The proliferation of broadband and mobile communications is creating new opportunities, while also posing complex challenges, for digital TV operators in general and traditional broadcasters in particular. Bo Ferm, director of product marketing at Verimatrix, looks at extending pay TV services without building new infrastructures.

In an era of increasing demands for instant gratification, consumers expect more control over the TV experience, taking a cue from PCs and networked devices. Technology advances now have the potential to satisfy such demands while also enhancing subscriber loyalty and increasing average revenue per user (ARPU). Subscriber churn can thus be reduced, improving the business outlook. Technically, multi-service deployments combine linear broadcast channels, via satellite or terrestrial networks, with interactivity like video-on-demand (VOD) and on-screen chat over an IP network. Such hybrid approaches combine service delivery in a receiver with multiple network adapters, supported by an interactive electronic programme guide that provides a seamless user experience. By delivering broadcast channels efficiently in a one-to-many approach, and providing individualised services over IP, operators can broaden service offers from mainstream linear programming to blockbusters on-demand, introduce catch-up and go-back TV, and add niche and ‘long tail’ content delivered over the Internet - while giving viewers more control in the process. Moreover, subscribers appreciate the convenience of self-provisioning the key aspects of their service. Features like checking account status, ordering new channels, pre-booking events and managing DVR recording, online or from a mobile device in addition to the TV, all promote loyalty while reducing call centre costs. By empowering users with tools plus time and location independence, the ‘stickiness’ improves.

Hybrid network content security challenges
While the multi-network approach clearly is promising, it also presents challenges as regards content security and usage rights enforcement, ie how to optimise revenue security. This is especially true when the hybrid network approach is extended with multi-screen, anytime anywhere objectives. Except for analogue operators that have yet to transition to digital, the multi-network challenges will invariably include legacy conditional access systems, designed for one-way broadcasting (transport) protection but not for IP-based services. Also, many CE devices are pre-equipped with a native digital rights management client, adding another challenge. While it is possible to deploy several, network specific security platforms, that approach would create a set of financial and operational challenges of their own. By adopting a unified security approach to multi-network services, these challenges can be overcome. The key is to implement a multi- layered, revenue security architecture supporting all types of content, networks, end-user devices and DRMs - from a single content authority.

Common hybrid scenarios
• Satellite broadcasters: Satellites excel at broadcasting multi- channel content across entire continents. However, they are fundamentally unsuitable for delivering thousands of concurrent on- demand streams. Without the structural advantage of cable and IPTV operators - where linear content and interactive services come over the same network - satellite broadcasters either need to operate parallel broadband networks, deliver over the top using the subscriber’s existing Internet service or partner with ISPs.
• IPTV operators: While an IPTV managed network is inherently better suited for interactive services, compared to one-way networks, it is not ideal for broadcast services unless using a high-bandwidth (fibre- to-the-home) infrastructure. Bandwidth is a constraint in xDSL networks, particularly for multi-channel HD. Therefore, adding terrestrial or satellite delivered content to the IPTV offer, using a hybrid receiver, is gaining traction.
•Cable TV operators: Cable operators traditionally include terrestrial broadcast content in the base package, and have ample additional spectrum for premium pay-TV programming. As cable plant is transitioned from analogue to digital, the opportunity for additional revenue grows significantly. Moreover, two-way cable enables IP-based interactive services. Therefore, cable operators are well positioned to offer hybrid services and many already do. The key challenge is to optimise the spectrum for broadcast vs. on-demand delivery, and whether to deliver IP-based video via DOCSIS 3.0 or through direct-to- edge (CMTS bypass) approaches.
• Terrestrial broadcasters: Similar to satellite, DVB-T and ISDB-T operators broadcast multi-channel linear content over-the-air in designated territories, whereby the ability to offer on-demand services requires a parallel broadband network. However, terrestrial broadcasters have much less spectrum at their disposal compared to their satellite brethren, posing yet another challenge. Hence the ultimate terrestrial hybrid receiver sports three network adapters: one each for terrestrial, satellite and IP connectivity.

