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Let's see how the 'advertising (henceforth Adv) is involved in the new dynamic introduced by Web2.0 (defined as User-generated) and mobility. As we mentioned, a first element in common that have the Adv and DRM is the need to be present on devices Player.
The Adv plays an important role in the scenario of mobile and Net TV. New technologies have enabled an unprecedented dell'Adv, making it dynamic, interactive and "intelligent."

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Audio

Continuing the discussion on DRM I would make now some considerations on the file formats and what can be "actually bought" and how the Internet and a PC.

First you need to keep in mind that not everything can be "really" bought with the Internet, at least not with the rapid and efficient formula for the download. When the MP3 format began to become popular, it went from 20Mbyte of a song, excerpt from an audio CD, compressed file to 2M, a time-saving download 10 times lower (with variations depending on the length of the track original and the type of MP3 compression used). At the time, then, was the standard dial-up modem or 56K, then the MP3 format was a real revolution that has produced all that we see today in music on the Internet radio streaming, iTunes , P2P Applications, ability to listen to hundreds of songs in our car and mobile phone, etc ...

Downloaded the MP3s on a PC, these can again be converted to audio CDs and burn, so be played just like an original audio CD and without obligation to the particular devices that can read MP3 compressed format (even though today all latest devices and not only recognize the MP3, DivX, AVI, JPG, etc ...). At the same time the network has been able to even find all the equipment needed to play the coopertine an original disk so who had time and inclination, could "rebuild" at home a remarkable facsimile of an audio CD, similar to that in any shop. The evolution and the low cost of inkjet printers (as is happening with the photo-digital) of blank CDs and cases, led to an increase of Piracy Audio esponensiale is that the "do-it-yourself production" of CD! You can even recreate the print on the blank CD superfiecie, making the final product sostanzialemente identical to the one purchased in the store (or purchased by mail)!
In practice, in short, with minimal expense to recreate the complete package of an audio CD at home, without discotarsi too original. We understand how all this has had and still has a considerable impact on the entire recording industry worldwide. Hence the protective systems become a central element, probably lagging the phenomenon itself.

Application Software

I purchase and download the procedure has its maximum expression with the software applications. When you purchase software, surely, is most interested in is precisely the "File", and kit box, in this case, are irrelevant. In the DRM software applications are an environment conducive as the only device that can work is the Personal Computer. At the time of purchase, also, the end user indicates the type of personal computer and operating system that has, so "verticalization" all security procedures: as the activation keys, often working only for that special "edition "application.
In the near future, however, the inclusion of the operating system for mobile devices (see Apple iPhone) could impact on the software security practices. It is clear that, in short, you can use, for example, Adobe Photoshop on our phone (or something similar, given the evolution of the last generation mobile phone)! In this thing we will be forced to purchase separate licenses for use on PC and on various mobile devices (and not) in our possession?
The breath of fresh air brought by Web 2.0 has sparked a series of "beta" designed to "move" the software, as we know, directly over the network. Adobe, for example, has announced a version of Photoshop can be accessed via Internet browser. Different devices that access to the network will then have the possibility to use the same software. And the licenses? How is this managed?

