Prior to
4.3 Photographic work

２０１２．１０．１８
Takahito Iida,
Director of Platform Division,
Dentsu Inc.
＠ALAI Kyoto 20121

4.2 Private agreements addressing “User-Generated Content”
Chair: Judge Peter Charleton
・Is the solution collective licensing or is there room for private licensing? Patrick Gruter,
Vice President, Government Relations Europe, The Walt Disney Company
・Implementation of Agreements –content identification systems Simon Morrison, Copyright
Policy & Communications Manager, Google
・Implementation of Digital Rights Permission Code Takahito Iida, Director, Platform
Business Division, DENTSU Inc
Discussion
Closing
ALAI General Assembly 17.30 – 1800
EnglishEspañol
Français2

＠ALAI Dublin 2011

Implementation
of
Digital Rights Permission Code (DRPC)
July 1st, 2011
Takahito Iida
Director
Platform Business Division
DENTSU INC.

My New Project– In My Youth！
！

My New Project–
Project– DRPC for My Content

What is a Digital Rights Permission Code?

The four components that comprise Digital Rights Permission Codeare shown below,- Which Content - From Whom to Whom - Under What Terms①Content ID: (identifies the content)②From ID: (identifies the rights holder or permission manager)③To ID : (identifies the distributor, consumer or device)④N Digital Rights Permission Code :(expresses specific, detailed usage permission conditions)

The Four Components of the Digital rights permission code Format:
Tagging Rules for the Digital Content Distribution Age① Content ID③ User ID

Identifies the content holder
or content rights holder

Identifies the type of content
created or used

Identifies the content user

Organization, company,
individualMusic, film, book, photographimage, game program, etc.

Distributor, broadcasterhousehold, individual
consumer, device, etc.

② Holder ID

Identifies permission information
for the content ID between 2 parties④ N Digital rights permission code
Converting ① Purpose of use (business, public, education) ② Usage format (restricted streaming, downloading, copying)③ Time period, expiration, usage count control and ④ Territory (within Japan) . . . to numbers (encoding), creates a technical languagethat makes it possible for devices to understandComponents ①～④ are collectively called the Digital rights permission code
Content ID - Holder ID - User ID - N Digital rights permission codeTo protect contents legally
Technological Protection
To prohibit infringement of
copyright by using a rangeof digital technology.

Copyrighted
Contents
Legally prohibited

Legally prohibited(in WCT 11 copyright law 2.1.21)

1. to possess or use equipments andprograms to evade technologicalprotection.
2. to evade technologicalprotection.

Copyright Management
Informationa. Information which specify
copyrighted works, copyrightholders, and particulars provided
by government ordinance.
b. Information of methods andconditions in case of assent touse copyrighted works.
c. Information which can specify
particulars in a. or b. by otherinformation.

(in WCT 11 copyright law 2.1.21)

1.

to add false copyright
management information on
purpose.
2. to delete or change copyright
management information on
purpose.
3. to distribute copyright works
mentioned above.

See you in Kyoto in 2012 .

4.3 Photographic work

２０１２．１０．１８
Takahito Iida,
Director of Platform Division,
Dentsu Inc.
＠ALAI Kyoto 201210

JPCA & Dentsu

Copyright 2012 DENTSU INC. AII Rights Reserved.

Introduction of JPCA: The organization which educates thephotographic copyrights in Japan
JPCA is an organization which generalizes various photographer organizations to whom Japanese
professional photographers belong, and is educating the photographic copyrights to the Japanesecamera makers.
JPCA generalizes 9 organizations and have 26,327 individual members (2011.8.1)
The Japan Professional Photographers
Society (JPS)

1,733members

The Japan Advertising Photographers'
Association (APA)

1,185members

Japan Photo Culture Association

4,127members

Japan Portrait Photographers
Association

79members

Japan Photographers Association

466members

The All-Japan Association ofphotographic societies

12

16,145members

Association Japan de la Presse Sportive(AJPS)

167members

Society of Scientific Photography

412members

Japan Nature Scenery Photograph
Association

1,500members

FromID and ToID Structures
The FromID, ToID system for uniquely identifying businesses divides those involved in the
distribution of digital content into content holders and content users, and it assigns IDs that canuniquely identify these parties as well as affiliated organizations, companies and individuals.
Shared Business
ID SystemHJPI320000010001

H

JP

＋

Business ID Header

Country
Code＋I

Organization
ID CodePart of the ID assigned by group

Business ID CodeOrganization ID
Code

3200

＋

00000001＋

Group CodeCompany Code &Individual Code, etc.

