The Digital Media Manifesto

 

Source

J. Ingram

Title

Comments to "Digital Media value chain analysis" by S. Carmichael

No.

030825ingram01

Here are my suggestions for changes to 030825carmichael01. The only changes are to the Creators row.

In the Definition column, I have changed song-writer to Composer - not all composers are song-writers. I have also added Engraver and Music Copyist.

Professional engravers and music copyists (like me) were not mentioned, - perhaps because they are traditionally an ignored and exploited class. We are not generally allowed to retain the copyright in our creative work. We are paid for doing what we do, and the copyright gets assigned to the body who paid. Improved copying technology and the existence of a working DRM system might change this situation. As Scott's table shows, Producers are losing control to Creators.

The DRM system for recorded music may not be applicable to written work, but I think that copying and performing are two sides (space and time) of the same coin, so the DRM consequences ought, ultimately, to be similar in both areas. This is a very interesting corner of the problem... The space-time bifurcation has consequences in other areas too... :-))

However, bits being what they are, it may after all be possible to develop a DRM system which works for both domains.

Player

Definition

Examples

Costs

Benefits

Creators

Composer, Screen writer, Performer,
Artist, Engraver, Music Copyist

 

A: Time to develop of new skills (training)
B: New Equipment (Hard and/or Software)

A: More opportunities to have creations remunerated (relates to C:)
B: reduced dependence on producers (they dont have to be paid)
C: widening of market presence (e.g. via internet)

Producers

Film/TV/Music studios Publishers

Sony - film
Brill – TV RandomHouse

A: Loss of control to creators
B: Equipment/SW

A: Increased range of product types / variations
C: Potential for control of more value chain elements
C: New platforms

Content repositories

Library
Studio

SF Public Lib
Turner Classic Movies

 

C: Possibility to provide universal access to content

Rights societies

Rights intermediary and standards developer

ASCAP
HFA

B: Loss of levies

A: Opportunities of new services
C: Broaden base geographically

DRM solution providers

Provider of Rights Management Systems, and integrators

SAP, Rightsline, BearingPoint

A: Sales and Marketing
C: R&D

A: Opportunities to deploy solutions. Potential for new products

Media companies

Managers and owner of content, and often production and distribution facilities

Sony
NYTimes
HBO

B/C: Accelerate transition to digital

A: More opportunities to distribute content; e-commerce, data asset; consumer application sales
B: Radical reduction of piracy

Apps providers

   

A: Sales and Marketing
C: R&D

A: Creation of new markets
C: Standards allow expansion

Aggregators (network)

Cable, and IP based content providers

TW
CNN

A: Change in model, retraining, new staff
B: Servers…
C: R&D

B: No need to be concerned with end-user devices
C: More ways to offer content

Aggregators (broadcast)

Radio / TV Stations
Where does satellite go?

CBS
Clear Channel

A: Change in model, retraining, new staff
B: Digital Trans
C: R&D

B: No need to be concerned with end-user devices
C: More ways to offer content

Back-office apps providers

FICO, DAM, Ad, DRM, Customer Date Base, etc.

SAP,

A: Sales and Marketing
C: R&D

A: Demand for new applications
C: New opportunities to deploy solutions (content management, e-business, billing etc.)

Connectivity providers (network service providers?)

Two Way-IP based service providers

TW, Earthlink,

B: Service Provisioning
C:Infrastructure upgrade

A: Opportunities to bundle infrastructure services with higher-level services
C: More connectivity/bandwidth required by users

Network service providers (Same as above?)

   

Cap Exp for development / risk

More access required by users
Opportunities to bundle network services with higher-level services

Portals

Gateway to key digital media services

Amazon, e-Music

A: Right negotiations
B: Core business development
C: Discovery/planning for Products

A: More services than possible today
C: Opportunities to bundle search services with actual content offers

Device manufacturers (HW)

Devices required for management, and consumption of DM all along the Value Chain

Scientific Atlanta, MAC, Sony

A: Sales and Marketing
C: R&D

A/C: Creation of a dynamic market of devices

Device manufacturers (SW)

OS, game, DM Management SW

Palm, Real Player, Sony Java, JINI, Windows CE

A: Sales and Marketing
C: R&D

A/C: Creation of a dynamic market of software applications

End users

Consumer of Media, commercial and non commercial

Teenage, Restaurant, Magazine Publisher,

A: Time to update skills
B: Acquisition Costs of HW, SW, and DM

Richer access to content
Increased range of utility
Access determination / time - location