Film video

For video, or a movie praticolare, the situation is very different! First of all, you have not found a compression format that it can be really compared to MP3. Despite we have made remarkable steps forward, the video, at least that of a certain quality (comparable to the known VHS format), it remains "heavy" and difficult to treat, both in terms of memory occupation both in terms of computing time. A piece of music lasts on average a couple of minutes, according to more according less, a film, on the contrary, arrives on average to 90 minutes! Ultimately it was the reason for the development and dissemination of the elder brother of the CD: the DVD. The CD was designed for music, then 700Mb were substantially sufficient, but with the video we wanted something bigger and the DVD was the answer!
When we deal with the video the only task of scanning (conversion from raw format to a compressed video format such as AVI or MP4) computation time required machines and out of reach for most people. Download a movie from the Internet to be able to burn still requires a discrete time, which often discourages most from even trying.
In the movies in DVD format, then digital has opened up new forms of presentation and content. In a DVD, in fact, is not normally present only the film but are placed in support for subtitles in various languages ​​(which occupy space), audio tracks in different languages ​​(which take up space ..), special inserts, additional content, final altertnativi , custom framing, cards of the characters, usable sections of a normal PC! So a great amount of data that, if they must be downloaded from the Internet quickly, require a banda "dream"! However with time, when the connection speed will increase and the computer will always be faster, but these obstacles are overcome and the ability to "buy" a movie from the network may become feasible. Do not forget, however, that the era of high definition is practically begun. A film in high definition obviously contains much more information than those available today. We witness, therefore, to a spiral between the increase in the size of the video and the Internet bandwidth available.

The metamorphosis of the CD into DVD, which has initiated the era of digital video, is to be found today in the transition from DVD to Blu-Ray (Sony) or HD-DVD (Toshiba), advanced technology required by the amount of data that High definition brings with it!

Most likely, therefore, in the short term, the convergence Internet / DVD will be difficult, at best restricted to certain privileged users, as already happens with Sky (which offers its high-definition) in respect of DTT, without the traditional resolutions.

The first step, then, moved by the latest Microsoft consoles XBOX 360 and Sony Playstation 3, indicate that HD is ready to spread like wildfire, helped by information already disseminated to PC monitors 19-inch 1280 × 1024 resolution a bit 'all over!

Publishing

The publishing industry, on the other hand, has certainly suffered less damage than everyone. Replicate a book, in fact, is not convenient. A book lives because of its shape, the quality of its paper, the size of layout, for their special releases, all features are difficult to replicate in today's home environment. Recreating a book, after downloading from the Internet, is far from simple. Also "digitize" a book is not so easy, unless someone invents a "3D scanner" able to "copy" a text without opening it! Despite these peculiar characteristics happen to find some "chunk" of text on the net! But the damage is minimal, even on the Internet, because it is still very uncomfortable, at least for specific content: essays, novels, comics and more.

The experience of publishing in the end we see some indication of the possible solution to the problem of DRM in audio, video and software in general. Protect a file has long been a result compartment. There is always someone ready to undermine the sophisticated protection devices. Clearly, if you can not copy-protect a file, then punishment prevent the use, forget it and concentrate instead on the "why" you are buying an original product. Entice the end user to purchase a legal copy of a CD, a DVD or software, can be done by offering those features that can not be replicated by a "pirate copy"!
For software, for example, assistance, access to restricted areas on the network, gadgets, special promotions on other products, free invitations to events and presentations are some of the "technical" or activities that can lead to ' purchase of an "original" an end-user.

So I think that the solution of the problem may lie in the same end user. This must be willing to buy a product, make sure you get the "service" which, in the end, could not possibly get because they do not "replicable."

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Premise

Since the topic long enough, I decided to divide it into several posts I will publish as.

Introduction

From the IT perspective, and in relation to new technologies, advertising and DRM (Digital Right Management) have much in common, especially today where they both play a key role in building the Net TV platform. In particular they need to exist, to play an active yet non-invasive.

Both try to not be "bypassed"!
Both protect investments!

These problems, in the end, there have always been, but what has changed today?
Why is it so difficult to protect a resource or place an adv of a brand?

The main feature of the Net TV is to be an Internet-based technology, is extremely accessible for those who do, both for those who benefit. The absence, therefore, of particular devices for its existence makes it a very open system, subject to the known rules of the network.
The tools to deliver Net TV are all available directly on the Internet: Video Player, streaming systems, director of rooms, etc. ... Capture a video, then, with a webcam or mobile phone, an activity that is within everyone's reach. In this beta, so everyone can contribute to the evolution of Net TV, developing components or simply giving their opinion on the effectiveness or otherwise of a particular system.

