“SECOND-DAY LEAD” (Phase 2)

Following the publication of the "breaking news" story, I filed another story that expanded upon the aftermath of the public revelation of the "trigger effect" embedded within various digital media players.

Here is an example of "phase 2" of reporting (where a story is a follow-up to a previously-published report):

BILLBOARD June 05, 1999

SITES & SOUNDS: SDMI's "Trigger' Framework Nears Fruition - Some In Online Biz Decry Plan As Attack On Freedom To Distribute Audio

By BRETT ATWOOD

On June 15, the major labels are expected to collectively announce their support for the finalized framework of the Secure Digital Music Initiative (SDMI), which will require hardware and software makers to include secure copyright protection technologies that disable playback of pirated music content (Billboard, May 29). The SDMI framework includes a controversial "trigger" that aims to put an end to the massive amount of Internet music piracy. Some members of the MP3 community are predicting that computer hackers will find a way to circumvent the new protection technologies, which include new watermarking and digital signature technologies that will be added by the five majors to future audio CDs during manufacturing.

In response to early media reports about the SDMI's controversial plan, the organization issued a statement May 25 fully explaining its trigger technology plans. While most of the statement confirms Billboard's early coverage of the plan (Billboard, May 29), it reinforces the fact that new SDMI-compliant devices "will only reject pirated copies of new content."

The SDMI statement continues, "Anyone who chooses to continue using MP3 to release music can continue to do so, and consumers who wish to continue enjoying MP3 music collections will be able to do so as well. Manufacturers will not have to choose between developing an SDMI compliant device versus developing a device that allows for the use of MP3."

Once the trigger is enacted, the SDMI statement says, consumers will have the choice of upgrading to the new SDMI-compliant technologies via the Internet. Consumers who choose to upgrade will have the ability to play SDMI-compliant music-industry content, but they will not be able to play recently pirated music. Consumers will maintain the option of not upgrading their hardware and software, but they will not be able to play SDMI-compliant music, according to the SDMI statement. The SDMI's statement came one day after a May 24 meeting of the Internet rights advocacy group Electronic Frontier Foundation, which has attacked the SDMI's plan as an attempt "to effectively obliterate the freedom to distribute audio entirely."

While most industry talk is centered on SDMI developments in the digital-download space, one of the five majors has broken ranks with the music industry to offer a large amount of full-length streaming audio content on its sites. EMI, parent company of Virgin Records and Capitol Records, is allowing its new-media departments to host full-length, on-demand content from its entire roster, including major acts Smashing Pumpkins and Lenny Kravitz.

Warner Music Group, Sony Music, BMG, and Universal Music Group (UMG) are also cautiously exploring full-length streaming content. Most of these labels are already allowing complete content for selective promotional events. Interestingly, there seems to be more tolerance for full-length streamed music video content than audio content. Atlantic, Virgin, Capitol, and Columbia are among the labels that routinely offer full-length videos on their sites.

In addition, Sony Music is now licensing full-length videos to Launch and MTV Online.