DRM In HTML5 — Better Than the Alternative?
Underholdning writes "DRM is coming to HTML5. The W3C published a working draft yesterday of the framework that will support the use of DRM-protected media. Ars Technica's Peter Bright reports on it with an article claiming that DRM in HTML5 is a victory for the open web, not a defeat. Bright argues that if HTML5 does not support DRM, then content providers will move their content away from open standards and implement it with native apps — abandoning the web in the process. Quoting: 'Keeping it out of W3C might have been a moral victory, but its practical implications would sit between slim and none. It doesn't matter if browsers implement "W3C EME" or "non-W3C EME" if the technology and its capabilities are identical. ... Deprived of the ability to use browser plugins, protected content distributors are not, in general, switching to unprotected media. Instead, they're switching away from the Web entirely. Want to send DRM-protected video to an iPhone? "There's an app for that." Native applications on iOS, Android, Windows Phone, and Windows 8 can all implement DRM, with some platforms, such as Android and Windows 8, even offering various APIs and features to assist this.'"
Neither can be used on a free platform, so what's the difference? How are platform specific encryption modules any better than platform specific native apps?
Give me Classic Slashdot or give me death!
No.
It would be nice to have a grass roots standards body which impletments the good works of standards bodies but chooses not to implement shill standards. Then grass roots software development can choose to use these standards rather than give in to the corruption of the standards process.
There would be content on the internet that is not on the web? Oh the horror! </sarcasm>
Seriously, I want them to provide their own programs for DRM-protected stuff. That stuff just doesn't belong on the web. After all, even if it were made with HTML5+DRM and accessed through web browsers, it would still not really be part of the web, because I could not just fire up any web browser and watch it; I'd first have to install their proprietary DRM. So what is the big difference, if I have to install some proprietary code anyway? If it's a separate program, I'll at least know up front that it's not part of the web.
Also, in my experience, native programs tend to have the better interfaces anyway.
The Tao of math: The numbers you can count are not the real numbers.
if something can be simultaneously good the "the web" and bad for users of the web.
If you think you have to stunt a free and open platform in order to save it, you're doing it wrong.
There's an increasing amount of content that you can't view without DRM support, and people want to view this content. This should be enabled in the HTML standard, even if the plugins have to be platform specific.
It's only going more in this direction in the future. I have a cousin who works for a major news agency to remain unnamed here, and there is a movement afoot in the news world to investigate DRM for protecting online news content. There is a realization that they cannot keep giving it away forever. There have been a few initial experiments with paywalls on some news sites, but not DRM per se. DRM is a big thing now though in terms of what is wanted going forward. So either this can use the Web, or as TFA says, it will move off the web entirely.
Either the Web has to keep up, or it will become less and less relevant to modern computing. Not overnight of course, but times change. At one point, if you told people the Web would supplant Gopher, they just laughed.
The W3C saw the writing on the wall: add DRM compatibility to HTML5 or watch it become irrelevant as Google, Microsoft, Apple, Adobe, and the other big players form their own consortium and go to work on the next iteration of the web.
I'm reminded of the Boston Marathon, which flew the banner of amateur athletics into the 1980's and was a holdout in refusing to offer prize money or appearance fees, other than transportation and lodging expenses. The elite runners abandoned Boston in favor of other races that did offer money, and in 1985 there was exactly one elite runner on the men's side. Geoff Smith, the previous year's winner, started off the race a blistering pace and looked like he was going to obliterate the course record. No other runners were in sight of him. Then at mile 19 or 20 he cramped up, and soon he started walking. The funny thing is that he not only won the race that year, but the second place finisher (an amateur runner from Southern Cal.) finished a couple minutes behind him. As Smith walked the finish line he shrugged, as if to say, "yeah I shouldn't have won, but what was I supposed to do?"
The brass got the message. The next year, prize money was offered and the elite runners were back.
Maybe this will help:
1. Open and Standardized is good.
2. DRM is not Open. (This is simply its nature.)
3. DRM can be Standardized with HTML5 extensions.
The problem is confusing point one with the FOSS attitude of wanting systems that are open. Standardization is not advocated by any open source group or in any open license. Standardization is an artifact commonly associated with free/open systems, but it's presence doesn't mean the system is free or open.
tomorrow who's gonna fuss
Have they not learned that DRM only hurts the honest people? The pirates will get their crappy content anyways. Just use normal regular video, and trust people. You will get a lot more profits in the long run.
