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DECE MC ECPWG Presentation
Cinavia for UltraVioletCinavia for UltraViolet
February 17, 2012
VERANCE CONFIDENTIALProvided Subject to Confidentiality Provisions of DECE Membership Agreement
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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)
2
Adaptable to evolving market needs, technical requirements
– Extended payloads enable expanded applications
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Theatrical Piracy Protection
Cinavia Watermark Embedded
Into Movie SoundtrackPost Production Theatrical Distribution
3
Exhibition
Cinavia Watermark Detected Playback DisallowedEnforcement Message Displayed
Capture
Unauthorized Distribution(Physical or Electronic)
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Home Video Piracy Protection
AuthoringWatermark Embedding Retail Distribution
4
DRM Circumvention
Cinavia Watermark Detected
Audio Muted Enforcement Message Displayed
Unauthorized Distribution (Physical or Electronic)
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Pirate Conversion Potential
73%
27%
Don't Watch Pirate Movies
Watch Pirated Movies
(2010 LEK Piracy Survey)
25
Pirate Conversion Potential
5
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
0
5
10
15
20
25
Annual # of Pirated
Movies Each Pirate Watched
Annual # of Pirated Movies
Each Pirate Is Willing to Pay For
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How do pirates actually respond to Cinavia?
51%49%
Converted to Pay Models
Cinavia Conversion Results
Non
Pay
16%
Paid Subscription
Purchased VoD/PPV
Paid
6
(2011 LEK PS3 Piracy Survey)
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
16%
16%
21%14%
17%
16% Purchased VoD/PPV
Rented DVD/BRD
Purchased Download
Purchased DVD/BRD
Watched in Theater
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120
140
160
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)
7
0
20
40
60
80
100
2010 2011 2012 2013 2014
PS3 BD Total
2010 2011 2012E 2013E
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Watermark Performance
Transparent
• Imperceptible to consumers
Efficient
• Detectable in short clips
Reliable
• No impact on authorized uses
• Low implementation cost
8
• Irreversible & tamper resistant
• High certainty of detection
Flexible
• Multiple embedding profiles
• Robust to distortion
• Low false positive rate
• Multiple data payloads
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Window Protection
9
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
10
– On-screen or front panelnotification is provided
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
11
– 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
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
12
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)
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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)
13
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
14
© 2011 Verance Corporation. VERANCE CONFIDENTIAL
– 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)
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Device Manufacturer Support
Component Vendors
– Source Code
– Technical Specifications
– Validation Tools
– Technical Services
Product Integrators
– Object Code
– Technical Specifications
– Validation Tools
– Technical Services
15
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Cinavia Implementer Licensees
OEMs & ODMs
16
Software Player Developers
Chipset Manufacturers
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
17
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
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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Battery Life Impact
789
1167
1459
797
1175
1476
500
750
1000
1250
1500
1750
+1.0%
+0.75%
+1.2%
Vid
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Pla
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ack
Vid
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Pla
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ack
Vid
eo
Pla
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ack
Vid
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Pla
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ack
Vid
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Pla
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ack
wit
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ina
via
Vid
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via
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.
18
0
250
500
Neo Freerunner
(Samsung S3C2442
@ 400 MHz)
2008
HTC Dream
(Qualcomm MSM7201A
@ 528 MHz)
2009
Google Nexus One
(Qualcomm QSD8250
@ 1 GHz)
2010
Vid
eo
Pla
yb
ack
Vid
eo
Pla
yb
ack
Vid
eo
Pla
yb
ack
Vid
eo
Pla
yb
ack
wit
h C
ina
via
Vid
eo
Pla
yb
ack
wit
h C
ina
via
Vid
eo
Pla
yb
ack
(mW)
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.
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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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
19
Simplified licensing process for joint DECE/BD adopters
Form licenses to be made available on request
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL
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DECE MC ECPWG Presentation
Cinavia for UltraVioletCinavia for UltraViolet
February 17, 2012
VERANCE CONFIDENTIALProvided Subject to Confidentiality Provisions of DECE Membership Agreement
© 2003-2012 Verance Corporation. VERANCE CONFIDENTIAL