September 3, 2025 • 48 mins
UFC’s recent $7.7B deal with Paramount, along with Ligue 1’s partnership with Amazon, highlights how content protection is influencing today’s media rights agreements. In this episode of StreamTime Sports, co-hosts Nick Meacham and Chris Stone are joined by content security expert Olga Kornienko, COO and co-founder of EZDRM. Together, the trio explore how streaming has transformed the approach to content protection and the financial risks of not securing distribution.
Key Points:
- How are media rights deals being shaped by the growth of piracy?
- Why is content security not just an issue for the NFL and Premier League, but for all sports?
- How has the acceleration of sports streaming changed the playbook for protecting content?
- What technologies and innovations — such as DRMs and double encryption — are making life “really annoying” for pirates?
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Hello everyone, welcome back to the next episode of Streaming
Time Sports. My name is Chris Stone.
I'm the community lead, joined as always by our CEO, Nick
Beecham. Today we're also joined by a
guest, Olga Kornyenko, who is the CEO and Co founder of Easy
DRM. And just before we got on stage,
I'm always trying to figure out how I'm going to open things up.
And Olga, you mentioned you spent the weekend building some
IKEA furniture, which conveniently Nick is currently
(00:25):
in the home of IKEA. So Olga, I'm going to get to
your experience over the weekend, but Nick, I want to
know how much of your interior design furniture in your house
in Sweden has come from IKEA? Well.
Well, firstly, I'm also in the region of small land, which is
actually where IKEA was actuallyfound is not only the country
but also the region and not far away from where I live, I'd say.
(00:48):
So we're renting at the moment and we worked out that pretty
much the entire house, from kitchens to bathrooms to a good
chunk of the furniture is basically all from IKEA.
So I think it's one of those things that when someone's
deciding they want to rent a place out, although renting's
not that popular or common over here in comparison to some other
countries, that they've only just spent a few hours walking
(01:11):
around that maze of a store and didn't walk out until they
basically bought the the proverbial house full of full of
stuff for it. So yeah, you can even see it's
very easy to find things when they break though, because you
just go on and look at them. So at least if you know where to
look, it makes a big difference because there is some unique
things like it can be a little bit like Apple sometimes where
(01:31):
there's certain fittings and things that only really work
with IKEA stuff. So it's good to know where to
where to go. But it is still very much a a
destination here as well as it is pretty much anywhere in the
world these days. And and how did you do
constructing years old? Because I'll be honest, in my
household, I'm not the one that build things.
I do all the cooking, my wife does all the DIY, so she's the
(01:54):
handyman. She does everything.
I certainly couldn't do it even with their step by step
instructions. Were you able to build whatever
piece of equipment or furniture you're building?
So I grew up playing Legos and Erector sets and like I grew up
in Russia and former Soviet Union and I had the metal
erector sets that if you didn't quite properly connect them
(02:17):
together correctly, they pinchedyour skin and all sorts of other
things. Love it, love it.
For me, IKEA is like Legos but for adults.
You let me go and I will put like I do that for fun.
As set as it sounds for me, putting together a kitchen pole
closet system, off I go. Love it.
(02:39):
Well, my hand's been slapped a few times when I've tried to
when we have bought some stuff from IKEA and I'm like, can I
maybe I can give that a go And Iget quickly get told that go
back away from the IKEA furniture.
It's mine. So I've learned the hard way to
stay back in the and let it magically appear the next day.
Yeah. For me it's as I said, it's
absolute fun. Yeah, well, a little bit of lore
(03:01):
about me not streaming related. I remember I was about 5 years
old, big basketball fan. My father's in the garage.
He built his own race car, and he asked me to come change the
oil while I was shooting hoops. And I remember I accidentally
dropped the wrench in the used oil.
And then my dad was like, just go back to shooting hoops, like,
you're never back aloud. And my dad swears this never
happens. But I'm like Dad, it's a memory
(03:21):
I've remembered 30 years onward.So basically I blame my lack of
engineering skills on the fact that as a 5 year old I dropped
the wrench and my dad was just like we've like even though he's
a mechanical engineer can fix anything.
I possess none of those skills. I.
Said it's never too late. You can start with IKEA and see
where that takes you. We can, we can.
Well, Speaking of building things, we're going to talk a
(03:43):
little bit around maybe one of the most important bits when it
comes to construction, constructing your streaming
platform, your streaming service.
In one of the areas this came upon our pre conversation is it
recently feels like content protection is a larger part of
the conversation than it has been in the past, partly because
of how expensive rights are and maximising, you know, your
revenue streams from them. Or we look at things on the
(04:04):
other side, like the falling outbetween the zone and Laguna in
France. One of the supported, one of the
reasons was a piracy is so rampant in the in the
marketplace that the zone couldn't drive enough
subscriptions. And it just seems anecdotally,
the more and more I go on the LinkedIn, the more I'm hearing
about content security being a major point of emphasis for
people in the space. And that's one of the things
(04:25):
that we're going to talk about today.
And you know, as we're recordingthis, there's the breaking news
that, you know, UFC is now signed.
AI believe it's a $7.7 billion deal with CBS and Paramount
Plus. So I'm sure Paramount Plus
taking on those sets of rights will very much be looking at how
they protect those. Because as we know, combat
sports has always been a big victim of piracy, given the fact
(04:48):
that some fights could be less than a minute long.
And you better be pretty good about protecting your content.
So it just needs to be a contentor a topic that's continue to
come up more and more. So Olga, we're we're hopefully
going to learn more about this space and sort of where it needs
to fit within the streaming. Your build, your setup is also
how do you maximise the revenue from protecting your content?
(05:08):
So that's really what we're going to talk about today and
hopefully gain some more insights from you on this
particular topic. And Nick, I don't know if
there's anything else you want to frame this or if I've gone on
the long enough soliloquy beforewe go and jump into it.
Yeah. Look, I think you've covered it
pretty well. I think there's a load of
aspects to this topic that we'venot had a chance to to cover.
And particularly as you've seen sports properties and
(05:29):
broadcasters looking at more ways of distributing content
rather than just single, single channel approaches.
These days, it's even more important than ever to know
where and how your contents being accessed and distributed
and protected. Otherwise, you're probably
leaving a lot of a lot of opportunity, a lot of revenue on
the table and having a very leaky ecosystem that is not
(05:51):
going to when we see profits andand profitability of streaming
being such a key part of everyone's challenge in a, in
this space right now, there's one way you can, one thing you
can really focus on the can helpthat tangibly and that's what
hopefully we're going to get a little bit more about today.
Well, we always look at securityas a strategy.
(06:12):
It can be a, oh, you know, let me slap this on at the end kind
of a conversation though. The way we build our system.
If you've really had to do that,you can.
But in the grand scheme of things, your approach to
security has to be a strategy, ideally glass to glass, but that
doesn't mean that the moment youdecide to just do security, you
(06:34):
have to do everything. Basically, we as EZDRM started
over 20 years ago doing specifically DRM.
When we first launched, we decided to take the approach of
let's do DRM in the easiest way to handle it, where we have AAPI
for encryption, encrypting content and an API for playback.
(06:56):
And we leave everything else behind the scenes.
And we've been doing it successfully for, as I said,
almost 20 years. And that's where usually people
start. I kind of equate DRM to the lock
on the front door. You don't want to put the
cheapest lock on the front door.You don't want to go by the
price because at the end of the day, the cheapest lock on the
front door of your own house is probably not the greatest idea
(07:19):
in the world. But the lock on the front door,
if we start take it to the security of, you know, our
homes, kind of a perspective, that's not the only thing.
We need a camera that looks to see who's coming and going and
various other parts of it and soon and so forth.
So recently we've been looking at various other aspects of
(07:39):
security as well, adding on to the DRM bits.
But yes, there is a lot of it. And you can just pick a point
and start there and grow on slowly but carefully and
without, you know, rushing into a crazy expensive solution.
Because at the end of the day, our experience is that a lot of
(08:01):
people, like people understand that there is piracy, but
sometimes it's kind of hard to put a finger on how much it is,
what percentage it is. And also sometimes people look
at security just as an expense, which is something else that I
think the mind is shifting and people are seeing that their
content is popping up on all this other in other places.
(08:23):
I mean, piracy sites and all these other sites where the
pirates don't really need to worry about hosting content and
coding content, packaging content, getting the rights.
They just take it. And DRM itself and by itself
cannot, cannot withstand the onslaught of pirates.
(08:45):
And now I'm guessing AI helping hack into all sorts of things
and whatnot. So additional other things are
coming into play, and we've seencontracts ask for more than just
DRM. I will say I love the analogy
and maybe I've just not paid no one's ever, at least I've not
personally heard the house analogy.
And to your point, like there's multiple ways, you know, we hear
people talking about all these different things, you know,
(09:06):
water marking, password, all these different things.
I love that analogy there. Maybe specifically, though,
where does the DRM sit within that space, in terms of where it
sits within that overall processor that overall protection that
you're going to build around your property?
So DRM is like your, if we're going to stick to the house,
(09:26):
it's the lock on the front door or in your regular, you know, we
can all, we've all logged into bank accounts or whatever.
It's your username and password.And based off of that, you know
that DRM in the grand scheme of things, DRM is a technology that
says how you can use the content.
Can you play it? For how long can you cast it?
(09:50):
Can you like, can you have a like if I'm watching it on my
computer, can I have a monitor attached to it?
And so on and so forth. And DRM in and of itself
controls just that. The encryption that happens
you're in the DRM process is a vessel, if you will, to get the
right sound to the content. Usually in the workflow it
(10:14):
happens around encoding, packaging.
That's the first part where content is prepared and then the
second part of it, like we've all probably dealt with, when
you press play as an end user, alicence is delivered to the end
user and that is the second piece of it where you get to
view the licence. There's also a common
(10:35):
misconception when people say mycontent is decrypted, the
content is actually never decrypted.