This push is because of Netflix. Now that they have to dump Silverlight, it's understandable that they wouldn't want to invest into a Flash-like solution just to have it happen again. Which means I'll *finally* get Netflix on Linux. I see this as a win for everyone but RMS.
The central problem with DRM is that it stops only honest people. Anything that is located entirely on the user's computer in obfuscated form and plays from there can be cracked, and crackers will crack it, whereupon the cracked goods will quickly find themselves on BitTorrent and other sharing networks.
The thing is, competing with free isn't that hard. If you offer high-quality goods for a reasonable price, using an open format, at a convenient location, customers will buy from you. How did Tower Records thrive for so many years when recording tape-to-tape or record-to-tape was so easy? Or, for a modern example, look at Tor books, which has un-DRMed its books. They say the sky isn't falling. This transition has already largely completed in the realm of technical books at companies like O'Reilly, Manning, Apress, and others.
DRM is an endless and futile game for content creators, and an annoyance to customers. I doubt in the end that any DRM standard we settle upon will be sufficient for most publishers for many reasons, ranging from capabilities to safety, and in the end those publishers who are really serious about DRM will go with proprietary plugins anyway (and will find that those don't work very well either).
The author of this article is full of it. DRM should have no place in HTML.
People should simply ignore and shun vendors who insist on DRM, period. When vendors realize that DRM is costing them money and lots of it, instead of making them money, then they will get the message and release their products without DRM.
Some people are going to want to use DRM for there product, let them. Part of being open is being accepting, eventually they'll realize it was never a good idea and they will grow. Forcing wisdom on the unwilling never goes down well, ie: the USSR.
I'm okay with that. Get them off of the Web! If the money-grabbers leave, the Internet might revert to its natural, free, anything goes state it enjoyed in the nineties.
~Jarmihi
"A browser like Mozilla is *legally prevented* from actually implementing DRM, because they have to reveal all their code, including the decryption code that contains the secrets you use to decrypt," said Google Chrome team member Tab Atkins Jr., in a reply to the mailing list discussion.
"The proposal comes from authors at Google, Microsoft and Netflix, companies that stand to profit from the union of HTML5 and DRM ... *Netflix* responded that this particular component of a browser would *have to be implemented as closed source*" (emphasis added)
This could be a major factor in businesses opening up to the internet instead of writing it off because of potentially lost intellectual property. This does not mean that I am totally for DRM, but instead of just saying no why not try to influence the outcome in a positive way. DRM has been proven to be pretty successful when implemented in the right such as with valve, which is the least intrusive DRM implementation I can think of. Look at what that has done, an entire community where everybody feels as if they can submit something and make some money, which is businesses main concern.
What's the difference between a closed-source plugin (what we have now) and a closed-source CDM (what the Editor's Draft) describes?
I can't see any practical improvement here at all. Does this thing help anyone?
Deprived of the ability to use browser plugins, protected content distributors are not, in general, switching to unprotected media. Instead, they're switching away from the Web entirely.
This is not an argument for adding DRM to HTML. It is important that someone who wants DRM can't use the web. By adding DRM to HTML, you remove the competitive advantage from someone who doesn't use DRM. That will cause more content owners to use DRM, which is WHAT WE DO NOT WANT!
If it would have been a "moral victory" to keep the standard out of W3C, and it was included anyway, does that make W3C inherently immoral?
"Deprived of the ability to use browser plugins, protected content distributors are not, in general, switching to unprotected media. Instead, they're switching away from the Web entirely. "
So what is wrong with this, exactly? If you want to distribute DRMed content, you are fully free to use your own means. Let the web stay DRM-free, as it should be.
They're there in their room. You're on your own.
The reality is that every Internet enabled device in your home or car supports subscription services and protected media content. Each to some degree pushes the "open web" browser further into the background.
The Windows 8 Start Page makes that explicit.
If the app becomes your primary source for music, videos, books, newspapers, magazines and games, it isn't much of a stretch to imagine the app becoming your primary source for other content and services as well.
And I will switch away from them.
I hate DRM like everyone here, but I would rather have the choice to purchase DRMed content than to be completely locked out just because I am not on the 'preferred platform'.
