[Script Info]
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[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:02.00,Default,,0000,0000,0000,,So, if you're in the audience today,
Dialogue: 0,0:00:02.00,0:00:05.00,Default,,0000,0000,0000,,or maybe you're watching this talk in some other time or place,
Dialogue: 0,0:00:05.00,0:00:08.00,Default,,0000,0000,0000,,you are a participant in the digital rights ecosystem.
Dialogue: 0,0:00:08.00,0:00:10.00,Default,,0000,0000,0000,,Whether you're an artist, a technologist,
Dialogue: 0,0:00:10.00,0:00:12.00,Default,,0000,0000,0000,,a lawyer or a fan,
Dialogue: 0,0:00:12.00,0:00:15.00,Default,,0000,0000,0000,,the handling of copyright directly impacts your life.
Dialogue: 0,0:00:15.00,0:00:17.00,Default,,0000,0000,0000,,Rights management is no longer
Dialogue: 0,0:00:17.00,0:00:20.00,Default,,0000,0000,0000,,simply a question of ownership,
Dialogue: 0,0:00:20.00,0:00:22.00,Default,,0000,0000,0000,,it's a complex web of relationships
Dialogue: 0,0:00:22.00,0:00:25.00,Default,,0000,0000,0000,,and a critical part of our cultural landscape.
Dialogue: 0,0:00:25.00,0:00:28.00,Default,,0000,0000,0000,,YouTube cares deeply about the rights of content owners,
Dialogue: 0,0:00:28.00,0:00:30.00,Default,,0000,0000,0000,,but in order to give them choices about what they can do
Dialogue: 0,0:00:30.00,0:00:33.00,Default,,0000,0000,0000,,with copies, mashups and more,
Dialogue: 0,0:00:33.00,0:00:35.00,Default,,0000,0000,0000,,we need to first identify
Dialogue: 0,0:00:35.00,0:00:38.00,Default,,0000,0000,0000,,when copyrighted material is uploaded to our site.
Dialogue: 0,0:00:38.00,0:00:41.00,Default,,0000,0000,0000,,Let's look at a specific video so you can see how it works.
Dialogue: 0,0:00:41.00,0:00:43.00,Default,,0000,0000,0000,,Two years ago, recording artist Chris Brown
Dialogue: 0,0:00:43.00,0:00:46.00,Default,,0000,0000,0000,,released the official video of his single "Forever."
Dialogue: 0,0:00:46.00,0:00:48.00,Default,,0000,0000,0000,,A fan saw it on TV,
Dialogue: 0,0:00:48.00,0:00:50.00,Default,,0000,0000,0000,,recorded it with her camera phone,
Dialogue: 0,0:00:50.00,0:00:53.00,Default,,0000,0000,0000,,and uploaded it to YouTube.
Dialogue: 0,0:00:53.00,0:00:56.00,Default,,0000,0000,0000,,Because Sony Music had registered Chris Brown's video
Dialogue: 0,0:00:56.00,0:00:58.00,Default,,0000,0000,0000,,in our Content ID system,
Dialogue: 0,0:00:58.00,0:01:00.00,Default,,0000,0000,0000,,within seconds of attempting to upload the video,
Dialogue: 0,0:01:00.00,0:01:02.00,Default,,0000,0000,0000,,the copy was detected,
Dialogue: 0,0:01:02.00,0:01:05.00,Default,,0000,0000,0000,,giving Sony the choice of what to do next.
Dialogue: 0,0:01:05.00,0:01:08.00,Default,,0000,0000,0000,,But how do we know that the user's video was a copy?
Dialogue: 0,0:01:08.00,0:01:10.00,Default,,0000,0000,0000,,Well, it starts with content owners
Dialogue: 0,0:01:10.00,0:01:12.00,Default,,0000,0000,0000,,delivering assets into our database,
Dialogue: 0,0:01:12.00,0:01:14.00,Default,,0000,0000,0000,,along with a usage policy
Dialogue: 0,0:01:14.00,0:01:17.00,Default,,0000,0000,0000,,that tells us what to do when we find a match.
Dialogue: 0,0:01:18.00,0:01:20.00,Default,,0000,0000,0000,,We compare each upload
Dialogue: 0,0:01:20.00,0:01:23.00,Default,,0000,0000,0000,,against all of the reference files in our database.