It is unlocked. Going back to my front door
example, when you walk into a house or hotel room, you open
the door with a key or key card.You never physically RIP the
lock off the door. Kind of sort of the same logic
with DRM, You know that you haveaccess to go into this specific
(10:56):
spaces, but you, you know, don'ttake the lock off the door.
And as a company we're also working on other things to make
sure that hacking into DRM, harvesting keys and all this
other stuff is becoming more andmore difficult.
But in the flow of the process it usually on the encoding side
(11:17):
and pieces on the playback side because it is a two-part
process. So Olga, when you describe that
it makes complete sense or it's important and it's necessity.
So why is it that not everyone uses a what?
What is the benefit of having DRM versus not?
You know, I think part of it might be some more of an older
(11:37):
thinking of it's an expense I'vehad, I've also had people
contact us and say, hey, we're trying to set this up, but we've
been trying to get this set up for a couple months now and it
doesn't seem to work with a different vendor.
We built our system in a way that we have a very
straightforward process and thenwe partner with everybody and we
(12:04):
don't try to do everything ourselves.
We have encoding packaging partners, we have player
partners and we make sure that we have integrations already pre
done with them in order to get going.
We have a very transparent priceand we want people to understand
what is happening, how it's happening, what the parts are
(12:26):
that are involved in the process.
And I have seen cases where that's not the situation.
I've had people be like, oh, this is how it works.
We didn't understand because there was no proper
documentation or whatever, or the price was so high we just
couldn't, or whatever the situation may be.
(12:48):
And sometimes it's just another thing to think about and you
just don't want to and you thinkyou need to build it.
So, you know, conversations on build versus buy come into play
there as well. So just take that question a bit
of a sort of a step further. Obviously, the, the typical
workflow, you've got the ingestion, the encoding, then
the packaging and encryption going on.
Then then, you know, things get sent to the, the, the storage
(13:09):
out there where, wherever it's stored and then it comes back
and there's, there's an acceptance of access to the
platform. That's kind of how how from what
I understand the process and flow to work, like just what
what happens if they don't have ADRM there?
What what happens instead is that basic just the encryption
is is non next to non existent and that's why it's it's a
(13:31):
problem from a security perspective or how does that
happen if someone's not using itcurrently?
Well, there's no DRM that the content is in the clear.
What it that's what it's called and it's not encrypted and not
protected. I've had people say, well, I had
a very long conversation with somebody doing fast channels who
told me they don't need to do DRM on fast channels because
(13:52):
it's ad supported. OK, you, but you're still
licencing this content and you're still playing this
content. So what's to stop, you know, a
completely different site from just taking it from you and
running their own ads or doing something else.
But realistically, I mean, people try to do tokenization,
people try to do your URL obfuscation and various other
(14:16):
things, but at the end of the day, the content itself is in
the clear and absolutely nothingstops me from recording, just
screen grabbing the content. At the end of the day, there is
no technology in the world that would prevent me from putting a
phone in front of or a very goodcamera in front of my TV and
(14:37):
recording it that way. It's nothing that stops you
right now. Watermarking can help you track
it down afterwards, but I think it all depends on what the
company is trying to achieve. But if there's no DRM, it's
going to be the same as watchingthis podcast after we're done.
It's just going to be in the clear.
Well, I think that's one of the the challenges when we talk
(14:58):
about content security is there's some people out there
that rightly or wrongly will go with wrongly say it's a badge of
honour. If someone wants to pirate my
content, you know, that they canunderstand why an NFL or Premier
League would want to protect their content.
But there's some people out there that are like, hey, I
would love for people to even know we exist and would love for
(15:20):
them to. If someone pirated our content,
that means we finally made it. But you know, you've sort of
explained a little bit, but likein terms of the mentality of
changing people to understand that this isn't something that
is just a problem for the big, the big whales in the ocean.
It's also something that goes down to the lower ends of the
ecosystem, sort of where there'smisconceptions about that idea
(15:40):
that just because I don't sit ata certain level that I don't
need to be focusing on. This is a problem for me.
From my perspective, you are still paying to produce this
content. You have the infrastructure to,
you know, package it, encoded stream it.
You're paying for bandwidth, you're paying for, you know,
maybe you're doing your own player development, you're
(16:02):
playing paying everybody to get this content out there.
And sure, absolutely, I know that for a while there were
companies that were using piracyas a a marketing tool, but that
only goes so far. If all of your content is stolen
and you're not making money off of it or you're not getting any
return on investment. As my Co founder says, we're all
(16:25):
a.com, nota.org, right? And in order for us to continue
producing content, we need to bemaking money on it.
So I think and Chris to your point, I think a lot of the
conversation like that goes to, I think it's very expensive to
GRM protect for somebody who is small.
(16:46):
And I then for the to those people, I'd say do some research
because prices for DRM are not what they used to be 10/15/20
years ago. I'm not saying it's a race to
the bottom, but the prices are very reasonable.
And we and just like other companies or a good amount of
companies do it based on usage. So if this month you had 1000
(17:08):
views and next month you had 10,000 views and then 100,000
and I'm back to 1000, you pay per usage and that becomes
manageable and makes people feeluncomfortable.
And you mentioned you guys have been around for over 20 years
now. You know, in terms of the
evolution, we are transitioning to a more streaming heavy world.
(17:31):
How have you seen the development of content security
going from a world that was largely linear broadcast to now
there's more streaming, is that,you know, compared to linear, is
it more complicated, less complicated, or just completely
set of different problems? You know, how have you seen just
the evolution of content security over that period of
time, particularly as we're transitioning basically from 1
(17:52):
medium to another? It's definitely a transition.
And for on the content security side, I mean, if we go back 20
years, we have, we had technologies 20 years ago that
don't exist anymore. A lot of standardisation came
into play also, which makes it so much easier for content
rights holders to actually DRM protect content and just secure
(18:15):
content in general. The more and more we get into
the world of streaming, I don't know if there's going to be a
point where we're all going to say there's just way too much
content out there and I can't watch it.
And IRC drops, I don't know. We can all hope because they're
just way too much stuff, but I seriously doubt it.
And I think just like us, a lot more of the security vendors are
(18:40):
talking more and more about whatcontent protection is.
Studios are mandating it. And as we shift into the world
of streaming, not only is it important to have secure
content, but also know where your content is coming from.
Because knowing that the contentyou're watching is truly Disney
(19:03):
or truly NFL, and the scores you're watching and potentially
betting on have not been changedand nothing's been modified with
the stream becomes more and moreimportant.
Because then there's less concern about manipulating, I
don't know, the game manipulating content and so on
and so forth. Oh God, I was just wondering the
(19:25):
when you've talked, you mentioned earlier about the fact
that there's even when AD when arequest is made, when someone's
trying to log in or access it. There's even things like the
screen, like recording of the, the of the experience.
There is also the casting on thescreen that you help
authenticate. Can you just give us a, a
snapshot of what are some of those things that might be a
(19:47):
typical within the the ecosystemthere that might have to be
authenticated that some that your clients are using?
So in a world of DRM, most DRM technologies have a certain set
of rules, and those rules dependon technology.
But in the grand scheme of things, it is whether or not the
content can actually be played. If it is in the browser, it's
(20:10):
just one play and that's it. If it's on a mobile app, you can
have content that can be played for a period of time.
So think your. I don't know, Netflix, Hulu,
pick your poison. You can buy a movie and watch it
for 2448 hours, right? And then you, as the
technologies allow you to control things like can you
(20:33):
cast, can you prevent unsafe monitors on analogue connections
and so on and so forth. Those are the most popular ones,
but at least in the world of like movies and so on, those are
also the kind of things that aredictated by rights holders.
So when people go out and sign acontract for the rights for
(20:57):
streaming a movie, they say you can do this, you can do this,
you can do this, but you cannot do that.
They can specify that for a specific, like for SD content
you can do this, but for HD content you can't.
You have to specify different encryption keys for different
types of resolutions and so on and so forth.
(21:19):
And there is. And if people are not sure what
they can do, they can always asktheir preferred vendor.
I would say us, but I don't wantto be presumptuous, but they can
always ask us. We're very much open to saying,
hey, here's what you, what are you trying to achieve?
And based on what you're trying to achieve, you should do this.
You can do this, and you might want to think about doing that,
(21:42):
but a lot of it is dictated by athe way the technologies are
built. And it's play ready from
Microsoft wide vying from Googleand Fairplay from Apple and also
what the studios recommend or I don't know if in the sports
world, actually don't know if inthe sports world, if rights
holders control what you can andcannot do to that grandeur
(22:03):
already. I think it's a it's case by case
in a lot of instances on how howbig those contracts can be
depending on some of the companies you might talk about.
I think what's interesting hearing you talk about that Olga
is that it sounds like thereforethat when you we hear the
discussion, have a discussion are right in sports about what
warrants requesting someone to pay a subscription for versus
(22:28):
just making things for free. One of the aspects of that can
be the quality of the content, whether it could be a multiview,
whether it could be high definition or 4K, etcetera,
whether it could be casting to bigger screens and so forth.
Those layers I think are an interesting area where there are
some major platforms doing that in sports.
(22:48):
I can think of a couple, but I think for the the for some
sports properties that maybe they worry about other features,
maybe like access to different types of pieces of content,
which is, is I put an important part of the product mix.
But I don't think they often think about the those aspects,
the technological aspects to improve the actual user
experience and maximising the value of the of what they buying
(23:12):
to buying is another way to add a perhaps another product layer
to it rather simply rather than I think I could imagine some
people might find that really difficult to get their heads
around if they were launching asa product for a decent sized
audience. What is that key differentiator
they can offer in a more premiumsolution to the base model?
Well, and also I think the otherpart of it is, I mean, they're
(23:34):
in the world of mobile devices. How many phones are there,
right? Even if on the Apple side it's
probably easier, but still on the Android side, how many
variations of Android is out there?
