TED2010
Margaret Gould Stewart: How YouTube thinks about copyright
Margaret Gould Stewart: Hvad YouTube mener om copyright
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Margaret Gould Stewart, YouTube's chef for brugererfaringer, fortæller, hvordan den allestedsnærværende videohjemmeside arbejder sammen med copyright-indehavere og skaberne (på de bedste tider) om et kreativt økosystem, hvor alle vinder.
Margaret Gould Stewart - User experience master
At Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population. Full bio
At Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population. Full bio
Double-click the English transcript below to play the video.
00:15
So, if you're in the audience today,
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Så, hvis du er blandt publikum idag,
00:17
or maybe you're watching this talk in some other time or place,
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eller du måske ser denne video på et andet tidspunkt og sted
00:20
you are a participant in the digital rights ecosystem.
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er du en deltager i de digitale rettigheders økosystem.
00:23
Whether you're an artist, a technologist,
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Uanset om du er kunstner, tekniker,
00:25
a lawyer or a fan,
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advokat eller en fan,
00:27
the handling of copyright directly impacts your life.
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så har håndtering af copyright direkte indvirkning på dit liv.
00:30
Rights management is no longer
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Nu er rettighedsforvaltning ikke længere
00:32
simply a question of ownership,
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et spørgsmål om ejerskab.
00:35
it's a complex web of relationships
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Det er et indviklet net af relationer
00:37
and a critical part of our cultural landscape.
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og en kritisk del af vores kulturelle landskab.
00:40
YouTube cares deeply about the rights of content owners,
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YouTube bekymrer sig dybt om indholdets ejeres rettigheder.
00:43
but in order to give them choices about what they can do
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Men for at give dem valgmuligheder, hvad de kan gøre
00:45
with copies, mashups and more,
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med kopier, mash-ups og meget mere,
00:48
we need to first identify
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bliver vi først nødt til at identificere
00:50
when copyrighted material is uploaded to our site.
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hvornår copyright-materiale er uploadet til vores hjemmesider.
00:53
Let's look at a specific video so you can see how it works.
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Lad os se på en specifik video, så du kan se, hvordan det fungerer
00:56
Two years ago, recording artist Chris Brown
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For to år siden frigav musikeren Chris Brown,
00:58
released the official video of his single "Forever."
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den officielle video til hans single, "Forever".
01:01
A fan saw it on TV,
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En fan så den på TV,
01:03
recorded it with her camera phone,
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optog den med kameraet på mobilen,
01:05
and uploaded it to YouTube.
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og uploadede den til YouTube.
01:08
Because Sony Music had registered Chris Brown's video
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Fordi Sony Music havde registreret Chris Brown's video
01:11
in our Content ID system,
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i deres Content ID system,
01:13
within seconds of attempting to upload the video,
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kunne de indenfor få sekunder
01:15
the copy was detected,
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opdage kopieringen,
01:17
giving Sony the choice of what to do next.
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og dernæst bestemme, hvad der så skulle gøres.
01:20
But how do we know that the user's video was a copy?
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Men hvordan ved man at en brugers video er en kopi?
01:23
Well, it starts with content owners
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Tja, det starter med at ejerne af indholdet
01:25
delivering assets into our database,
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leverer aktiver ind i vores database,
01:27
along with a usage policy
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sammen med en skik politik
01:29
that tells us what to do when we find a match.
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der fortæller os, hvad der skal gøres, når vi finder en match.
01:33
We compare each upload
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Vi sammenligner hver upload
01:35
against all of the reference files in our database.
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med alle referencefilererne i vores database.
01:38
This heat map is going to show you
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Nu vil dette zonekort vise dig
01:40
how the brain of the system works.
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hvordan hjernen af systemet virker.
01:42
Here we can see the original reference file
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Her kan vi se den orginale referencefil
01:44
being compared to the user generated content.
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blive sammenlignet med brugergenereret indhold.
01:48
The system compares every moment
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Systemet sammeligner hvert minut
01:50
of one to the other to see if there's a match.
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af dem alle for at se om der er en match.
01:52
This means that we can identify a match
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Det betyder at vi kan identificere en match
01:54
even if the copy used is just a portion of the original file,
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selvom den anvendte kopi blot er en del af den oprindelige fil,
01:57
plays it in slow motion
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spilles i slow motion
01:59
and has degraded audio and video quality.
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og har forringet lyd- og videokvalitet.
