TED2010
Margaret Gould Stewart: How YouTube thinks about copyright
Margaret Guld Stjuart (Margaret Gould Stewart): Kako Jutjub razmišlja o zaštiti autorskih prava
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Margaret Guld Stjuart, vođa odeljenja iskustva korisnika u Jutjubu, priča o tome kako sveprisutni video sajt radi sa vlasnicima autorskih prava i samim autorima na negovanju (u najboljem slučaju) kreativnog ekosistema u kom su svi na dobitku.
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 ovoj 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
u nekom drugom vremenu i prostoru,
u nekom drugom vremenu i prostoru,
00:20
you are a participant in the digital rights ecosystem.
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to znači da ste učesnik
u ekosistemu digitalnih prava.
u ekosistemu digitalnih prava.
00:23
Whether you're an artist, a technologist,
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Bez obzira da li ste umetnik, tehnolog,
00:25
a lawyer or a fan,
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advokat ili obožavatelj,
00:27
the handling of copyright directly impacts your life.
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rukovanje zaštitom autorskih prava
utiče na vaš život.
utiče 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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samo pitanje vlasništva.
00:35
it's a complex web of relationships
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To je kompleksna mreža veza
00:37
and a critical part of our cultural landscape.
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i ključni deo našeg kulturnog pejzaža.
00:40
YouTube cares deeply about the rights of content owners,
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Jutjub veoma brine
o pravima vlasnika sadržaja,
o pravima vlasnika sadržaja,
00:43
but in order to give them choices about what they can do
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ali kako bi njima dali izbor
u vezi sa tim šta mogu da rade
u vezi sa tim šta mogu da rade
00:45
with copies, mashups and more,
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sa kopijama, kompilacijama i ostalim,
00:48
we need to first identify
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prvo moramo prepoznati
00:50
when copyrighted material is uploaded to our site.
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kada se zaštićen materijal
postavlja na naš sajt.
postavlja na naš sajt.
00:53
Let's look at a specific video so you can see how it works.
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Hajde da pogledamo jedan video
da vidite kako to radi.
da vidite kako to radi.
00:56
Two years ago, recording artist Chris Brown
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Pre dve godine, izvođač Kris Braun
00:58
released the official video of his single "Forever."
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izbacio je zvanični video
za svoj singl "Forever."
za svoj singl "Forever."
01:01
A fan saw it on TV,
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Jedna obožavateljka je to videla na TV-u,
01:03
recorded it with her camera phone,
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snimila telefonom
01:05
and uploaded it to YouTube.
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i postavila na Jutjub.
01:08
Because Sony Music had registered Chris Brown's video
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Pošto je Sony Music registrovao
video Krisa Brauna
video Krisa Brauna
01:11
in our Content ID system,
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u našem sistemu provere sadržaja,
01:13
within seconds of attempting to upload the video,
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samo par sekundi nakon
pokušaja postavljanja snimka,
pokušaja postavljanja snimka,
01:15
the copy was detected,
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otkriveno je da je to kopija
01:17
giving Sony the choice of what to do next.
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i Sony je imao izbor šta da radi dalje.
01:20
But how do we know that the user's video was a copy?
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Ali kako znamo da je
video ovog korisnika kopija?
video ovog korisnika kopija?
01:23
Well, it starts with content owners
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Pa, sve počinje sa vlasnicima sadržaja
01:25
delivering assets into our database,
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koji dopremaju iste u našu bazu podataka,
01:27
along with a usage policy
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zajedno sa polisom o korišćenju
01:29
that tells us what to do when we find a match.
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koja nam kaže šta da radimo
kada nađemo podudaranje.
kada nađemo podudaranje.
01:33
We compare each upload
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Svaki snimak se poredi
01:35
against all of the reference files in our database.
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sa svim referentnim podacima
u našoj bazi.
u našoj bazi.
01:38
This heat map is going to show you
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Ovaj grafikon će vam pokazati
01:40
how the brain of the system works.
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kako funcioniše sam mozak sistema.
01:42
Here we can see the original reference file
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Ovde možemo videti
originalni referentni podatak
originalni referentni podatak
01:44
being compared to the user generated content.
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koji se poredi sa sadržajem
koji stvara korisnik.
koji stvara korisnik.
01:48
The system compares every moment
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Sistem poredi svaki trenutak
01:50
of one to the other to see if there's a match.
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jednog i drugog podatka
da vidi da li ima podudaranja.
da vidi da li ima podudaranja.
