The Viability of Watermarking

The promise of video watermarking has always been alluring to technologists and content owners. They like the idea of embedding an invisible forensic mark on valuable content in order to protect assets and possibly catch the bad guys. And with high-profile success stories like the Academy Awards busts on pirated screener copies traced using forensic watermarking, the business potential seems unquestionable.
More recently, we’re seeing content owners require forensic watermarking for early release window HD content.

At the same time, we have seen many recent changes from watermarking technology companies – Dolby has quietly closed Cinea, its watermarking business unit, Philips spun out its watermarking division, now called Civolution, which acquired Thomson’s watermarking technology (Thomson had previously acquired Mediasec and Nextamp).

Based on my past experience as COO of Mediasec and what we’ve discussed with customers at Verimatrix, I firmly believe that watermarking has the most business potential as an integrated layer of an overall content security solution. More specifically, I believe watermarking is a key component in monetizing premium content for pay-TV operators that are increasingly competing with “free” and the notion from many consumers that certain content should be free.

When viewed as a revenue security tool, watermarking can enable operators to develop new business models by offering higher value, better quality content for competitive over the top (OTT) and early release pay-per-view content.

I will be speaking at IBC2009 on this topic for the panel, “Content security: Ensuring content is not mis-used.” I will be presenting watermarking techniques that encourage responsible consumer behavior, rather than restricting the consumer’s media use. And if you are looking for more information on the topic, please download our whitepaper, “Integrated Watermarking Creates More Durable Pay-TV Businesses.”

See you in Amsterdam!

-Steve Oetegenn