“WE NEED TO BE AS SOPHISTICATED AS THE PIRATES” Synamedia’s Yael Fainaro tells Jenny Priestley why content and rights owners need to be more intelligent in the fight against piracy
iracy is not going away any time soon and it’s time for the content industry to get real about the threat pirates are posing. The current pandemic has made that threat even more stark as sports fans look for streams to watch their teams, and premium video on demand has seen a rise in popularity. If the media and entertainment industry really wants to safeguard its future then it’s time to get real. In the past, media and entertainment companies have tended to focus on protecting their content platforms through things like encryption, conditional access and digital rights management. They would continually monitor what the hackers are doing to break those protections and stay one step ahead of them. But Synamedia’s Yael Fainaro argues the approach where the majority of your defence is technology is outdated. Instead, Synamedia has developed a new intelligence-first model
10 | TVBEUROPE OCTOBER 2020
which enables content owners to better understand the piracy landscape. “Understanding the pirates, how they operate, what drives them, where did they source their content, how much are they paying for it, what CDN services payment services do they use, how do they distribute content? All of that is very critical to understanding their actions and building a strategy. This is what we mean by turning it into intelligence-led,” she explains. “Maybe you don’t try to look for all the places where your content is being illegally distributed and try to stop that by sending a DMCA notice, because the moment you remove one pirate another one pops up. But if you go to the source and to the place where it’s aggregated, then you’re starting to make an impact. That’s the difference, instead of just using tools and capabilities without understanding what their impact is, Synamedia starts
What ought we to do in the battle against the pirates?