INTERNATIONAL ORGANISATION FOR STANDARDISATION

ORGANISATION INTERNATIONALE DE NORMALISATION

ISO/IEC JTC 1/SC 29/WG 11

CODING OF MOVING PICTURES AND AUDIO

ISO/IEC JTC 1/SC 29/WG 11

MPEG08/N10265

Busan, Korea, October 2008

Source:      Systems

Title:          Media Value Chain Ontology Vision

Status:       Approved

Author:     Marc Gauvin

Media Value Chain Ontology Vision

Introduction:

The purpose of this document is to provide a succinct vision of the problems that the MVCO addresses and how the MVCO addressed them.

Why a Media Value Chain Ontology (MVCO)?

• Although there exists common practices that reflect, a clear model common to most markets and jurisdictions, of a set of actions and roles that produce different types of Intellectual Property (IP Entities), there is no representation of such a model that is fully machine processable and that can, through appropriate extensions, accommodate further specialisations of the common model.

• Today, creation, communication and distribution of different Intellectual Property types (IP Entities) occurs everywhere throughout diverse value chains and niches,  many roles that in the past were practically exclusively undertaken by specialised entities are now available to practically anyone at low cost.  These disparate content environments and niches do not have access to standard means to facilitate communication between players of a given environment as well as between environments.

• Conventional business models require that their value chains conform to specific often isolated ways of doing things such that the ubiquitous nature of digital content creation, distribution and consumption represents an obstacle to business.

The MVCO as a solution:

• The MVCO represents a normative core model of a knowledge domain that spans the full media value chain, that can be extended to represent any number systematic specialisations of that core model to cover a broad range of content creation and management niches throughout value chains.
• Since the MVCO is designed to be formalised in a computer processable format such as with the Ontology Web Language (OWL) from W3C, it can be used for standard computer processing anywhere.
• Thus, the MVCO serves to provide a common backbone for providing interoperable standard services and products (metadata, licenses, attribution etc.) such that ubiquity no longer represents a limitation to business but rather offers new opportunities for new business models and visions that can provide needed valued services and products to a broad set of interconnected value chains and niches.
• The MVCO and its extensions provide a pathway for all users to otherwise disparate connected niches.