The network functions and the revenue model are changing and to understand the drivers, consider this simplistic comparison of an Internet Service Provider (ISP) and a Multiple Systems Operator (MSO). In the ISP world, you find that a consumer selects a modem, selects the connection medium (DSL, Dial-up, T1, Wireless, etc.) to connect to the ISP and gets complete access to all the content and services that exist on the Web. Contrast this with an MSO who provides no choice in modem (set-top box) selection; provides the standard cable (no selection of connectivity) and then offers the limited bouquet of content that the MSO chooses to syndicate.

This highly restrictive model of media networks is collapsing under pressure from consumer demands for content and services that go beyond the boundaries of the MSO. The revenue model for the MSO used to be a combination of end-user subscriptions and indirect revenues from hosted content and services (advertising and pay-per-view). But it is delivering diminishing returns with viewership fragmentation (leading to advertising budgets dilution) and lack of an open framework to syndicate, manage and deliver content.

The new revenue model for media is moving towards an Open Media Federation; a loosely coupled community that transcends geographical and cable-to-household boundaries and leverages the per transaction model. Here, consumers can also be content producers as well as content distributors of content bundles that are based on specific consumer choices and not pre-packaged. I-Tunes and Flickr are two examples of communities adopting the open federation model. But we are still unable to unlock the value and potential of community transactions. Why?- Because the new open media landscape presents the following challenges which did not exist in the era of monolithic MSO networks:

• Digital Rights Management of syndicated content and how to protect it as content changes hands
• Providing the ability to create custom bundles of content in a manner that is consistent with usage and regulatory compliance
• Supporting a TV-like, remote control-based viewing experience while offering content that is syndicated across the media networks.

  Identity is critical to solving these problems and opening up the content value-chain.

AmSoft provides an Identity-enabled Open Media Framework that addresses the above challenges leveraging open, public domain standards such as XRI, XDI and Liberty Alliance . AmSoft offers a highly innovative set of solutions such as the Dynamic repackaging of content RSF, and products Contenter to support the community transactions of an open media federation. And, AmSoft helps you customize these solutions rapidly by using its proven How to Solve IT Methodology.