DRM

Protecting digital content from copies indiscrimanate is an ancient problem, going back to the early days of computing. If at first the issue was essentially the so-called applications, computer programs to be clear, today - in an era of mass digitization - where everything is precisely Scanned (photos, movies, music, books, ...), the problem is taking on the appearance of a nightmare, both for the authors of the Work and for end users!
Although it is possible to protect digital content, new forms of use of these contents have completely disjointed system that, despite some of its limitations, has allowed so far to limit illegal copies of movies on DVD or Playstation games, and has guaranteed economic transitions on the Internet or ATM citizens. The question, therefore, is not so much in the protection system, understood as the encryption algorithm, but in its location.

The software (defined as the application), inserted in an environment like the Internet, has upset the system of standards adopted to date. The standards, in fact, have provided a real opportunity to market a product while helping security systems.

When Philips invented the Compact Disc (CD), to understand, this was adopted as the standard for support - and listening - music. Any electronics company could create their own CD players (paying the patent to Philips), but had to respect certain formats: standard indeed! If the electronics industry to adopt each of our standards, that is, its unique features and techniques in the production of a CD - and therefore also for the discs themselves - no one would listen to more music! Depending on the type of CD you purchased, you should find the corresponding record ... hell to the end!
The standards are therefore essential for the market and the spread of a product, as they ensure the end user. Any CD player will be able to read our favorite record without forcing us to change the whole - or almost - a stereo!
Only recently, for example, the diatribe Blu-Ray (Sony) and HD-DVD (Toshiba), concerned precisely in the direction to realize systems that, however different, would allow not to oblige to a drastic choice end users. In addition, not always the best technology is the one that then will affirm itself in the market. Are so many, in fact, the variables that come into play in the affirmation of a standard with respect to another; as happened, for example, with the VHS system in VCRs!

To date, however, despite the electronics companies are certainly not a few, proposals for new technologies and standards are kept under control enough. Not all companies, in fact, investing in "prospecting" and "pure research". So in the end are a bit 'always the same companies to innovate, in a swing that gives you time to market to consume the old technologies and open doors to new ones.

In so doing, it has an important opportunity to agree on where to put the protection systems and choose what type of protection taken. All discs CD, for example, are equal, as are in fact the readers. It becomes, therefore, quite natural to find an agreement to enter code and controls in these devices.

What would happen if each of us to realize a new standard?

In fact it is exactly what is happening today in the Internet age. The technology has simplified, both from the point of view Hardware that from the point of view Software. The audio formats available today (such as video) are numerous, nonstante - then - only a few can really define standards.

If we add that the "real world" has gone to the "virtual" - or digital - the Internet, we understand how easy it is for anyone to access, quickly and globally, to technologies previously unthinkable. Today anyone with a little effort, can achieve its Video Player on the Internet. Once, on the contrary, create your own player laser in the garage was an investment to say the least risky, both in terms of cost and time!

Not least, then, all this is added the problem of cross-media, namely the possibility to enjoy the same digital content across multiple devices and different physical, same time! The explosion of this exceptional ability was occasioned by the spread of the MP3 music format (and derivatives) and the simultaneous increase of devices able to read it. An MP3 file, in fact, can be heard on a personal computer, a gaming console, a DVD-Video player, a stereo with CD player, portable CD player, an Apple iPod, a cell phone and all other devices - mobile - in continuous production (USB keys with built-in headphones, like iPod, ...). In short, a real boon for the end user, a nightmare for Authors!

