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Verance introduces Cinavia Level 3

New technology desigened to encourage casual viewers of pirated films to engage with the growing number of legitimate digital film services.

Verance Corporation has announced the introduction of innovative new technology Cinavia Level 3.

Cinavia Level 3 marks a significant enhancement to Verance’s Cinavia content protection system, which is utilised on blu-rays to block the consumption of unauthorised content. Level 3 aims to encourage casual viewers of pirated films to engage with the growing number of legitimate digital film services.

Utilising an audio watermark, Cinavia distinguishes between legitimate and pirated copies of content, blocking playback if it detects unauthorised use. In such cases, Level 3 will then offer the viewer immediate access to obtain the blocked film from a legitimate digital retailer, while protecting the privacy of the consumer with no personal identifying information obtained or reported to copyright holders.

“Our Cinavia Level 3 technology is the first content protection technology to offer direct benefits to device makers, digital distributors and studios, and the response has been extremely positive,” said Verance CEO Nil Shah [pictured].

“It fosters a thriving ecosystem for paid digital content and, by delivering more compelling entertainment offerings, creates a seamless and penalty-free transition for casual consumers of pirated movies to the growing array of digital movie services.”

Cinavia Level 3 was inspired by a 2011 study, commissioned by Verance, that indicated more than a third of US viewers of pirated films would accept a convenient, affordable offer to acquire content from a legitimate outlet integrated with their preferred film viewing device.

Since its launch, Cinavia has been utilised in more than 200 theatrical and home video motion picture releases, including the likes of Django Unchained and Argo.

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