So kind of keeping it more generalised and I going
completely off the deep end of, you know, I'm going to make it
(23:56):
this for this phone, this for this device, this for the like,
it becomes unruly. But having a certain basic set
of features can probably differentiate a service,
especially whether or not you can cast off your phone because
that all of a sudden creates more of a lean back watch the
game or a race or what have you on your TV at home with your
(24:18):
family. And it creates a more of a
different experience. But I But for that, This is why
you go to a security specialist.We do this.
This is what we, you know, sleep, eat and breathe.
And we can make recommendations and tell you that this would
work or yeah, this might be a bit tricky.
Or because of the fact that you're trying to cast to
(24:40):
whatever, you know, set of televisions.
Not all of them support it. Yeah, the example that that
comes to mind, Chris, that I'm not sure how they approached it,
but I remember when the NFL launched their mobile only like
plus offering. And one of the things that stuck
to me as well as also bedding rights.
You see a lot of bedding companies that will buy certain
(25:00):
sets of rights right across the world.
Is that what how do they make sure that that stuff's not being
used in other ways? Because otherwise it's just
opening up the floodgates for, you know, someone basically
buying a bedding, A bedding, accessing it free through
bedding platforms and then just casting it onto their their
devices. So I don't know.
(25:21):
It's just something that I thought that with the NFL
example, I had always had that curiosity that, well, can people
just be be casting it to their biggest screen in the house?
And I don't know what they did in in to mitigate that, but I
would have expected they'd have to have considered that quite
heavily. Well some betting companies do
use DRM on all of their content as well.
Talking get again from experience from a customer of
(25:43):
ours. They do stream betting for
football and American football. Sorry, forgot about the audience
for a second. And they do use DRM on
everything. So I couldn't tell you what
specific rules they're setting, if they're controlling the
casting or not. But that was definitely a
requirement from the NFL, that if you're betting on content,
(26:04):
you need to be able to control all of that well.
And also, if we're getting into betting and just in general,
watching content, knowing that the score is right and correct
and knowing that nobody's modifying, this is also becoming
more and more of a conversation in the world that we sit in.
And to that end, there's a technology out there called,
(26:27):
well, not a technology. It's a set of standards called
C2 PA, which stands for Coalition for Content Provenance
and Authenticity. And in the grand scheme of plain
English things, that means knowing where your content comes
from. Is it specifically from NFL or
is it from Joe Bob at, you know,my NFL basement.com?
(26:51):
And also knowing that since the NFL published it, it has not
been modified. So C2 PA attempts to answer
those two questions. So then as a user, when you are
watching a game, if you're watching you're paying for a
game, especially if you're travelling, you know exactly
what you're getting, you know that it's correct.
(27:12):
I will say if, if the goal was to educate today, I'll, you
know, I'll put my hands up in the air if anyone's watching the
video. I, I knew there are things like,
you know, for example, I can go on my phone and I can on my
Chromecast. I can connect YouTube, can't
connect Apple TV to it. I didn't realise that was
specifically because of DRMS. So there we go.
I at least now know I can walk away.
(27:33):
The next time I try to cast something to my TV, I'll be like
gosh darn you DRMS. So at least now I know what.
That is, don't blame them. We're just no, no, no, no, no.
We're just the messenger. Yeah, yeah.
Not easy DRM specifically, but just that is the set of
technologies. With which that's the decision,
Chris, That's the decision, yeah.
Yeah, that's the. Decision of who owns the rights.
(27:56):
Yeah, like I said, I I'm not saying the person, the strategy
behind it, they all have their own strategies for which why
they've limited those things. But I've learned that it's the
DRM, just the tool that may limit or be the gatekeeper for
how you can access that content.Is that correct if I phrase that
correctly? Yeah, basically as part of the
rule set, one of them is allow casting, yes or no.
(28:19):
And if you don't allow casting, you don't allow casting.
And if the answer is yes, then go crazy.
The Olga, the this, the the ideaof that.
You're able to also see if anything's been altered.
I think it's a really interesting concept when you
talk about C2 PA, because obviously with AI coming as a
more and more hot topic and the pace of the ability to alter
(28:39):
content being so rampant these days, that could become a real
issue for live and non live. I think content in the sports
space you from from I can think of a bunch of, you know,
examples of that, but non live could definitely be a big
problem for content that's beingproduced across different
channels distributed globally, etcetera.
And even if you think Chris on on the live perspective for
(29:03):
things like this might be getting a step ahead of myself.
But the, the technology that we've seen through a few
different companies that allows different ads so virtually on
overlaid on the, on the signage in the billboards, the football
matches and the like. Think about where it could get
to is that that could be tampered with.
(29:26):
So if you're, if you steal thoserights, then you could be
overlaying your own stuff over the top of it, which I don't
want to give any, any, any people any ideas.
But there's one way to back. Maybe I can maybe play some,
make some pretty big damage. Well, and that goes back to
whether or not the content is DRM protected and that goes back
to whether or not CTPA is on your content.
(29:48):
You CTP is coming more and more into play.
You see it on LinkedIn when in the corner of a image, there's
like a little circle like thing that says CR.
And then basically it means thatthis piece of content,
specifically a photo or video has credentials and you can
click on that and see who owns the rights who posted it.
(30:10):
Right now there's a lot of conversation about tagging
content that is AI generated, but we've also been working and
will be releasing and a product shortly that allows you to sign
your live content. Like if you are streaming a
game, you can sign it on the flyand you can also sign VOD or if
(30:31):
it's just in time packaging, youcan sign all of your content and
have it be out there. And then as you're watching this
piece of content and something'sbeen modified, you will be able
to see on the like the play linewhere the the way we're doing it
is like if the play line is green or blue or whatever.
And again, you see the content kind of rolling through and all
(30:53):
of a sudden it turns to red and it says the the sections here
have been modified. Completely up to you if you want
to trust them. And this way, you know that
somebody might have tampered with what is that you're
watching. We can do DRM with C2 PA.
We can do them separately. Depending on what you're trying
to achieve in the world of news or maybe re recaps or whatever,
(31:17):
he may not want to do DRM. But you definitely want to know
that if you're talking about scores or what have you, that
that has not been altered. It's.
Very interesting. I think to your point, Nick, I
mean, I think I saw something the other day where Amazon's
looking at investing in the AI of Netflix, where they're going
to allow people to basically alter original IP to create
(31:41):
their own content, which I thinkis just mind boggling that
someone like Disney would allow Amazon to go do that.
But like, I, I, it does seem like that particular instance
you raised there, Nick, is only going to become potentially more
prevalent as AI becomes more powerful from a generative
perspective and what it's already able to do some of the
deep fakes, you know, Oh gosh, that it, that's a can of worms
(32:02):
right there. Well, and, and from that
perspective, I can also see the provenance information be used
as AI. Don't know you cannot combine
NFL and I don't know NBA content, you cannot physically
combine those 22 properties for whatever legal reasons.
(32:25):
So if we know that this is NFL and this is NBA, then AI would
not be able to do that because whatever, that's what it's been
told. I'm using that as a rough
example, but I can see that thatprovenance information could
further down the line be used tocontrol what AI can and cannot
do as well. So basically DRM kind of acts as
(32:47):
like The Who can watch, but the CDPA is kind of where and if
it's authentic and and tracks its use, so to speak.
Is that how you would describe it?
I wouldn't call it tracks its use.
I would just say that you know what you're looking at.
I mean the most perfect case forC2 PA is news and knowing that
(33:07):
the leader of a country said this but they didn't say that or
you know whatever the events arehappening and being shown on TV,
it's actually happening now and not footage from 7 years ago and
another piece of the world and so on.
As far as tracking what you are doing, that comes into the
(33:27):
reason how we got to this podcast in the 1st place is the
technology that I won the pitch with that the pitch off and is
Pro Madrid. We are also working on a
solution announced it shortly called North Star.
Actually when I pitched it, we didn't have a name for it.
It is not, it does not have a name North Star.
And the idea behind that solution is that using the C2 PA
(33:51):
signing algorithm, you can sign content at the edge or as the
content is moving through the CDN.
If you really wanted to go that deep, you can sign that content
and when somebody plays it back,you can get that signature back.
And you can see that a piece of content that was delivered from
(34:15):
New York is playing in Singapore.
The question becomes why? Because if it is a tiny small
company, yeah, maybe they have one location and they're serving
it from New York and it goes everywhere.
But if it's a large sports property, they have
relationships with CDNS, they have content everywhere.
(34:35):
Content that's is in New York should not be streaming to
Singapore. So that it becomes a whole other
conversation of what do you do with that.
And the way we structured our solution is then the sports
property can say, well, I'm going to let them watch it.
Let's see what they're watching.Or, you know, we need to give
(34:56):
them ads every 3 minutes and make this a very miserable
experience. Or just no, we don't want to
waste their bandwidth on it. And we're just going to kill it.
And it gives people, sports and rights holders the ability to
say, I'm just going to decide what I'm going to do with this
person. But I'm also, but also it gives
(35:18):
you access and your visibility into what people are doing.
Like why is this one game getting pirated all of a sudden
to Singapore? Maybe we should keep in mind
that we need to stream it there legally or things like that, but
that's the that's the tracking part of it is the other product
that we're currently working on.Well, what I will say, Olga, is
(35:39):
you're you're already a podcasting expert because I was
going to bring up the fact that you were joining us today
because of your success in the pitching Power Hour and I was
going to transition into North Star.
So you've already done it for me.
So you're you're already a a pro.
You're learning quickly. You know, you, you just take my
job. So yeah, it's like that.
And also, I think that's part ofthe one of the reasons we were
(35:59):
going to talk about it was the fact that this is something that
you know, with our pitching power hour.