Groups that obtain a group code have unique internal
IDs assigned to individual members and constituentsContent Holder

Content Holder

H

Content User

Content UserU

Organization

Organization

O

Company

CompanyC

Individual

IndividualI

The attributes of the business can be understood from the ID.
Not only organizations, but also a wide variety of players involved in content distribution, including
constituent company members, individual members, etc. can be identified.

CCD ID Model for Inter-Organization ID Numbers Map ( 2 / 6 )Genre<Genre 3>
Still images

ID numbering draft( part of organization ID)

Involved organizations

Art

HJP03101

Japan Artists' Association, Inc.

JAAI

Photography

HJP03200
HJP03201
HJP03202
HJP03203
HJP03204
HJP03205
HJP03206
HJP03207* Japan Photographic Copyright Association
Japan Professional Photographers Society
Japan Advertising Photographers' Association
Sha-bunkyo
The All-Japan Photographic Association of Societies
Japan Portrait Photographers' Association
Japan Bridal Photograph Society
Japan Bridal Photograph Society

JPCA
JPS
APA

HJP03301
HJP03302
HJP03303
HJP03304
HJP03305
HJP03306* Japan Arts Copyrights Association
Japan Graphic Designers Association Inc.
Japan Scientific Arts Association
Japan Publication Artist Association
The Society of Publishing Arts
Tokyo Illustrators Society
Japan Children's Book Artists Society

Graphics

Comics

HJP03401

14

AJPAS
JPA
JBPS

JAGDA
JPAL
SPA
ＴＩＳ
JCBAS

CCD ID Model for Inter-Organization ID Numbers Map (3 / 6)
Genre
<Genre 4>
Motion pictures

Producer

Production crafts
Directors,
Cameramen,
Lighting, Art,
Editing, Script
Writers, Recording

ID numbering draft(part of organization ID)
HJP04-

Involved organizations
Motion Picture Producers Association of Japan,
Inc.
NHK
The National Association of Commercial
Broadcasters in Japan
Japan Video Software Association

MPPAJIAll Nippon Producers Association
Japan Film Makers Association

ANPA

Association of All Japan TV Program
Production CompaniesATP

The Association of Japanese Animations

AJA* Film Vocational Federation of Japan
Directors Guild of Japan
Japanese Society of Cinematographers
Association of Production Designers in Japan
Japanese Cinema and Television Sound
Creator's Association
Japan Society of Editors
Japan Society of Films and TV Scripters
Japanese Society of Lighting Directors

NHK
NACBJ
JVA

ID numbering draft
CCD IDGenre
Model for Inter-Organization
ID NumbersInvolved
Maporganizations(4 / 6)( part of organization ID)<Genre 5>
Performance<Genre 6>
Media,
Advertising

Performers

HJP05100
HJP05101
HJP05102
HJP05103

Japan Council of Performers' Organizations
Center for Performers' Rights Administration
Japan Association of Music Enterprises
The Federation of Music Producers Japan

JCPO
CPRA
JAME
FMP

Musical Performers

HJP05201

Music People's Nest

MPN

Visual Performers

HJP05301

Performers' Rights Entrustment

PRE

Voice Performers

HJP05401

Japan Audio Producers' Association

JAPA

Newspapers

HJP061-The Japan Newspaper Publisher & Editors
Association

Books, Magazines

HJP062HJP063-

BroadcastingAdvertising

HJP06401
HJP06402
HJP06403
HJP06404

Japan Book Publishers Association
Japan Magazine Publishers Association

JBPA

NHK
The National Association of Commercial
Broadcasters in Japan
Japan Cable and Telecommunications
Association
Eiseihoso Kyokai

