ISAN-IA Licenses Microsoft's New Multicolor Bar Code Technology

The ISAN-IA, which coordinates a globally recognized identification system for audiovisual works, will make the Microsoft-developed bar code available to other organizations for use in tracking, helping protect and manage their audiovisual content. The new multicolor bar code is expected to start appearing on DVD media toward the end of 2007. ISAN-IA also said several of its registration agencies will use the innovative technology to help their customers derive more accountability and value from their media asset libraries.

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

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

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

New security features can also be incorporated into Microsoft's multicolor bar code. DatatraceDNA plans to provide technology for anti-counterfeiting security protection features through nanotechnology that is invisibly embedded within the material and ink of the Microsoft bar code and product packaging.