01:52
This means that we can identify a match
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Ovo znači da možemo prepoznati podudaranje
01:54
even if the copy used is just a portion of the original file,
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čak i kada je kopija
samo deo originalnog podatka,
samo deo originalnog podatka,
01:57
plays it in slow motion
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kad je puštena usporeno
01:59
and has degraded audio and video quality.
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ili kad je kvalitet zvuka i slike pogoršan.
02:02
And we do this every time
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I ovo radimo svakog puta
02:04
that a video is uploaded to YouTube.
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kada se postavi video na Jutjub.
02:06
And that's over 20 hours of video every minute.
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To je preko 20 sati video materijala
svakog minuta.
svakog minuta.
02:09
When we find a match,
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Kada pronađemo podudaranje,
02:11
we apply the policy that the rights owner has set down.
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primenjujemo polisu propisanu
od strane vlasnika prava.
od strane vlasnika prava.
02:15
And the scale and the speed of this system
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Razmere i brzina ovog sistema
02:18
is truly breathtaking.
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zaista su zapanjujući.
02:20
We're not just talking about a few videos,
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Ne pričamo o samo nekoliko snimaka.
02:23
we're talking about over
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Pričamo o preko
02:25
100 years of video every day,
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100 godina video materijala svakog dana,
02:28
between new uploads and the legacy scans
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između novih snimaka
i skeniranja zaveštanja
i skeniranja zaveštanja
02:30
we regularly do across all of the content on the site.
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koje redovno radimo
na svom sadržaju na sajtu.
na svom sadržaju na sajtu.
02:34
When we compare those hundred years of video,
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Kada poredimo te stotine godina snimaka,
02:36
we're comparing it against millions
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poredimo ih sa milionima
02:38
of reference files in our database.
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referentnih podataka u našoj bazi.
02:40
It would be like 36,000 people
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To bi bilo poput 36 hiljada ljudi
02:42
staring at 36,000 monitors
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koji gledaju u 36 hiljada monitora
02:45
each and every day, without so much as a coffee break.
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svakog pojedinačnog dana,
bez najobičnije pauze za kafu.
bez najobičnije pauze za kafu.
02:48
Now, what do we do when we find a match?
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I šta radimo kada nađemo podudaranje?
02:51
Well, most rights owners, instead of blocking,
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Pa, većina vlasnika prava
će umesto blokiranja,
će umesto blokiranja,
02:54
will allow the copy to be published.
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dozvoliti da se objavi kopija.
02:56
And then they benefit through the exposure,
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I onda imaju korist kroz izlaganje,
02:58
advertising and linked sales.
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reklame i povezane prodaje.
03:01
Remember Chris Brown's video "Forever"?
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Sećate li se snimka
"Forever" Krisa Brauna?
"Forever" Krisa Brauna?
03:03
Well, it had its day in the sun and then it dropped off the charts,
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Pa, imao je svojih pet minuta
i onda je nestao sa top lista
i onda je nestao sa top lista
03:05
and that looked like the end of the story,
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i to se činilo kao kraj cele priče.
03:08
but sometime last year, a young couple got married.
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Ali u neko vreme prošle godine,
jedan mladi par se venčao.
jedan mladi par se venčao.
03:10
This is their wedding video.
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Ovo je snimak s njihovog venčanja.
03:12
You may have seen it.
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Možda ste ga videli.
03:14
(Music)
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(Muzika)
03:16
What's amazing about this is,
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Ono što je neverovatno ovde je da
03:18
if the processional of the wedding was this much fun,
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ako je zvanični deo venčanja
bio ovako zabavan,
bio ovako zabavan,
03:20
can you imagine how much fun the reception must have been?
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možete li samo zamisliti
koliko je tek zabavna bila proslava?
koliko je tek zabavna bila proslava?
03:22
I mean, who are these people?
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Mislim, ko su li ovi ljudi?
03:24
I totally want to go to that wedding.
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Skroz bih išla na to venčanje.
03:27
So their little wedding video went on
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Tako je njihov snimak s venčanja
03:29
to get over 40 million views.
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pogledalo preko 40 miliona ljudi.
03:32
And instead of Sony blocking,
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A Sony je dozvolio postavljanje snimka,
03:34
they allowed the upload to occur.
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umesto da ga blokira.
03:36
And they put advertising against it
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I postavili su reklame na njega
03:38
and linked from it to iTunes.
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i povezali ga sa iTunes prodavnicom.
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And the song, 18 months old,
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I pesma koja je bila stara 18 meseci,
03:43
went back to number four on the iTunes charts.
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vratila se na četvrto mesto iTunes top liste.
03:46
So Sony is generating revenue from both of these.
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Tako da Sony ima prihode na dve strane.