Hopefully DRM will die a natural death from people voting with their wallets when there are alternatives. In that case the act of having HTML5 DRM just gives DRM more rope to hang itself with.
I'm an old fart who got his first computer in the seventies.
There were always content protection, copy protection and whatnot.
And they never worked.
This won't either.
DRM is a "disfeature" a error, a bug, and bugs are naturally fixed. DRM is like giving some people a car, with the speed meter locked so he can go faster than 40KM/h, the owner of the car will __fix__ the error, and unlock it. But DRM in some countries will turn this act in a crime. Adding DRM in HTML would make fixing your computer a crime.
EME does not belong in the web (that should be obvious since EME is by its very definition is not open while the web by very definition must be open). Google and Microsoft are still free to work together and implement EME in Chrome and IE, but it did not belong anywhere near the W3C. Since the W3C has embraced EME, they are rejecting the very foundational principles of the web and thus W3C must be shunned from the web. Death to W3C! Long live WHATWG?!
The alternative being a system where open standards should support our freedom rather than bow to a selection of equally oppressive options? No, it's not better than the alternative.
If protected content works on Linux, then I can't use the argument that the content providers do not care about the Linux market and its revenues. Then I won't have an excuse for stealing the content and saying that they aren't losing any money from my theft.
Reality is, I don't care. The vast majority of commercial content is crap, anyway. It's not even worth stealing. I just like arguing against whiny CEOs who want everything to be done for them.
now we need to go OSS in diesel cars
Well by that logic, why don't we just put every single DRM scheme into linux!
Nobody likes DRM. But we've got plenty of experience with DRM provided as part of proprietary software packages.
It reeks badly. You get root kits, various spy features, ads, you name it.
If I'm going to have DRM in order to get online delivery of media I sure as the dickens would rather have as part of an open source product that is subject to code review rather than the alternative.
You have the choice of getting a blowjob from Natalie Portaman or any one of these alternatives...
a) getting fucked in the ass by Mickey Rourke
b) getting fucked in the mouth by Nick Notle
c) being strung up by your dick while someone punches your balls
So, is it better than the alternative?
p.s. weird-ass fetishists need not apply.
DRM, Flash and JAVA should GTFO of HTML
Flash and JAVA probably crashes about a billion times a day (seems like half of the time on my system alone). They are full of security holes. There is no need for that.
W3C should care about making HTML stable and reliable. Try to get WebGL and Web Audio into play instead of DRM.
If DRM becomes part of HTML, HTML will stop being a world wide open standard as it is today. DRM advocates will only mess with HTML until it breaks.
DRM is for propriatary systems only. As an open standard HTML can never be proprietary.
Someone is messing with HTML because they need / want it. GTFO!
Maybe W3C needs more funding, so much that they are willing to sell out to the DRM industry.
If that is the case (i'm guessing it is) then we need a new standards body for HTML standard governance.
Web streaming will hopefully always be off limits to the DRM industry. The web is a lot more than just entertainment business. It's how we all do business.
Try to mess with that.
W3C: when you have come to your senses, would you please get rid of "display:table", "display:table-row", "display:table-cell" etc from css?
Thanks.
In terms of monetary value? You might be right. I totally love money - I eat it.
No.
Forget the moral argument (even though it is completely valid!).
DRM simply *doesn't work*. Making it a standard won't make it work. Blessing from content industries won't make it work. Calling it "HTML5" won't make it work.
As long as there is a `mov eax, ebx` (or equivalent) instruction in a computer, DRM will not work. Unfortunately (for the content industry), this instruction is required to make a universal computer.
Once you have a universal computer, you CANNOT restrict "valid" computations from "invalid" computations. Universality doesn't work like that.
This is a mathematical *truth*. Not an opinion. Not a matter of humans getting together and deciding. This is the equivalent of squaring the circle -- except now another organization has decided to "standardize" squaring a circle methods, so that they can ship circle-squaring binary blobs around.
Fuck. You.
What I wish Tim Berners Lee^W^W^W W3C understood about DRM.
How long do you think we have until the back button and close window button are disabled for video ads online?
As the article states:
"EME does not specify any DRM scheme per se. Rather, it defines a set of APIs that allow JavaScript and HTML to interact with decryption/protection modules. These modules will tend to be platform-specific in one way or another and will contain the core DRM technology."