02:02
And we do this every time
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Og det gør vi hver gang
02:04
that a video is uploaded to YouTube.
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en video bliver uploadet til YouTube.
02:06
And that's over 20 hours of video every minute.
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Og det er over 20 timers video hvert minut.
02:09
When we find a match,
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Når vi har en match,
02:11
we apply the policy that the rights owner has set down.
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anvender vi den politik, som de rettighedsejeren har fastsat.
02:15
And the scale and the speed of this system
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Og skalaen og hastigheden af systemet
02:18
is truly breathtaking.
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er virkelig betagende.
02:20
We're not just talking about a few videos,
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Vi snakker ikke bare om få videoer.
02:23
we're talking about over
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Vi snakker omkring over
02:25
100 years of video every day,
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100 år af videoer hver dag,
02:28
between new uploads and the legacy scans
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imellem nye uploads og de scanninger,
02:30
we regularly do across all of the content on the site.
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som vi jævnligt foretager i alt indhold på webstedet.
02:34
When we compare those hundred years of video,
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Og når vi sammenligner de 100 år af videoer,
02:36
we're comparing it against millions
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sammenligner vi dem med millioner
02:38
of reference files in our database.
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af referencefiler i vores database.
02:40
It would be like 36,000 people
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Det ville svare til, at 36.000 mennesker
02:42
staring at 36,000 monitors
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stirrer på 36.000 skærme
02:45
each and every day, without so much as a coffee break.
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hver eneste dag, uden så meget som at holde kaffepause.
02:48
Now, what do we do when we find a match?
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Hvad gør vi, når vi finder en match?
02:51
Well, most rights owners, instead of blocking,
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Tja, de fleste rettighedsejere vil, istedet for en blokering,
02:54
will allow the copy to be published.
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give tilladelse til at kopieringen offentliggøres.
02:56
And then they benefit through the exposure,
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Og så kan de nyde godt gennem eksponering,
02:58
advertising and linked sales.
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reklamen og forbundne salg.
03:01
Remember Chris Brown's video "Forever"?
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Husker I Chris Brown's video, "Forever"?
03:03
Well, it had its day in the sun and then it dropped off the charts,
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Det havde sin dag i solen og derefter faldt den ud af hitlisterne.
03:05
and that looked like the end of the story,
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Og det lignede slutningen på dénhistorie.
03:08
but sometime last year, a young couple got married.
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Men på et tidspunkt sidste år, blev et ungt par gift.
03:10
This is their wedding video.
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Dette er deres bryllupsvideo.
03:12
You may have seen it.
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Du har nok set den.
03:14
(Music)
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(Musik)♫♫♫
03:16
What's amazing about this is,
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Det fantastiske omkring den er,
03:18
if the processional of the wedding was this much fun,
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hvis bryllupsceremonien var så sjov,
03:20
can you imagine how much fun the reception must have been?
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kan du så forestille dig, hvor sjov receptionen må have været?
03:22
I mean, who are these people?
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Jeg mener, hvem er disse mennesker?
03:24
I totally want to go to that wedding.
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Jeg ville vildt godt med til det bryllup.
03:27
So their little wedding video went on
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Deres lille bryllupsvideo
03:29
to get over 40 million views.
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blev set over 40 millioner gange.
03:32
And instead of Sony blocking,
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Og istedet for at blokere,
03:34
they allowed the upload to occur.
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tillod Sony at videoen blev uploadet.
03:36
And they put advertising against it
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Og de reklamerede for den
03:38
and linked from it to iTunes.
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og forbandt den til iTunes.
03:40
And the song, 18 months old,
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Og sangen, 18 måneder gammel,
03:43
went back to number four on the iTunes charts.
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kom tilbage på 4. pladsen på iTunes's hitliste.
03:46
So Sony is generating revenue from both of these.
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Så Sony får indtægter fra begge af disse.
03:49
And Jill and Kevin, the happy couple,
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Og Jill og Kevin, det lykkelige par,
03:51
they came back from their honeymoon
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de kom tilbage fra deres bryllupsrejse
03:53
and found that their video had gone crazy viral.
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og konstaterede, at deres video var blevet vanvittigt viral.
03:55
And they've ended up on a bunch of talk shows,
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Og de blev inviteret til en masse talkshows.
03:58
and they've used it as an opportunity to make a difference.
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Og de brugte muligheden til at gøre en forskel.
