In an era where an increasing number of viewers are turning to Smart TVs for content consumption, Multi-DRM emerges as the essential solution to address the growing fragmentation within the broadcast ecosystem.
These Smart TVs are now the primary gateway for viewers to access both linear television and streaming services. In the UK, Smart TVs have become the predominant choice for TV viewing, while in the US, 50% of broadband households own one, with a remarkable 77% of these sets connected to the internet, totaling over 80 million devices.
Furthermore, Smart TV sales continue to surge, with 198 million units shipped in 2018. Projections indicate that this number will climb to 266 million by 2025, constituting a significant portion of global TV set shipments. These Smart TVs, equipped with user-friendly app ecosystems, have enabled widespread cord-cutting and cord-shaving practices. Leading manufacturers include pre-installed apps for major OTT (Over-The-Top) streaming platforms on both an international and national scale. Expanding content options has become as simple as visiting the TV’s built-in app store within its user interface.
However, the success story of Smart TVs is not without its challenges, particularly when it comes to safeguarding video content through Digital Rights Management (DRM). This issue is of paramount importance in the ever-evolving broadcast ecosystem that is taking shape as a result of these technological advancements.
The problem of DRM on Smart TVs
Multi-DRM: Solving the DRM Challenge for Smart TVs
The challenge arises from the fundamental shift in the broadcast ecosystem. Unlike the Set-Top Box (STB)-driven broadcast environment, which was largely controlled by broadcasters and operators as the equipment suppliers, the Smart TV market has been driven by consumer preferences. With the transition of the video service delivery point from STBs to Smart TVs, certain aspects of the service, including content protection, have moved beyond the influence of operators.
Content protection mechanisms now depend on the Smart TV manufacturers and are often implemented in a somewhat arbitrary manner. As we will explore in the next section, what functions smoothly on one Smart TV may not necessarily work on another.
There are additional complexities in this landscape. For example, Hollywood Studios demand some form of hardware security to safeguard high-quality 4K content, a requirement that often involves HDCP 2.x ‘handshakes’ before signals can be transmitted to other devices, such as soundbars. On the other hand, many OTT operators aim to ensure that their content can directly reach viewers’ screens without any third-party intervention.
The outcome of these diverse demands is that DRM, which originally stands for Digital Rights Management, might as well be interpreted as Digital Rights Mess. This situation was starkly exemplified in November 2019 when a significant number of Smart TV owners encountered an error message stating that ‘Netflix will no longer be available on this device after December 1st, 2019’.
This message impacted viewers using older Samsung and Vizio Smart TV sets, as well as some Roku devices in the US and Canada. The issue revolved around Netflix discontinuing support for an older DRM standard, Windows Media DRM, which was present on devices sold between roughly 2010 and 2014, even though Netflix had adopted Microsoft PlayReady in 2010.
A Roku spokesperson conveyed that many affected devices were eight to ten years old and highlighted that older hardware eventually becomes incompatible with new software. Nevertheless, this incident underscored the potential issues within DRM and reaffirmed the industry’s understanding of the value of Multi-DRM solutions—content protection solutions capable of accommodating multiple forms of DRM in a device-agnostic manner.
The fragmented picture of current DRM
Multi-DRM is an area in which we possess extensive expertise. Multi-DRM is fundamentally the solution to the challenges posed by a fragmented marketplace. It is a technology that enables us to address the complexities of multiple DRM systems and support various delivery systems within a single product.
This comprehensive approach is indispensable because, while the market may seem supportive of standards on the surface, a closer look reveals a different reality. Behind the scenes, a considerable amount of sophisticated technology is required to ensure a seamless video delivery experience for consumers.
To start, there are numerous streaming protocols in play. As digital video delivery has gained momentum, tech giants have developed their own systems for adaptive bitrate streaming over the years. Microsoft Smooth Streaming (MSS) initially led the market, but with the launch of the iPhone, Apple introduced HLS (HTTP Live Streaming), and subsequently, MPEG-DASH—an HTTP-based solution that has become an international standard with support from Google.
HLS and DASH have become dominant in the market, which seems straightforward. However, the complexity arises when DRM is introduced.
