of video

playback and

9 hours 54 minutes

of video playback.

Neo Freerunner

(Samsung S3C2442

@ 400 MHz)

HTC Dream

(Qualcomm MSM7201A

@ 528 MHz)

Google Nexus One

(Qualcomm QSD8250

@ 1 GHz)

This is a smaller

impact on battery

life than a 3%

change in display

brightness.

Based on analysis of independent data from (Carroll, USENIX 2010).

Assumes “continuous mode” screening. Impact of DRM, hardware and software security are not included.

Licensing Terms

Offered to DECE client implementers on RAND terms

License fees for DECE to be the same as for BD

– Combined BD/DECE devices will not be subject to multiple fees

Simplified licensing process for joint DECE/BD adopters

Form licenses to be made available on request

DECE MC ECPWG Presentation

Cinavia for UltraVioletCinavia for UltraViolet

February 17, 2012

VERANCE CONFIDENTIALProvided Subject to Confidentiality Provisions of DECE Membership Agreement

cinavia for ultraviolet - wikileaks/12 02 17...about cinavia watermark standard for audiovisual...

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