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RFID Tags for Digital Rights Management
mathemaniac writes "RFID Journal is running a story about a group of researchers at UCLA working on a new RFID application that would provide consumers a means of watching DVDs of movies as soon as they hit the theaters. It could also be used to address one of Hollywood's biggest concerns: piracy of digital content. The group is researching a method of using RFID as a tool for digital rights management (DRM), wherein technologies are employed to protect media files from unauthorized use."
I'm surprised that movie industry is not following up how pr0n industry can be so successful and profitable.
Being sophisticated and innovative in member management is one thing, but more importantly is the undeniable fact that pr0n industry actually produces something that viewers want to watch, maybe that is why people are paying to watch it. Pr0n is probably one of the most pirated product known to mankind, yet it's still a feasible business living through printed to digital materials.
There's a story about movie slump, the article mentioned that the industry needs something that can get people excited about going to the movies.
Rock that crushes, Paper & Scissors that don't matter.
They shouldn't spend more than 5$ on copy protection, as thats what it costs to rent a movie at blockbuster, and create infinate copies.
If they really cared, they could slap together an encryption technique in an hour, and have an internet delivery system so you could watch movies on your computer. It doesn't matter that the encryption system is crappy, it'd take longer to break than it would to simply pirate the movie in conventional ways. And if the crack becomes widespread, spend 1 more hour and change the system around.
So in conclusion, they could create a content delivery system and boost their revenue on movies with code from a system that could take a good programmer less than a month to develop.
God spoke to me.
Hopefully, they'll use 40-bit encryption and rely on a proprietary algorithm as the principal means of ...
What do you mean it's already been done?
Oh well, back to the drawing board.
Help save the critically endangered Blue Iguana
RFID and DRM? Are they trying to send every geek on the planet apopleptic or something?
For the love of God, please learn to spell "ridiculous"!!!
At first this looks like DECSS all over again but with the key on an RFID tag. The difference is that in the UCLA proposal the player has to phone home to verify the RFID tag.
This technology could conceivably be used for good. Imagine a player with a hard disk as well as a network card. It could auto-download interviews, making-of documentaries and so on as they get released after the DVD ships.
Of course this is the end of privacy. The RFID tag has to be unique to each copy of the disk, otherwise you could copy it wholesale. When the player phones home with the RFID info, they know who bought the disk and maybe even how often it gets played. Ick.
The UCLA research group is developing the software and hardware components of a system
that would embed DVDs with an RFID tag and DVD players with an RFID reader so that the tagged
DVDs would play only in RFID-enabled players and only if the reader could authenticate the
DVD's tag. In order to authenticate, the player would also need to link to some type of
online network, similar to the EPCglobal Network, that would associate the DVD with a legal
sale. Through this system, the copyright owners (the film production company and any other
license-holders of the content) would have digital rights management over the work. But
viewers would not be able to play the DVDs without an RFID-enabled player because the tag
would essentially lock the disc.
I don't see anything there that allows me to exercise fair-use. I need to use some special
DVD player (the market has already proven they don't like this), I need to have an Internet
connection, and I need to buy some special DVD...
I apparently can't make a backup copy for myself, move the content to portable formats, etc.
Hey UCLA Research Team, remember this is necessary. Oh wait, you aren't being paid by the
consumers, you're being paid by the content providers...
The Motion Picture Association of America, a trade group that represents major Hollywood
studios, estimates that the U.S. motion picture industry loses more than $3 billion annually
in potential worldwide revenue due to piracy.
LOL. This is difficult to prove and we all know why. Thanks for the blantant bullshit
though.
This sounds more like advertising to the content providers than it sounds like some sort of
press release of what hey have/can do.
Release the movie on a regular DVD as soon as it hits theaters. There's a guy down the street from me who is already using this business model, and it seems to work.
"Rajit Gadh, professor in UCLA's Henry Samueli School of Engineering and Applied Science and director of WINMEC, says that the research going into the project is targeted at determining whether the concept is technologically feasible. `We're in the very early stages of this project--the first research stage'"
Someone care to explain to me how putting a RFID chip in a DVD could prevent a computer from reading the raw content of the disc and cracking that? I think it's been shown time and time again that DRM will be cracked, especially when the new technology can be attacked with conventional hardware.
Basically, reading the article this both seems technically impossible and a far way off.
On another note, if the MPAA really wanted the DVD to be available when the movie was in theatres, they'd just make it so now. But they're smarter than that; they know people won't pay twice for the same movie if both options are available at the same time.
"Live as if you'll die tomorrow." Ridiculous. You could die later today.
This proposal is exactly backwards. Hollywood's only advantage over the Internet in content distribution is the physical reality of premieres in theaters. Even if the movie has been leaked, lots of people want to go to the theatrical premiere.
Hollywood has relied more and more on the opening weekend, with unprecedented simultaneous premieres on many screens across the land. They could invest more glitz, making every premiere like the Golden Age fantasies, with skytracking spotlights, red carpets, celebrities and other hype that leverages their control of the unique spacetime event. They might hold advance ticket sale lotteries which draw stars to winning venues. They could cover the whole thing on TV, making 15-minute stars of attendees. And raise the ticket price, sell event merchandise. Ultimately, they'd have economics which demand seeding the "pirates" with copies linked to premiere sales.
The movie becomes the ad for the event, merchandise and access to the stars. They're already headed there; desperate DRM schemes like this one from UCLA just get in the way of a workable business model that exploits the Internet, rather than fighting their best customers and partners.
--
make install -not war
Comment removed based on user account deletion
This just sounds like DIVX with some buzzwords added.
