Copy Protection Technical Working Group, a voluntary consortium consisting of the movie industry, the IT industry and the consumer electronics industry, issued a call for watermarking technologies for the purpose of copy protection of DVD-Video. A few years later the Secure Digital Music Initiative issued a similar call, in this case focusing on copy protection of digital music. These two efforts have been only partially successful: copy protection based on digital watermarking is not (yet) implemented on a large scale in any type of consumer device. This current "failure" of watermarking, to live up to its expectations, finds its cause in a large number of reasons, ranging from legal considerations and system aspects to the relative immaturity of watermarking as a technology.