So no DRM for Linux and therefore no Netflix for Linux. At least not on any open source browser (Chrome != Chromium).
I don't have a problem with DRM in HTML 5 Standards, as long as there is also a way to effectively and automatically set one's browser to ignore and not display any DRM content or mechanisms seeking payment for seeing that content. If people want to encrypt their data and not let me see it that's fine with me as long as they don't force me to spend any time what so ever otherwise using the remaining HTML 5 content or navigating around intrusive DRM content.
DRM content, out of sight, out of mind. Otherwise, I'm going to be force to watch and navigate around all sort of commercials and advertisements for stuff I have no interest in paying for.
If DRM content is to be managed within HTML there needs to be seemless standards that make it entire invisible to people who don't want to be bothered by it, when viewing other non-DRM content. Otherwise, this stuff will rapidly make the rest of the web useless as you waste time just trying to figure out how to avoid it.
I don't want binary blobs* to be included in a document for what is supposed to be read on a cross-platform interpreter. The binary blob will not work in this situation anyway (different CPU/OS APIs/etc), so why include it as part of the standard? It might as well be an external app or plugin.
* The Content Decryption Module (CDM) required to interpret/implement the DRM
Twinstiq, game news
Netflix announces abandonment of Silverlight and there is this sudden grassroots interest in vamping HTML5. Netflix' existing DRM platform as well as any possible HTML5 implementation is vulnerable to video driver-level screen capture by "Replay Video Capture" and others.
So the pirates already have access to Netflix content and would continue to have access to it if HTML5 is imbibed with magick.
So why bother.
The only DRM that could possibly work (for awhile anyway) would be something like PKI certs and decryption embedded in the hardware and firmware of an HDMI monitor, where the web provider feeds an encrypted stream directly into the monitor. But as we have seen with DeCSS, such cat and mouse games often go awry.
<blink>down the rabbit hole</blink>
I'd put it this way: regardless of what the W3C does, the user experience in the browser will be the same. You'll go to a Netflix web page, click, and watch a DRMd video stream. That's 1/3 of internet traffic today, and Netflix has no choice about the DRM part.
The only question is: will that 1/3 of internet traffic be following the HTML5 standard, or not be following the HTML5 standard? The question "should streaming video have DRM" is completely irrelevant to the standard: hate it or accept it, you can't eliminate DRM through a standard.
Do we love the days of IE6, where a big chunk of internet traffic ignored the W3C? Wasn't that fun?
Socialism: a lie told by totalitarians and believed by fools.
If you want an open web, then certainly this DRM should also have to open, right?
I mean, anyone should be able to use it for their own content, it being a part of this open framework and all.
...
Honest, no movie house can build what the www IS, they NEED US AND THE WWW not the other way around.
The author of this article is a TWIT and has his nose way too far up hollywood's backside.
I for one will NEVER use a HTML 5 browser or any other technology for this single reason, and I look forward to coding for HTML of better pedigree. W3C has just shot themselves in the foot.
As a former systems programmer, turn javascript web programmer, turn back to systems programming I can say clearly that web based applications are a dead end. Sure, they will iterativly get better but at the end of the day you're just re-inventing technology that was "done" in 1990. I simply can't believe how much wasted energy goes into things like reinventing menu bars or reinventing drop down lists then making those same elements portable across all browser vendors and smartphones. It's an utter waste of time - OS vendors have provided system programmers with very smooth and very efficient means for UI development. Wicked faster performance and with the new app store models delivery of the app is no longer an issue - the main reason web apps caught on in the first place. AJAX is just client/server all over again. Wake me when browsers have native p2p support baked in - then maybe we'll see something interesting.
I think an HTML5 DRM standard actually would be a good thing. It would create much more competition for streaming video and reduce vendor lock-in.
Eventually, competition might push Apple to allow streaming iTunes content to other platforms, and to allow Google Movies on iPad.
They don't need our help; whole businesses have been formed around the lack of DRM from day 1. We can continue just fine without DRM just as we have for decades. Needing Apps or crippled apps in the form of browser plug-ins has been the norm for decades. It creates a hurdle for anybody implementing DRM; which promotes an open web.
This is the same BS we hear all the time... there would be no film, no plays, no music, no culture if we didn't have copyright - there would be no technology without patents... as if we came out of the caves, invented the wheel just centuries ago.