I imagine if they try to productize this, they'll fail for the same reason DIVX failed; the technology demands far too much of and is far too restrictive on the consumer while offering no benefits to anyone except the producer.
If movie companies want DVDs available at the same time the movie comes out they can just bloody well sell them. It's amazing how much proposed technology serves no purpose except attempting to overcome corporate insecurity*.
* Corporate insecurity. "Insecurity" not as in "Inadequately guarded or protected; unsafe" but "insecurity" as in "Lacking self-confidence; plagued by anxiety".
Irritable, left-wing and possibly humorous bumper stickers and t-shirts
You have an object that transmits information to the player via two methods: optical disk, and RFID. What is the point? Why not just put the data from the RFID onto the disk instead? Is it just a techinical issue that it is easer to add a unique ID to each disk by gluing on an RFID than to write it to the disk?
Meanwhile, people will get one of the new players, record the movie off the video output, redigitize and distribute. It is easer than smuggling a video camera into the theatre.
Quattuor res in hoc mundo sanctae sunt: libri, liberi, libertas et liberalitas.
Gadh believes consumers would be interested in purchasing specialized early releases of DVDs, as well as the specialized DVD players needed to play them
"Specialized" DVD players that play "Specialized" disks to go along with the other 9, big, ugly boxes collecting dust on top of your TV (along with the other "normal" DVD player which plays only "normal" DVDs).
It won't work. History says so. Gadh believes consumers will be interested in purchasing this moronic system because it's in his interest to believe it. He's paid to believe it.
I don't make the rules. I just make fun of them.
This is an absolutely absurd and annoying piece of technology. You can bet that this thing will be cracked very quickly, or tools will develop that capture the digital output stream of the DVD player. Then presto, it's in the wild, or at least copied onto another DVD without this stupid RF tag protection.
In 25 years, when either a large asteroid or WWIV decimates civilization, we will be back to caveman times.
You have a laptop with a manual which explains how to operate the local fusion power plant...but, you cannot authenticate with a Media Protection Regime server.
Ditto for the manual on agricultural methods, repairing that '69 Chevy, treating that bacterial infection, et cetera.
And besides that, all of society is headed towards renting everything: your home, your car, your movie collection, your books, even your underwear.
You buy Star Trek: TNG with RFID. You go to let your kids watch it in fifteen years, and guess what: Paramount decides that you thieving bastards watching those old episodes are cutting into the ratings of Star Trek: Braga Does Not Suck so they shutdown the authentication servers thus rendering your $5,000 collection of Star Trek history worthless.
Ford is really hurting in 2010, so, they stop authenticating the ignition sequence in your 2006 Ford Craptang that you have kept in spectacular shape.
Fruit-of-the-Loom wants you to buy new underwear, so, they turn off the authentication for your year old undies. Now, your washing machine will not run with these undies present.
You have been warned.
"You need CGI? No. You need expensive sets? No again."
:)
People used to be able to say this type of thing about good movies. Maybe the reason the studios are so worried about losses due to piracy is that it might cause them to have to worry about silly things like artistry and solid writing.
This tagline is umop apisdn.
All this DRM technology will fail its intended purpose because the MPAA companies are trying to protect a 20th century marketplace that is fading ever more each day.
20th century film marketing was based on the pay-per-view model where a central facility (the movie theater) charged each person a fixed fee (the box office admission) for each showing of the film. It didn't matter which film was showing; customers paid the same entry fee. Unpopular product would not collect as many fees as a more-popular title.
In this model there is no price flexibility for the consumer. It's strictly take-it-or-leave-it. This model works when there is a limited number of viewing openings available (the seats in the theater) and limited product (one print of the film per theater and only a dozen copies of the film in the metro area).
This model fails when there is nearly unlimited product (all film titles from the past 50 years) on DVD or unlimited view openings. What happens in this type of market is that the consumers get to bid on what they will pay and the terms that they will pay for the product. The new technology has changed the marketplace by removing most of the previous restrictions. The new technology is not going away.
DRM is an attempt to force the previous market conditions onto the new business environment. The MPAA companies (the film studios) want to have the highly profitable previous marketplace conditions with the greatly expanded marketplace made available by DVD. Beaucoup bucks if you can make it happen.
But it won't work. What will happen if the MPAA companies actually get DRM to work is that the market for film product will shrink to a small percentage of what it is today.
Successfully integrating DRM into film industry product is not going to bring back the old way of presenting film entertainment product. It's just going to drive the current film consuming public into some other form of entertainment.
One of the reasons that parents are encouraged to read fairy tales to their children is that it is an effective way to get the collective wisdom of the ages passed on to the adults of the modern age who are too vain to listen to good advice coming from any other source. The fairy tale that the MPAA should pay attention to the story of the goose that laid golden eggs. This goose would lay one egg a day of pure gold. The villagers got greedy and decided to kill the goose, cut it open and get all the golden eggs that must be inside. This they did. And they found no gold inside. And they never got any more golden eggs.
Like the villagers, the film studios don't understand the new film market. Adding DRM to the product that is providing their golder eggs will be like killing the goose.
The real question is, how much is someone's work worth, in purely economic terms, to the person writing the check? If I were a producer and thought that Brad Pitt's name on my movie would be worth an extra $50 million in revenues, I'd be happy to write him a check for $10 million (numbers are pulled out of the air; I don't know what Pitt typically gets paid).
Yes, the $35,000-a-year teachers who teach kids to read are making a far greater contribution to society, but the fact is, their jobs aren't generating any "cash flow."