NETWORKING AND ADAPTERS COMPANY Cisco has swaggered into the piracy mire and started talking about getting more money back into Hollywood, and itself.
Cisco says that it has a new "paradigm" for dealing with piracy. The use of the word paradigm had us throwing something at our thesaurus and trying to think of a range of critical words to say.
As we make our way through the forest that plain speakers call bullshit, we can see that Cisco has some method of ensuring that streamed live content can be properly monetised.
We thought that this happened already, but we are aware that a lot of toys get thrown around in the anti-piracy pram, so we can see where Cisco might be coming from.
Cisco suggests that money is just wazzing out of Hollywood, and that traditional attempts to tackle it, like takedown notices - a thing that we have witnessed backfiring spectacularly - are failing. What piracy, well anti-piracy needs, is a hero, and that hero is Cisco-shaped.
"Traditional takedown mechanisms such as sending legal notices (commonly referred to as 'DMCA notices') are ineffective where pirate services have put in place infrastructure capable of delivering video at tens and even hundreds of gigabits per second, as in essence there is nobody to send a notice to," says Cisco's Amit Wohl.
"Cisco is pioneering a new approach to piracy prevention. Its Streaming Piracy Prevention (SPP) service utilizes technology to locate illegal redistribution of content on the open internet and closed pirate networks. Using a forensic watermark it identifies the subscriptions/sessions used to source the content, and shuts down the source through the video security system - all in real-time.
"The process is fully automated, ensuring a timely response to incidents of piracy. Gone are the days of sending a legal notice and waiting to see if anyone will answer..."
People do answer. Google often bangs on about how often it is called on to remove links to piracy, while YouTube has rangers that regularly pull down full movies. There are companies set up to just send takedown notices, for crissake.
Cisco thinks that the solution is a hands-off one that does not involve these third parties or anyone else that wants to stick their beak in, and relies on systems to send out complaints and demand satisfaction. It has partnered with Friend MTS (FMTS), which is a third party content control company, in order to provide this service, and both are presumably very enthused.
Comments are invited below the blog, and for the main part they are concerned with false positives and what happens when they happen. Other comments are more critical, like this one:
"Oh fuck you cisco I'll continue to enjoy my free movies, shows and sports on demand when I want. I pay comcrap $95 a month for regular internet and cable (NOT EVEN HD) it looks like shit on my 55" TV. If I have to stream to get a better picture than what I'm paying for you can def fuck off. You're all a bunch of internet hall monitors. Fucking assholes. Go die."
Which is very strong. µ
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