NHK
NACBJ

Japan Advertisers Association INC.
Japan Advertising Agencies Association
Japan Advertising Federation
Japan Magazine Advertising Association

CCD ID Model for Inter-Organization ID Numbers Map (6 / 6)

<Genre 7>
Production
technology/
supportGenre

ID numbering draft( part of organization ID)

General (Music/Visual)

HJP07101

Japan Post Production Association

JPPA

Music

HJP07201
HJP07202

Japan Association of Professional
Recording Studios
Japan Association of Recording Engineers

JAPRS
JAREC

Music Enterprise Federation
Manekyo

MEF

Association of Copyright for Computer
Software
Digital Content Association of Japan
Association of Media in Digital
Database Promotion Center, Japan

ACCS
DCAJ
AMD

Games

Computer Entertainment Supplier's
Association

CESA

Publishing

Japan Electronic Publishing Association
The Japan Federation of Printing
Industries

JEPA
JFPI

Music

Association of Musical Electronics Industry

AMEI

Technology standards

Japan Electronics and Information
Technology Industries Association
CDs 21 Solutions

JEITA

Performance support<Genre 8>
ProgramGeneral

HJP08-

Involved organizations

What is the Universal Standard, which Dentsu & JPCA advocates?
Dentsu advocates the universal standard「standard「IEC62227：
IEC62227：Digital Rights Permission Code (DRPC)」(DRPC)」
Dentsu defined “DRPC; Digital Rights Permission Code (IEC62227) ” as an international standard, a technology canbe represented digital contents by system codes such as “who holds the copyright” and “how it is allowed to be
distributed”. In addition, Dentsu holds the intellectual property patent in 14 countries in the world.

License code：
code：IEC62227
Content ID

From ID

To ID

What

From Who

To Who

許諾条件コード

Under What Kind of Conditions

JPCA employs an international standard DRPC right ID"Japan Photographic Copyright Association (JPCA)“ provides “Photo copyright holder ID” to identify photo copyrightholders, and manages the information in the copyright holders database. On JPCA website, the professional
photographer database is open for search.

■ID System■Sample: Copyright Holder ID
Taichi Seo

HJPI320100000865

Japan Photographers
Association

HJPI320100000865
CCD inter-organization
Code
3201is a code forJapan Photographers Association

18

Number within
institutes

Background: The "copyright information" metadata was set to the EXIF format
By the contribution of JPS (Japan Photographers Society), CIPA (Camera & Imaging products Association)
enacted the metadata system “EXIF format” and set "copyright information" metadata in it.(2008-)* JPS is a subsidiary organization of JPCA

CANON

Nikon D3PENTAX
19

Expanding Photo Distribution Market
underCloudCloud-environment

Copyright 2012 DENTSU INC. AII Rights Reserved.

Explosive Expansion of the Digital Photo Market

The spread of digital camera, high-performance mobile phone camera, and smart phone.
The number of digital photo users has been explosively growing.

＋Through the spread of digital cameras,
high-end performance cameras
have become a mainstream.

Smart phones have higher quality screen
and a variety of editing and sharing functions
are featured.

The total output ofdigital photos counts
10 billions per year
“A Results of a Survey on Digital Photo Printer" Yano Economics Research Institute, June 200821

Vast Photo Content Shared in the Outspreading SNS Market
Photo Market onSNS

B2B Market/ Camera Market
Rise of Stock Photo Market

On Flickr, a pioneer in online photo sharing
service, six billion photos were uploaded.

80 Million Images

Along the spread ofsmart phones and SNS,
online shared photos
have been explosively
increasing.

Sales in 2011 was about 80 billion yen

Instagram gained 40 million users
wihtin a year and halfacquisition

Cooperated Network Functions are Also Equipped

Rise of Wi-Fi
connected camera(LAN wireless) , allows
users to enjoy
connecting networks.

