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Blockchain for Media & Entertainment - Buzz or Real? (MAE315) - AWS re:Invent 2018

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Blockchain tech made big news last year due to the surge and interest in cryptocurrencies. However, real applications are yet to be seen in industry verticals such as Media & Entertainment, despite the interest. Possible use cases include secure content transactions in the preproduction/review and distribution of prereleased content, rights management for studio transactions and applications towards royalty payments, and authenticity verification of social media and other online videos and data. We are also seeing some innovative ideas around watermarking tech using blockchain tied to a specific actor within the media workflow to using bitcoin blockchain as a bounty mechanism to protect digital media from online piracy. In this session, we are accompanied by Custos Media, a startup in the M&E space revolutionizing the content distribution business with its novel watermarking and fraud/leak detection mechanism. We discuss the introduction towards blockchain, the applicability of this new tech in some of these M&E use cases, and dispel or discuss the anti-patterns for blockchain in some of these use cases.

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Blockchain for Media & Entertainment - Buzz or Real? (MAE315) - AWS re:Invent 2018

  1. 1. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain for Media & Entertainment – Buzz or Real? Usman Shakeel WW Tech Lead for M&E Amazon Web Services M A E 3 1 5 Dr. Jonathan Shapiro-Ward Sr. Solutions Architect Amazon Web Services Dr. G-J van Rooyen CEO Custos Media Tech
  2. 2. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Agenda Introduction to blockchain Blockchain applications/use cases in media Analysis of the use cases with blockchain application Case study: Piracy prevention and detection by Custos Media Future trends
  3. 3. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Introducing blockchain Linked transaction data in encrypted, redundant databases, or ledgers, hosted across the internet What it is Makes online transactions across enterprises more secure and trustworthy Lowers cost by eliminating the need for traditional intermediaries What it does No single entity controls the data, further reducing risk Who Encrypted, redundant data prevents destruction or falsification of data in any single ledger How
  4. 4. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Lots of protocols, all “blockchain” A A B C Block lattice: RaiBlocksBlockchain: Bitcoin, Ethereum A Enterprise, private, and permissioned B C D Graph: Hashgraph DAG’s: IOTA
  5. 5. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain – Buzz or real Media & Entertainment Specific Source: www.theiabm.org
  6. 6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. https://www.axios.com/corporate-america-blockchain-bitcoin-fervor-over-fb13bc5c-81fd-4c12-8a7b-07ad107817ca.html
  7. 7. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain applications examplesin M&E Finance Analytics Consumption Distribution Production Loyalty programs Charge back Content protection CDN Rights management Delivery OTT Customer surveys P2P funding/ direct distribution Bookings Distributed rendering and transcoding Distributed storage Distribution and usage tracking Document discovery
  8. 8. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain applications examplesin M&E Finance Analytics Consumption Distribution Production Loyalty programs Charge back Content protection CDN Rights management Delivery OTT Customer surveys P2P funding/ direct distribution Bookings Distributed rendering and transcoding Distributed storage Distribution and usage tracking Document discovery
  9. 9. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Finance
  10. 10. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Finance
  11. 11. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Bookings and reservation contracts (contractors, sets, production resources, and so on) ★★★ ★★ Finance
  12. 12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Bookings and reservation contracts (contractors, sets, production resources, and so on) ★★★ ★★ Peer-to-peer crowdfunding and investment – Leveraging blockchain to create decentralized investments for audiences to invest in media productions ★★★★ ★★★★ Finance
  13. 13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Bookings and reservation contracts (contractors, sets, production resources, and so on) ★★★ ★★ Peer-to-peer crowdfunding and investment – Leveraging blockchain to create decentralized investments for audiences to invest in media productions ★★★★ ★★★★ Customer loyalty programs – A medium of exchange within a media or gaming ecosystem ★★★★ ★★★★ Finance
  14. 14. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Bookings and reservation contracts (contractors, sets, production resources, and so on) ★★★ ★★ Peer-to-peer crowdfunding and investment – Leveraging blockchain to create decentralized investments for audiences to invest in media productions ★★★★ ★★★★ Customer loyalty programs – A medium of exchange within a media or gaming ecosystem ★★★★ ★★★★ E-discovery compatible record keeping systems Event ticketing – Ownership tracking and ticket reselling/management, control resale market for tickets, and prevent scalping ★★ ★★★ Finance
