TED2010
Margaret Gould Stewart: How YouTube thinks about copyright
Margaret Gould Stewart: Kako YouTube razmišlja o autorskom pravu
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Margaret Gould Stewart, voditeljica odjela za doživljaj korisnika na YouTube-u, priča o tome kako sveprisutna stranica surađuje s vlasnicima autorskih prava i autorima kako bi potaknula (u najboljim slučajevima) kreativni ekosustav gdje svatko dobiva.
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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Ako ste danas u publici,
00:17
or maybe you're watching this talk in some other time or place,
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ili možda gledate ovaj govor na nekom drugom mjestu ili vremenu,
00:20
you are a participant in the digital rights ecosystem.
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vi ste sudionik u ekosustavu digitalnih prava.
00:23
Whether you're an artist, a technologist,
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Bez obzira jeste li umjetnik, tehnolog,
00:25
a lawyer or a fan,
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odvjetnik ili obožavatelj,
00:27
the handling of copyright directly impacts your life.
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upravljanje autorskim pravima (copyright) izravno utječe na vaš život.
00:30
Rights management is no longer
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Upravljanje pravima više nije
00:32
simply a question of ownership,
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naprosto pitanje vlasništva.
00:35
it's a complex web of relationships
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Ono je složena mreža odnosa
00:37
and a critical part of our cultural landscape.
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i kritičan dio našeg kulturnog krajolika.
00:40
YouTube cares deeply about the rights of content owners,
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YouTube duboko brine za prava vlasnika nekog sadržaja.
00:43
but in order to give them choices about what they can do
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Ali kako bismo im pružili izbor koji mogu učiniti
00:45
with copies, mashups and more,
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s kopijama, mash-upovima i drugome,
00:48
we need to first identify
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prvo moramo identificirati
00:50
when copyrighted material is uploaded to our site.
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kada je zaštićeni materijal poslan na našu stranicu.
00:53
Let's look at a specific video so you can see how it works.
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Pogledajmo konkretan video da vidite kako to funkcionira.
00:56
Two years ago, recording artist Chris Brown
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Prije dvije godine, glazbenik Chris Brown,
00:58
released the official video of his single "Forever."
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izdao je službeni video svog singla "Forever".
01:01
A fan saw it on TV,
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Obožavatelj ga je vidio na televiziji,
01:03
recorded it with her camera phone,
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snimio s fotoaparatom na mobitelu,
01:05
and uploaded it to YouTube.
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i podigao ga na YouTube.
01:08
Because Sony Music had registered Chris Brown's video
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Budući da je Sony Music registrirao video Chrisa Browna
01:11
in our Content ID system,
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u našem sustavu identifikacije sadržaja,
01:13
within seconds of attempting to upload the video,
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u roku od nekoliko sekundi od pokušaja uploada videa,
01:15
the copy was detected,
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kopija je otkrivena,
01:17
giving Sony the choice of what to do next.
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omogućavajući Sonyju da odluči što će slijedeće učiniti.
01:20
But how do we know that the user's video was a copy?
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Ali kako znamo da je korisnikov video kopija?
01:23
Well, it starts with content owners
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Pa, početak je da vlasnici sadržaja
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delivering assets into our database,
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unesu svoju imovinu u našu bazu,
01:27
along with a usage policy
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zajedno s politikom korištenja
01:29
that tells us what to do when we find a match.
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koja nam daje uputu što učiniti kad naiđemo na kopiju.
01:33
We compare each upload
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Uspoređujemo svaki upload
01:35
against all of the reference files in our database.
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sa svim referentnim zapisima u našoj bazi podataka.
01:38
This heat map is going to show you
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Ova će vam toplotna karta pokazati
01:40
how the brain of the system works.
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kako mozak sustava radi.
01:42
Here we can see the original reference file
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Ovdje vidimo originalni referentni zapis
01:44
being compared to the user generated content.
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koji se uspoređuje sa sadržajem dobivenim od korisnika.
01:48
The system compares every moment
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Sustav uspoređuje svaki trenutak
01:50
of one to the other to see if there's a match.
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jednoga i drugoga da vidi podudaraju li se.
