What is Digital Rights Management?

Digital rights management (DRM) uses technology to control and manage access to copyrighted material. Another interpretation of DRM is that it shifts control of digital content from the user to a computer program. DRM aims to protect the rights of copyright holders and prevent unauthorized distribution and modification of content.

As digital content spreads through peer-to-peer file sharing, torrent sites, and online piracy, DRM’s importance increases. It helps entertainment and media companies address cybersecurity challenges, such as protecting customer data, ensuring compliance, enhancing operational efficiency, and preventing downtime.

DRM allows authors, musicians, filmmakers, and other content creators to define and control how their content is used. It enables them to protect their copyrighted material, safeguard their creative and financial investments, and prevent illegal sharing or theft of their media. For example, DRM can restrict users from accessing certain assets, helping to avoid legal issues from unauthorized use. This is crucial for protecting copyright and intellectual property.

How DRM Works?

The unauthorized distribution, sharing, and modification of digital content are governed by copyright laws, but monitoring the internet to prevent illegal activity is a challenging task. DRM addresses this by implementing barriers to prevent digital content theft.

DRM typically uses codes that prohibit content copying or limit the number of devices on which a product can be accessed. Content creators can also use applications to restrict user actions with their material or encrypt digital media, making it accessible only to those with the decryption key.

This enables content creators and copyright holders to:

• Prevent or restrict users from editing, saving, sharing, forwarding, printing, or taking screenshots of their content or products.
• Set expiry dates on media, preventing access beyond that date or limiting the number of times it can be accessed.
• Limit media access to specific devices, Internet Protocol (IP) addresses, or locations, such as restricting content to users in the U.S. only.
• Watermark documents and images to assert ownership and identity of the content.

Digital Rights Management Use Cases

DRM is applied to a wide range of digital content, including entertainment media such as books, music, and videos, as well as database subscriptions, software programs, and sensitive business data. DRM enables content creators and copyright holders to prevent unauthorized alterations or uses of their work.

Here are some common examples of DRM in practice:

• Apple iTunes: The iTunes store uses DRM to limit the number of devices on which customers can listen to songs. Audio files downloaded from iTunes contain data about the purchase and usage, preventing access on unauthorized devices. Apple’s iBooks store uses FairPlay technology to ensure books are only readable on iOS devices.
• Digital Music: Spotify uses blockchain technology to facilitate payments to artists through cryptocurrency. The company acquired Mediachain to help identify played songs and ensure the right artists are paid using DRM.
• Microsoft Software: Users who download Microsoft software, such as Windows or Office, must accept a user license and enter a key before installation. Microsoft’s PlayReady DRM technology secures content distribution over networks and prevents unauthorized software use.
• Sensitive Documents: Many organizations use DRM to protect business-critical documents and sensitive information, such as employee data, business plans, and contracts. DRM allows organizations to track file access, control file usage, and prevent alterations, duplication, saving, or printing.
• Regulation Compliance: DRM helps organizations comply with data protection regulations. For instance, it enables healthcare organizations to meet HIPAA requirements and assists all organizations in complying with the California Consumer Privacy Act (CCPA) and the EU’s General Data Protection Regulation (GDPR).

Benefits of Digital Rights Management

Aside from protecting copyright holders and content creators from piracy, DRM offers several other key benefits:

• Copyright Education: Many people are unaware of the copyright details of the content they own. DRM helps organizations clearly communicate what customers can and cannot do with their digital media, educating users about copyright and intellectual property.
• Securing Ownership: DRM is vital for authors and writers to protect their work. They can use technology to retain ownership of their content and prevent others from altering or rebranding it. This is also beneficial for scientists who want to protect their findings and inventions.
• Protecting Income: Creating, filming, and editing documentaries, movies, and other videos involves significant costs, with creators hoping to sell their content for profit. If the content is leaked or shared without consent, they can lose money. DRM ensures that only paying users can access these videos.
• Ensuring Appropriate Content Access: DRM restricts content to specific audiences and ensures it reaches the intended viewers. For example, content meant for people over 18 will be restricted to adults who can verify their age.
• File Privacy: DRM helps organizations secure their sensitive files, ensuring they remain private and preventing unauthorized users from accessing or reading confidential information.

DRM Software

DRM technology can be implemented through either software or hardware solutions, allowing content creators to prevent both deliberate piracy and unintended unauthorized usage.