Dialogue: 0,0:01:23.00,0:01:25.00,Default,,0000,0000,0000,,This heat map is going to show you
Dialogue: 0,0:01:25.00,0:01:27.00,Default,,0000,0000,0000,,how the brain of the system works.
Dialogue: 0,0:01:27.00,0:01:29.00,Default,,0000,0000,0000,,Here we can see the original reference file
Dialogue: 0,0:01:29.00,0:01:32.00,Default,,0000,0000,0000,,being compared to the user generated content.
Dialogue: 0,0:01:33.00,0:01:35.00,Default,,0000,0000,0000,,The system compares every moment
Dialogue: 0,0:01:35.00,0:01:37.00,Default,,0000,0000,0000,,of one to the other to see if there's a match.
Dialogue: 0,0:01:37.00,0:01:39.00,Default,,0000,0000,0000,,This means that we can identify a match
Dialogue: 0,0:01:39.00,0:01:42.00,Default,,0000,0000,0000,,even if the copy used is just a portion of the original file,
Dialogue: 0,0:01:42.00,0:01:44.00,Default,,0000,0000,0000,,plays it in slow motion
Dialogue: 0,0:01:44.00,0:01:47.00,Default,,0000,0000,0000,,and has degraded audio and video quality.
Dialogue: 0,0:01:47.00,0:01:49.00,Default,,0000,0000,0000,,And we do this every time
Dialogue: 0,0:01:49.00,0:01:51.00,Default,,0000,0000,0000,,that a video is uploaded to YouTube.
Dialogue: 0,0:01:51.00,0:01:54.00,Default,,0000,0000,0000,,And that's over 20 hours of video every minute.
Dialogue: 0,0:01:54.00,0:01:56.00,Default,,0000,0000,0000,,When we find a match,
Dialogue: 0,0:01:56.00,0:01:59.00,Default,,0000,0000,0000,,we apply the policy that the rights owner has set down.
Dialogue: 0,0:02:00.00,0:02:03.00,Default,,0000,0000,0000,,And the scale and the speed of this system
Dialogue: 0,0:02:03.00,0:02:05.00,Default,,0000,0000,0000,,is truly breathtaking.
Dialogue: 0,0:02:05.00,0:02:08.00,Default,,0000,0000,0000,,We're not just talking about a few videos,
Dialogue: 0,0:02:08.00,0:02:10.00,Default,,0000,0000,0000,,we're talking about over
Dialogue: 0,0:02:10.00,0:02:13.00,Default,,0000,0000,0000,,100 years of video every day,
Dialogue: 0,0:02:13.00,0:02:15.00,Default,,0000,0000,0000,,between new uploads and the legacy scans
Dialogue: 0,0:02:15.00,0:02:18.00,Default,,0000,0000,0000,,we regularly do across all of the content on the site.
Dialogue: 0,0:02:19.00,0:02:21.00,Default,,0000,0000,0000,,When we compare those hundred years of video,
Dialogue: 0,0:02:21.00,0:02:23.00,Default,,0000,0000,0000,,we're comparing it against millions
Dialogue: 0,0:02:23.00,0:02:25.00,Default,,0000,0000,0000,,of reference files in our database.
Dialogue: 0,0:02:25.00,0:02:27.00,Default,,0000,0000,0000,,It would be like 36,000 people
Dialogue: 0,0:02:27.00,0:02:30.00,Default,,0000,0000,0000,,staring at 36,000 monitors
Dialogue: 0,0:02:30.00,0:02:33.00,Default,,0000,0000,0000,,each and every day, without so much as a coffee break.
Dialogue: 0,0:02:33.00,0:02:36.00,Default,,0000,0000,0000,,Now, what do we do when we find a match?
Dialogue: 0,0:02:36.00,0:02:39.00,Default,,0000,0000,0000,,Well, most rights owners, instead of blocking,
Dialogue: 0,0:02:39.00,0:02:41.00,Default,,0000,0000,0000,,will allow the copy to be published.
Dialogue: 0,0:02:41.00,0:02:43.00,Default,,0000,0000,0000,,And then they benefit through the exposure,
Dialogue: 0,0:02:43.00,0:02:46.00,Default,,0000,0000,0000,,advertising and linked sales.
Dialogue: 0,0:02:46.00,0:02:48.00,Default,,0000,0000,0000,,Remember Chris Brown's video "Forever"?