01:52
This means that we can identify a match
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To znači da možemo identificirati podudarnost
01:54
even if the copy used is just a portion of the original file,
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čak i ako upotrijebljena kopija predstavlja samo dio izvornog zapisa,
01:57
plays it in slow motion
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ako je usporena
01:59
and has degraded audio and video quality.
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i ako ima zvuk i sliku slabije kvalitete.
02:02
And we do this every time
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I to činimo svaki puta
02:04
that a video is uploaded to YouTube.
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kad se video podiže na YouTube.
02:06
And that's over 20 hours of video every minute.
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A govorimo od preko 20 sati videa svake minute.
02:09
When we find a match,
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Kad otkrijemo podudaranje,
02:11
we apply the policy that the rights owner has set down.
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primjenjujemo politiku koju je propisao vlasnik prava.
02:15
And the scale and the speed of this system
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Veličina i brzina ovog sustava
02:18
is truly breathtaking.
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doista oduzima dah.
02:20
We're not just talking about a few videos,
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Ne govorimo o samo nekoliko videa.
02:23
we're talking about over
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Govorimo o preko
02:25
100 years of video every day,
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100 godina videa svakoga dana,
02:28
between new uploads and the legacy scans
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uključujući novopristigle filmove i zaštićene skenove
02:30
we regularly do across all of the content on the site.
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koje redovito obrađujemo na čitavom sadržaju stranica.
02:34
When we compare those hundred years of video,
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A kad uspoređujemo te stotine godina videa,
02:36
we're comparing it against millions
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Uspoređujemo ih s milijunima
02:38
of reference files in our database.
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referentnih zapisa u našoj bazi podataka.
02:40
It would be like 36,000 people
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To vam je kao da 36.000 ljudi
02:42
staring at 36,000 monitors
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zuri u 36.000 monitora
02:45
each and every day, without so much as a coffee break.
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baš svakoga dana, bez i najmanje pauze za kavu.
02:48
Now, what do we do when we find a match?
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No, što činimo kada nađemo podudarnost?
02:51
Well, most rights owners, instead of blocking,
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Pa, većina vlasnika prava, umjesto blokade,
02:54
will allow the copy to be published.
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dopuštaju objavljivanje kopije.
02:56
And then they benefit through the exposure,
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I oni zatim imaju koristi od izloženosti,
02:58
advertising and linked sales.
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promocije i s time povezane prodaje.
03:01
Remember Chris Brown's video "Forever"?
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Sjećate se videa Chrisa Browna, "Forever"?
03:03
Well, it had its day in the sun and then it dropped off the charts,
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Pa, doživio je svoj sunčani dan, a zatim je ispao s top liste.
03:05
and that looked like the end of the story,
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I to je izgledalo kao kraj priče.
03:08
but sometime last year, a young couple got married.
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Ali u neko doba lani, mladi par se vjenčao.
03:10
This is their wedding video.
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Ovo je video njihovog vjenčanja.
03:12
You may have seen it.
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Možda ste ga vidjeli.
03:14
(Music)
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(Glazba)
03:16
What's amazing about this is,
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Ovdje je zapanjujuće to,
03:18
if the processional of the wedding was this much fun,
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što ako je službeni dio vjenčanja tako zabavan,
03:20
can you imagine how much fun the reception must have been?
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možete li zamisliti koliko je zabavna bila večera?
03:22
I mean, who are these people?
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Mislim, tko su ti ljudi?
03:24
I totally want to go to that wedding.
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Totalno želim otići na to vjenčanje.
03:27
So their little wedding video went on
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Pa je njihov mali video
03:29
to get over 40 million views.
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skupio preko 40 milijuna gledanja.
03:32
And instead of Sony blocking,
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I umjesto da Sony to blokira,
03:34
they allowed the upload to occur.
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dopustili su upload.
03:36
And they put advertising against it
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I uz to su ubacili promociju
03:38
and linked from it to iTunes.
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i napravili poveznicu na iTunes.
03:40
And the song, 18 months old,
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I pjesma, 18 mjeseci stara,
03:43
went back to number four on the iTunes charts.
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popela se na broj četiri na top listi iTunesa.
03:46
So Sony is generating revenue from both of these.
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Pa Sony ostvaruje prihod na obje strane.
