I’m writing this having just watched a news article on the “Alice in Wonderland” vs “Cinemas” issue – namely that Disney wants to release the DVD within 12 weeks of the film’s release, rather than 17, to avoid pirates. I am of course reminded of growing concerns in the music industry since they shut down Napster in 2000 and finally, Google versus Mr Murdoch in the battle for free newspaper content.
So, I’m going to dissect the failure of digital rights management and the lack of understanding these companies seem to have.
Firstly, free. I think, given a choice, most people would want something for nothing and this instinct is driving half the problems here. When you can get something for nothing, why wouldn’t you?
Clearly, there needs to be some form of remuneration for the content creators, however. I license things I produce on this website for free because mostly, they’re pretty much just small bits of information. Unless I’m going to get something out of it for free, in the case of open source, I damn well want to be paid for my ability to code. So do musicians, actors, journalists, etc. I think, however, the industry is changing its theatre of operation and really hasn’t woken up to that fact. It isn’t that content is worse, but, content is now much easier to distribute. Production executives see this as their right to charge the same and make even more profit, but you just can’t do that. Content being easier to distribute should be cheaper for the customer, period. You rely on economies of scale to correct the short term loss in profit – more distribution gives you more sales, eventually more profit. Such was the way in the past, so it is now if only said directors would wake up and smell the coffee. 79p to download a single track for an album is too much, regardless of the quality of encoding. 50p would be more realistic and 25p would probably eliminate pirates entirely. Similarly, albums. Why charge £8.99 for an album? At 10 tracks, I make that £90p per track, which is extortionate. £4 would be a good price for an album. Likewise, DVDs. I will buy a DVD that costs £3 in the shops even if I consider it of marginal interest to me – why? It’s so cheap. I’ll think twice about spending £10 though. £10 for 1 hour 30 minutes of entertainment? Again, too much.
However, the real failure in the fight against privacy was the introduction of DRM. Not only does DRM control on which platforms content can be watched, it also controls how many copies can be made to mobile devices. Often, phoning home occurs. This is very much a case of assuming everyone is a criminal and checking up on their every activity. Psychologically, I don’t think customers ever appreciated this kind of control. Nobody wants to be told how many times they can copy the track they paid for to their mp3 player. What happens if, given a limit of 5 times, the user loses two mp3 players and writes 2 cds, one for mr’s car, one for mrs’s car. Is that not a valid use, or should the user pay twice, once for each CD they wish to burn? If you thought users resented prices you can bet they resent the idea they should pay twice for exactly the same thing.
Not only that, but technologically copy protection was poorly implemented, often leaving the user without access to their content. DRM-compatible hardware such as Hi-Definition HDMI output on Vista is an alliance of large corporates with a vested interest in maintaining profit margins against the will of the consumer. Who is going to buy into such an ecosystem, seriously?
Then, there’s the newspapers’ sudden realisation that given a choice between a paper copy of yesterday’s news for £1 or today’s news for nothing, most people gravitate towards the latter.
What I think everyone has missed is that the field is changing, massively.
Le Monde, a well respected French newspaper, has since I can remember operated an interesting pricing model. Their current news in most areas is available online for free. However, if you wish to access archived content, or certain types of content, you have to pay. There are additional benefits to becoming a subscriber, too. For example, a PDF version of the newspaper is emailed to you / available online. You don’t just have to take out a life subscription either; there is the usual granular access.
I don’t think that’s a bad idea at all. Another interesting model is one used on StackOverflow. The idea of community sounds very communist, until you look at how it works. Users are up-voted for posts other users deem excellent and the sum of these up-votes is your reputation (each upvote gives you 10 “points”). The more reputation you gather, the more you can do with the site, such as reduced advertising, commenting, voting down and eventually access to the moderation tools. That to me, seems more of a capitalist idea – you get out what you put in. I wonder if there’s a way to adapt that sort of model to perhaps newspapers or film. You don’t have to pay to use StackOverflow, but you can create a free CV with it and pay to have that filed for searching…
As someone with an eye condition that means I can’t see in 3D, I have no interest in the rise of 3D cinema, or more likely, the momentary fad of 3D cinema. However, it isn’t a bad idea. I’m sure, beyond plastic toy giveaways, there’s a lot can be done to increase the experience and benefit of going to the cinema versus watching a dodgy copy off the net. Price will be another factor here – you’re competing with free. Of course, commercial companies must also consider this idea sent to me via Brain Detour.
Finally, music has such an obvious “this experience is better if you pay” exploitation route it almost hurts: live music. Ok, so it’d kill off a few rapping artists and the general bling bling duo of: female artist: you’re such a bad boy, I still want to **** and the male artist: in da club, yeah, treat you rite, no sexin with any of dem ova girls and all that bollocks that somehow passes for music and encourages teenagers to act like they’re in Fast & Furious, but y’know, we can probably cope and it wouldn’t be such a bad thing, really. If you haven’t noticed, youtube is littered with live music videos, 90% of which were filmed with home video cameras, or worse mobile phones, in what looks like an earthquake. What I’m trying to get at is without considerable talent it is pretty hard to pirate a live music experience, decent artists are usually worth paying for and people all around have a good time. So, so what if you have to charge less for CDs. Run more live gigs. Really.
And as for software, well, unless it’s a specialist piece of kit, there’s an open source app for that (sorry Apple).