Digital asset management platforms enable organizations to control access to copyrighted material in several ways, including:

• Watermarks: Graphic files can be embedded in assets, allowing creators or copyright holders to track unauthorized usage. The watermark remains attached to the file even when the digital content is copied, manipulated, or converted into another format.
• Metadata: Digital assets include metadata that captures and monitors copyright and licensing information. This is crucial for tracking the licensing details of stock audio files, photos, and videos to prevent unauthorized usage.
• Embed Codes: Content owners can use embed codes to control how and where their media is published online. This is useful if the license of an image changes or expires, as it allows the license to be updated wherever the related embed code has been posted. This process, known as “create once, publish everywhere” (COPE), is vital for a successful DRM strategy.
• License Agreements: Organizations can protect their content and software by requiring users to read and agree to an end-user license agreement (EULA). An EULA is presented the first time a user accesses a website, shares files, or downloads content, helping organizations safeguard their assets from unauthorized usage.

Media and Entertainment Cybersecurity Challenges

DRM is essential for protecting digital content, but media and entertainment organizations also need robust security solutions and processes to safeguard their content. They face several common challenges, including:

• Intellectual Property Protection: Protecting content like music files, movies, videos, contract negotiations, scripts, and cut scenes is critical for media and entertainment companies. This issue was highlighted by the Sony Pictures hack, which resulted in the leak of employee data, unreleased movies, and future film scripts. The release of such content can significantly impact a company’s bottom line and reputation, underscoring the importance of DRM in protecting their content.
• Network Visibility: Many entertainment and media companies use advanced technology to enhance customer experience. The growth in cloud, mobile, and Internet-of-Things (IoT) devices increases the complexity of managing corporate networks and expands the attack surface. This complexity is further compounded as companies deploy more security products, leading to security silos that reduce visibility and increase inefficiency and risk.
• Protecting Investments: Entertainment and media projects require substantial upfront investments before turning a profit. Organizations must prioritize security spending to protect these investments and minimize risk.
• Managing Customer Experience: Digital innovation focuses heavily on customer experience, exemplified by the rapid rise of streaming services, online gaming, and virtual reality. These services depend on secure and reliable cloud-based solutions and mobile networks, which can suffer from even brief connectivity interruptions. Delivering consistent customer demand is crucial to maintaining reputation and preventing financial loss.
• Protecting Customer Data: Stringent data and privacy regulations are increasingly important for major media and entertainment companies. These organizations often hold personal and financial data of millions, making it vital to safeguard this information. They must also comply with the evolving regulatory landscape without reallocating staff away from strategic initiatives.

FAQ’s

What exactly is DRM?

DRM stands for Digital Rights Management, which is a technology used to control and manage access to copyrighted digital content. It ensures that only authorized users can access and use digital media while preventing unauthorized distribution and modification.

Why is DRM important in today’s digital landscape?

With the proliferation of digital content and the rise of online piracy, DRM has become increasingly crucial. It helps protect the rights of content creators and copyright holders, safeguarding their creative and financial investments from illegal sharing or theft.

How does DRM work?

DRM works by implementing barriers to prevent digital content theft. This can include using codes to restrict copying, limiting the number of devices on which content can be accessed, or encrypting digital media to make it accessible only with a decryption key.

Can you provide some examples of DRM in action?

Certainly! DRM is widely used across various digital platforms. For instance, Apple’s iTunes and iBooks stores utilize DRM to limit access to purchased content, while Spotify employs DRM to ensure fair payment to artists through blockchain technology.

Besides preventing piracy, what other benefits does DRM offer?

Apart from piracy prevention, DRM also helps in educating users about copyright laws and intellectual property rights. It assists content creators in securing ownership of their work, protecting their income by ensuring only paying users can access content, and ensuring appropriate access to content based on age or location restrictions.

How does DRM contribute to cybersecurity in the media and entertainment industry?

DRM plays a vital role in protecting digital content from cyber threats, such as unauthorized access or data breaches. It helps address challenges like intellectual property protection, network visibility, protecting investments, managing customer experience, and safeguarding customer data in compliance with stringent regulations.

Conclusion

DRM is a crucial technology in the digital landscape, safeguarding content creators’ investments and protecting copyrighted material from piracy. Beyond its immediate role in preventing unauthorized distribution, DRM also enhances cybersecurity efforts by managing intellectual property, securing investments, and ensuring compliance with data protection regulations. As digital content continues to expand, DRM remains essential for maintaining the balance between accessibility and security.