Content protection is a key component for the success of a multimedia services platform, as proven by the plethora of solutions currently on the market. In this paper we analyze a new network scenario where permanent bidirectional connectivity and video-aware encryption technologies allow a trustful operation of ubiquitous end devices. We propose new scalable models for a content protection architecture that may achieve dramatic improvement in robustness, reliability, and scalability. Selective ciphering and countermeasures are included in those models, together with several examples of their application. © 2012 Alcatel-Lucent.