The International Standard Audiovisual Number International Agency (ISAN-IA) has licensed Microsoft's new multicolor bar code technology for recognizing audio visual works.

The new bar code will help organizations to guard and manage audiovisual content and is expected to appear on DVD media by the end of 2007.

The HCCB format, developed by Gavin Jancke of Microsoft Research will have the ability to store a greater amount of data in a smaller space. The new colorful barcode is far more appealing to the eye than black and white barcodes and contains highly developed security features.  

For the consumer, there are several advantages to the new codes. Consumers can scan the code with webcams, and in the future camera equipped cell phones will be enabled as well. Combined with web services, additional information is offered such as parental control, special promotions and ratings identifications. Eventually the new, smaller bar codes will be scanned directly from TV, DVD, CD's, billboards, and PC screens and will be aesthetically pleasing to the consumer's eye. Microsoft and ISAN-IA will provide the software that will read the bar codes and will be incorporated with Web services.

Publishers of audiovisual products will now have access to data that will assist with anti-counterfeiting efforts, royalties and additional functions necessary to businesses.

Through a combination of technologies provided and embedded by DatatraceDNA in the Micrsoft bar code ink and product packaging, the ISAN-IA will be able to connect media publishers with the consumer and provide counterfeit protection.

Secure Path Technology LLC in California will be the first ISAN registered agency to employ the HCCB format to its customers in the entertainment industry.

The ISAN is overseen by the ISAN International Agency. It is a voluntary numbering system for commercial audiovisual works and is the world's leading registration system.