In the realm of video delivery to consumer devices, three primary DRM systems are in use. While they exhibit nuances in their operations, broadly speaking, they all revolve around verifying the identity of a playback device and providing a license for content playback. These systems are Google’s Widevine (utilized by Amazon Prime Video), Microsoft’s PlayReady (employed by Netflix), and Apple’s FairPlay (found in iTunes and Apple TV+).
In the context of Smart TVs, FairPlay can be excluded from the discussion for the time being, although it’s not entirely inconceivable that Apple may introduce its own TV set in the future. Nevertheless, this still leaves us with a rapidly evolving landscape of protocols that not every Smart TV supports.
For instance, older Samsung sets lack support for Widevine, Panasonic sets exclusively support PlayReady, LG sets either support PlayReady or the DASH implementation of PlayReady, depending on the operating system they run, and so forth. The scenario varies as you switch between manufacturers and the age of the operating systems the sets are running.
In essence, to ensure that your content reaches the widest possible audience, it’s imperative to support every DRM format. This inevitably leads us to the undeniable importance of Multi-DRM.
What to look for in a Multi-DRM solution
Multi-DRM solves the problems that fragmentation when it comes to digital rights management have caused for the Smart TV market. Effectively it makes the sets plug and play again, and ensures that the viewers can see your content whatever platform they are watching on. So what should you look for when it comes to implementing a Multi-DRM solution of your own? Here’s a quick list.
1. Coverage
A Multi-DRM solution needs to be able to support the widest number of DRM systems in the market. Currently that means Widevine, PlayReady, and FairPlay
2. Future-proofing
It should not however be limited to these three. New requirements are always a possibility, especially as Hollywood studios look to further crack down on content theft. A Multi-DRM solution needs to be agile enough to respond
3. Scalability
Solutions need to be able to handle DRM license issuance peak volumes and handle them at speed to ensure they do not add to the latency of live events. For instance, our work with Orange granting 1.75 billion Multi-DRM licenses averages out at 55 per second for an entire 12 month period. Peak flows can be much higher. During one high profile global soccer tournament, we were granting a peak of 1000 licenses every second for a single broadband client.
4. Advanced security features
A Multi-DRM solution should go beyond the basics of ensuring delivery and provide such additional features as device authentication and multi-DRM management for a truly holistic approach to content security. For instance, at VO we are also able to provide integrated Dynamic watermarking when apps are built with the VO Player.
Multi-DRM & Smart TV – an opportunity
One last thing that is well worth pointing out. For all the efforts surrounding HDCP it has been long compromised and the STB broadcast ecosystem is one that has long been vulnerable to multiple attack fronts. Restreaming in particular is relatively easy.
Unlike STBs with their multiple outputs, however, the Smart TV is the end of the line when it comes to video. No video output needs to be built into smart sets, meaning the only way of illicitly recording content from them is via a camcorder or mobile phone. And that is a route that can be closed off using technology such as our Dynamic Watermarking which provides a unique ID for each Smart TV set and allows for the swift source identification of any content theft in realtime.
That the Smart TV might contribute to the anti-piracy effort while existing efforts to enforce content protection have made Smart TVs sometimes problematic to use is one of those ironies that technology occasionally specialises in.
The Smart TV is already dominant in the market and is only set to become more so in the coming years. As yet though there is no sign that there will be any standardisation on DRM protocols in the future, nor any indication that all manufacturers will commit to supporting all of the competing systems currently in the market. Which means that supporting everything via Multi-DRM is the only realistic option for broadcasters and operators that want to provide services to as many customers as possible.
Sigma DRM, the solution to protect digital content copyright developed by Thu Do Multimedia, has become the first made-in-Vietnam DRM solution to meet international security standards by Cartesian. first made in vietnam drm solution meets international security standards With this, Thu Do Multimedia JSC is the first technology company in Southeast Asia to have a solution to protect digital content copyright certified by international standards.
In 2019, Thu Do Multimedia announced the successful research and development of digital content copyright protection solutions by combining DRM (Digital Right Management) and Finger Print Online (solution for detecting re-streaming video sources). This is a solution to protect digital content copyright on the internet environment developed by Vietnamese engineers.