"Instagram“, can process photos to looksophisticated easily. Facebook acquired it in 2012.
On SNS, sharing photos have become
a killer content in communication.

Era of light camera users

Extremely high possibility+
on expanding
Google+Picasa Web ALBUM

the photo distribution market
SNS provided by Google also integrated with
Picasa, photo library system.

22

Expansion on Photo Sales Market, from B2B to B2C/C2C Market
Photo sales business, which started from “ Photo sales from professional photographers tocompanies” and “lease photo”, has become digitalized. Along the spread of network infrastructure,
the shape of the business has changed to “stock photo”.
Photo images are easily tradable as global contents.
The market size of photo stock has grown to 200 billion yen in the world.

In addition, “Micro Stock Photo”market has emerged, photos are tradable among individuals, and the
trading volume has been expanding.

News
Service/Media

Stock Photo/
Photo Agency

Micro Stock
Photo

Newspaper Publisher

Market size:
200 Billion Yen

Expanding Market

BtoB

CtoC or B

23

The concept of distribution flow of the photographic copyrights information
In order to protect photographer’s copyrights, it is important to distribute copyright information since a
photograph is taken.
To realize this, an on-line service is necessary which connects cameras to the internet directly.
Photo-Shooting

Post
processing

Saving data

Exhibition /Sales

Share /
Purchase

Secondary use

Input photographic copyrights
at this timing

Coverage area of the preventionof illegal usage

Piracy×
The solution underconsideration

Addition of
Photographer’s ID

Watermarking of the rights holder’sinformation

Off-line operation by a photographer

Illegalsecondary use

×・Watermarking of the rights holder’s information
・DRM

On-line Distribution

A service model, such as the addition of photographer’s, watermarking of rights holder’sinformation to the photograph, or illegal copy preventive measure is important for high-amateur
photographers to sell or exhibit their own photograph in comfort.

Proposal
Global ID Platform(For Professional first／Regular Users Second)
Intention to expand digital content distribution market by accumulating professional
information firstlyAnd
reaching out
the increasing high-amateurs and regular users secondly.

25

Proposal to ALAI
<Proposal>
Define levelized and verticalized shared IDs for global digital content distribution
1 Implement registry management for rights organizations using shared global IDs
1-1 Create 4-digit rights holder genres and group by genre
1000 Literature, scripts
2000 Music
3000 Art, photography, graphic design, manga
4000 Film production
5000 Performance
6000 Media, news, broadcasting
7000 Technical support
8000 Programming
1-2 Differentiate organizations, companies and individualsO
Organization
C
CompanyI
IndividualProposal to ALAI
1-3 Create shared IDs that levelize and bridge cultures
Japanese art, photography & graphic design rights organizations

HJPO3100

French art, photography & graphic design rights organizations

HFRO3100

American art, photography & graphic design rights organizations

HFUSO3100

1-4 Verticalize and integrate domesticallyJapanese domestic ID management system
Rights organizations:

HJPO3100

Member companies:

HJPC3100XXXXXXXX

Individual rights holders:

HJPI3100YYYYYYYY

French domestic ID management system
Rights organizations:

HFRO3100

Member companies:

HFRC3100XXXXXXXX

Individual rights holders:

HFRI3100YYYYYYYY

American domestic ID management system
Rights organizations:

HUSO3100

Member companies:

HUSC3100XXXXXXXX

Individual rights holders:

HUSI3100YYYYYYYY

Proposal to ALAI

2 Implement artwork information management for various content using global shared IDs●Differentiate content by genre and group by genre
T Text+P (Program)TP
S Sound+
M (Music)SM
I Images+
P (Program)IP
V Visual+
F (Film)VF
P Programming +G (Game)
PG●Add country where the content was produced
IP,SM,VP+
Country code
Ex) SMJP
SMUS
SMFR
IPJP
VFJP
PGJP
VFUS
VFFR