The Apps were/are at risk because of the migration TO the web and now a small fad of migration of web to mobile apps is seen as a huge deal? That is going on independent of DRM support! Besides many mobile apps are just app wrapped html apps anyhow.
The web will continue to be fine. Just as DRM hasn't worked and ends up hacked eventually - every time - doing it as an open standard by the w3c is even more foolish (unless the w3c wants some donation $.) With just 1 target for attackers to work against with multiple implementations and an open standard to refer to, it will not only be vastly more accessible to people thinking of cracking it than the past DRM schemes but it's standardization on the web will create a larger audience.
Democracy Now! - uncensored, anti-establishment news
If they don't like the current no-DRM internet and web, they can decide not to put out content.
Of course, the problem there is that if their content is not seen, it's not worth anything.
So they need viewers.
Seriously, why must their DRM'd stuff be visible on the web browser? Why not have their "content" available for download that you can then play and that download includes the DRM and player?
I see this as a victory for content providers (since they have one more distribution channel, and more profit), not for users (who'll slowly get DRM shoved down their throats even more).
I currently use NOTHING with any form of DRM. Will I have to blacklist firefox in future as well? How's that a victory for me?
I don't have a problem with DRM in HTML 5 Standards, as long as there is also a way to effectively and automatically set one's browser to ignore and not display any DRM content or mechanisms seeking payment for seeing that content.
You have a good point. However, if you inspect about:config of Firefox you see a whole bunch of crap that is enabled by default. The idea of how much crap that can't be disabled even with about:config often makes me want to fork it and rip out huge chunks of source code.
The probability that all DRM-features can be disabled in an upcoming version is virtually zero. In best case, we can prevent it from being activated using addons such as NoScript and RequestPolicy, but it will still be there. If a malicious site figures out a way around it (such as abusing the default whitelists that NoScript keeps insisting on), then it will be impossible to keep the browser secure.
Since I only use Firefox, I can't speak for how other browsers work or how they will work once they are filled with DRM.
http://en.wikipedia.org/wiki/Betteridge's_law_of_headlines
a standard won't mean any benefit to you. The DRM module is still closed source, missing important updates and not available for every os, maybe not even for every browser.
I for one will NEVER use a HTML 5 browser or any other technology for this single reason
That seems... Unlikely... I don't believe you but I do wish you luck.
"So long and thanks for all the fish."
I just want a plug-in that reliably warns me:
If Google still cared about search, it would provide me an option to down-rank all DRM-containing search results. I'm not philosophically opposed to DRM. We all know that sex and money are deeply connected. But it shouldn't be the first question.
Are you rich?
Wanda should never be your top search result.
DRM in HTML5 is a victory for the open web
what the everloving fuck
"The rest of the world generates masses of traffic, money and innovation - far more than the thugs in the content industry, Yet all we ever hear about is how everyone else should dance to the American entertainment industry's tune."
Fixed that for you
HTTP thrived because all of the major vendors were trying to shackle customers to their proprietry interfaces and along came this open transparent system which allowed information to be shared.
Now a bunch of dinosaurs and upstarts are pushing a set of completely unnecessary controls onto this platform solely for their own benefit. Not the customers benefit. Let everyone know that these services already existing without DRM, there is absolutely no benefit to those with Web browsers. The point of these stardards is to consolidate the status quo rather and allowing the economy to transform around more efficient information transportation modes.
I want content that wants DRM to NEED a plugin into my FREE system. I want that kind of Kulure excluded in any and all default configurations. Any use should require one go out of the free world to get myself so compromised.It should require explicit effort.
Does not compute. ... in the software, but then it's not really an open standard now ?
Unless you are using secret keys
Good, they can take their crap and stick it where I don't want it because if it's DRM'ed then I don't want it, so keep the DRM the hell away from my browser.
DRM is an insidious evil that does nothing but treat you like a thief, it stops all kinds of disability plugins from working, it stops your fair use rights, it breaks everything, you might find that because some driver doesn't work perfectly that you can't view content you paid for, or you may find that you can't legitimately copy something when you have the fair use right to. Even an action as simple as highlighting a couple of words and copying them to search about them may be removed. And the huge irony will be that this won't stop the pirates, it will only prevent paying users.
