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2. Rights Management
Gordon Castle
Senior Consultant
Earley & Associates, Inc.
www.earley.com
Copyright © 2010 Earley & Associates, Inc. All right reserved.

3. Gordon Castle
• Innovator and leader in the media and entertainment
industry
• 20+ years of experience
• Proven track record conceiving, planning and executing
large-scale initiatives that have changed organizations and
the way people work
• Media and entertainment technology and strategic planning, business management,
internet technologies, workflow optimization, digital media planning and implementation
• Prior roles
• Senior Technology Fellow, Company Broadcasting
• Internal corporate advisor to Company’s Entertainment and New Products Groups
• Lead initiatives to advance high definition acquisition, broadband production, media
asset management and new product development.
• SVP of CNN Technology
• Provided strategic direction for the CNN News Group
• Directed technology planning, execution and training
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4. The Setup: Need for DAM 2.0 and Rights Management
Mass Media Audience Targeted
Ratings / Reach Value Engagement
• How do we maintain the content value model, relevance, ad premiums
and revenue growth?
 How do we transition the business?
• Capability to understand, manage and optimize content (and ads)
utilization across the enterprise will support sustained growth
Understand Manage Optimize Growth
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5. The Core Issues
Media Companies need to:
Manage the consumer experience, digital media Deliver an integrated product appropriate to the
and intellectual rights audience and platform
As well as:
Reduce the cost of new
Optimize the content lifecycle Leverage content
opportunities
Which requires: DAM 2.0
Active rights management Content Portfolio Management
Digital Supply Chain
• Dynamic usage and content tracking • Enables Cross Media DAM
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Copyright © 2010 Earley & Associates, Inc. All right reserved.

6. DAM 2.0 - Content Portfolio Management
Content
Rights SOA
DAM Portfolio
Management Infrastructure
Management
• Rapidly growing need for media companies to understand
content utilization across vertical businesses and platforms
 Active content tracking
 Utilization reporting
 Content licensing models and forecasting
• Key component in monetizing fragmented audiences and
justifying content costs
 Develops, tracks and reports the true value of content and its
overall reach
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7. Active rights management
• Complex
• No defined structure, no known lifecycle models
• Structure and approach is a competitive advantage
• Driven by distribution channel/platform
Content
Formats
Subject Content
Area Types
Functional
Roles Rights Content
Status
content protection and piracy
utilities are improving
Business Rights
Units Metadata (e.g., YouTube Content
Geography/ ID, identification for
Locations monetization)
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Copyright © 2010 Earley & Associates, Inc. All right reserved.