  15. 15. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial Royalties collection/chargebacks ★★★★ ★★ Content transactions ★★★★ ★★★★ Bookings and reservation contracts (contractors, sets, production resources, and so on) ★★★ ★★ Peer-to-peer crowdfunding and investment – Leveraging blockchain to create decentralized investments for audiences to invest in media productions ★★★★ ★★★★ Customer loyalty programs – A medium of exchange within a media or gaming ecosystem ★★★★ ★★★★ E-discovery compatible record keeping systems Event ticketing – Ownership tracking and ticket reselling/management, control resale market for tickets, and prevent scalping ★★ ★★★ Payments for highly atomized tasks markets ★★★★ ★★★ Finance
  16. 16. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★ ★ ★★★ ★★ ★★★★ ★★★ Production
  17. 17. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★ ★ ★★★ ★★ ★★★★ ★★★ Story creation ★★★★ ★★★ Production
  18. 18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★★ ★★★ ★★ ★★ ★★★ ★ Distribution
  19. 19. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★★ ★★★ ★★ ★★ ★★★ ★ ★★★ ★★ Distribution
  20. 20. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★★ ★★★ ★★ ★★ ★★★ ★ ★★★ ★★ ★★★★ ★★ Distribution
  21. 21. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★★ ★★★★ ★★★ ★★ Consumption
  22. 22. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use case Technical Commercial ★★★ ★★★★ ★★★★ ★★★★ Analytics
  23. 23. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Case study: Custos Move Media Monitoring into the Crowd
  24. 24. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. The ways in which media is distributed and consumed are changing rapidly in an age of all-digital instant gratification Digital demand © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  25. 25. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  26. 26. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain-tracked forensic watermarks virtually eliminate pre-release piracy • 20-60% of films are leaked prior to box office release • A leak reduces lifetime revenue by 19.1% Customer story Indigenous Film Distribution had 60% pre-release leaks. It’s now 0%.
  27. 27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS built on AWS • Screener Copy is a web-based version of Custos’ video protection solution • Filmmakers and distributors use it to distribute and protect movies during the sensitive pre-release window • White labeled for other workflows (for example, “live catalog” for buyer-seller networks) in any AWS region close to the client
  28. 28. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. LightVAULT • White label of Screener Copy • Integrated with film post- production workflow © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  29. 29. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. HOW CUSTOS’ PATENTED TECHNOLOGY PROTECTS YOUR CONTENT HOW AN INFRINGEMENT IS DETECTED Marking a media item for tracking Detecting infringement
  30. 30. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Core API VPC Bounties service Core ELB Client Block explorer Bitcoin blockchain • The Core API allows clients to create cryptocurrency bounties and associate them with media items • A block explorer continuously scans the blockchain for compromised keys • Automated client alerts
  31. 31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Video watermarking Upload bucket Watermarked assets Client Client S3 storage Video watermarking AWS Lambda functions VPC Watermarking Amazon SWF workflows Embedding spot fleet Concatenation spot fleet • Proprietary imperceptible watermark • Computationally heavy pre-processing • Computationally light creation of individual copies (concatenation) • SWF for orchestration • Spot instances auto- scale on workload
  32. 32. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. What’s next for Custos ▸Grow the business ▸Video for entertainment / education / security ▸Document protection ▸Audio protection ▸Other crypto-enabled information markets ▸Optimizing AWS services ▸Continuing to replace dedicated instances with serverless solutions ▸Consider switching some modules to AWS Media Services ▸Machine learning may become more important in future
  33. 33. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Blockchain & media: The future • Identity and ownership are hard problems • Auditing these are even harder • Future solutions are likely to focus on ways to couple the immutable truth of a blockchain with the uncertainties and ambiguities of the real world • Participation in managing risk can be incentivized, and cryptocurrency is the ideal mechanism © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  34. 34. Thank you! © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. G-J van Rooyen g-j@custostech.com / @gvrooyen
  35. 35. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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