Attempts to put the DRM in the neo-musical world has proven quite disastrous. The use of protective systems, such as that offered by Apple's iTunes, in fact limit the freedom of the end user can use the "purchased product" as it sees fit: if you buy a song on a particular store, I can not be forced to listen only with special tools (hardware or software), the only ones to determine its authenticity. In this way is not the concept of "acquisition of rights of use" of the song, in this case, there would be more correct to say that you purchase a service (limited) listening to a song with special hardware and software . All this brings with it the additional problem: the guarantee - minimum - the temporal continuity of what you bought! Some, for example, can still hear the "old vinyl" to 33 laps, paradoxically, are proving more durable than you might think. If the store I must provide the player (ie I binds to specific listening modes to validate the DRM), when the player is no longer available what will happen to the piece I bought? If I find myself in circumstances, which could not meet the required mode of listening, how do I listen to my song? From this it would be more correct to speak of "throwaway songs", with a maximum charge of 5 cents and the euro - and more - today!
This scenario is devastating in cross-media perspective: if you buy a piece of music I want and pretend to listen to him on the phone instead of on your home stereo, or any other device available. If not "kill" this daughter of the great opportunities of mobile! Mobile, then, does not mean "mobile phone" or "phone". More and more devices 'mobile' laptops, iPods, notebook, pen-drive, etc. ... It is therefore not possible in this scenario, buying the same piece of music for different devices, just to give "credit" to DRM . No one and no one would, in fact, it will.

Today it is not possible to know with certainty where and with what content will be enjoyed! (A matter of extreme importance that invests, as we shall see later, is the type of content that advertising)

Moreover, all these mobile devices, along with the fixed (such as personal computers, next-generation TVs, DVD / CD / DivX / xxx-Player), are interconnected in various ways: by Internet, Wi-Fi, Bluetooth, P2P with a lead in peer-to-peer!

Mobility also becomes co-operation between different devices or combination of devices, so you can use the iPod as the audio player and send the music to a NoteBook or un'impianto stereo!

It is therefore unlikely to find the uniqueness of the device in this era!

That alone would be sufficient to demolish the DRM forever, as the system of rights must be present to work on both the device and the digital content. On this last element, then the question becomes even more complex. First of all, we speak broadly of files, they both audio, video, applications, PDF documents or whatever. Second, by definition, a file copy and it is extremely easy to carry anywhere, as we have already mentioned. Third, the attack of a hacker, then altering the file itself, it is more affordable than ever!

At the end of the scenario that you paint the eyes of the authors is as follows:

• Inability to operate the device, as this is too diverse and changing it would lock the gate to the end of the portability understood as mobility
• Inability to act on the file, this being too accessible and manipulable

In short, being a human being, in the end, he who buys (the person is, the end user who purchases the rights of use), fineremo for having to engage in the skin (or take with us) to validate an RFID Our digital content! In this way only those who possess this "digital signature" can enjoy that content on any device. However, even this solution, which apparently makes the issues of device and file-content, may have important drawbacks, such as to prevent the use of the content in our absence - ie assensa the right and then the DRM. In practice, if someone wants to watch content purchased from us, we are forced to lend our RFID-DRM, colleague, friend or relative who is! Privandocene but ourselves!

All devices, then, should support RFID, by cross-referencing between digital content and information contained in RFID itself. A third wheel, however, that does not solve the problem! It would not take much to hack the system, either on the file-content or RFID.

Moreover, in case of software devices, as the player to your Internet browser for example, the 'hacking would be immediate!

The experience gained from years of Software Piracy (Piracy in general or in any case, the DVD and other formats) now makes it possible to know, at least in advance, what can be bypassed or not. Excluded, therefore, proprietary systems or weak diffusion (such as Freeview or Sky prepaid card), which are now a world apart, protect digital content from the network, it is audio or video, which seem difficult, if not impossible.

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Following the presentation of the book by Thomas Tessarolo , " NET TV: Internet TV will change forever , "was particularly interesting for those who have had the luck, like myself, to be present. Everything is nice: refreshments (good ones of Italian Farm - bold initiative-see), plasma screens, players and guests!
This event offered a rare if not unique, for discussion of a topic more relevant than ever, the new Net TV for the note!

Interventions to review the book and the dynamics related to it were all, without distinction, very interesting and enlightening: the same Tessarolo, who commented on the chapters of the book, guests have said according to their respective points of view .