04:00
The video's inspired over 26,000 dollars in donations
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Denne video gav over 26.000 dollars i donation
04:03
to end domestic violence.
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til kampen mod vold i hjemmet.
04:05
The "JK Wedding [Entrance] Dance" became so popular
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Og "JK Wedding Entrance Dance" blev så populær
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that NBC parodied it on the season finale of "The Office,"
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at NBC parodierede den på sæsonfinalen af "The Office,"
04:11
which just goes to show,
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hvilket bare beviser,
04:13
it's truly an ecosystem of culture.
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at det er virkelig et økosystem af kulturen.
04:16
Because it's not just amateurs borrowing from big studios,
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Fordi det ikke bare amatører som låner fra store studier,
04:19
but sometimes big studios borrowing back.
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men indimellem store studier, som låner fra amatører.
04:22
By empowering choice, we can create a culture of opportunity.
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Ved at give et valg, kan vi skabe en kultur med muligheder.
04:25
And all it took to change things around
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Og alt hvad det tog at ændre tingene,
04:27
was to allow for choice through rights identification.
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var at give mulighed for valg gennem rettighedsidentifikation.
04:30
So why has no one ever solved this problem before?
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Hvorfor er der ingen, der har løst dette problem før?
04:33
It's because it's a big problem,
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Fordi det er et stort problem,
04:35
and it's complicated and messy.
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og indviklet og rodet.
04:37
It's not uncommon for a single video
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Det er ikke ualmindeligt, at en enkelt video
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to have multiple rights owners.
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har flere rettighedesejere.
04:41
There's musical labels.
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Der er musikalske selskaber.
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There's multiple music publishers.
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Der er flere musikudgivere.
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And each of these can vary by country.
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Og hver af disse kan variere fra land til land.
04:47
There's lots of cases
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Og der er masser af tilfælde
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where we have more than one work mashed together.
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hvor vi har mere end ét værk presset sammen.
04:51
So we have to manage many claims
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Så vi er nødt til at administrere mange krav
04:53
to the same video.
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til den samme video.
04:55
YouTube's Content ID system addresses all of these cases.
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YouTube's Content ID system behandler alle disse sager.
04:58
But the system only works through
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Men systemet fungerer kun med
05:00
the participation of rights owners.
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deltagelse af rettighedsejerne.
05:02
If you have content that others are uploading to YouTube,
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Hvis du har indhold, som andre uploader til YouTube,
05:05
you should register in the Content ID system,
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skal du registere dig i Content ID systemet,
05:07
and then you'll have the choice
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og så vil du have mulighed
05:09
about how your content is used.
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for at bestemme, hvordan indholdet bliver brugt.
05:11
And think carefully about the policies that you attach to that content.
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Og tænk grundigt over de politikker, du tillægger det pågældende indhold.
05:14
By simply blocking all reuse,
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Ved blot at blokere alt genbrug,
05:16
you'll miss out on new art forms,
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kan du gå glip af nye kunstformer,
05:18
new audiences,
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nyt publikum,
05:20
new distribution channels
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nye distributionskanaler
05:22
and new revenue streams.
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og nye indtægtskilder.
05:24
But it's not just about dollars and impressions.
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Men det handler ikke kun om dollars og indtryk.
05:27
Just look at all the joy
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Bare se på al glæden
05:29
that was spread through progressive rights management
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der spredtes via progressiv forvaltning af rettigheder
05:31
and new technology.
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og ny teknologi.
05:33
And I think we can all agree that joy is definitely an idea worth spreading.
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Og vi kan alle blive enige om, at glæde absolut er en idé, som er værd at sprede.
05:36
Thank you.
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Tak.
05:38
(Applause)
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Klappesalver
ABOUT THE SPEAKER
Margaret Gould Stewart - User experience masterAt Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population.
Why you should listen
Margaret Gould Stewart has spent her career asking, “How do we design user experiences that change the world in fundamental ways?” It's a powerful question that has led her to manage user experiences for six of the ten most visited websites in the world, including Facebook, where she serves as Director of Product Design.
Before joining Facebook, Margaret managed the User Experience Team for YouTube, where she oversaw the largest redesign in the company's history, including the YouTube player page. She came to YouTube after two years leading Search and Consumer Products UX at Google. She approaches her work with a combined appreciation for timeless great design and transient digital technologies, and always with the end goal of improving people's lives. As she says: "Design is creativity in service of others."
Margaret Gould Stewart | Speaker | TED.com