For those that don't know, if you're listening to stream talk
sports podcast, you're probably aware that we host events
because you've either been to anevent or you've heard Nick and I
talk about our events. One of the things we've done to
try to change up and diversify the content so it's not just
listening to three blokes on a stage kind of all pat each other
(36:19):
in the back is we've introduced this pitching power Hour and
it's quite literally you're going to give a 5 minute
elevator pitch in your product. And we have different members of
our Sports Pro Media Awards judges there to to go through
listen to it and vote. And you know, so this is
something that was validated by those judges.
This isn't something, you know, that, yeah, you're just here to
(36:40):
talk about. It is something that everyone
else agrees it's important, which I think maybe validates
the whole thing about the whole world of content protection is
something that more people are seeing value and being able to
track. That's hopefully through that
process. And just now that North Star
officially has a name, you know,again, like I said, there's
there's a sign of people lookingmore for this kind of stuff
(37:00):
because some of the solutions within that pitching power are
our are not necessarily content security.
And you know, I've mentioned this to Nick before.
It feels like we used to kind ofhave to drag people at our
events to go to the piracy sessions where I think something
like this validates. There does seem to be a shifting
of attitudes towards how important this actually is for
people across the landscape. We did.
(37:21):
I did notice that a number of people popped when I was
pitching. A number of people popped in and
then I think as I was done, which by the way is a very nerve
wracking experience because being able to stick a product
into a 5 minute presentation andthen obviously the judges said
criteria of, you know, you have to cover this, this, this, this
(37:42):
and this and make it all look seamless.
It is actually not an easy feat,but I did see people come in,
listen to my presentation, and as I was coming off the stage,
get up and walk. So it was very interesting to
see that security is becoming more and more prevalent and more
and more of a conversation. And I think also people are
(38:03):
trying to figure out how we as security vendors are solving
problems because one of the problems that is still out there
that nobody has solved yet is the question of key rotation.
At the moment. Often times studios think that
if you rotate keys out X amount of times during the broadcast of
(38:24):
a game, it makes it more secure.Realistically, of course it
does, because even if the content is pirated, the moment
the key rotates, the content stops playing and then the
pirate now has to go out and figure out how to get the next
set of keys and so on and so forth.
And that works gloriously if youhave a small game when there's,
(38:47):
I don't know, 10,000 people are watching it because at the end
of the day, moment that key rotates, all those 10,000 people
need to get a new licence. That very split second.
It doesn't really work for an NFL size games when you have
millions of people needing to get a licence in the one exact
(39:07):
second where the key rotates andyou don't want to have a, I'm
going to call it an ugly experience where the screen
stutters or there's a, you know,blank time or whatever.
So even though studios do like the idea of key rotation hasn't
really been a very prevalent solution specifically for that.
So we're also trying to address that situation as well.
(39:33):
And we're also releasing anotherproduct that would allow us to I
don't want to say split, I want to say split, but that's not not
the correct word. Maybe duplicate encryption on
content, because at the end of the day, DRM is very good at
rights. It knows exactly how to handle
(39:53):
rights and knows how to control things and who gets to view
stuff and not. But in it's not an encryption
device. It does encryption to get its
rights across, but it's not verygood at encryption.
In today's world, if you contactsomebody like Akamai and get one
of their edge servers. On Leno, you can run encryption
(40:15):
algorithms and do all sorts of things way better, way more
economical and with way better levels of encryption.
So another product we're announcing, which is kind of
crazy because we're currently working on three new products is
what we call a precision envelope key management, which
would allow people specifically,we think it applies a lot more
(40:38):
to live content, but it would allow rights holders to
literally double encrypt content.
And you can control the keys andthe encryption from outside of
DRM. And you can control it from, as
I mentioned, an Edge server fromLenode or something along those
lines, where now in order for the hackers to get to the DRM
(41:01):
content, they first have to break to the first layer of
encryption and then get to the, the, the keys and then get the
content. So at the very least, we're
hoping it's going to make, you know, piracy life just a smidge
harder. But also, if you are double
encrypting the content, you are looking at the fact that in a
(41:23):
regular situation, you can see all the DRM headers kind of go
across the wire, the, you know, web traffic, if you will.
And you can sniff them out with,you know, Http://sniffer type
applications, You don't see themanymore where the double
encryption situation, you don't see web DRM headers, you don't
(41:47):
see any of that conversation going on.
So it becomes a more secure solution to begin with.
And we've tested it in a very drastic environment when we
encrypt every single segment andthere's no delay, we are at sub
200 milliseconds of being able to deliver the solution.
(42:08):
We're currently testing it. We're we're going to test it
with a broader audience and we're going to work with a
company who's going to try to beat it and see how far we get
with that with testing it to make sure there is absolutely no
delay, but adding. But we're hoping that adding the
secondary level of encryption allows us not only to answer the
(42:31):
more of a secure question, but also allow us to get more
precise with encryption in general.
Where I can give Nick one set ofkeys and Chris a different set
of keys. So if hackers are trying to work
together, they would have to hack into, if they, even if they
hack into Nick's content, they don't get into Chris's.
(42:52):
And we can do that on a person basis that becomes a bit unruly.
We can do it on a geographical level in the US and you know,
New Jersey gets one set of keys,New York gets another, New York
City versus I'm in Yonkers and so on and so forth.
And we can get very creative as to what we can do.
Yeah, I think Nick's raised thisa couple times we've had this
(43:13):
conversation. It's going to be really
difficult to stop piracy, but what can you do to make it
really freaking annoying? And I think that's sort of The
thing is like, you know, you maynot be able to stop it all the
way, but can you make it annoying enough that it it it
really ruins the experience? I think that's the thing about
live sports, right, is probably more than any other piece of
content, being on time is so important.
(43:34):
So can you make it annoying enough that it ruins the
experience? You know, I think we always use
the example if you're saddened two opposite rooms and the
person that's pirating it is a minute behind.
Like can you make that experience real enough that it's
just difficult? And I think to your point, the
the degree with which you can manipulate the keys to just make
it annoying enough. Like that's I think probably a
more realistic goal than cuttingout piracy, you know, from the
(43:58):
root, I guess, in terms of beingable to successfully take it off
the air. Well, I mean, the grand scheme
of things, if you take the the four things that we're currently
working on, including our original DRMS solution, you're
looking at a piece of content that is DRM protected, which
means that you know that only Nick who paid for this content
(44:20):
is actually is going to watch itand he can cast it, but he can't
attach a monitor to it or something along those lines.
We know that this is authentic NFL content.
And then we know that it is extra encrypted.
And we know that Nick is watching it in Sweden while
sitting next to an IKEA shop, IKEA store.
(44:42):
And we know that nobody else is watching it.
And if all of a sudden Nick's credentials or Nick's, I don't
know, CDN tokens and whatnot aregoing to start popping up all
over the place, we know that Nick is actively pirating this
content. So we can take it.
Away from Nick and from everybody else he's pirating it
with. And what we are trying to grow
(45:04):
into, and we think we're going to be very successful at it, is
to actually create a glass to glass solution where we know
that this is properly licenced content.
We know where it's coming from and we know where it's being
played back from. And it allows our customers,
rights holders a lot more control and flexibility over
(45:26):
what they're doing with their content.
That's the goal. That's what we're trying to
achieve right now. And since we're recording as
right before September, do you want to stop and see us at IVC?
We would love to see you. Yeah, well, Olga, I, I'm just
looking at the clock. There were some other questions
I wanted to ask, but just conscious, you know, we're
running low on time. But I do want to say genuinely,
you know, Nick and I said in in the meeting just before here,
(45:48):
we're hoping what we could do ispeople walk away and understand
what ADRM is and where it, it fits into the whole protection
space. Like I said, maybe I'm the one
that needs to learn more given how much given I've been at
sports pro for six years, been to sports pro Madrid now is the
sport for media Summit long enough?
I should have known this, but like I've walked away at least
the better understanding of whatare the tools that I sometimes
(46:11):
encounter. You know, I I basically tell
people what I do work as I learnhow the sausage is made.
I now know a little bit more about the content security
sausage and I can say that's theDRM that they're using that's
preventing me to do this. So I've walked away from this
conversation having learned moreabout where a company like Easy
DRM fits within the, the security space.
So I I appreciate you being ableto talk it and put it in
(46:32):
layman's turn for someone like myself.
See, I think the big part that Iwant to, you know, kind of
continue your thought is I don'tthink you're expected to know
about DRM. We are expected to know about
DRM. And I think the biggest point I
would like to get across is if people want to know what it is,
reach out. If you want to know what a
(46:52):
licence is and how that works, reach out, say hi.
Because we as a company, we would love to have people
understand it. And if somebody doesn't
understand how DRM works and they would just rather not deal
with it, schedule 1/2 an hour call.
We'll go through it with you. We'll answer your questions,
we'll explain things and at the very least you'll have a better
(47:12):
understanding of what it is. That's kind of like, you know,
the name Easy DRM. We try to stick to the easy part
of it and make sure that even ifsomebody doesn't end up becoming
a customer, at least they understand what is going on and
why things are happening the waythey are and they're more
comfortable with the solution. Why they wouldn't become a
(47:34):
customer, I don't know, but at the end of the day we are all
about making sure that you understand what the technology
that you're working with is, andwe don't want to make it a
black, scary, expensive box of unknown stuff.
Brilliant. Well, like I said, I really
appreciate you coming on and talking us through that today,
Olga. Of course it was fun.
Thanks so much, Olga, that was great.
(47:55):
I'd have to say that just anecdotally, firstly, I'm not
pirating anything here for thosewondering based on Chris is an
example. But from the conversations I've
had recently, protection and security of content, it is
becoming a bigger and bigger concern having huge impact.
And it does feel like the industry is a little bit lost
(48:17):
and I'm talking at sea level anddown as well at what to do with
this. So Olga, thank you for giving us
a bit of insight into what are some of the levers of the
toolbox. So I think we've used a few
metaphors today, Reggie, called sausages to can doors.
