Evolving Digital Rights Management

The proliferation of the World Wide Web and other Internet technologies in the last decade eliminated most of the barriers to traditional copyright violations and unauthorized exploitation of the digitally recorded and distributed content. Today, we can observe serious copyright breaches because of the ease with which digital files can be copied and transmitted.

The first generation of Digital Rights Management (DRM) focused on security and encryption as a means of solving the issue of unauthorized exploitation of digital content by "locking" the content and limiting its distribution to those who pay. This use of DRM represented substantial narrowing of the real and broader capabilities of DRM.

The second-generation DRM covers the description, identification, trading, protection, monitoring and tracking of all forms of both tangible and intangible assets including management of rights holders' relationships.

At its simplest level, DRM technology is all about controlling access to information. While customers want convenient access to their purchased products, companies want to make sure their intellectual property is reliably protected from unauthorized use or duplication. DRM manages relationships between these two parties by trying to present an amicable compromise between the customers and the vendor.

DRM technology offers substantial benefits to digital content owners and providers looking to protect their copyrights in an environment that favors easy access and free content. It enables a publisher of software, music or videos to set levels of access (such as view, print, copy, save or distribute), depending on what the consumer wants and pays for. DRM helps protect content for its owners while offering consumers a variety of options.

While DRM technology is constantly evolving, the current level of maturity of available DRM solutions allows content owners and providers remain confident that their digital media files will stay protected, no matter how widely they are distributed.

EMG provides best of breed DRM solutions

Several major software companies provide reliable DRM technologies. The level of expertise needed to select an appropriate solution, adapt it to content providers' business model and provide reliable delivery of the content to the consumer, often prevents content providers from adapting DRM as a part of their distribution strategy. EMG recognizes these content providers' challenges and therefore absorbs burden of integration, development and delivery of the digital content. Please refer to out Content Delivery Solutions.

EMG has selected industry leading software providers to deliver end-to-end DRM solutions that will ensure that the content of EMG's clients, the content owners and providers, is securely protected. EMG's strategic alliances with the leading infrastructure providers guarantee reliable, high performance delivery of the content to the consumer.

Enabling EMG end-to-end DRM Solutions - Microsoft® Windows Media® 9

In its latest roll out of DRM end-to-end solutions, EMG has selected Microsoft® Windows Media® Digital Rights Management (DRM) 9 technology built upon a proven and secure DRM system.

The combination of Microsoft® Windows Media® Rights Manager 9 Series and Microsoft Windows Media Encoder 9 Series provides a flexible, secure solution for delivering protected digital media content via download or streaming. Together these products can simultaneously encode and encrypt files so that content is never "in the clear" prior to delivery. Providing real-time encryption in the DRM process protects the content during creation and delivery.

Broad Reach; More Choice

Microsoft® Windows Media® players and applications that can play content protected by windows Media Data Session technology are distributed to more than 450 million machines and devices - including PCs and portable devices. With the broadest reach of any digital distribution format, Windows Media DRM provides access to a large installed base. The Windows Media DRM technology offers multiple approaches to digital rights management, including time expiration (where permission to play expires after a certain date or number of days), play count (where permission expires after the content has been played a certain number of times), limits on whether or not the stream can be saved, and copy limits, among others.

Content owners can combine these rights in different configurations to support a number of innovative delivery models, including pay-per-view, rental, subscription, try before you buy, distance learning, and many others.

Secure Management and Delivery

To ensure that damaged or corrupted players or applications cannot access content protected by Windows Media DRM technology, Windows Media Right Manager 9 Series provides a means for license revocation. Content owners can quickly and easily issue licenses to legitimize consumers ensuring that consumers will continue to have access to their content.

Whether the content is being streamed in real time (see EMG's Registered Streaming) or has been downloaded for subsequent viewing (see EMG's Rental Download), the protection always travels with the content. If unlicensed users attempt to use the content, a URL embedded in the license redirects them to a Web page where they can legitimately acquire a license for the content.
  • DRM is Digital Rights Management - A type of encryption that only allows legitimate users to access content.
  • DRM allows Content Owners to safely deliver video content over the Internet while preventing piracy.
  • DRM files can be set to allow access for only a limited time period, for limited number of views, and/or a limited number of users.
  • DRM files cannot be shared by users unless content owner allows each transaction.
  • View the full set of DRM controls


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