Thu Do Multimedia is a Vietnamese company that has successfully developed DRM solutions and solutions to detect infringements of re-streaming video content on the internet environment.
In December 2019, the digital copyright protection solution (commercially known as Sigma DRM) was also tested and audited by Cartesian to meet international security standards. Thu Do Multimedia is the first company in Vietnam and Southeast Asia and one of six Asian companies to achieve this certification. Cartesian has now certified DRM solutions for all 20 DRM Companies worldwide.
Thu Do Multimedia not only named Vietnam as one of the Top 20 global businesses in developing DRM solutions but also creates opportunities for Vietnamese content owners to apply this domestic solution to curtail the rampant digital content piracy plaguing them.
Talking about the reason why Thu Do Multimedia decided to invest in the research and development of this DRM + Finger Print Online project, CEO Nguyen Ngoc Han said, “In the past two years, Thu Do Multimedia has been the only company that has fully developed OTT television solutions in Vietnam. We realise that copyright protection for digital content (including protection of television content, videos, music, and e-books among others) is of paramount importance.
“Moreover, almost all content owners in the world refuse to co-operate with Vietnamese content providers as they believe they cannot protect their content. The most recent case was the European Cup which was not allowed to be boradcast in Vietnam in 2017 due to the lack of copyright security.”
In order to develop an encryption solution, in addition to requiring software security experience, a deep understanding of the terminals is also a mandatory condition because the entire decrypting process takes place at the hardware side. Moreover, the number of devices in this field ranges from mobile devices to large screens in homes or in cinemas. For that reason, only large companies in the world, such as Apple, Microsoft, and IBM, participated in DRM solution development. In the television DRM segment, there are only about 10 global companies currently developing and providing this solution, such as Nagravision, Conax, and Viacess.
Thu Do Multimedia’s passing the accreditation of Cartesian brought the Sigma DRM into the list of 20 DRM solutions meeting global security standards. This is an important achievement for Thu Do Multimedia, as a proof of its capabilities in the field of security development in Vietnam, and opens up opportunities for Sigma DRM solutions to reach out and provide services to television companies and digital content providers in Vietnam and overseas.
The successful development and owning of DRM technology by a Vietnamese company is an important achievement with the rampant copyright infringements in Vietnam. To combat this, besides integrating content protection solutions (DRM), the applying of Finger Print Online solution to detect pirated video sources and prevent content from being recorded with screen recording devices are shaping up as essential tools.
“In terms of security capabilities, Sigma DRM solution is equivalent to solutions being offered globally,” said Nguyen Ngoc Han.
The successful development of a DRM solution by a local company will benefit digital content owners and providers in Vietnam. To protect copyright, most Vietnamese content providers are now applying foreign DRM security solutions that come at a high cost.
With the success of Sigma DRM solution, Thu Do Multimedia is confident in bringing international-standard solutions to Vietnam. In addition, having a local server dispels the connectivity issues in getting a security key from overseas servers. Additionally, co-ordinating with a local company would offer advantages in negotiations, support, and upgrades.
From July 2019, the combination of Sigma DRM and Finger Print Online has been applied for VTVcab ON – the OTT TV service of Vietnam cable television corporation (VTVcab).
Digital rights management (DRM) is known to be necessary when considering a strategy for intellectual property protection or content security.
Companies and businesses in a wide variety of sectors have come to realize the value of their content, of their intellectual property, and are looking for solutions that effectively prevent theft, infringement, and content piracy, while still being able to offer a seamless user experience to their customers.
Despite their obvious need to implement a solution that both secures content and ensures ease of use, it is not uncommon for decision-makers within companies to remain somewhat skeptical or weary of digital rights management. The reason behind this is the fact that digital rights management is laden with misconceptions and erroneous assumptions that spread among those who most need it. To help you avoid making these assumptions when making the important decision to protect your content, we have taken the time to outline the three most common misconceptions we have found when it comes to DRM.
