“2018 was a year of great change for the OTT business, and 2019 is bringing the same turbulent mix of challenges and opportunities” [1]
In this dynamic period of rapid
technological change, uncertainty about various aspects of the
industry often abound. For example: global OTT regulations are still
an enormous challenge, as is video piracy. But things are moving in
the right direction, and over time, such challenges will be less
insurmountable. So to that end, let us take a look at these two
issues.
Image credit: iDownloadBlog
The Piracy Dilemma
“Spending on
anti-piracy measures across the industry increased to $1bn during
2018” [1]
Users' content consumption has
transitioned through a spectacular shift. - The former protocol model
of one-way broadcasting, set-top boxes and other ‘controlled’
devices, have been succeeded by IP-enabled devices working in open
environments. As a consequence, there has been a mega shift in the
front line of the relentless global battle against content piracy
[1].
OONA TV's Role in Finding a Solution
to End Online Video Piracy
From the perspective of renowned
digital leader, and AI expert, Christophe Hochart, the CEO and
Founder of OONA Global Free Mobile TV, it is
likely to be a combination of the smart use of Blockchain, that is:
applying video virtualisation tech along with smart contracts to
transact and control videos as digital assets within a blockchain
itself; and Futuristic Next Gen Live and On Demand AVOD OTT platforms
such as OONA Free Mobile TV.
OONA, which actually rewards viewers
with a virtual currency (tcoins) just for watching and sharing the
content they love, gives users a mega choice of hundreds of top
international and local channels which they can watch any time, any
where, on the go; or via OONA app casting on their home TV sets,
without the fear of being prosecuted by their country's authorities.
They also have OONAbot, the cool Genie in the OONA app that
personalises the entertainment they love, and only shows them the ads
that interest them, and can save them time and money.
Image credit: SuperiorPics
So What Are the Redefined Rules of
Engagement & Solutions?
Blockchain is a very feasible one,
however, as Hochart points out: “Video virtualisation tech along
with smart contracts to transact and control videos as digital assets
within a blockchain itself, is currently in the developing stage. -
However, the results look very promising, so it may only be a matter
of time before it will be implemented so that virtual video is
embedded within every blockchain block, and smart contracts are
utilised to monitor the transactions connected with video files.
Ultimately, AI research and development, along with more experience
in the use of Machine Learning and AI techniques will undoubtedly
have a positive knock-on effect on content security within our
industry.”
In this IP era, operators are battling
against a new barrage of threats. These include: hacking the video
delivery chain, re-streaming, and sharing users' credentials. As a
result, content protection will be operating on a real-time footing.
Herculean countermeasures and real-time mitigation, along with the
latest AI techniques to help discover security failures, all from
part of the enhanced crusade against the pirate platforms. And these
measures come with a cast iron guarantee to severely scathe the
pirates' capabilities [1].
OONA – Leading By Example
A fantastic free entertainment platform
is another realistic solution. For example: OONA Indonesia, which
went into partnership with one of the world's largest telcom
companies, Telcom Indonesia, back in 2017; launched its platform in
2018, and is now set up to provide its cutting-edge free (and OONA+
premium option) services to 185 million Indonesians. Now, as each day
goes by, countless people are hearing about OONA Indonesia, and
downloading the OONA app, and in time, that will move more and more
people away from their pirate ways. - After all, the pirate platforms
are not exactly opening their treasure chests and rewarding their
viewers with a virtual currency which, in the case of OONA, can be
redeemed for a broad selection of branded goods and services,
discounts, meals, fun days out, holistic health treatments, free
mobile phone minutes and telcom products!
In fact, OONA's out of the box
innovation has been recognised by industry players all over the
world, and OONA Global is currently on course to expand its winning
service to the US, other parts of Asia, South America, Africa, the
Middle East and Europe, with a number of these being implemented this
year. - So that should send some the the pirates running down the
plank...
“The growth of OTT, especially online TV & video, is challenging regulators to produce policies governing operations and content”
The Quandary of OTT Regulation
“The growth of OTT, especially online TV & video, is challenging regulators to produce policies governing operations and content”
The massive rise in smartphone use and
wireless broadband availability has prompted the utilization of
Internet based platforms, as well as services which frequently vie
with similar ones that are backed up by older technology. For
example, online video streaming and TV services [such as OONA TV],
vie with traditional broadcasters and network providers. - And such
online apps and services are transforming the market's economic
landscape as they rapidly transform long-standing sectors [3], and
empower consumers with fresh new options.
Image credit: McKinsey
An Increasingly Digital World
In our progressively digital world
where transnational global corporations reign supreme: “governments
are at an inflection point in their policy choices for regulating
online platforms” [3]. Yet by trying to provide a “level playing
field between OTT providers, and legacy media and network providers”
[3] it is all too easy for governments to end up introducing
inflexible frameworks which block competition and innovation, or
create irreversible harm to consumers [3].
Although there are a number of
legitimate public interest reasons to back the regulation of OTTs,
for example: net neutrality rules, and privacy compliance, such
regulations need to be generated on a targeted basis. “Imposing a
strict and unyielding regulatory framework based on
telecommunications regulation and licensing goes further than this,
and risks becoming a vehicle to protect legacy telcos and to enact
content censorship” [3].
Christophe Hochart, CEO of OONA OTT TV, has always had a keen interest in, and played an active role in helping to promote over-the-top and digital broadcasting regulations all across the world. He is a key speaker at many industry events, and regularly lectures at Ivey Business School. He recently remarked: “OTT regulation is a challenge, and I am so
pleased to see so many countries' officials working towards positive
changes, and accelerating OTT and digital broadcasting regulations.”
While there are many factors that need
to be taken into consideration, and different parties have their own
perspectives, it is clear that a framework for OTT regulation should
take into account the impacts and benefits to both the countries and
businesses. Moreover, competition should be fair, and innovation
should be encouraged.
References
[1]. Boulgaz, Atika (2019). “How the OTT business will evolve in 2019.” Viaccess-Orca
[1]. Boulgaz, Atika (2019). “How the OTT business will evolve in 2019.” Viaccess-Orca
https://www.viaccess-orca.com/blog/ott-business Accessed 16 June. 2019.
[2]. Hawkes, Rebecca (2019). “Piracy rife among Indonesia’s online video viewers.” Rapid TV News.
Accessed 16 June. 2019.
[2]. Hawkes, Rebecca (2019). “Piracy rife among Indonesia’s online video viewers.” Rapid TV News.
Accessed 16 June. 2019.
[3]. Panday, Jyoti (2017). “An Over-The-Top Approach to Internet Regulation in Developing Countries.”
Accessed 16 June, 2019.
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