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DISRUPTING PIRACY “Piracy fears manifest when it comes to our customers streaming premium live sporting events,” reports Baldwin. “Consumers want to watch these for free, even if they’re supposed to do pay-per-view. With the emergence of live streaming sites, content owners are concerned about consumers livestreaming these pay-per-view events to the masses. We help our customers deliver content to various DRM locations to prevent events from appearing on these platforms, with a single uplink of the content.” To address the piracy issue, Baldwin says the industry must understand the sources and methods of piracy and then try to disrupt them. “Currently, contribution and backhaul of video content is protected by Zixi, and final delivery of the video content to viewers is protected by Conditional Access and DRM, so the biggest threat is capture and recording of the video content at the viewer device,” he says. “Hacking of viewer devices and apps can make it possible to record and redistribute that content. Verifying the device and that the playback app has not been hacked before playing the video content is one approach to minimising piracy. If an illegal copy of a stream does make it on to a streaming site, the primary goal for the content owner is to find it and shut it down quickly. This is too large of a problem for humans and will need an automated approach,” Baldwin explains. Content owners could add a non- visible watermark to the video and use an automated system to discover live streams on the internet and scan them for this watermark. Ideally, the large video streaming services would provide the infrastructure for content owners to scan for watermarks. Once the illegal video content is located, the content owner can work with the streaming service to shut down the stream. “Where Zixi most notably encounters piracy concerns is during live sporting events from a premium pay-per-view model,” Baldwin outlines. “For example, UFC, the world’s premier mixed martial arts organisation and the largest pay-per-view event provider in the world, uses the Zixi platform to deliver live UFC events. During those big, cultural moments that need to be experienced live, the opportunity for monetisation is high. By using Zixi for live video transport during high-profile moments, our clients can use IP distribution to reach the largest audiences possible, and know that the highest levels of security are being employed to
protect their stream and revenue.”
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