03:49
And Jill and Kevin, the happy couple,
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A srećni par, Džil i Kevin,
03:51
they came back from their honeymoon
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vratili su se sa medenog meseca
03:53
and found that their video had gone crazy viral.
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i otkrili da je njihov video
postao neverovatno popularan.
postao neverovatno popularan.
03:55
And they've ended up on a bunch of talk shows,
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Gostovali su u mnogim emisijama
03:58
and they've used it as an opportunity to make a difference.
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i iskoristili su to kao šansu da učine nešto.
04:00
The video's inspired over 26,000 dollars in donations
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Video je inspirisao ljude
koji su donirali preko 26 hiljada dolara
koji su donirali preko 26 hiljada dolara
04:03
to end domestic violence.
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za sprečavanje nasilja u porodici.
04:05
The "JK Wedding [Entrance] Dance" became so popular
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Snimak "JK Wedding Entrance Dance"
postao je tako popularan
postao je tako popularan
04:08
that NBC parodied it on the season finale of "The Office,"
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da ga je TV stanica NBC parodirala
u finalu sezone serije "The Office,"
u finalu sezone serije "The Office,"
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 ovo zaista kulturni ekosistem.
04:16
Because it's not just amateurs borrowing from big studios,
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Jer ovo nisu samo amateri
koji pozajmljuju od velikih studija,
koji pozajmljuju od velikih studija,
04:19
but sometimes big studios borrowing back.
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nego ti veliki studiji
ponekad pozajme i od njih.
ponekad pozajme i od njih.
04:22
By empowering choice, we can create a culture of opportunity.
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Omogućavajući izbor,
možemo stvoriti kulturu prilika.
možemo stvoriti kulturu prilika.
04:25
And all it took to change things around
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I sve što je bilo potrebno
da se stvari promene
da se stvari promene
04:27
was to allow for choice through rights identification.
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je da se dozvoli izbor
kroz identifikaciju prava.
kroz identifikaciju prava.
04:30
So why has no one ever solved this problem before?
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Kako onda niko pre
nije rešio ovaj problem?
nije rešio ovaj problem?
04:33
It's because it's a big problem,
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To je zato što je to velik problem,
04:35
and it's complicated and messy.
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komplikovan i zbrkan.
04:37
It's not uncommon for a single video
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Neretko se dešava da jedan snimak
04:39
to have multiple rights owners.
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ima više vlasnika prava.
04:41
There's musical labels.
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Tu su muzičke kompanije.
04:43
There's multiple music publishers.
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Veliki broj muzičkih izdavača.
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And each of these can vary by country.
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I sve ovo varira od zemlje do zemlje.
04:47
There's lots of cases
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Postoji puno slučajeva
04:49
where we have more than one work mashed together.
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gde ima više od jednog dela u kompilaciji.
04:51
So we have to manage many claims
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Tako da moramo da rešavamo puno zahteva
04:53
to the same video.
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za jedan isti video.
04:55
YouTube's Content ID system addresses all of these cases.
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Jutjubov sistem provere sadržaja
rešava sve ove slučajeve.
rešava sve ove slučajeve.
04:58
But the system only works through
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Ali sistem radi isključivo
05:00
the participation of rights owners.
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kroz učešće vlasnika prava.
05:02
If you have content that others are uploading to YouTube,
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Ako imate sadržaje koje
drugi postavljaju na Jutjub,
drugi postavljaju na Jutjub,
05:05
you should register in the Content ID system,
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treba da se prijavite
na sistem provere sadržaja
na sistem provere sadržaja
05:07
and then you'll have the choice
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i onda ćete moći da birate
05:09
about how your content is used.
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kako će se vaši sadržaji koristiti.
05:11
And think carefully about the policies that you attach to that content.
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I dobro razmislite o polisama
koje vežete za te sadržaje.
koje vežete za te sadržaje.
05:14
By simply blocking all reuse,
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Ako blokirate svaku ponovnu upotrebu,
05:16
you'll miss out on new art forms,
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propustićete nove forme umetnosti,
05:18
new audiences,
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novu publiku,
05:20
new distribution channels
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nove kanale distribucije
05:22
and new revenue streams.
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i nove izvore prihoda.
05:24
But it's not just about dollars and impressions.
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Ali nije sve u dolarima i utiscima.
05:27
Just look at all the joy
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Pomislite samo na svu radost
05:29
that was spread through progressive rights management
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koju su podelili napredno upravljanje pravima
05:31
and new technology.
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i nove tehnologije.
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 radost
ideja koju vredi podeliti.
ideja koju vredi podeliti.
05:36
Thank you.
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Hvala vam.
05:38
(Applause)
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(Aplauz)
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