Particularly significant, in my opinion, was the speech by Roberta Enni of RAI ( see interview at the event by Antonio Pavolini of RadioImago ), which managed to shift the focus to a higher level, thanks to his experience Rai, broadcasters - public and mass - for excellence.

Prospects and issues raised in the book Tessarolo, the potential of a non-linear TV (on demand) questions related to 'advertising and DRM (Digital Right Management), involving all participants, even those most skeptical of imminent upheaval of television as we all know it - or we're used to know. This phenomenon, therefore, interested in, is observed and followed closely, but not necessarily cry out to the revolution, as pointed out - rightly - by David Bogi, Head of New Projects Digital Terrestrial Mediaset .

Roberta Enni, in his speech, has highlighted some important issues, both regarding the current state television (DTT, SKY, broadcast audience) is linked to a possible scenario - also - the Net TV. This, of course, still suffers from some important shortcomings:

• This technology is "somewhat" evolved, at least for the average computer-cultural in our country, which makes it articulated, not so much the realization (after all it is easier to Net TV and traditional TV), as in use. We, therefore, a country with a low technological culture (thank you for the compliment Enni made ​​us all participants, stressing that "if a bomb exploded at the book presentation of Tessarolo, the cultural level-Italian technological stoop much") not always, however, through the fault of us end users.
• The Digital Divide, which springs from the previous point, makes the issue even more sensitive. It is so embarrassing - point blank - invest huge sums of money and time on technology that has, at the base of its operations and its spread, need for broadband connections. Despite the increase (fortunately) of broadband connections, we are still a country at 56 Kbps and, in some areas, even at that!
• It is not entirely clear, and perhaps even wrong, as they embark on a migration from the PC - the desktop - to a TV (or monitor) from the living room. The Net TV to replace traditional television?
• There are clear rules with respect to market 'advertising, publicity and sponsors! All the dynamics applied to traditional television (and others) can not - and probably should not - be applied in this context, worth sinking, as has happened in the past.
• DRM, as happened with the music, undermining content that, apart from the experience UGC (User Generated Content - the Web2.0 revolution) still remains poor, with few exceptions.

Judge, in the short or long term, a technology such as Net TV, trying to overlay, highlighting virtues and defects, to traditional television, is perhaps the one that absolutely should not be done. However, for those already working in the television industry, both for those who became part coming from other experiences, there is no doubt that somewhere up there is even ... Start pouring

As has happened with the music and publishing, video over the Internet may evolve and grow in parallel to traditional television. The differences, both positive and negative, along with the difficulty of trap at all costs dynamics tested in other contexts, such as DRM and advertising, they just show that the Net TV is something very new and different, it has very little to do with traditional television.

We could fall into deception, because of the video so similar to the beloved TV, but this technology, which is the ability to express themselves through sound and moving images on the Net, has much more to offer than a simple (and very profitable) clash with the TV (general) traditional.

David Boggi ( see the interview at the event curated by Antonio Pavolini of RadioImago ), for example, stresses carefully as one same format possesses different levels of penetrability and audience in relation to user experience, ie to the device and to the context used to qualify therefor. This therefore means that some content for Net TV will be completely different from the content that we know now, at least the same content can have a different result on Net TV and unexpected.

This does not mean, however, that television will not change from living far from it! What is certain is that needs to evolve, both in technology and in content offerings.
From the technological point of view, as the television appliance, should improve by incorporating tools and digital devices (such as DTT and embedded digital standard input devices: see USB). Must allow use of cross-media content, as happens today with the music and mp3s.
From the point of view of content, the advent of the Net that TV can not do well, since the collapse of viewers of broadcast TV in recent years.