Proposal to ALAI
3 Standardize permission information-1 N (Narrow) digital rights permission code structure: The N digital rights permission code is composed of classand restriction components and allows the flexibility to encode permission agreements and permission terms.
- 1 Class (Required)））- 2 Limit Components (Optional)））<Disclosure Class><Recording Media Limit Component><Open Permission><Closed Permission>
No (= Free)
Yes<Purpose Class>CD<Business Permission> <Public Permission> <Education Permission>MD<Accounting Class>
YesNo
HDD (including PC, STB and mobile)<Sponsor Class>
Yes
No
DVD
<Usage Class>SD card<Exclusive Permission>
Memory stick<Broadcast Permission><Quality & Compression Format Specification><Streaming Permission><Bit rate Limit Component><Physical Rental><Lifetime (Life Control) Limit Component><Owner Permission> Includes lifetime limit, recording media limit,
No (= Free)Yes
and other components
Count limit
Recording media limit component No (= Free) Yes
Time period limit<Download Permission>
Expiration limit
Lifetime limit<Security
Limit
Component>
component No (= Free) Yes<Electronic Transparency> <DRM Specification> <Encryption Method>
Number of playbacks<Transmission
Path Limit Component>
Playback expiration
No
(=
Free)
Playback period
Yes
Conventional TV
CATVInternet
Wireless<Secondary Usage Permission><FinalCaptureLocation
Limit
Component><Move>No (= Free)
Lifetime limit, recording media limit components
Yes
Home ShoppingPC
Mobile<Copy>
1 Lifetime limit, recording media limit components
2~<Territory Class>
Japan
China
Korea . . .

Global & Legal / Digital Content Distribution

Content ID ：Content ID ：Content ID ：IPFR01EEEEEEEEEE

IPJP01BBBBBBBBBB

IPUS01NNNNNNNNNN

From ID :From ID :From ID :HFRC3100DDDDDDDD

HJPI3100AAAAAAAA

HUSC3100LLLLLLLL

To ID ：To ID ：To ID ：

UAUC3100FFFFFFFF

UFRC3100CCCCCCCCUJPC3100PPPPPPPP

Content ID ：IPAU01JJJJJJJJJJ
From ID :HAUI3100GGGGGGGG
To ID ：

UUSC3100KKKKKKKK30The Four Components of the Digital rights permission code Format:
Tagging Rules for the Digital Content Distribution Age① Content ID③ User ID

Identifies the content holder
or content rights holder

Identifies the type of content
created or used

Identifies the content user

Organization, company,
individualMusic, film, book, photographimage, game program, etc.

Distributor, broadcasterhousehold, individual
consumer, device, etc.

② Holder ID

Identifies permission information
for the content ID between 2 parties④ N Digital rights permission code
Converting ① Purpose of use (business, public, education) ② Usage format (restricted streaming, downloading, copying)③ Time period, expiration, usage count control and ④ Territory (within Japan) . . . to numbers (encoding), creates a technical languagethat makes it possible for devices to understandComponents ①～④ are collectively called the Digital rights permission code
Content ID - Holder ID - User ID - N Digital rights permission codeTo protect contents legally
Technological Protection
To prohibit infringement of
copyright by using a rangeof digital technology.

Copyrighted
Contents
Legally prohibited

Legally prohibited(in WCT 11 copyright law 2.1.21)

1. to possess or use equipments andprograms to evade technologicalprotection.
2. to evade technologicalprotection.

Copyright Management
Informationa. Information which specify
copyrighted works, copyrightholders, and particulars provided
by government ordinance.
b. Information of methods andconditions in case of assent touse copyrighted works.
c. Information which can specify
particulars in a. or b. by otherinformation.

(in WCT 11 copyright law 2.1.21)

1.

to add false copyright
management information on
purpose.
2. to delete or change copyright
management information on
purpose.
3. to distribute copyright works
mentioned above.

Thank you for yourattention.
Contact Info: takahito.iida@dentsu.co.jp
Takahito Iida
Director
Platform DivisionDentsu Inc.