On March 29, the 11th China Online Audiovisual Conference "Full Scenario Digital Media Ecological Development Forum - Hongmeng Activates Audiovisual Industry Upgrade" was held in Chengdu. With the theme of "Technology Empowers All-Scenario Content Experience and Distribution", the forum discussed how Hongmeng Ecosystem can empower ecosystem partners' content creation through technological innovation through software and hardware collaboration to achieve audio-visual experience upgrades and full-scenario audio-visual content distribution. At the forum, Jiang Xiaoli, general manager of Universal Trust (Beijing) Technology Co., Ltd., gave a keynote speech on the development status and challenges of PVOD and how chinadrm can help Hongmeng Ecological Movie PVOD model innovation.
pvod has become a new track for online film distribution and audio-visual services, but sustainable development is facing challenges and model innovation is urgently needed.
With the rapid development of the online audio-visual industry and the diversification of content consumption, high-end paid on-demand (PVOD) has become a new platform for film online distribution The new track of audio-visual services is gradually becoming the focus of the industry. This model breaks the time window limitation of traditional theater screenings and allows users to pay to watch new movies through online platforms during the early window period or even the first window period, which greatly expands the coverage and audience of the film market.
At the same time, the end-to-end content consumption environment that supports the development of the pvod model is also becoming increasingly perfect. On the content supply side, finished movies have the ability to output 4K+HDR, meeting PVOD’s requirements for high-quality content; on the network transmission side, 5G networks have covered all prefectures, counties, and urban areas across the country, and fixed broadband above 100 Mbps is basically universal, ensuring that high-quality content is High-speed and stable transmission on the network; on the terminal presentation side, high-standard audio and video technologies such as ultra-high definition/wide color gamut/hdr have been popularized on the terminal side, and the "people-car-home" full-scenario pvod viewing environment is basically available; on the user consumption side, There is a growing demand for personalized viewing of movies on-demand anytime, anywhere, without the constraints of traditional cinema schedules. It can be seen that a high-end content consumption environment covering key aspects such as high-quality content production, high-speed and stable network transmission, full-scenario ultra-high-definition terminal presentation, and personalized user consumption has basically taken shape, laying a solid foundation for promoting the development of the pvod model.
However, the sustainable and healthy development of the pvod model still faces three major challenges, including content security, transparency and credibility of ledger data, and business model optimization. In particular, the issue of copyright protection for high-value content has become a key bottleneck affecting the development of the pvod model.
Jiang Xiaoli shared that in order to ensure the sustainable development of the pvod model, it is necessary to establish a "pure account sharing model within the early window period", a "theater-level high-security content protection environment", and a "third-party trusted reconciliation system" in response to the above challenges. ” as the core of the new model.
Digital rights management (drm), as the core capability of the terminal operating system, builds a security barrier for the protection of high-value content from the source
Digital rights management (drm) is a systematic method for copyright management of digital content, mainly using encryption , authorization, watermark and other technologies, as well as comprehensive legal and management methods to protect the copyright of digital content from the source.
At present, the five major Hollywood studios have strict DRM technical requirements for new media distribution of movies. They clearly require encrypted broadcasting of authorized content. Authorization of 1080p and above content is only required to have hardware security-level DRM capabilities. Playback on terminals, terminals that do not meet the conditions are only allowed to play content with a maximum resolution of 720p. The world's mainstream video service platforms Netflix, iQiyi, Tencent Video, Youku, Mango, Huawei Video, etc. have deployed complete DRM solutions to encrypt and authorize the broadcast of high-value content. All major mainstream terminal operating systems such as Hongmeng, Android, and iOS have deeply integrated the DRM system, making it an indispensable core capability. The
terminal integrates DRM capabilities at the operating system level, which can effectively prevent the occurrence of infringements such as illegal copying and pirated distribution, which means that it has built a solid security barrier for the protection of high-value content from the source, whether it is the rights and interests of content creators, or The legitimate rights and interests of consumers can be protected to the greatest extent.
chinadrm helps Hongmeng ecological movie pvod model innovation.
chinadrm is China’s independently innovative digital copyright management technology standard. It has good openness and high theater-level security. It has been recognized by mainstream domestic and foreign content providers such as China Central Radio and Television, Hollywood, etc. It has been widely used and deployed on 12 mainstream video service providers such as Tencent Video, iQiyi, Youku, and Mango TV and more than 200 million smart terminals. It has been used in major events such as the Beijing Winter Olympics and the Qatar World Cup as well as high-value film and television content. played an important role in copyright protection.
At present, chinadrm has been deeply integrated into Hongmeng operating system. The chinadrm open community provides full-scenario solution consulting and ecological services around Hongmeng ecological DRM application scenarios and application pain points, covering terminal & SOC DRM development toolkit, DRM integrated test environment, DRM Developer communities, etc., can empower Hongmeng ecological digital copyright management capabilities.
Jiang Xiaoli believes that the chinadrm hardware security level configuration supports high-security content protection capabilities such as anti-screen recording, anti-screen capture, and anti-side channel attacks, and can fully support online platforms to create a theater-level high-security content protection environment. chinadrm's refined and dynamic authorization mechanism and fair and open trust management mechanism can also fully support the online platform to build a third-party trusted reconciliation system.
At present, Hongmeng Ecosystem and Universal Trust (Beijing) Technology Co., Ltd. have built a complete high-security content protection environment and third-party trusted reconciliation platform based on chinadrm copyright protection technology, providing reliable, transparent, and safe pvod for high-quality content. The issuance environment is guaranteed and jointly promotes pvod model innovation.
At the end of his speech, Jiang Xiaoli called on the upper, middle and lower reaches of the industry chain to collaborate and form a concerted action on pvod, such as: the copyright direction network provides high-quality content in the early window period, adopts a pure account-sharing copyright transaction model during the window period, and proposes high-security content protection Requirements; the platform deploys the chinadrm system and connects to the third-party trusted reconciliation system, and carries out pvod business in accordance with the content protection requirements of the copyright owner; the terminal manufacturer integrates hardware security-level chinadrm capabilities and certificates into the terminal. Only with close collaboration across the entire industry chain can the healthy and sustainable development of the pvod model be achieved and bring more new commercial value to the film industry.