But I think it's been really helpful to get a bit more
clarity on where particularly DRM sits because I know a few
people have different levels of understanding and haven't needed
(48:40):
to really understand or didn't really understand the need,
didn't understand the need to know.
And now hopefully we've given a little bit more insight.
So thanks very much for that. Absolutely, anytime.
Thank you very much for having me, it's been fun.
Hello everyone, welcome back to the next episode of Streaming
Time Sports. My name is Chris Stone.
I'm the community lead, joined as always by our CEO, Nick
Beecham. Today we're also joined by a
guest, Olga Kornyenko, who is the CEO and Co founder of Easy
DRM. And just before we got on stage,
I'm always trying to figure out how I'm going to open things up.
And Olga, you mentioned you spent the weekend building some
IKEA furniture, which conveniently Nick is currently
(00:25):
in the home of IKEA. So Olga, I'm going to get to
your experience over the weekend, but Nick, I want to
know how much of your interior design furniture in your house
in Sweden has come from IKEA? Well.
Well, firstly, I'm also in the region of small land, which is
actually where IKEA was actuallyfound is not only the country
but also the region and not far away from where I live, I'd say.
(00:48):
So we're renting at the moment and we worked out that pretty
much the entire house, from kitchens to bathrooms to a good
chunk of the furniture is basically all from IKEA.
So I think it's one of those things that when someone's
deciding they want to rent a place out, although renting's
not that popular or common over here in comparison to some other
countries, that they've only just spent a few hours walking
(01:11):
around that maze of a store and didn't walk out until they
basically bought the the proverbial house full of full of
stuff for it. So yeah, you can even see it's
very easy to find things when they break though, because you
just go on and look at them. So at least if you know where to
look, it makes a big difference because there is some unique
things like it can be a little bit like Apple sometimes where
(01:31):
there's certain fittings and things that only really work
with IKEA stuff. So it's good to know where to
where to go. But it is still very much a a
destination here as well as it is pretty much anywhere in the
world these days. And and how did you do
constructing years old? Because I'll be honest, in my
household, I'm not the one that build things.
I do all the cooking, my wife does all the DIY, so she's the
(01:54):
handyman. She does everything.
I certainly couldn't do it even with their step by step
instructions. Were you able to build whatever
piece of equipment or furniture you're building?
So I grew up playing Legos and Erector sets and like I grew up
in Russia and former Soviet Union and I had the metal
erector sets that if you didn't quite properly connect them
(02:17):
together correctly, they pinchedyour skin and all sorts of other
things. Love it, love it.
For me, IKEA is like Legos but for adults.
You let me go and I will put like I do that for fun.
As set as it sounds for me, putting together a kitchen pole
closet system, off I go. Love it.
(02:39):
Well, my hand's been slapped a few times when I've tried to
when we have bought some stuff from IKEA and I'm like, can I
maybe I can give that a go And Iget quickly get told that go
back away from the IKEA furniture.
It's mine. So I've learned the hard way to
stay back in the and let it magically appear the next day.
Yeah. For me it's as I said, it's
absolute fun. Yeah, well, a little bit of lore
(03:01):
about me not streaming related. I remember I was about 5 years
old, big basketball fan. My father's in the garage.
He built his own race car, and he asked me to come change the
oil while I was shooting hoops. And I remember I accidentally
dropped the wrench in the used oil.
And then my dad was like, just go back to shooting hoops, like,
you're never back aloud. And my dad swears this never
happens. But I'm like Dad, it's a memory
(03:21):
I've remembered 30 years onward.So basically I blame my lack of
engineering skills on the fact that as a 5 year old I dropped
the wrench and my dad was just like we've like even though he's
a mechanical engineer can fix anything.
I possess none of those skills. I.
Said it's never too late. You can start with IKEA and see
where that takes you. We can, we can.
Well, Speaking of building things, we're going to talk a
(03:43):
little bit around maybe one of the most important bits when it
comes to construction, constructing your streaming
platform, your streaming service.
In one of the areas this came upon our pre conversation is it
recently feels like content protection is a larger part of
the conversation than it has been in the past, partly because
of how expensive rights are and maximising, you know, your
revenue streams from them. Or we look at things on the
(04:04):
other side, like the falling outbetween the zone and Laguna in
France. One of the supported, one of the
reasons was a piracy is so rampant in the in the
marketplace that the zone couldn't drive enough
subscriptions. And it just seems anecdotally,
the more and more I go on the LinkedIn, the more I'm hearing
about content security being a major point of emphasis for
people in the space. And that's one of the things
(04:25):
that we're going to talk about today.
And you know, as we're recordingthis, there's the breaking news
that, you know, UFC is now signed.
AI believe it's a $7.7 billion deal with CBS and Paramount
Plus. So I'm sure Paramount Plus
taking on those sets of rights will very much be looking at how
they protect those. Because as we know, combat
sports has always been a big victim of piracy, given the fact
(04:48):
that some fights could be less than a minute long.
And you better be pretty good about protecting your content.
So it just needs to be a contentor a topic that's continue to
come up more and more. So Olga, we're we're hopefully
going to learn more about this space and sort of where it needs
to fit within the streaming. Your build, your setup is also
how do you maximise the revenue from protecting your content?
(05:08):
So that's really what we're going to talk about today and
hopefully gain some more insights from you on this
particular topic. And Nick, I don't know if
there's anything else you want to frame this or if I've gone on
the long enough soliloquy beforewe go and jump into it.
Yeah. Look, I think you've covered it
pretty well. I think there's a load of
aspects to this topic that we'venot had a chance to to cover.
And particularly as you've seen sports properties and
(05:29):
broadcasters looking at more ways of distributing content
rather than just single, single channel approaches.
These days, it's even more important than ever to know
where and how your contents being accessed and distributed
and protected. Otherwise, you're probably
leaving a lot of a lot of opportunity, a lot of revenue on
the table and having a very leaky ecosystem that is not
(05:51):
going to when we see profits andand profitability of streaming
being such a key part of everyone's challenge in a, in
this space right now, there's one way you can, one thing you
can really focus on the can helpthat tangibly and that's what
hopefully we're going to get a little bit more about today.
Well, we always look at securityas a strategy.
(06:12):
It can be a, oh, you know, let me slap this on at the end kind
of a conversation though. The way we build our system.
If you've really had to do that,you can.
But in the grand scheme of things, your approach to
security has to be a strategy, ideally glass to glass, but that
doesn't mean that the moment youdecide to just do security, you
(06:34):
have to do everything. Basically, we as EZDRM started
over 20 years ago doing specifically DRM.
When we first launched, we decided to take the approach of
let's do DRM in the easiest way to handle it, where we have AAPI
for encryption, encrypting content and an API for playback.
(06:56):
And we leave everything else behind the scenes.
And we've been doing it successfully for, as I said,
almost 20 years. And that's where usually people
start. I kind of equate DRM to the lock
on the front door. You don't want to put the
cheapest lock on the front door.You don't want to go by the
price because at the end of the day, the cheapest lock on the
front door of your own house is probably not the greatest idea
(07:19):
in the world. But the lock on the front door,
if we start take it to the security of, you know, our
homes, kind of a perspective, that's not the only thing.
We need a camera that looks to see who's coming and going and
various other parts of it and soon and so forth.
So recently we've been looking at various other aspects of
(07:39):
security as well, adding on to the DRM bits.
But yes, there is a lot of it. And you can just pick a point
and start there and grow on slowly but carefully and
without, you know, rushing into a crazy expensive solution.
Because at the end of the day, our experience is that a lot of
(08:01):
people, like people understand that there is piracy, but
sometimes it's kind of hard to put a finger on how much it is,
what percentage it is. And also sometimes people look
at security just as an expense, which is something else that I
think the mind is shifting and people are seeing that their
content is popping up on all this other in other places.
(08:23):
I mean, piracy sites and all these other sites where the
pirates don't really need to worry about hosting content and
coding content, packaging content, getting the rights.
They just take it. And DRM itself and by itself
cannot, cannot withstand the onslaught of pirates.
(08:45):
And now I'm guessing AI helping hack into all sorts of things
and whatnot. So additional other things are
coming into play, and we've seencontracts ask for more than just
DRM. I will say I love the analogy
and maybe I've just not paid no one's ever, at least I've not
personally heard the house analogy.
And to your point, like there's multiple ways, you know, we hear
people talking about all these different things, you know,
(09:06):
water marking, password, all these different things.
I love that analogy there. Maybe specifically, though,
where does the DRM sit within that space, in terms of where it
sits within that overall processor that overall protection that
you're going to build around your property?
So DRM is like your, if we're going to stick to the house,
(09:26):
it's the lock on the front door or in your regular, you know, we
can all, we've all logged into bank accounts or whatever.
It's your username and password.And based off of that, you know
that DRM in the grand scheme of things, DRM is a technology that
says how you can use the content.
Can you play it? For how long can you cast it?
(09:50):
Can you like, can you have a like if I'm watching it on my
computer, can I have a monitor attached to it?
And so on and so forth. And DRM in and of itself
controls just that. The encryption that happens
you're in the DRM process is a vessel, if you will, to get the
right sound to the content. Usually in the workflow it
(10:14):
happens around encoding, packaging.
That's the first part where content is prepared and then the
second part of it, like we've all probably dealt with, when
you press play as an end user, alicence is delivered to the end
user and that is the second piece of it where you get to
view the licence. There's also a common
(10:35):
misconception when people say mycontent is decrypted, the
content is actually never decrypted.
It is unlocked. Going back to my front door
example, when you walk into a house or hotel room, you open
the door with a key or key card.You never physically RIP the
lock off the door. Kind of sort of the same logic
with DRM, You know that you haveaccess to go into this specific
(10:56):
spaces, but you, you know, don'ttake the lock off the door.
