If someone uploads a video of their family enjoying vacation on a beach, and adds a song to it as background music, he or she is breaching the copyright of that song. If someone captured only a few seconds of a music video and uploaded it on YouTube, it is also a copyright violation………..
If all these videos were to be deleted from YouTube, however, there wouldn’t be much content to enjoy. YouTube thus solves the problem with a “contents identification” platform. ………….
YouTube copyright technology
Since October 2007, YouTube spent over $30 million developing copyright-control technologies. Its mission was to provide scalable and automated solutions that would allow rights holders to choose whether and how their contents appear on YouTube.
“We analyze every one of the uploaded videos and, on top of that, 100 years’ length of videos are scanned by contents identification every day,” King said.……
……Three choices. The first choice is to lock the content, preventing the matched material from going live on the site. However, they rarely choose this option since it can anger fans.
The third option is monetization, putting advertisements on the video with YouTube and the copyright holder sharing the revenue.
How copyright holders make money, King said, is that partners are increasingly choosing to monetize rather than block the contents. …….
…..In a popular user video titled “JK Wedding Dance,” the contents identification platform found that the music played in the video was “Forever” by Chris Brown. As Sony Live had chosen monetization, they put an ad on the video and also added a link to iTunes. Though the song was released 18 months ago, it rose to the fourth place in iTunes. Sony, of course, made money from both advertising and iTunes. ………
……..Before the partnership, YG Entertainment hired some online copyright management companies which would search for copyright infringement on Websites and send the uploaders warnings. However, YG was neither expanding fan base nor earning profit this way. With contents identification, it becomes a win-win situation for both fans and YG.