1. DRM is a Complicated Solution for Content Protection
It is understandable that, without possessing any previous knowledge, digital rights management might seem as a complicated way to go about protecting your content. It can be overwhelming to think about implementing a digital rights management system if you are not well educated on the matter, or do not have access to the right kind of information pertaining to this subject.
DRM essentially works by implementing different sets of policies that allow for the prevention of piracy and the protection of valuable intellectual property. Specific control techniques or procedures are applied at different levels depending on how sensitive the content to be protected is. In first place, files are uploaded and subsequently encrypted to prevent unauthorized access and copying. Secondly, additional policies are included that provide a higher, more restrictive degree of protection. These files are made available to users by the content provider, who has complete control over how content is accessed.
2. DRM Necessarily Requires External Apps or Plug-ins
Another widely distributed misconception regarding DRM is the notion that, in order to implement any DRM solution and access the content it protects, external apps or plug-ins are necessary.
Again, this supposition is inaccurate, while there is DRM solution software that does require the installation of plug-ins in order for users to access content, there are quality systems that enable full integration with whatever system you already use such as learning management systems, content management systems,
eCommerce systems, document management, Active Directory and SQL databases, etc. The capability to fully integrate your digital rights management solution with your existing platforms allows you to provide true single sign-on capabilities to your users.
Moreover, when your system is fully integrated with the DRM software you choose to use and you offer single sign-on, your users will most likely be unaware that your content is being protected, making their experience simpler and more enjoyable.
3. DRM Prevents Users From Accessing Content on Different Devices
There is confusion surrounding device limits and restrictions as one of the policies included in a Digital Rights Management strategy. It is a common mistake to think that when setting DRM policies, your content will only be accessible to your customers from a single device, regardless of them owning the rights to it. While it certainly is true that you can (and should) set a limit on the amount of devices a single user can access content, it is entirely up to you to decide if you want to set a unique device restriction, or if you’d like to be more lenient and allow content to be accessed from multiple devices.
Having the option to set device limits not only allows you to have control over your content and the way it is accessed, but also will give you the opportunity to set different price levels for those who require more freedom of access. Users who pay a higher fee can be allowed to access the content in multiple devices or be allowed to clear their device history provided they reach their limit. Conversely, customers who do not wish to pay more than the basic fee, would only be able to access from a single device.
4. DRM is Restrictive and Hinders User Experience
Referring to end-user experience, there is the general idea that relying on a digital rights management solution to protect your content will inevitably result in very restrictive practices and a resulting unpleasant experience for your customers. The notion seems to be that controlling access to your content and requiring users to provide credentials in order to access it will be a highly uncomfortable process for them. However, if you rely on software that is current and of high quality, this will hardly be the case.
Ideally, your DRM solution will allow for full integration with the system you are already using, which is the first step to providing an excellent user experience. Even with more strict digital rights management policies such as print and copy restrictions, device limits, and custom watermarks, you can ensure that authorized users have comfortable access to your content by easily adding, deleting or modifying user groups and the content in them, or offering a central (fully customizable) user portal through which you can securely distribute your content. Your authorized audience can easily access all content associated with their account in one convenient, yet secure, place. Full customization of your colours and logo, as well as your URL, provides the best, most seamless experience for your users.
5. Customers Consider DRM a Hurdle & Will Not Pay for the Right to Access Content
Lastly, and perhaps one of the issues that most effectively prevent companies from adopting a digital rights management solution, is the idea that DRM is unpopular among most users, considered to be complicated and an unnecessary trouble in their experience as customers. Therefore, they will not pay for a license to your content or the right to access it. In short, protecting your intellectual property and revenue will eventually harm your company as it will deter customers from buying your content. This is far from the truth, if you provide your customers with a seamless user experience, and help them understand the different benefits they could get from the various subscription packages you may offer, digital rights management will not be an inconvenience to them.
The key is to offer simplicity for your end-users, while maintaining your content exclusive and secured. If you implement a DRM system that is high quality and developed for the purpose of helping both the content provider and the end-users, you can ensure that your customers will not be deterred by the fact that your content is protected with DRM. Moreover, you can adjust the restrictions you add to it according to each subscription plan. Those who would like more lenient access to content can opt for the highest price-point, whereas those who are not interested in having, for example, access from multiple devices, can then purchase the most basic plan. This allows you to use DRM as a way to not only protect but increase your revenue.
