The Chairman of the LCC Project Board, Christoph Keese, President of Public Affairs at Axel Springer AG said, "Copyright is the cornerstone of the creative sector; the future success of businesses which invest in quality content the world over depend on it working for us online just as it has always worked for publishing books, newspapers, TV channels, films and music. As the internet and mobile platforms operate increasingly in a "machine to machine" environment, driven by data, the management of copyright must not be left behind".
To address this problem, and in response to the call from Commission Vice-President Neelie Kroes for "Big Ideas for the Digital Agenda, the European Publishers Council (EPC) first conceived the idea of this project, originally entitled "the answer to the machine is in the machine". This led to the formation of the cross-media Linked Content Coalition to carry out the work.
The LCC's role is to encourage existing standards organisations to work with the creative industries to use standards technology to identify, organise, communicate and licence their rights more effectively. Participants in the project will identify what works, what doesn't work, what exists already and what is yet required. Technical work will be undertaken by experts from across the media industry and recommendations will be made to link the various strands of rights-management data needed for the modern management of online copyright.
The Executive Director of the European Publishers Council, Angela Mills Wade, said, "Creative industries globally have embraced the digital age and innovated across all media platforms. However, we recognise that the digital economy is a huge and still largely untapped market which we can continue to grow with a more efficient use of technology to manage our rights."