Business model and revenue security foundations
The demands of ‘content anywhere, anytime’, and potential combinations of different types of networks, create new challenges for digital content and rights management. Defending the chosen business model against service theft is obviously imperative for operators, while content misappropriation is a concern for rights owners. Therefore, as much as the business model in the digital, multi-network world must be multi-dimensional, so must the supporting digital asset security architecture. A multi-dimensional security approach is required to address the three key challenges of this new pay TV world - secure delivery over multiple networks, support for diverse consumer devices, and a multi-layered ability to detect and combat threats of different kinds. So, this shifts the central value proposition for the pay TV enterprise beyond that of traditional content protection towards an all-encompassing revenue security objective. A multi-layered revenue security foundation is vital to optimising content monetisation for different service models, delivery networks and client devices, implementing a single content authority. Verimatrix has pioneered the 3-dimensional security approach that offers flexible layers of protection techniques to address these evolving business needs and revenue threats.

3-dimensional approach to revenue security
• Network dimension: This dimension is addressed by best-of-breed encryption and key management for the widest range of delivery networks, including broadcast satellite, cable and terrestrial, IPTV and DVB hybrid, VOD, mobile, Internet TV and over-the-top (OTT).
•Device dimension: Beyond the living room to computers and on-the-go applications, the technology approach includes a hardened, downloadable Verimatrix ViewRight security core for STBs, PCs and Macs in IPTV and hybrid applications, as well as mobile/CE devices including iPhone/iPad and Android supporting HTTP live streaming (aka adaptive rate streaming).
• Threat dimension: Since not all threats to digital TV security look alike, Verimatrix offers a layered set of tools and techniques to enable a flexible system protection profile. Features such as client hardening, fingerprinting, video watermarking and clone detection help operators prevent revenue loss from theft of service, while rapid renewability provides a fast countermeasure capability.

Advantages of software-based security
Digital video security is a virtual arms race against forces bent on stealing service and content. Renewability of security subsystems is not only an obvious advantage, it is a definite requirement in a time of rapidly evolving opportunities and threats. This clearly promotes software-based security to the pole position, providing a solid foundation for operators to address all types of devices in a multi- network world. The use of hardware-based security in this context is simply impractical and results in a higher total cost of ownership, especially when including loss of revenue due to slower countermeasures and the need to exchange smart cards periodically due to piracy.

Transitioning to hybrid services and beyond
The DVB Simulcrypt standard enables two or more security systems to work side by side, yet to do so independently, which facilitates the transition from legacy STBs to hybrid receivers without disrupting operations. By capping the legacy STB population, while adding hybrid receivers with software-based security that protects broadcast and IP- delivered programming, operators can transition and grow their subscriber base - and ARPU - more rapidly. Implementing this ‘cap-and- grow’ strategy, operators may transition to hybrid and multi-network services gradually. With this strategy in place, new opportunities to address mobile devices and OTT delivery can be readily supported as well, including multi-DRM support.

Unified revenue security approach across networks
Operators benefit from a unified revenue security architecture, which not only brings significant cost and operational savings from managing just one platform, but also enables the deployment of a transparent security regime across all the network and device permutations that subscribers demand. Most consumers are simply looking for device and network transparency relating to content they acquire usage rights for. A unified revenue security approach eliminates the potential impact of disparate usage rights policies, allowing consumers to simply enjoy what they have acquired. Verimatrix supports this further through the MultiRights framework, which provides homogenous rights management for heterogeneous networks and third-party DRMs.

Conclusion
In conclusion, a single content authority, such as the Verimatrix Video Content Authority (VCAS), plays a vital role in the transition towards hybrid networks and multi-screen services by supporting multi- layered protection and transparent usage rights. VCAS is already used to protect hybrid networks in as diverse locales as Switzerland, Chile, Mexico and New Zealand, allowing new business models to emerge and flourish.