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Irdeto TraceMark™ passes security evaluation test in China

MUMBAI: Irdeto TraceMark™ forensic watermarking solution has passed ChinaDRM Lab’s security evaluation test.

ChinaDRM Lab is the official testing organisation of the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) of the People’s Republic of China. The certification recognizes the robustness of Irdeto TraceMark™ and will enable operators in China to monetize over-the-top (OTT) offerings and build a 360-degree anti-piracy strategy around their ecosystem of content offerings.

Irdeto TraceMark™ forensic watermarking is offered together with Irdeto Rights for ChinaDRM, which is the first-ever Chinese government-approved digital rights management (DRM) solution that is fully compliant with the standards set by Hollywood studios for premium UHD and early release content. Irdeto Rights for ChinaDRM with Irdeto TraceMark™ forensic watermarking enables distributors like iQIYI to securely offer premium UHD and early release OTT entertainment content while also detecting and fighting against redistribution piracy.

The solution also provides operators with the ability to track down pirated content to the point of a security breach and give content owners and operators clear, actionable data to protect their high value content. By identifying where piracy leaks occur and what content is being pirated, operators can not only mitigate revenue loss, but also increase revenue potential by capitalizing on latent demand.

According to eMarketer, digital video viewership in Asia Pacific is expected to increase by 10.3% this year and climb steadily due to increased smartphone penetration and mobile broadband growth. By 2020, digital video viewers in Asia Pacific will surpass 1.33 billion. As technology evolves and more online content services offerings emerge, pirates also continue to grow and refine their business practices. Content owners and operators need to invest in innovative solutions and form strong partnerships in order to protect their content and prevent pirates from stealing additional market share. Irdeto Rights and Irdeto TraceMark™ forensic watermarking are designed to offer content operators a secure platform that will protect content, including 4K and UHD, from piracy.

“In order to keep pirates at bay, content owners and operators need to implement a comprehensive, 360-degree anti-piracy strategy that includes detection, monitoring, education and enforcement,” said Rory O’Connor, Vice President of Cybersecurity Services, Irdeto. “A key component of this 360-degree anti-piracy approach is forensic watermarking. With Irdeto TraceMark™ forensic watermarking being recognized by ChinaDRM Lab for its robustness, operators in China are now able to securely distribute high-quality content and services with confidence.”