Avoid Misconceptions, Protect Your Content
Being aware of these common misconceptions will help you in the successful implementation of a DRM solution that will thoroughly protect your content and, consequently, your revenue. Digital rights management does not have to be complicated, dependent on external apps or plug-ins, or detrimental to your user experience. With a quality content protection solution, you can at once ensure that your valuable content is thoroughly protected and guarantee that your users will be able to access it in a simple, straightforward manner.
In an increasingly collaborative work environment, it’s more important now than ever before that your organization has the highest level of visibility and control possible over its data. While knowing how to choose the right data security solutions such as managed file transfer, data classification, and more is a challenge in and of itself, the versatility of a Digital Rights Management tool like Sigma DRM/Multi-DRM could prove to be a fantastic starting point for many organizations. These are four ways your organization can utilize a Digital Rights Management tool in its data security strategy.
Safely Collaborate in the Cloud
Being that the workplace is more dispersed than it’s ever been, cloud technologies have become an integral component of organizations’ digital transformations. More specifically, organizations are now taking advantage of cloud collaboration platforms like Box, Dropbox, and SharePoint to make teamwork in remote environments easier and more realistic. Sigma DRM/Multi-DRM Digital Rights Management ensures files can be shared through these platforms securely by applying granular controls to the data and following it wherever it goes after it lands at its intended destination via a managed file transfer solution. This means your sensitive data can only be seen, forwarded, and edited by those with specific permissions to do so.
Mitigate Compliance Risks
While your organization’s primary data security goal should be to prevent a data breach before one ever occurs, mistakes can still happen. When sensitive information is mistakenly sent to the wrong person or an employee’s credentials are compromised, for example, a breach can occur despite an organization’s best efforts to implement preventative measures. And for organizations that are required to comply with data security laws and regulations, these mistakes can be incredibly costly.
Thankfully, Sigma DRM/Multi-DRM has the ability to follow data wherever it travels with its always-on security. Access to any files containing PII, PCI, or PHI will always require authentication, and just in case sensitive information gets into the wrong hands, access can be revoked in real-time at the user level. This allows organizations to contain and mitigate breaches swiftly and prevent security incidents from growing into catastrophic events.
Apply Your Organization’s Data Security Policies to Your Data
Organizations create and share more data than they ever have before, and one of the first steps in protecting that data is understanding what types of data your organization has, how sensitive the information is, and the business value it holds. Data Classification solutions like Titus and Boldon James are an intuitive means of labeling an organization’s data, facilitating the location of specific data by end-users, and preventing data loss.
Because end-users handle so many different types of data, though, data security policy management can be a big hassle, and it can be deceivingly easy for employees to fail to follow proper procedures. By integrating one of our Data Classification solutions with Sigma DRM/Multi-DRM, end-users can have the power to apply encryption, granular access control, and policy management to documents and data at rest based on classification level.
Control Your Sensitive Data as It Travels
Securely share video content with DRM
While it’s certainly important to protect your organization’s data at rest, securing sensitive data in transit is just as critical. Oftentimes, though, protecting data as it travels is much easier said than done—particularly without sacrificing efficiency. While utilizing a Managed File Transfer solution like GoAnywhere on its own would prove to be effective, combining this solution withSigma DRM/Multi-DRM’s Digital Rights Management will take your data protection to the next level without hindering workflows.
Our solution goes beyond traditional file-level encryption by allowing end-users to automatically apply digital rights management to every file. Employees will not be required to install any software, never have to remember to apply protections, and can manipulate access controls even after files have been sent outside of the organization.
Data Security Solutions
Sigma DRM/Multi-DRM solution are a great place to start in your efforts to secure your organization’s data, but this pairing doesn’t also have to be the place to end. To find the solutions that make the most sense for your organization’s needs, begin by reading our Data Security Use Cases Guide, or, speak with one of our knowledgeable experts.
