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YouTube enforces copyright protection with Licence ID technology

Written by Saowanee Kristin, a post- graduate student on work experience at Lawdit on 20 September 2013

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YouTube has 100 hours of video uploaded onto their video platform website every minute .
 
With such a huge volume of data, copyright disputes occur with regards to ownership of the video and content, particularly in the area of music videos.

 The problem for the copyright owner is that they will not receive any revenue if a video is uploaded without authorisation. A common occurrence when viewing videos on YouTube is that you will be greeted by this message: “This video contains content from...one or more of whom have blocked it in your country on copyright grounds. Sorry about that. ”

Currently YouTube has software in place called Content ID which automatically scans each new upload for potential copyright infringement. However, Content ID does not always catch all potential copyright issues, and alternatively rights holders can request the removal of an unauthorised upload or allow YouTube to place an advert on the video in question, therefore receiving a portion of the advertising revenue. This method of claiming copyright ownership raises difficulties when more than one person claims to be a copyright holder. Normally, YouTube will simply flag up the alleged infringement and act as a bystander allowing the persons concerned to resolve the issue between them.

The new software, Licence ID, will try to eliminate these conflicts from the outset by using a digital ‘fingerprinting’ technology, effectively tagging a digital sticker onto source files, hopefully preventing a conflict rather than having to manage it. Integrating the License ID technology onto the video platform will ideally make the identification of a copyright owner easier and could potentially eliminate these escalating copyright conflicts.  

Using this ‘prevention is better than a cure’ tactic could affect the amount of music videos available on YouTube. The result of the increased protection could possibly increase the chances of more music videos on YouTube being blocked or taken down!

Watch this space…

This article was written by Saowanee Kristin, a post- graduate student on work experience at Lawdit.

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