Universal Pictures is to start watermarking the audio sound track of all its distribution channels using Verance watermark technology. This added watermark is inaudible to people, but can be read by consumer standalone and computer equipment. This watermark aims to be used for content identification as well as copy tracking and control. Universal will use this watermarking technology in all its products including theatrical releases, DVD & VHS products, pay-per-view movies including video-on-demand as well as all the way down to other distribution mediums such as regular television broadcasting.
Universal aims to use this technology for securing its content though all stages of product distribution from the theatrical releases all the way down to airing over free-to-air television. The Verance Corporation is continuing discussions with other studios as well as hardware and software manufacturers to widely implement Verance watermarking technology for marking and checking content.
multi-year agreement with Verance Corporation to mark Universal's film and video entertainment content with a Verance audio watermark. The Verance watermark contains information that is inaudible to people but can be read and understood by consumer and computer devices. The mark will impart usage information about the content, including content identification, forensic tracking and copy control information. Universal will mark audiovisual content with the Verance watermark throughout all its distribution channels, including theatrical releases and DVD and VHS home video product, as well as pay-per-view, video-on-demand and free-to-air television broadcasts. "Never before has there been a way to convey information to consumer devices throughout the life of a movie," said Jerry Pierce, Senior Vice President, Technology, Universal Pictures. "The security derived from the Verance watermark allows us to be more confident in the technology we use throughout all stages of product distribution. This flexibility will enable our studio to continually offer the best in entertainment in a secure environment." Mr. Cliff Friedman, Chairman, Verance Corporation, added, "After researching the latest technologies and assessing the top providers, we are pleased that Universal selected the Verance watermark technologies to protect their movies. We are continuing discussions with other studios as well as hardware and software manufacturers for wide use of the Verance watermark for marking content." |
Currently, DVD-Audio is the only technology to make full use of audio watermarking, but it looks like watermarking could be hitting all our video recorders, TV tuners and other capturing devices sometime in the future. I don't mind the technology as long as it does not limit fair use recording and is only used for tracking purposes, but if it works on the DRM principal by preventing recording or restricting recordings to certain equipment or single time playback, then this is certainly not something we are looking forward to.
It looks like Universal will be using this technology primarily to stop internal staff from leaking movies over the Internet and P2P networks prior to its theatrical release. While this watermarking will not prevent unreleased movies from being distributed over the Internet, it does make them traceable to their owner or reviewer; assuming each reviewer's copy has a unique watermark.
Source: Yahoo Financial News