Dialogue: 0,0:02:48.00,0:02:50.00,Default,,0000,0000,0000,,Well, it had its day in the sun and then it dropped off the charts,
Dialogue: 0,0:02:50.00,0:02:53.00,Default,,0000,0000,0000,,and that looked like the end of the story,
Dialogue: 0,0:02:53.00,0:02:55.00,Default,,0000,0000,0000,,but sometime last year, a young couple got married.
Dialogue: 0,0:02:55.00,0:02:57.00,Default,,0000,0000,0000,,This is their wedding video.
Dialogue: 0,0:02:57.00,0:02:59.00,Default,,0000,0000,0000,,You may have seen it.
Dialogue: 0,0:02:59.00,0:03:01.00,Default,,0000,0000,0000,,(Music)
Dialogue: 0,0:03:01.00,0:03:03.00,Default,,0000,0000,0000,,What's amazing about this is,
Dialogue: 0,0:03:03.00,0:03:05.00,Default,,0000,0000,0000,,if the processional of the wedding was this much fun,
Dialogue: 0,0:03:05.00,0:03:07.00,Default,,0000,0000,0000,,can you imagine how much fun the reception must have been?
Dialogue: 0,0:03:07.00,0:03:09.00,Default,,0000,0000,0000,,I mean, who are these people?
Dialogue: 0,0:03:09.00,0:03:12.00,Default,,0000,0000,0000,,I totally want to go to that wedding.
Dialogue: 0,0:03:12.00,0:03:14.00,Default,,0000,0000,0000,,So their little wedding video went on
Dialogue: 0,0:03:14.00,0:03:17.00,Default,,0000,0000,0000,,to get over 40 million views.
Dialogue: 0,0:03:17.00,0:03:19.00,Default,,0000,0000,0000,,And instead of Sony blocking,
Dialogue: 0,0:03:19.00,0:03:21.00,Default,,0000,0000,0000,,they allowed the upload to occur.
Dialogue: 0,0:03:21.00,0:03:23.00,Default,,0000,0000,0000,,And they put advertising against it
Dialogue: 0,0:03:23.00,0:03:25.00,Default,,0000,0000,0000,,and linked from it to iTunes.
Dialogue: 0,0:03:25.00,0:03:28.00,Default,,0000,0000,0000,,And the song, 18 months old,
Dialogue: 0,0:03:28.00,0:03:31.00,Default,,0000,0000,0000,,went back to number four on the iTunes charts.
Dialogue: 0,0:03:31.00,0:03:34.00,Default,,0000,0000,0000,,So Sony is generating revenue from both of these.
Dialogue: 0,0:03:34.00,0:03:36.00,Default,,0000,0000,0000,,And Jill and Kevin, the happy couple,
Dialogue: 0,0:03:36.00,0:03:38.00,Default,,0000,0000,0000,,they came back from their honeymoon
Dialogue: 0,0:03:38.00,0:03:40.00,Default,,0000,0000,0000,,and found that their video had gone crazy viral.
Dialogue: 0,0:03:40.00,0:03:43.00,Default,,0000,0000,0000,,And they've ended up on a bunch of talk shows,
Dialogue: 0,0:03:43.00,0:03:45.00,Default,,0000,0000,0000,,and they've used it as an opportunity to make a difference.
Dialogue: 0,0:03:45.00,0:03:48.00,Default,,0000,0000,0000,,The video's inspired over 26,000 dollars in donations
Dialogue: 0,0:03:48.00,0:03:50.00,Default,,0000,0000,0000,,to end domestic violence.
Dialogue: 0,0:03:50.00,0:03:53.00,Default,,0000,0000,0000,,The "JK Wedding [Entrance] Dance" became so popular
Dialogue: 0,0:03:53.00,0:03:56.00,Default,,0000,0000,0000,,that NBC parodied it on the season finale of "The Office,"
Dialogue: 0,0:03:56.00,0:03:58.00,Default,,0000,0000,0000,,which just goes to show,
Dialogue: 0,0:03:58.00,0:04:01.00,Default,,0000,0000,0000,,it's truly an ecosystem of culture.
Dialogue: 0,0:04:01.00,0:04:04.00,Default,,0000,0000,0000,,Because it's not just amateurs borrowing from big studios,
Dialogue: 0,0:04:04.00,0:04:07.00,Default,,0000,0000,0000,,but sometimes big studios borrowing back.