And as a company we're also working on other things to make
sure that hacking into DRM, harvesting keys and all this
other stuff is becoming more andmore difficult.
But in the flow of the process it usually on the encoding side
(11:17):
and pieces on the playback side because it is a two-part
process. So Olga, when you describe that
it makes complete sense or it's important and it's necessity.
So why is it that not everyone uses a what?
What is the benefit of having DRM versus not?
You know, I think part of it might be some more of an older
(11:37):
thinking of it's an expense I'vehad, I've also had people
contact us and say, hey, we're trying to set this up, but we've
been trying to get this set up for a couple months now and it
doesn't seem to work with a different vendor.
We built our system in a way that we have a very
straightforward process and thenwe partner with everybody and we
(12:04):
don't try to do everything ourselves.
We have encoding packaging partners, we have player
partners and we make sure that we have integrations already pre
done with them in order to get going.
We have a very transparent priceand we want people to understand
what is happening, how it's happening, what the parts are
(12:26):
that are involved in the process.
And I have seen cases where that's not the situation.
I've had people be like, oh, this is how it works.
We didn't understand because there was no proper
documentation or whatever, or the price was so high we just
couldn't, or whatever the situation may be.
(12:48):
And sometimes it's just another thing to think about and you
just don't want to and you thinkyou need to build it.
So, you know, conversations on build versus buy come into play
there as well. So just take that question a bit
of a sort of a step further. Obviously, the, the typical
workflow, you've got the ingestion, the encoding, then
the packaging and encryption going on.
Then then, you know, things get sent to the, the, the storage
(13:09):
out there where, wherever it's stored and then it comes back
and there's, there's an acceptance of access to the
platform. That's kind of how how from what
I understand the process and flow to work, like just what
what happens if they don't have ADRM there?
What what happens instead is that basic just the encryption
is is non next to non existent and that's why it's it's a
(13:31):
problem from a security perspective or how does that
happen if someone's not using itcurrently?
Well, there's no DRM that the content is in the clear.
What it that's what it's called and it's not encrypted and not
protected. I've had people say, well, I had
a very long conversation with somebody doing fast channels who
told me they don't need to do DRM on fast channels because
(13:52):
it's ad supported. OK, you, but you're still
licencing this content and you're still playing this
content. So what's to stop, you know, a
completely different site from just taking it from you and
running their own ads or doing something else.
But realistically, I mean, people try to do tokenization,
people try to do your URL obfuscation and various other
(14:16):
things, but at the end of the day, the content itself is in
the clear and absolutely nothingstops me from recording, just
screen grabbing the content. At the end of the day, there is
no technology in the world that would prevent me from putting a
phone in front of or a very goodcamera in front of my TV and
(14:37):
recording it that way. It's nothing that stops you
right now. Watermarking can help you track
it down afterwards, but I think it all depends on what the
company is trying to achieve. But if there's no DRM, it's
going to be the same as watchingthis podcast after we're done.
It's just going to be in the clear.
Well, I think that's one of the the challenges when we talk
(14:58):
about content security is there's some people out there
that rightly or wrongly will go with wrongly say it's a badge of
honour. If someone wants to pirate my
content, you know, that they canunderstand why an NFL or Premier
League would want to protect their content.
But there's some people out there that are like, hey, I
would love for people to even know we exist and would love for
(15:20):
them to. If someone pirated our content,
that means we finally made it. But you know, you've sort of
explained a little bit, but likein terms of the mentality of
changing people to understand that this isn't something that
is just a problem for the big, the big whales in the ocean.
It's also something that goes down to the lower ends of the
ecosystem, sort of where there'smisconceptions about that idea
(15:40):
that just because I don't sit ata certain level that I don't
need to be focusing on. This is a problem for me.
From my perspective, you are still paying to produce this
content. You have the infrastructure to,
you know, package it, encoded stream it.
You're paying for bandwidth, you're paying for, you know,
maybe you're doing your own player development, you're
(16:02):
playing paying everybody to get this content out there.
And sure, absolutely, I know that for a while there were
companies that were using piracyas a a marketing tool, but that
only goes so far. If all of your content is stolen
and you're not making money off of it or you're not getting any
return on investment. As my Co founder says, we're all
(16:25):
a.com, nota.org, right? And in order for us to continue
producing content, we need to bemaking money on it.
So I think and Chris to your point, I think a lot of the
conversation like that goes to, I think it's very expensive to
GRM protect for somebody who is small.
(16:46):
And I then for the to those people, I'd say do some research
because prices for DRM are not what they used to be 10/15/20
years ago. I'm not saying it's a race to
the bottom, but the prices are very reasonable.
And we and just like other companies or a good amount of
companies do it based on usage. So if this month you had 1000
(17:08):
views and next month you had 10,000 views and then 100,000
and I'm back to 1000, you pay per usage and that becomes
manageable and makes people feeluncomfortable.
And you mentioned you guys have been around for over 20 years
now. You know, in terms of the
evolution, we are transitioning to a more streaming heavy world.
(17:31):
How have you seen the development of content security
going from a world that was largely linear broadcast to now
there's more streaming, is that,you know, compared to linear, is
it more complicated, less complicated, or just completely
set of different problems? You know, how have you seen just
the evolution of content security over that period of
time, particularly as we're transitioning basically from 1
(17:52):
medium to another? It's definitely a transition.
And for on the content security side, I mean, if we go back 20
years, we have, we had technologies 20 years ago that
don't exist anymore. A lot of standardisation came
into play also, which makes it so much easier for content
rights holders to actually DRM protect content and just secure
(18:15):
content in general. The more and more we get into
the world of streaming, I don't know if there's going to be a
point where we're all going to say there's just way too much
content out there and I can't watch it.
And IRC drops, I don't know. We can all hope because they're
just way too much stuff, but I seriously doubt it.
And I think just like us, a lot more of the security vendors are
(18:40):
talking more and more about whatcontent protection is.
Studios are mandating it. And as we shift into the world
of streaming, not only is it important to have secure
content, but also know where your content is coming from.
Because knowing that the contentyou're watching is truly Disney
(19:03):
or truly NFL, and the scores you're watching and potentially
betting on have not been changedand nothing's been modified with
the stream becomes more and moreimportant.
Because then there's less concern about manipulating, I
don't know, the game manipulating content and so on
and so forth. Oh God, I was just wondering the
(19:25):
when you've talked, you mentioned earlier about the fact
that there's even when AD when arequest is made, when someone's
trying to log in or access it. There's even things like the
screen, like recording of the, the of the experience.
There is also the casting on thescreen that you help
authenticate. Can you just give us a, a
snapshot of what are some of those things that might be a
(19:47):
typical within the the ecosystemthere that might have to be
authenticated that some that your clients are using?
So in a world of DRM, most DRM technologies have a certain set
of rules, and those rules dependon technology.
But in the grand scheme of things, it is whether or not the
content can actually be played. If it is in the browser, it's
(20:10):
just one play and that's it. If it's on a mobile app, you can
have content that can be played for a period of time.
So think your. I don't know, Netflix, Hulu,
pick your poison. You can buy a movie and watch it
for 2448 hours, right? And then you, as the
technologies allow you to control things like can you
(20:33):
cast, can you prevent unsafe monitors on analogue connections
and so on and so forth. Those are the most popular ones,
but at least in the world of like movies and so on, those are
also the kind of things that aredictated by rights holders.
So when people go out and sign acontract for the rights for
(20:57):
streaming a movie, they say you can do this, you can do this,
you can do this, but you cannot do that.
They can specify that for a specific, like for SD content
you can do this, but for HD content you can't.
You have to specify different encryption keys for different
types of resolutions and so on and so forth.
(21:19):
And there is. And if people are not sure what
they can do, they can always asktheir preferred vendor.
I would say us, but I don't wantto be presumptuous, but they can
always ask us. We're very much open to saying,
hey, here's what you, what are you trying to achieve?
And based on what you're trying to achieve, you should do this.
You can do this, and you might want to think about doing that,
(21:42):
but a lot of it is dictated by athe way the technologies are
built. And it's play ready from
Microsoft wide vying from Googleand Fairplay from Apple and also
what the studios recommend or I don't know if in the sports
world, actually don't know if inthe sports world, if rights
holders control what you can andcannot do to that grandeur
(22:03):
already. I think it's a it's case by case
in a lot of instances on how howbig those contracts can be
depending on some of the companies you might talk about.
I think what's interesting hearing you talk about that Olga
is that it sounds like thereforethat when you we hear the
discussion, have a discussion are right in sports about what
warrants requesting someone to pay a subscription for versus
(22:28):
just making things for free. One of the aspects of that can
be the quality of the content, whether it could be a multiview,
whether it could be high definition or 4K, etcetera,
whether it could be casting to bigger screens and so forth.
Those layers I think are an interesting area where there are
some major platforms doing that in sports.
(22:48):
I can think of a couple, but I think for the the for some
sports properties that maybe they worry about other features,
maybe like access to different types of pieces of content,
which is, is I put an important part of the product mix.
But I don't think they often think about the those aspects,
the technological aspects to improve the actual user
experience and maximising the value of the of what they buying
(23:12):
to buying is another way to add a perhaps another product layer
to it rather simply rather than I think I could imagine some
people might find that really difficult to get their heads
around if they were launching asa product for a decent sized
audience. What is that key differentiator
they can offer in a more premiumsolution to the base model?
Well, and also I think the otherpart of it is, I mean, they're
(23:34):
in the world of mobile devices. How many phones are there,
right? Even if on the Apple side it's
probably easier, but still on the Android side, how many
variations of Android is out there?
So kind of keeping it more generalised and I going
completely off the deep end of, you know, I'm going to make it
(23:56):
this for this phone, this for this device, this for the like,
it becomes unruly. But having a certain basic set
of features can probably differentiate a service,
especially whether or not you can cast off your phone because
that all of a sudden creates more of a lean back watch the
game or a race or what have you on your TV at home with your
(24:18):
family. And it creates a more of a
different experience. But I But for that, This is why
you go to a security specialist.We do this.