Sincerely, keep this out of HTML5, it just doesn't belong in a free web. If someone want's to write some proprietary thing to screw their customers then let them do that, but don't go forcing this stuff on everyone else so easily.
Waterfox - a Firefox fork with legacy extension support, security updates and better privacy by default.
Right now, if Netflix wants to show DRM'd video, they use the Adobe Flash plugin via the HTML-standard / tags. Obviously this only works on platforms where the Adobe Flash plugin is available.
With this proposal, if Netflix wants to show DRM'd video, they could use an Adobe DRM plugin via the proposed EME API. Obviously this only works on platforms where the Adobe DRM plugin is available.
From an "OMG THERE IS DRM!!!" perspective, there is no real difference. Both have DRM. Both integrate into the browser using defined HTML tags and a browser-specific plugin API.
However, what this does do is further kill the Flash / Silverlight plugins. Flash and Silverlight are big, complicated things containing DRM, a programming environment, graphics, animation, and more. An Adobe DRM or Microsoft DRM plugin would be much smaller and simpler, since it only has to do DRM. Because of this:
- Currently, people doing streaming video are often tempted to write their entire site in Flash / Silverlight instead of HTML. With EME they are more likely to write the entire site in HTML. This is much better for the future of HTML. And it makes it easy for theses sites to do non-DRM video that doesn't require any plugin, either now or in the future.
- Hopefully the DRM plugin will have less security vulnerabilities than Flash / Silverlight tend to have, because the DRM plugin is simpler with less code.
- Since the DRM plugin is smaller it may be easier to port to different platforms. This may even lead to DRM support on Linux, at least for the people who use the binary Nvidia / ATI drivers.
Also, there is a second part to the EME proposal. As well as a standard API for DRM, it also defines a standard encryption mechanism for on-the-wire encryption of the video. This provides security similar to SSL - i.e. the video is encrypted as it travels over the internet, but it's decrypted in the browser. There are no "robustness rules", so there's nothing stopping an open-source Linux browser from implementing this, and there's nothing stopping a browser from having a "save video file to disk unencrypted" option. I wouldn't call this "DRM" because it doesn't have the bad parts of DRM - it doesn't stop you from doing stuff with the video once you've downloaded it. However, it may be good enough for some content providers to use, allowing even "free software" browsers to view some videos.
I don't know what everyone's getting so upset about. Content is becoming more and more available online, on more and more devices.
How you get that content can be done in one of three ways:
1) in the browser
2) in one of a growing array of proprietary apps with patchy platform support.
3) illegally
Take your pick.
"then content providers will move their content away from open standards and implement it with native apps — abandoning the web in the process" Am I the only person that thinks this bit of information stinks like an open landfill? Which IT manager of CEO who wants to keep his job will "abandon the web"? Tell me that someone made this crap up! The argument for DRM is fickle at best and using this like of bullcrap only shows desperation. DRM might have some advantages but it also has the potential to reduce access for legitimately purchased goods. The real question is who does it benefit? When the consumer has to pay to access his "property" from a second computer or has to pay for multiple copies of the same material because DRM prevents access and transfers, only big business will benefit. Content providers migrated to the web without DRM, I really can't see why they would just take all their marbles and go at this point.
Why are there so fucking many of these articles posted here asking the same fucking question? You can't persuade us that having DRM hooks build into HTML is a good idea.
Because there are multiple stages here. The next one is all the browser authors deciding that their browser will support this new API. If at least one major browser doesn't support the API, it's just as fragmented as if there had been no standard in the first place. And frankly, I hope that turns out to be the case.
A standard should allow the DRM module to be browser-independent. How OS-dependent it is would be up to the team who wrote it, so likely needlessly so. Still, having full browser choice on an OS with any support would be fine.
Socialism: a lie told by totalitarians and believed by fools.
Perhaps I missed something. Is the W3C defining an ABI for web browser plugins? And do they think they can provide a way to prevent the user from inserting code between the plugin and video driver?
I thought the W3C only defined the document formats and network protocols. Failure to define an ABI will prevent the ability to implement a "standard" browser independent plugin. Failure to to lock down the full path from he html5 API to the video driver in proprietary code will render any DRM ineffective.
This is a feeble attempt to relabel the current state of affairs with its incompatible, insecure closed plugins as "standard". Nothing meaningful is being standardized and it does not increase in portability or accessibility of any content.