8. Rights Information Management Initiatives
•metadata in general: Dublin Core; MXF (Material Exchange Format); NewsML; Prism; XMP
(Extensible Metadata Platform)
•film and TV: Permissions Direct [unsuccessful]; Rightscenter.com; RightsWorld.com
Rights Information Standards
[unsuccessful]; Sony Music Finder; SubRights.com [unsuccessful]
•text publication: Copyright Clearance Center (copyright.com); Copyright Agency Ltd [Australia];
VG Wort [Germany]; XanEdu (xanedu.com)
•digital publication: Zinio •Digital Content Identifiers
•mobile search: Google; InfoSpace; JumpTap; Medio Systems; MotionBridge; Yahoo
•AAP Enabling Technologies Committee [unsuccessful]
•image licensing: Corbis (corbis.com); Getty Images (gettyimages.com); Jupiterimages
•cIDf (Content ID Forum)
•Content Reference Forum (CRF) [unsuccessful]
Intellectual Property Management
(jupiterimages.com)
•trade shows: BookExpo America (BEA); Frankfurt Book Fair; London Bookstandard
•CrossRef Fair; NATPE
Solutions and Services •DMP Cable Media
(National Association of Television Programming Executives); Western(Digital Show Project)
•Web 2.0 delivery: Brightcove; Digg; Maven Networks; Yahoo; YouTube•DOI (Digital Object Identifier)
•multiplatform delivery: Entriq; thePlatform; Navio’s AV Commerce service
•GRid (Global Release ID)
The lack of standards and systems
•Access Integrated Technologies, Inc./RTS
•Amino Technologies/AssetHouse
•ISAN (International Standard Audiovisual Number)
•ISWC (International Standard Musical Work Code)
•AP (Associated Press)/hNews •Microsoft's .NET Passport scheme
is limiting business models
•Book Rights Registry (Google and Authors Guild)
•Copyright Clearance Center (copyright.com)
•ONIX for Licensing Terms
•PURL (Persistent Uniform Resource Locator)
•Sun’s Liberty Alliance [unsuccessful]
•Counterpoint Systems Ltd.
and digital opportunities
•Creative Commons/CC+
•Jaguar Consulting/System 7
•UMID (Unique Material ID)
•Rights Expression Languages (RELs)/rights management languages
•Pilat Media/IBMS
•PRISM Rights Language •ccREL (Creative Commons Rights Expression Language)
•RightsLine Software Inc. •Contract Expression Language (CEL)
•RSG Media Systems/RightsLogic •MPEG-21
•SAP
•Sophoi/iPLS
The industry needs a cost- •ODRL (Open Digital Rights Language)
•SAML (Security Assertion Markup Language)
•XACML (OASIS eXtensible Access Control Markup Language)
•ACAP (Automated Content Access Protocol)
•XrML (eXtensible Rights Markup Language)
effective, flexible, extensible, secure
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9. Devising a rights management solution
• Distribution collections have defined structures
 Adobe
 Apple
 Google
 Microsoft
• Rights management taxonomy and metadata initiatives
 business-to-business (B2B)
 business-to-consumer (B2C)
• Cloud based and content IDs emerging
• Enterprise-level rights management integration
 using purchased, customized, and proprietary solutions
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10. Industry Next Steps
• Understand and execute approaches that support
integrated content management
• Use structured metadata and taxonomy approaches to
evolve rights management, from creation to consumption
• Use content portfolio management to understand,
manage, and track content
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11. About Earley & Associates
Taxonomy and Metadata experts with a service practice
addressing right management initiatives
• Focus: Information Architecture (“IA”) • Consulting Philosophy:
Services • Organizing Principles based on
business context and goals
• Founded: 1994 • Four Pillars -
People, Content, Process, and
• Personnel: Twenty core team Technology
consultants, plus a network of other
top industry experts
• ECM and KM experts
• taxonomy specialists
• search experts
• information architects
• usability professionals
• technology consultants
• business process experts
• Headquarters: Boston, MA
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12. Questions
Gordon Castle
Senior Consultant
Earley & Associates, Inc
Gordon@earley.com
404-939-3520
Additional resources at www.earley.com
http://www.earley.com/webinars/jumpstarts/digital-asset-management
http://www.earley.com/consulting-services/digital-asset-management
DAM Survey of Best Practices
Help determine Best-in-Class procedures in DAM and get a free copy of the report
http://cts.vresp.com/c/?GISTICS/142ab481c9/fef3754238/e695ab477a
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13. DCI Rights Management Summary
Greg Fioravanti
VP, Deal & Rights Management
Business & Legal Affairs
Discovery Communications
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14. Rights Management
Starting Point – 2005/ 06
• High demand from business for available content
– DCI Producing large volume of hours per year
– DCI considering many new business opportunities
• Difficulty accessing information
– System insufficient
– Lack of standardized data capture
– Elemental rights in binders
• Cost to DCI
– Rights reviews could take a long period of time
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15. Rights Management
Current State
• System Solution
– Partnered with RSG Media Systems to build Rights Logic
– Provides full program rights picture
– Push information out to business
• Rights Data Capture Automated
– Entered backlog of 10,000 documents over 2 year period
– Able to have new contracts input in 2 week timeframe
– Process optimized, minimal headcount
– Rights analysts only deal with higher level issues
• Result
– Real time, reliable rights reviews
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16. Rights Management
Future
• Integration
– Need to push rights data to client’s systems requiring alignment
of process and understanding of long term dependencies
– Metadata must be standardized across all businesses and
services
– Systems need to be adjusted to align to common structure
• Result
– Real time information available to end users in their system
– Administrative burden reduced
– Data integration allows business to maximize revenue
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18. Who Is Participating in PLUS?
• Creators: photographers, illustrators.
• Distributors: stock agencies
• Users: book publishers, newspaper
publishers, magazine publishers, web
publishers, motion picture/TV, ad
agencies, designers, the public
• Cultural Heritage:
Museums, libraries, researchers, education
al institutions
• Other: software
developers, attorneys, picture
researchers, artist

19. The PLUS Registry

20. Join the PLUS Coalition
• Learn more:
• www.usePLUS.org
• For more information:
• info@usePLUS.org

21. Panel Discussion
• Greg Fioravanti
 VP - Deal & Rights Management, Discovery
• Jeff Sedlik
 President & CEO, PLUS Coalition
• Igor Vezmar
 SVP of Product and Services Development, Ascent Media
• Gordon Castle
 Senior Consultant, Earley& Associates, Inc
 Gordon@earley.com 404-939-3520
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Copyright © 2010 Earley & Associates, Inc. All right reserved.