This is what we, you know, sleep, eat and breathe.
And we can make recommendations and tell you that this would
work or yeah, this might be a bit tricky.
Or because of the fact that you're trying to cast to
(24:40):
whatever, you know, set of televisions.
Not all of them support it. Yeah, the example that that
comes to mind, Chris, that I'm not sure how they approached it,
but I remember when the NFL launched their mobile only like
plus offering. And one of the things that stuck
to me as well as also bedding rights.
You see a lot of bedding companies that will buy certain
(25:00):
sets of rights right across the world.
Is that what how do they make sure that that stuff's not being
used in other ways? Because otherwise it's just
opening up the floodgates for, you know, someone basically
buying a bedding, A bedding, accessing it free through
bedding platforms and then just casting it onto their their
devices. So I don't know.
(25:21):
It's just something that I thought that with the NFL
example, I had always had that curiosity that, well, can people
just be be casting it to their biggest screen in the house?
And I don't know what they did in in to mitigate that, but I
would have expected they'd have to have considered that quite
heavily. Well some betting companies do
use DRM on all of their content as well.
Talking get again from experience from a customer of
(25:43):
ours. They do stream betting for
football and American football. Sorry, forgot about the audience
for a second. And they do use DRM on
everything. So I couldn't tell you what
specific rules they're setting, if they're controlling the
casting or not. But that was definitely a
requirement from the NFL, that if you're betting on content,
(26:04):
you need to be able to control all of that well.
And also, if we're getting into betting and just in general,
watching content, knowing that the score is right and correct
and knowing that nobody's modifying, this is also becoming
more and more of a conversation in the world that we sit in.
And to that end, there's a technology out there called,
(26:27):
well, not a technology. It's a set of standards called
C2 PA, which stands for Coalition for Content Provenance
and Authenticity. And in the grand scheme of plain
English things, that means knowing where your content comes
from. Is it specifically from NFL or
is it from Joe Bob at, you know,my NFL basement.com?
(26:51):
And also knowing that since the NFL published it, it has not
been modified. So C2 PA attempts to answer
those two questions. So then as a user, when you are
watching a game, if you're watching you're paying for a
game, especially if you're travelling, you know exactly
what you're getting, you know that it's correct.
(27:12):
I will say if, if the goal was to educate today, I'll, you
know, I'll put my hands up in the air if anyone's watching the
video. I, I knew there are things like,
you know, for example, I can go on my phone and I can on my
Chromecast. I can connect YouTube, can't
connect Apple TV to it. I didn't realise that was
specifically because of DRMS. So there we go.
I at least now know I can walk away.
(27:33):
The next time I try to cast something to my TV, I'll be like
gosh darn you DRMS. So at least now I know what.
That is, don't blame them. We're just no, no, no, no, no.
We're just the messenger. Yeah, yeah.
Not easy DRM specifically, but just that is the set of
technologies. With which that's the decision,
Chris, That's the decision, yeah.
Yeah, that's the. Decision of who owns the rights.
(27:56):
Yeah, like I said, I I'm not saying the person, the strategy
behind it, they all have their own strategies for which why
they've limited those things. But I've learned that it's the
DRM, just the tool that may limit or be the gatekeeper for
how you can access that content.Is that correct if I phrase that
correctly? Yeah, basically as part of the
rule set, one of them is allow casting, yes or no.
(28:19):
And if you don't allow casting, you don't allow casting.
And if the answer is yes, then go crazy.
The Olga, the this, the the ideaof that.
You're able to also see if anything's been altered.
I think it's a really interesting concept when you
talk about C2 PA, because obviously with AI coming as a
more and more hot topic and the pace of the ability to alter
(28:39):
content being so rampant these days, that could become a real
issue for live and non live. I think content in the sports
space you from from I can think of a bunch of, you know,
examples of that, but non live could definitely be a big
problem for content that's beingproduced across different
channels distributed globally, etcetera.
And even if you think Chris on on the live perspective for
(29:03):
things like this might be getting a step ahead of myself.
But the, the technology that we've seen through a few
different companies that allows different ads so virtually on
overlaid on the, on the signage in the billboards, the football
matches and the like. Think about where it could get
to is that that could be tampered with.
(29:26):
So if you're, if you steal thoserights, then you could be
overlaying your own stuff over the top of it, which I don't
want to give any, any, any people any ideas.
But there's one way to back. Maybe I can maybe play some,
make some pretty big damage. Well, and that goes back to
whether or not the content is DRM protected and that goes back
to whether or not CTPA is on your content.
(29:48):
You CTP is coming more and more into play.
You see it on LinkedIn when in the corner of a image, there's
like a little circle like thing that says CR.
And then basically it means thatthis piece of content,
specifically a photo or video has credentials and you can
click on that and see who owns the rights who posted it.
(30:10):
Right now there's a lot of conversation about tagging
content that is AI generated, but we've also been working and
will be releasing and a product shortly that allows you to sign
your live content. Like if you are streaming a
game, you can sign it on the flyand you can also sign VOD or if
(30:31):
it's just in time packaging, youcan sign all of your content and
have it be out there. And then as you're watching this
piece of content and something'sbeen modified, you will be able
to see on the like the play linewhere the the way we're doing it
is like if the play line is green or blue or whatever.
And again, you see the content kind of rolling through and all
(30:53):
of a sudden it turns to red and it says the the sections here
have been modified. Completely up to you if you want
to trust them. And this way, you know that
somebody might have tampered with what is that you're
watching. We can do DRM with C2 PA.
We can do them separately. Depending on what you're trying
to achieve in the world of news or maybe re recaps or whatever,
(31:17):
he may not want to do DRM. But you definitely want to know
that if you're talking about scores or what have you, that
that has not been altered. It's.
Very interesting. I think to your point, Nick, I
mean, I think I saw something the other day where Amazon's
looking at investing in the AI of Netflix, where they're going
to allow people to basically alter original IP to create
(31:41):
their own content, which I thinkis just mind boggling that
someone like Disney would allow Amazon to go do that.
But like, I, I, it does seem like that particular instance
you raised there, Nick, is only going to become potentially more
prevalent as AI becomes more powerful from a generative
perspective and what it's already able to do some of the
deep fakes, you know, Oh gosh, that it, that's a can of worms
(32:02):
right there. Well, and, and from that
perspective, I can also see the provenance information be used
as AI. Don't know you cannot combine
NFL and I don't know NBA content, you cannot physically
combine those 22 properties for whatever legal reasons.
(32:25):
So if we know that this is NFL and this is NBA, then AI would
not be able to do that because whatever, that's what it's been
told. I'm using that as a rough
example, but I can see that thatprovenance information could
further down the line be used tocontrol what AI can and cannot
do as well. So basically DRM kind of acts as
(32:47):
like The Who can watch, but the CDPA is kind of where and if
it's authentic and and tracks its use, so to speak.
Is that how you would describe it?
I wouldn't call it tracks its use.
I would just say that you know what you're looking at.
I mean the most perfect case forC2 PA is news and knowing that
(33:07):
the leader of a country said this but they didn't say that or
you know whatever the events arehappening and being shown on TV,
it's actually happening now and not footage from 7 years ago and
another piece of the world and so on.
As far as tracking what you are doing, that comes into the
(33:27):
reason how we got to this podcast in the 1st place is the
technology that I won the pitch with that the pitch off and is
Pro Madrid. We are also working on a
solution announced it shortly called North Star.
Actually when I pitched it, we didn't have a name for it.
It is not, it does not have a name North Star.
And the idea behind that solution is that using the C2 PA
(33:51):
signing algorithm, you can sign content at the edge or as the
content is moving through the CDN.
If you really wanted to go that deep, you can sign that content
and when somebody plays it back,you can get that signature back.
And you can see that a piece of content that was delivered from
(34:15):
New York is playing in Singapore.
The question becomes why? Because if it is a tiny small
company, yeah, maybe they have one location and they're serving
it from New York and it goes everywhere.
But if it's a large sports property, they have
relationships with CDNS, they have content everywhere.
(34:35):
Content that's is in New York should not be streaming to
Singapore. So that it becomes a whole other
conversation of what do you do with that.
And the way we structured our solution is then the sports
property can say, well, I'm going to let them watch it.
Let's see what they're watching.Or, you know, we need to give
(34:56):
them ads every 3 minutes and make this a very miserable
experience. Or just no, we don't want to
waste their bandwidth on it. And we're just going to kill it.
And it gives people, sports and rights holders the ability to
say, I'm just going to decide what I'm going to do with this
person. But I'm also, but also it gives
(35:18):
you access and your visibility into what people are doing.
Like why is this one game getting pirated all of a sudden
to Singapore? Maybe we should keep in mind
that we need to stream it there legally or things like that, but
that's the that's the tracking part of it is the other product
that we're currently working on.Well, what I will say, Olga, is
(35:39):
you're you're already a podcasting expert because I was
going to bring up the fact that you were joining us today
because of your success in the pitching Power Hour and I was
going to transition into North Star.
So you've already done it for me.
So you're you're already a a pro.
You're learning quickly. You know, you, you just take my
job. So yeah, it's like that.
And also, I think that's part ofthe one of the reasons we were
(35:59):
going to talk about it was the fact that this is something that
you know, with our pitching power hour.
For those that don't know, if you're listening to stream talk
sports podcast, you're probably aware that we host events
because you've either been to anevent or you've heard Nick and I
talk about our events. One of the things we've done to
try to change up and diversify the content so it's not just
listening to three blokes on a stage kind of all pat each other
(36:19):
in the back is we've introduced this pitching power Hour and
it's quite literally you're going to give a 5 minute
elevator pitch in your product. And we have different members of
our Sports Pro Media Awards judges there to to go through
listen to it and vote. And you know, so this is
something that was validated by those judges.
