19. TAD

1
theres a train a-comingchallenges in
implementing a global rating system
Stephan Dreyer, Hans-Bredow-InstitutKöln,
23.06.2009
2
Trains as metaphors

• what do trains and a global rating system have in
  common
• complex technology
• modular
• high throughput
• networks standards
• need for all relevant players to work together
• and what not
• unflexible tracks
• fixed timetables
• passengers that cannot decide for themselves

Quelle www.railfaneurope.net
3
status quo rating systems
Quelle Wikipedia, Video game content rating
system
4
status quo

• rating offline online
• there are regional/national variations of values,
  perceived risks and hence - classification
  systems
• many nations have difficulties setting up online
  rating systems
• user-generated dynamic content is not rated
  nowhere
• all current systems are publisher-centred same
  with online approaches
• many of the systems are not capable of rating
  changing online environments

5
monitoring other approaches

• specific observations
• consoles / closed hardware have been
  rating-business motors
• financial aid is crucial
• its all nothing without having reached the
  critical mass
• no trust without transparency and
  comprehensibility
• no help for orientation without knowledge on side
  of the consumer

Quelle Wikipedia, Video game content rating
system
6
status quo

• challenges in the online triangle consumers,
  industries, states
• new business players
• new parameters for production and market access
• no physical borders
• new level of consumer protection risks
• new business models
• social worlds without social control?

7
the p matrix

• coping with challenges
• enabling global ratings while considering
  national pecularites
• focussing on all players able to implement rating
  outcome
• addressing new features and risks
• supranational trustmark, national classification
  (collect, catalyze translate ratings)
• multiple incentive systems
• handling vast amount of games

8
the p matrix

• advantages drawbacks
• economies of scale, with regard to
• amount of games rated
• classification
• marketing
• experience
• support
• costs
• however, what to do with
• considering user-generated content
• established national classification systems
  focussing on rating everything

9
regional vs. global

• online games on the fence (too)

regionality
globality
values
industry
traditions
access
cultural identities
content
cultural markets
markets
consumer preferences
target groups

• but dad, difference is the new cool
• variety / diversity / identity / sovereignty /
  leeways

10
regional vs. global

• coping with the fence

regional classification
regional adaptions
p matrix
assessmentjunction
commonclassificationcriteria
standardtrustmark
11
design

• the idea behind it
• p matrix as fundament and vision
• need for substantiation and expansion
• design the details
• it might be a long journey from the drawing board
  to the trusmark
• but once the train has left the station, it keeps
  moving faster

Quelle www.railfaneurope.net
12
what is the train for?

• types of content to be rated

online games
online content
static content
dynamic provider-generated content
dynamic user-generated content
digital distribution
add-ons
Focus Game
Focus Comm.
streaming
booster packs
level / map
emotes
browser games
patches
hacks
text chats
applets
updates
mods
audio chats
online features
level / map
patches
uploads
ads(via provider, professional ad-server, user
generated ads)
13
electronics

• defining relevant categories
• first steps transatlantic dialogue / LfM
• important scales / benchmarks
• further research needed
• risk race to the bottom! but national
  pecularities could be excluded

Quelle www.railfaneurope.net
14
waggons

• flexibility as a main point
• games and markets change quickly, so should the
  system
• openness for new
• contents
• risks
• values
• industry players
• rating systems

Quelle www.railfaneurope.net
15
research

• decisions under certainty
• basic research
• identifying global values
• borders of public communication (comparison)
• monitoring new findings in media effects research
• monitoring global and regional debates concerning
  media contents
• scientific accompanying
• development of criteria
• drafting of the system with regard to regulatory
  best practice experiences
• practical assessment
• inspection of requirements
• proof of concept

16
engine

• input / output
• global engine catalyzing, reconciling and
  translating different regional approaches
  (interoperability) besides own assessments
• input
• interface for reading national / regional
  classifications
• output (e-legible)
• interface for regional / national ex post
  assessment
• interface for transferring a global trustmark to
  national / regional trustmarks (level approach)

Quelle www.railfaneurope.net
17
buy one ticket, get one free

• relations between ratings and technology
• importance of digital operationality for
• software hardware filter systems
• age verification
• targeted advertising

18
energy

• financing
• system will need financing but will pay off
  (medium-term)
• consider financing through
• supranational bodies
• regional / national bodies
• industry contributions
• fees
• important
• sufficient
• sustainable
• flexible

19
engineers

• task force / working group
• consider stakeholders from
• supranational bodies
• rating bodies/institutions
• industry
• research
• consumer associations
• why participate?
• voluntary
• flexible implementation in current systems
• possible foundation for new national systems
  concerning online ratings

20
trains target group?

• addressees of the system

static content
dynamic provider-generated content
dynamic user-generated content
developer
desired
inevitable
publisher
developer
excluded per se technicalsystems can be
considered
distributor
publisher
platform provider
distributor
console services
etc.
ad-server provider
21
driver

• organisation
• entity must be
• networker
• moderator
• streamliner
• widely accepted
• strong against forum shopping
• supportive

Quelle www.railfaneurope.net
22
timetables

• time of rating
• ex-post decision is not ideal when looking at
  production processes
• ex-ante decisions are risky with regard to
  censorship debates
• recurring classification is vital
• proposal graduated approaches depending on type
  of content

23
passengers

• informed and responsible consumers
• trustmark as orientation
• only one set of icons/labels to learn
• rating as technical instrument for
  self-regulation (personal filters)
• rating as basis for innovative age verification
  systems and other technical means

24
but why not take the car?

• incentives
• orientation for the consumer
• supporting protection of minors (vs. black
  sheeps)
• awareness of the trustmark
• regularly international applicable
• cost-benefit-ratio
• national adaptions addressable via IP targeting
• usable for to technical measures (e.g. consumer
  filters)
• money (or better no money)

25
next switches

• next steps
• drawing board
• assembly
• realisation
• implementation
• coordination
• evaluation

26
one word

• Its not a problem having a unique national
  approach in the field of youth media protection
• but its a pity not to share the knowledge and
  expertise in a systematic way.

27
Thank you.