03:49
And Jill and Kevin, the happy couple,
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A Jill i Kevin, sretan par,
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they came back from their honeymoon
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vratili su se sa svog medenog mjeseca
03:53
and found that their video had gone crazy viral.
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i otkrili da im je video postao ludi virus.
03:55
And they've ended up on a bunch of talk shows,
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I završili su na hrpi talk show emisija.
03:58
and they've used it as an opportunity to make a difference.
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Oni su to iskoristili kao mogućnost da donesu nešto drugačije.
04:00
The video's inspired over 26,000 dollars in donations
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Video je nadahnuo preko 26.000 dolara donacija
04:03
to end domestic violence.
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u prilog borbe protiv domaćeg nasilja.
04:05
The "JK Wedding [Entrance] Dance" became so popular
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A "Ulazni ples JK vjenčanja" postao je toliko popularan
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that NBC parodied it on the season finale of "The Office,"
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da ga je NBC parodirao u finalu sezone serije "Ured"
04:11
which just goes to show,
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što samo pokazuje,
04:13
it's truly an ecosystem of culture.
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da je zaista riječ o kulturnom ekosustavu.
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Because it's not just amateurs borrowing from big studios,
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Zato što ne posuđuju samo amateri od velikih studija,
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but sometimes big studios borrowing back.
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već katkada i veliki studiji posuđuju zauzvrat.
04:22
By empowering choice, we can create a culture of opportunity.
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Dajući ljudima izbor, možemo stvoriti kulturu mogućnosti.
04:25
And all it took to change things around
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A sve što je trebalo da se stvari preokrenu
04:27
was to allow for choice through rights identification.
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bilo je dopustiti izbor putem identifikacije prava.
04:30
So why has no one ever solved this problem before?
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Pa zašto onda nitko ranije nije riješio taj problem?
04:33
It's because it's a big problem,
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Zato što je to velik problem,
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and it's complicated and messy.
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kompliciran je i nejasan.
04:37
It's not uncommon for a single video
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Nije neobično da jedan video
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to have multiple rights owners.
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ima više vlasnika prava.
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There's musical labels.
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Postoje glazbene marke.
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There's multiple music publishers.
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Postoje mnogi glazbeni izdavači.
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And each of these can vary by country.
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I svi oni mogu varirati od zemlje do zemlje.
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There's lots of cases
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A ima i mnogo slučajeva
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where we have more than one work mashed together.
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u kojima je više uradaka pomiješano.
04:51
So we have to manage many claims
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Pa moramo upravljati mnogim zahtjevima za prava
04:53
to the same video.
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na isti video.
04:55
YouTube's Content ID system addresses all of these cases.
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YouTube-ov sustav identifikacije sadržaja pokriva sve ove slučajeve.
04:58
But the system only works through
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Ali sustav djeluje samo uz
05:00
the participation of rights owners.
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suradnju vlasnika prava.
05:02
If you have content that others are uploading to YouTube,
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Ako imate sadržaj koji drugi podižu na YouTube,
05:05
you should register in the Content ID system,
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trebate se registrirati u sustav identifikacije sadržaja,
05:07
and then you'll have the choice
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i tada ćete moći odabrati
05:09
about how your content is used.
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kako se vaš sadržaj koristi.
05:11
And think carefully about the policies that you attach to that content.
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I razmislite pažljivo o politici koju propisujete za sadržaj.
05:14
By simply blocking all reuse,
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Jednostavnom blokadom ponovnog korištenja,
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you'll miss out on new art forms,
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propustit ćete nove umjetničke oblike,
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new audiences,
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novu publiku,
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new distribution channels
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nove distribucijske kanale
05:22
and new revenue streams.
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i nove tijekove prihoda.
05:24
But it's not just about dollars and impressions.
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Ali nije riječ samo o dolarima i utiscima.
05:27
Just look at all the joy
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Pogledajte samo na sve to zadovoljstvo
05:29
that was spread through progressive rights management
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koje se raširilo progresivnim upravljanjem pravima
05:31
and new technology.
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i novom tehnologijom.
05:33
And I think we can all agree that joy is definitely an idea worth spreading.
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I mislim da se svi možemo složiti da je zadovoljstvo definitivno ideja koju vrijedi širiti.
05:36
Thank you.
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Hvala vam.
05:38
(Applause)
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(Pljesak)
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