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According to a new survey, over 80 percent of media and entertainment executives said that broadcast and Internet video content owners should employ tracking, monitoring and measurement of their content. More surprisingly, 55% said they would favor eliminating digital rights management and using watermarking technologies. Get rid of DRM? Hollywood and media execs? Is it possible that media execs hate DRM as much as consumers? Yes, because execs are people too. They are stymied by iTunes DRM as much as anyone is. At the same time, they're working for content owners that need to protect their assets otherwise they don't get paid and lose their jobs. Earlier this year even Steve Jobs admitted recently that DRM had to go. Additionally, the head of Yahoo Music agreed it would be best if DRM were gone. Bonus Tidbit: One interesting results. Just 40% of entertainment exec said they supported Viacom's $1 billion lawsuit against YouTube/Google. [Via Hollywood Reporter] [tags] Hollywood, TV, networks, Internet video, YouTube, DRM, Steve Jobs [/tags]