On October 13, Thudo Multimedia had the honor of being one of the pioneering enterprises to receive a memorandum of cooperation within the framework of the Project for Enhancing the Competitive Capacity of the Private Sector in Vietnam (IPSC). This recognition occurred at the “Pioneering Entrepreneurial Spirit, Sustainable Innovation in Vietnam” forum, organized by the Ministry of Planning and Investment with the support of the United States Agency for International Development (USAID).
Thu Do Multimedia’s exhibition area at the forum According to the results announced on October 7, 2022, Thudo Multimedia was one of the first 6 businesses to receive the Premium Support Package from the USAID IPSC project. This project aims to select pioneering enterprises (PEs) with innovative Vietnamese products, enabling them to compete in international markets. Among the selected businesses, there were technology-focused companies like Thudo Multimedia, Mismart…
The USAID IPSC project provides support for these enterprises to develop a business strategy for the next 3-5 years, enhancing their internal capabilities and effectively leveraging external resources to adapt and grow in a rapidly changing and increasingly risky business environment.
Over the next two years, the promised support package is expected to be a significant resource for Thudo Multimedia, facilitating the active implementation of strategic activities, enhancing core management and operational capabilities, conducting research and development for international market strategies in regions such as Europe and North America, and establishing and developing high-quality human resources through international partnerships with companies like Google and Amazon. The support will also include certification consultation for international standards such as FDA, ISO, and BSI.
Thudo Multimedia has been recognized as a pioneering company in the research and production of OTT television, TV Technology Solutions, Digital Rights Management (DRM) content protection, and Low Latency Streaming.
Over the past 13 years, with a workforce from various universities such as Hanoi University of Science and Technology, Hanoi University of Science and Technology, Posts and Telecommunications Institute of Technology, Foreign Trade University, National Economics University, etc., Multimedia has consistently strived to become a strong player in the information technology sector in general and the digital content sector in particular.
In December 2019: Thudo’s Sigma DRM digital content protection solution passed the security certification by Cartesian’s Farncombe. Thudo Multimedia takes pride in being the first and only Vietnamese company to achieve this certification, as well as the sole company in Southeast Asia and one of only six companies in Asia to attain this recognition.
Thudo made it into the list of 20 global companies possessing SigmaDRM (Digital Rights Management) content protection solutions, and they confidently aim to take Vietnamese intellectual property worldwide.
Thudo have numerous technological innovations in the television sector, including livestreaming, interactive television, internet television, and Content Delivery Network (CDN).
Thudo Multimedia has implemented their solutions for many major partners in Vietnam, the United States, India, and the Middle East, including Akamai, Nuance, VTVCab, Viettel, Vinaphone, Mobifone, and MCV.
The “Made by Vietnam” solutions from Thudo Multimedia have made a notable creative impact in recent years, particularly in the OTT (Over-The-Top) field, with a strong focus on two main product lines.
The first is the Sigma DAI/SSAI solution, which enables online television and video service providers to insert advertisements into video content at the server level before it is delivered to viewers’ devices. This optimization ensures a smooth and uninterrupted viewing experience by delivering ads seamlessly within the original content. Additionally, Sigma DAI/SSAI by Thudo provides detailed ad performance monitoring capabilities, allowing advertisers and service providers to gain a deeper understanding of how viewers interact with advertisements.
The second solution is the Sigma DRM (Digital Rights Management). Statistically, copyright violations in Vietnam alone resulted in damages of up to $350 million in 2022, with thousands of websites involved in content theft and unauthorized broadcasting, all while the applicable sanctions were not clearly defined. Recognizing this significant issue, the talented team at Thudo Multimedia introduced the Sigma DRM solution, designed to safeguard intellectual property rights and prevent unauthorized duplication and distribution of digital content. This solution has been certified by Cartesian to meet international standards, and Thudo Multimedia takes pride in being the first and only Vietnamese company, the sole Southeast Asian company, and one of only six Asian companies to attain this certification.
Thu Do Multimedia’s exhibition area at the forum
The memorandum of understanding between the Department of Business Development and Thudo Multimedia serves as a significant source of motivation in Thudo’s journey, with a commitment to the mission of continuing to invest in research and development to provide more advanced technological solutions and support the sustainable development of the media and entertainment industry.
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