Microsoft and the International Standard Audiovisual NumberInternational Agency (ISAN-IA) announced an agreement whereby ISAN-IA haslicensed Microsoft's new High Capacity Color Barcode (HCCB) technologydeveloped by Microsoft Research to assist in the identification of commercialaudiovisual works such as motion pictures, video games, broadcasts, digitalvideo recordings and other media.

The ISAN-IA, which coordinates a globally recognizedidentification system for audiovisual works, will make the Microsoft-developedbar code available to other organizations for use in tracking, helping protectand manage their audiovisual content. The new multicolor bar code is expectedto start appearing on DVD media toward the end of 2007. ISAN-IA also saidseveral of its registration agencies will use the innovative technology to helptheir customers derive more accountability and value from their media assetlibraries.

Current ISAN codes allow an audiovisual work to be uniquelydistinguished from other works through a simple identification system, but theydo not allow additional features or functions to be incorporated. Microsoft'snew multicolor bar code will enable the inclusion of more data in the codeitself, as well as the ability for consumers to interact with it by scanningthe code with webcams and, eventually, cell phones with color cameras.

For audiovisual publishers, identification and trackingtechnologies will provide detailed data that can aid in royalty payments,anti-counterfeiting efforts, market analysis and a host of other businessfunctions. For consumers, the new bar codes can be combined with Web servicesto offer enhanced information such as product versioning, ratingsidentification, parental control, product availability, special releases,contests, pricing and promotions. Software to be made available from Microsoftand ISAN-IA will interpret the bar codes and will be integrated with Webservices to enable these interactions.

The services enabled by HCCB are expected to become moreprevalent as lens quality advances in cell phones to capture these small barcodes. For existing cell phones to read a black-and-white bar code, a practicethat is widespread in Japan,the code must be larger than 1.5 by 1.5 inches in size. The use of those codesis impractical in small spaces or where visual appeal is important. Eventually,consumers should be able to scan the new, smaller bar codes directly fromtelevision, phone or PC screens; movie posters; DVD and CD jewel cases;magazine ads; billboards; and a host of other platforms to retrieve additionalinformation.

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