Note on 'on demand
The ability to choose content, deciding when and where to view it (PSP, TV, PC monitor, iPod, ...), features are known to Internet surfers, who have already experienced this freedom. For example, with music by downloading an mp3, burn it onto a CD to listen in stereo or copying it to your iPod, to listen to open air in electronic publishing: going to the website of Repubblica.it to print an article in PDF or read it online.
However, choosing what to watch and where to look, is an action that requires energy, a will that traditional television has never requested. TV - at most - of the proposed appointments (scheduled), a "mass meeting".
Who has not happened, turning on the TV, to run into a movie in his owned video store?! Yet, precisely because they broadcast on that channel, to quell'orario, he is eventually captured, involved in the traditional network television.
Maybe that new generations are brought (or equipped) to choose the most and least to benefit in a passive way.
However, I believe that sometimes you do not want to choose! One needs, however, that someone else choose for us, who decides what, when and where to be found.
Why? To not end up like Buridan's ass. Per capirci, è lo stesso meccanismo che anima le radio – anche quelle tematiche su Internet – ovvero il piacere di “ adesso cosa fanno”? L'inaspettato, quindi, è anch'esso – a mio giudizio – un elemento essenziale che non si dovrebbe perdere. Ne deriva che la possibilità, e ribadisco possibilità , di scegliere è un passo avanti che tuttavia non può e non deve cancellare le dinamiche odierne. Lo stesso Tessarolo, infatti, sottolinea «[...] che la Net TV sarà prevalentemente non lineare, quindi di fatto che prevarrà la modalità a richiesta. Cosa significa questo? Che finirà la pratica dello zapping o che non ameremo più avere degli appuntamenti con la TV? Assolutamente no, anzi. Entrambe le abitudini, anche nell'era della Net TV, rimarranno profondamente radicate. Solo, in alcuni casi, tenderanno a essere “esercitate” in modo doverso.»

Per concludere, l'argomento Net TV si dimostra vasto, ricco ed estremamente interessante, principalmente perchè spinge sia chi se ne occupa a livello tecnico/informatico, sia chi fa televisione da anni e chi ne usufruisce, a cambiare il modo di pensare. In particolare l' advertising ei DRM andranno rivisti in un'ottica totalmente nuova e – ad oggi – quasi imprevedibile.

Dunque, il libro di Tommaso Tessarolo può ben considerarsi un must , da avere e leggere assolutamente, per chi vuole intraprendere il viaggio verso questa nuova frontiera, apertasi in maniera quasi inaspettata, figlia della Rete , che molto probabilmente rappresenta, senza esagerare, la più grande rivoluzione globale mai avvenuta nella storia dell'umanità.

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Se nel 1979 il celebre brano dei Buggles cantava ”Video killed the radio star”, oggi è il caso di riproporlo modificando i soggetti: Video -> Internet / Net TV e radio -> TV/la televisione come la conosciamo ! Il vantaggio di poter trasmettere in diretta e applicare tutte le formule della trasmissione non lineare fanno della Net TV un elemento essenziale ed insostituibile nel panorama informativo fornito da Internet. Il fenomeno è già esploso e la sua avanzata è ormai inesorabile. In Italia, come spesso accade, la lentezza e la poca lungimiranza rendono difficile apprezzare quello che sarà il futuro prossimo della TV. Tuttavia se ne parla e questo è già un inizio. Grazie ai Blog oggi è possibile informare più rapidamente rispetto a qualche tempo fa.
Oltre ai contenuti generati dagli utenti il passo successivo è quello di fornire format, la killer application che probabilmente - almeno nel panorama italiano – ancora stenta a decollare. Joost promette la serie CSI ., dopo aver attivato un canale sul calcio in italiano (gli italiani si prendono solo con il calcio?), ma ciò non basta evidentemente. Ci deve essere un vero e proprio trasferimento dei contenuti attualmente disponibili sui canali tradizionali, DTT compreso, in modo da far decollare la Net TV come merita; telegionali, serial, film (vedi “ I pirati di Silicon Valley ” – peccato solo in inglese). Le beta dovrebbero terminare a breve, Babelgum compreso, quindi vediamo cosa accaddrà con i motori accesi e usciti fuori dal garage!

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