This isn't something, you know, that, yeah, you're just here to
(36:40):
talk about. It is something that everyone
else agrees it's important, which I think maybe validates
the whole thing about the whole world of content protection is
something that more people are seeing value and being able to
track. That's hopefully through that
process. And just now that North Star
officially has a name, you know,again, like I said, there's
there's a sign of people lookingmore for this kind of stuff
(37:00):
because some of the solutions within that pitching power are
our are not necessarily content security.
And you know, I've mentioned this to Nick before.
It feels like we used to kind ofhave to drag people at our
events to go to the piracy sessions where I think something
like this validates. There does seem to be a shifting
of attitudes towards how important this actually is for
people across the landscape. We did.
(37:21):
I did notice that a number of people popped when I was
pitching. A number of people popped in and
then I think as I was done, which by the way is a very nerve
wracking experience because being able to stick a product
into a 5 minute presentation andthen obviously the judges said
criteria of, you know, you have to cover this, this, this, this
(37:42):
and this and make it all look seamless.
It is actually not an easy feat,but I did see people come in,
listen to my presentation, and as I was coming off the stage,
get up and walk. So it was very interesting to
see that security is becoming more and more prevalent and more
and more of a conversation. And I think also people are
(38:03):
trying to figure out how we as security vendors are solving
problems because one of the problems that is still out there
that nobody has solved yet is the question of key rotation.
At the moment. Often times studios think that
if you rotate keys out X amount of times during the broadcast of
(38:24):
a game, it makes it more secure.Realistically, of course it
does, because even if the content is pirated, the moment
the key rotates, the content stops playing and then the
pirate now has to go out and figure out how to get the next
set of keys and so on and so forth.
And that works gloriously if youhave a small game when there's,
(38:47):
I don't know, 10,000 people are watching it because at the end
of the day, moment that key rotates, all those 10,000 people
need to get a new licence. That very split second.
It doesn't really work for an NFL size games when you have
millions of people needing to get a licence in the one exact
(39:07):
second where the key rotates andyou don't want to have a, I'm
going to call it an ugly experience where the screen
stutters or there's a, you know,blank time or whatever.
So even though studios do like the idea of key rotation hasn't
really been a very prevalent solution specifically for that.
So we're also trying to address that situation as well.
(39:33):
And we're also releasing anotherproduct that would allow us to I
don't want to say split, I want to say split, but that's not not
the correct word. Maybe duplicate encryption on
content, because at the end of the day, DRM is very good at
rights. It knows exactly how to handle
(39:53):
rights and knows how to control things and who gets to view
stuff and not. But in it's not an encryption
device. It does encryption to get its
rights across, but it's not verygood at encryption.
In today's world, if you contactsomebody like Akamai and get one
of their edge servers. On Leno, you can run encryption
(40:15):
algorithms and do all sorts of things way better, way more
economical and with way better levels of encryption.
So another product we're announcing, which is kind of
crazy because we're currently working on three new products is
what we call a precision envelope key management, which
would allow people specifically,we think it applies a lot more
(40:38):
to live content, but it would allow rights holders to
literally double encrypt content.
And you can control the keys andthe encryption from outside of
DRM. And you can control it from, as
I mentioned, an Edge server fromLenode or something along those
lines, where now in order for the hackers to get to the DRM
(41:01):
content, they first have to break to the first layer of
encryption and then get to the, the, the keys and then get the
content. So at the very least, we're
hoping it's going to make, you know, piracy life just a smidge
harder. But also, if you are double
encrypting the content, you are looking at the fact that in a
(41:23):
regular situation, you can see all the DRM headers kind of go
across the wire, the, you know, web traffic, if you will.
And you can sniff them out with,you know, Http://sniffer type
applications, You don't see themanymore where the double
encryption situation, you don't see web DRM headers, you don't
(41:47):
see any of that conversation going on.
So it becomes a more secure solution to begin with.
And we've tested it in a very drastic environment when we
encrypt every single segment andthere's no delay, we are at sub
200 milliseconds of being able to deliver the solution.
(42:08):
We're currently testing it. We're we're going to test it
with a broader audience and we're going to work with a
company who's going to try to beat it and see how far we get
with that with testing it to make sure there is absolutely no
delay, but adding. But we're hoping that adding the
secondary level of encryption allows us not only to answer the
(42:31):
more of a secure question, but also allow us to get more
precise with encryption in general.
Where I can give Nick one set ofkeys and Chris a different set
of keys. So if hackers are trying to work
together, they would have to hack into, if they, even if they
hack into Nick's content, they don't get into Chris's.
(42:52):
And we can do that on a person basis that becomes a bit unruly.
We can do it on a geographical level in the US and you know,
New Jersey gets one set of keys,New York gets another, New York
City versus I'm in Yonkers and so on and so forth.
And we can get very creative as to what we can do.
Yeah, I think Nick's raised thisa couple times we've had this
(43:13):
conversation. It's going to be really
difficult to stop piracy, but what can you do to make it
really freaking annoying? And I think that's sort of The
thing is like, you know, you maynot be able to stop it all the
way, but can you make it annoying enough that it it it
really ruins the experience? I think that's the thing about
live sports, right, is probably more than any other piece of
content, being on time is so important.
(43:34):
So can you make it annoying enough that it ruins the
experience? You know, I think we always use
the example if you're saddened two opposite rooms and the
person that's pirating it is a minute behind.
Like can you make that experience real enough that it's
just difficult? And I think to your point, the
the degree with which you can manipulate the keys to just make
it annoying enough. Like that's I think probably a
more realistic goal than cuttingout piracy, you know, from the
(43:58):
root, I guess, in terms of beingable to successfully take it off
the air. Well, I mean, the grand scheme
of things, if you take the the four things that we're currently
working on, including our original DRMS solution, you're
looking at a piece of content that is DRM protected, which
means that you know that only Nick who paid for this content
(44:20):
is actually is going to watch itand he can cast it, but he can't
attach a monitor to it or something along those lines.
We know that this is authentic NFL content.
And then we know that it is extra encrypted.
And we know that Nick is watching it in Sweden while
sitting next to an IKEA shop, IKEA store.
(44:42):
And we know that nobody else is watching it.
And if all of a sudden Nick's credentials or Nick's, I don't
know, CDN tokens and whatnot aregoing to start popping up all
over the place, we know that Nick is actively pirating this
content. So we can take it.
Away from Nick and from everybody else he's pirating it
with. And what we are trying to grow
(45:04):
into, and we think we're going to be very successful at it, is
to actually create a glass to glass solution where we know
that this is properly licenced content.
We know where it's coming from and we know where it's being
played back from. And it allows our customers,
rights holders a lot more control and flexibility over
(45:26):
what they're doing with their content.
That's the goal. That's what we're trying to
achieve right now. And since we're recording as
right before September, do you want to stop and see us at IVC?
We would love to see you. Yeah, well, Olga, I, I'm just
looking at the clock. There were some other questions
I wanted to ask, but just conscious, you know, we're
running low on time. But I do want to say genuinely,
you know, Nick and I said in in the meeting just before here,
(45:48):
we're hoping what we could do ispeople walk away and understand
what ADRM is and where it, it fits into the whole protection
space. Like I said, maybe I'm the one
that needs to learn more given how much given I've been at
sports pro for six years, been to sports pro Madrid now is the
sport for media Summit long enough?
I should have known this, but like I've walked away at least
the better understanding of whatare the tools that I sometimes
(46:11):
encounter. You know, I I basically tell
people what I do work as I learnhow the sausage is made.
I now know a little bit more about the content security
sausage and I can say that's theDRM that they're using that's
preventing me to do this. So I've walked away from this
conversation having learned moreabout where a company like Easy
DRM fits within the, the security space.
So I I appreciate you being ableto talk it and put it in
(46:32):
layman's turn for someone like myself.
See, I think the big part that Iwant to, you know, kind of
continue your thought is I don'tthink you're expected to know
about DRM. We are expected to know about
DRM. And I think the biggest point I
would like to get across is if people want to know what it is,
reach out. If you want to know what a
(46:52):
licence is and how that works, reach out, say hi.
Because we as a company, we would love to have people
understand it. And if somebody doesn't
understand how DRM works and they would just rather not deal
with it, schedule 1/2 an hour call.
We'll go through it with you. We'll answer your questions,
we'll explain things and at the very least you'll have a better
(47:12):
understanding of what it is. That's kind of like, you know,
the name Easy DRM. We try to stick to the easy part
of it and make sure that even ifsomebody doesn't end up becoming
a customer, at least they understand what is going on and
why things are happening the waythey are and they're more
comfortable with the solution. Why they wouldn't become a
(47:34):
customer, I don't know, but at the end of the day we are all
about making sure that you understand what the technology
that you're working with is, andwe don't want to make it a
black, scary, expensive box of unknown stuff.
Brilliant. Well, like I said, I really
appreciate you coming on and talking us through that today,
Olga. Of course it was fun.
Thanks so much, Olga, that was great.
(47:55):
I'd have to say that just anecdotally, firstly, I'm not
pirating anything here for thosewondering based on Chris is an
example. But from the conversations I've
had recently, protection and security of content, it is
becoming a bigger and bigger concern having huge impact.
And it does feel like the industry is a little bit lost
(48:17):
and I'm talking at sea level anddown as well at what to do with
this. So Olga, thank you for giving us
a bit of insight into what are some of the levers of the
toolbox. So I think we've used a few
metaphors today, Reggie, called sausages to can doors.
But I think it's been really helpful to get a bit more
clarity on where particularly DRM sits because I know a few
people have different levels of understanding and haven't needed
(48:40):
to really understand or didn't really understand the need,
didn't understand the need to know.
And now hopefully we've given a little bit more insight.
So thanks very much for that. Absolutely, anytime.
Thank you very much for having me, it's been fun.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.