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Do You Know
Your Digital Rights?
By
George Grubb
As online
content companies encounter increasing pressure to charge for
content, streaming with digital rights management support is
becoming a more and more useful option.
The term
digital rights management, or DRM, may conjure fears of
expensive consulting fees, but new services are available that
enable content companies to quickly and easily deploy digital
rights into their streaming media.
What is DRM?
The term refers to securely packaging and distributing content
for sale via the Internet. The content may be any form of
digital media, including audio, video, graphics, text and
streaming media.
Packaging
refers to the use of a software application to securely encrypt
digital media. Once content has been encrypted, the file is
"locked" and may not be viewed without an encryption
"key." The key contains information that controls if
and when the media player will play the content.
When someone
attempts to view the file using a streaming media player, the
player detects the locked status of the file and requests a key
to unlock the content for playback. Thus, DRM is a lock-and-key
technology employed for digital media.
Ideally, the
same company hosting your streaming media will offer packaging
services for your content. It can be as simple as uploading your
files and choosing among options such as whether to lock files
and at what price each file should be set. The host sets up key
management and online transaction capability with a DRM service
so you don't have to worry about it.
Decide on
Terms
To package your
content, your host will request your terms for viewing the
content, that is, the terms of your key. This is when you decide
how much you want to charge and for how long.
For example,
maybe your terms allow customers to view streaming content as
often as they want within a 30-day period for $1.50 (U.S.).
Another example might be that you charge 75 cents for two hours.
You could also
offer the content for free but require customers to provide
customer information before playback.
The DRM service
uses an offer page to display the terms of your key. When a
customer attempts to view a streaming file that has been locked,
the media player launches a Web browser to take the customer to
the offer page, which explains that to view the locked media,
designated terms shall apply and payment is required.
The Match Game
Assuming the
customer agrees and submits payment, the DRM service
automatically installs the key into the customer's computer,
requiring no effort by the customer. The player automatically
verifies both the key and the lock on the content, and if they
match, the content plays.
Digital rights
management can be deployed in several ways. The most familiar
method in streaming media is pay-per-view.
Another model
to consider is pay-per-subscription, whereby multiple pieces of
content can be activated with a single key.
Regardless of
the model used, the renewal process is much quicker than the
sign-up process, especially if customers allow the DRM service
to retain their billing information. If so, upon expiration of
the key, customers can log in using their user IDs and passwords
to renew payment and media playback.
What Price
Service?
How much does
it cost to stream with DRM? Prices vary depending on the service
provider, but a common fee is a percentage of your gross
revenues.
At PlayStream,
you receive free packaging services if media content is hosted
at PlayStream, but you are charged $20 for every offer page you
set up. In return, you retain 30 percent of gross revenues.
As with any
industry, rates vary; it would be prudent to comparison shop
before deciding.
The views of our authors don' t necessarily
reflect the views and policies of this company or its
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