SunnComm goes beyond Audio CDs with MediaMax v.5.0

October 31, 2004

SunnComm's which is well known for creating MediaMax copy-protection technology for Audio CDs has finalised the development of MediaMax Version 5.0. Unlike previous versions of MediaMax, this version goes beyond audio CD protection by covering CD+G karaoke CDs and Video-DVDs also. MediaMax 5 can also be implemented in online services to protect downloaded audio and video as well as copy-protect CDs recorded at CD-Recording Kiosks where consumers can create their own pick'n'mix CDs.

During the testing stage of the MediaMax v5 development, they had their product extensively tested and reviewed by the large labels with very positive results. Copy protected CDs incorporating MediaMax v5 no longer need a second pre-encoded track session as this version now creates DRM protected compressed tracks on-the-fly. This approach both frees up space for additional CD content as well as avoid the risk of potential royalty charges for having DRM compressed replicas on the CD.

As SunnComm knows that many consumers love to share music and wish to back up their CDs, MediaMax v5 allows limited backing up and sharing of its music. However CD backups are copy-protected to prevent further duplication or ripping. SunnComm's 'legal' file sharing allows its protected music to be E-mailed and shared with other users, but the tracks expire after a preset number of days.

SunnComm International Inc. , the developer of MediaMax(TM), the most widely used and accepted audio CD copy management and enhancement technology in the United States, has finalized the newest version of its technology. MediaMax Version 5 now enables SunnComm to pursue additional lucrative revenue opportunities outside the core music business initiative of protecting commercial audio CDs. These new areas include protecting and enhancing CD+G formatted karaoke CDs, on-demand audio and video downloading from the Internet, DVD protection for movies and stand-alone music kiosks that allow consumers to create legal compilation CDs from licensed reputable online music sources, to name just a few.

Independent third-party testing of MediaMax Version 5, in addition to the extensive testing and review by many of the large record labels, is complete. The final testing results are extremely positive which validates that SunnComm has a finished product that is ready for rollout in the U.S. market and ready for deployment around the world. SunnComm's chief technology officer, Eric Vandewater, confirmed, "We are very pleased with the validation and confirmation of the extensive testing platform required to release MediaMax products into the market. I am instituting a MediaMax product code freeze at this point, so our sales and operation division can get this newest edition into production immediately. This Version 5.0 suite of products is far more than just an update to our current product being used today in the U.S. market. It incorporates breakthrough technological advancements like On-the-Fly Technology(TM) that have never been accomplished before in a commercially released program. The technology has performed beyond our expectations in every tested environment and we are prepared to move forward quickly."

Prior to MediaMax Version 5, CD copy management applications that involved DRM-protected songs required the content to be encoded and stored on the CD itself in what is referred to as a "second session or data session." The MediaMax Version 5 platform allows copyrighted digital music to be encoded with the required DRM security information and instantaneously delivered to the consumer's computer in real-time, or "on-the-fly" directly from the audio content on the CD. Utilizing this new product means there is no longer a need to store "pre-protected" copies of each music track on the disc and it also means there is more room for music and other enhanced bonus features on each new release. It is important to recognize the value proposition provided by the newest version of MediaMax in order to understand that this new platform reduces any potential publisher royalty liability the labels might incur when a second protected copy of every track is placed on the CD.

Read the full article here.

It is interesting to see how SunnComm is interested in creating a DRM version of everything relating to music, whether it is on CD, from online services to even a DRM version of file sharing. The only drawback I see is that if a consumer is totally against copy-protection and DRM measures, then even any mention of it on a product even if it would satisfy their needs would be enough to scare away the consumer.

As MediaMax 5 has to 'rip' the music from the CD to create protected compressed tracks, it should be possible for 3rd party ripping software to do the same with a few modifications.

Finally, as MediaMax will only create DRM protected tracks such as in the Windows Media format, this leaves MP3 player users whose players do not support DRM stuck without the ability to carry their music with them.

Feel free to discuss and find out more about copy-protection measures on optical discs on our Copy Protection Discussion Forum.

Source: Yahoo Financial News