Dialogue: 0,0:04:07.00,0:04:10.00,Default,,0000,0000,0000,,By empowering choice, we can create a culture of opportunity.
Dialogue: 0,0:04:10.00,0:04:12.00,Default,,0000,0000,0000,,And all it took to change things around
Dialogue: 0,0:04:12.00,0:04:15.00,Default,,0000,0000,0000,,was to allow for choice through rights identification.
Dialogue: 0,0:04:15.00,0:04:18.00,Default,,0000,0000,0000,,So why has no one ever solved this problem before?
Dialogue: 0,0:04:18.00,0:04:20.00,Default,,0000,0000,0000,,It's because it's a big problem,
Dialogue: 0,0:04:20.00,0:04:22.00,Default,,0000,0000,0000,,and it's complicated and messy.
Dialogue: 0,0:04:22.00,0:04:24.00,Default,,0000,0000,0000,,It's not uncommon for a single video
Dialogue: 0,0:04:24.00,0:04:26.00,Default,,0000,0000,0000,,to have multiple rights owners.
Dialogue: 0,0:04:26.00,0:04:28.00,Default,,0000,0000,0000,,There's musical labels.
Dialogue: 0,0:04:28.00,0:04:30.00,Default,,0000,0000,0000,,There's multiple music publishers.
Dialogue: 0,0:04:30.00,0:04:32.00,Default,,0000,0000,0000,,And each of these can vary by country.
Dialogue: 0,0:04:32.00,0:04:34.00,Default,,0000,0000,0000,,There's lots of cases
Dialogue: 0,0:04:34.00,0:04:36.00,Default,,0000,0000,0000,,where we have more than one work mashed together.
Dialogue: 0,0:04:36.00,0:04:38.00,Default,,0000,0000,0000,,So we have to manage many claims
Dialogue: 0,0:04:38.00,0:04:40.00,Default,,0000,0000,0000,,to the same video.
Dialogue: 0,0:04:40.00,0:04:43.00,Default,,0000,0000,0000,,YouTube's Content ID system addresses all of these cases.
Dialogue: 0,0:04:43.00,0:04:45.00,Default,,0000,0000,0000,,But the system only works through
Dialogue: 0,0:04:45.00,0:04:47.00,Default,,0000,0000,0000,,the participation of rights owners.
Dialogue: 0,0:04:47.00,0:04:50.00,Default,,0000,0000,0000,,If you have content that others are uploading to YouTube,
Dialogue: 0,0:04:50.00,0:04:52.00,Default,,0000,0000,0000,,you should register in the Content ID system,
Dialogue: 0,0:04:52.00,0:04:54.00,Default,,0000,0000,0000,,and then you'll have the choice
Dialogue: 0,0:04:54.00,0:04:56.00,Default,,0000,0000,0000,,about how your content is used.
Dialogue: 0,0:04:56.00,0:04:59.00,Default,,0000,0000,0000,,And think carefully about the policies that you attach to that content.
Dialogue: 0,0:04:59.00,0:05:01.00,Default,,0000,0000,0000,,By simply blocking all reuse,
Dialogue: 0,0:05:01.00,0:05:03.00,Default,,0000,0000,0000,,you'll miss out on new art forms,
Dialogue: 0,0:05:03.00,0:05:05.00,Default,,0000,0000,0000,,new audiences,
Dialogue: 0,0:05:05.00,0:05:07.00,Default,,0000,0000,0000,,new distribution channels
Dialogue: 0,0:05:07.00,0:05:09.00,Default,,0000,0000,0000,,and new revenue streams.
Dialogue: 0,0:05:09.00,0:05:12.00,Default,,0000,0000,0000,,But it's not just about dollars and impressions.
Dialogue: 0,0:05:12.00,0:05:14.00,Default,,0000,0000,0000,,Just look at all the joy
Dialogue: 0,0:05:14.00,0:05:16.00,Default,,0000,0000,0000,,that was spread through progressive rights management
Dialogue: 0,0:05:16.00,0:05:18.00,Default,,0000,0000,0000,,and new technology.
Dialogue: 0,0:05:18.00,0:05:21.00,Default,,0000,0000,0000,,And I think we can all agree that joy is definitely an idea worth spreading.
Dialogue: 0,0:05:21.00,0:05:23.00,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:05:23.00,0:05:25.00,Default,,0000,0000,0000,,(Applause)