Introducing GreenPlay

Here at MOD we strongly believe portable, no-compromise digital entertainment is the future – for studios, retailers, device manufacturers, and of course consumers. In order to deliver on this vision, we had to enable our kiosks to securely load movies and TV shows to a storage device that could then be used to play back anywhere – without requiring an Internet connection.

For the last several years, we’ve been working side-by-side with industry associations (like the 4C Entity and SD Association), studios, and leading device manufacturers to create a video format to meet these needs. The end result is a format called “GreenPlay”.

GreenPlay builds on the 4C Entity's SDSD-CPRM specification, with its audio, video, and encryption standards, to produce a highly versatile media format that allows the secure delivery of digital video content to SD memory cards for viewing on compatible devices.

One way to communicate the concept of the GreenPlay format is by comparing it to MP3. They're both media formats so, on one hand, you can say that MP3 is to digital music as GreenPlay is to digital video.  But on the other hand digital video is very different than digital music. With digital music, Digital Rights Management (or what's commonly called "DRM") isn’t used to the same extent; in fact, it barely exists today on the major digital download services (outside of all-you-can-eat subscription services). This gives you much more freedom to play purchased digital music content on almost any device without compatibility or loss of access worries.  However, all movie download services use DRM and there is no sign of that changing anytime soon. Technology to make DRM invisible to consumers is highly desirable – and that's the niche GreenPlay aims to fill.

The name GreenPlay truly represents the environmentally sustainable nature of digital entertainment, particularly reusable SD cards.   GreenPlay by nature requires fewer raw materials than traditional media to manufacture, package, store, and ship.  Rentals don’t need to be returned, they expire digitally.

Because it’s a new concept, I wanted to answer a few of the most frequently asked questions about GreenPlay here. We also have an entire website – greenplay.net – to help consumers and industry partners better understand what GreenPlay is, why we believe it's the next evolution of digital media, and to also help them find devices they can use to play their movies.

First, what is GreenPlay?

GreenPlay is a new video format that uses the secure storage space built into SD cards as a way of securely transporting both the video content (movies, TV programs, etc.) and the keys required to unlock and play that content. This makes the content “portable” and able to be played on a wide variety of devices–without an Internet connection. While digital video content portability is possible today, it is limited to specific digital services environments, such as only being compatible within the Apple iTunes or Microsoft Zune ecosystems. With the support of the consumer electronics industry, GreenPlay has the potential to play back anywhere.

GreenPlay implements the SDA and 4C Entity's specification for audio (AAC) and video (H.264) codecs, protecting the copyright holders with the CPRM DRM system. Adherence to these standards means that protected content can be played on a variety of devices with rental and purchase business rules applied. Unfortunately you can't yet assume that any device with an SD card will be GreenPlay-compatible. The SD card reader on the playback device must support CPRM and the player firmware or software must understand the GreenPlay format and associated DRM rules.  More information on how we're enabling device makers to support GreenPlay, via the GreenPlay SDK, to earn the GreenPlay-Compatible logo will be provided in a later post.

Without the new GreenPlay format for digital video content, there could never be SD-based DRM. Consider the fact that SD cards have native security while conventional USB flash memory does not – standard USB drives can’t manage copy protection. In order to protect digital files stored on a normal USB drive, a file must acquire its playback permissions over a network.

Where can you find GreenPlay content?

Today, you can rent or purchase video content in GreenPlay format from Download2Go digital download kiosks. The kiosks are popping up in high traffic retail stores and public places such as airports, convenience stores, bookstores, and coffee shops. In fact this month, we’re rolling out kiosks at InMotion Entertainment stores in airports throughout the country, as well as some Movie Stop stores in the Southeast. We’re encouraged to hear from many folks already who’ve experienced the ease and speed of downloading a movie before their flight.

One of the aspects I think consumers will value most is not having to return GreenPlay movies that they rent. (If your family is like mine, you’ll know what a big bonus that is. No more “honey, don’t forget to drop off the movies.”) The digital files “expire” automatically. You delete the old files off your SD card, and fill it up the next time you’re out and about.

What devices play GreenPlay content?

First, it’s important to know that GreenPlay content plays on PCs and consumer electronics devices that have a CPRM-compatible SD memory card reader and compatible player software or firmware. Building this ecosystem is a lot of work but we're off to a great start.

Today, you can play the content on any Windows PC when used with a GreenPlay SD Card Reader (our CPRM-compatible card reader) or on any TV by connecting a GreenPlay Digital Media Player (our set-top box) – both of which retailers are selling alongside the kiosks.  Soon, they will also be available for purchase online. There are also some PCs that can play the content using their built-in SD reader, but it's not easy for a consumer to know if the reader is compatible, so we recommend everyone get a GreenPlay SD Card Reader to be sure.

You can find the complete list of all PCs with compatible built-in SD readers as well as compatible devices on the GreenPlay Compatibility List. This list is getting updated weekly as we discover more PCs with compatible readers and as we work with CE manufacturers to make their devices compatible. Over time this list will includes TVs, mobile devices, computers, digital media players, game consoles, DVD players and more.

So while we have some work to do with manufacturers to ensure more devices play GreenPlay content, there are many viable options already on the market today.

Send me an email if you have questions about GreenPlay, or how you can get your devices tested and certified if you're a manufacturer. I’d like to hear your thoughts.

Thanks,

Gary Schare

gary.schare@modsystems.com

VP, Product Marketing, MOD Systems