TED2010
Margaret Gould Stewart: How YouTube thinks about copyright
玛格丽 特斯图尔特： YouTube如何看待版权问题
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玛格丽特古尔德斯图尔特，Youtube用户体验总负责人，讲解了普遍的视频网站是如何同版权所有者和创造者一起促进的创造性的生态系统，那就是每个人都是赢家。
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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好，如果你今天是一名现场观众，
00:17
or maybe you're watching this talk in some other time or place,
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或者你在其他时间或地点观看这段讲话，
00:20
you are a participant in the digital rights ecosystem.
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你正在处在数字版权生态系统之中。
00:23
Whether you're an artist, a technologist,
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无论你是一名艺人，一名技师，
00:25
a lawyer or a fan,
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或是一名律师或一名粉丝，
00:27
the handling of copyright directly impacts your life.
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如何处理版权问题直接影响了你的生活。
00:30
Rights management is no longer
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现在，版权管理已不再
00:32
simply a question of ownership,
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是一个简单的拥有权问题。
00:35
it's a complex web of relationships
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而是一个充满了各种关系的复杂网络
00:37
and a critical part of our cultural landscape.
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也是我们文化景观的重要组成部分。
00:40
YouTube cares deeply about the rights of content owners,
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YouTube 深切关注内容所有者的各项权益。
00:43
but in order to give them choices about what they can do
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但是，为了给他们选择如何
00:45
with copies, mashups and more,
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处理副本，混搭以及其他更多的情况，
00:48
we need to first identify
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我们需要首先确认
00:50
when copyrighted material is uploaded to our site.
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当有版权保护的材料被上传到我们的网站上。
00:53
Let's look at a specific video so you can see how it works.
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让我们来看这段视频，这样你就可以理解这是怎样工作的。
00:56
Two years ago, recording artist Chris Brown
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两年前，唱片艺术家克里斯布朗，
00:58
released the official video of his single "Forever."
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发行了他的单曲，“FOREVER”的官方视频。
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A fan saw it on TV,
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一名粉丝在电视上看到后，
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recorded it with her camera phone,
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用她自己的摄像手机录制了下来，
01:05
and uploaded it to YouTube.
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并上传到Youtube。
01:08
Because Sony Music had registered Chris Brown's video
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现在，因为索尼音乐公司已经在我们内容身份识别系统中
01:11
in our Content ID system,
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注册了克里斯 布朗的音乐视频，
01:13
within seconds of attempting to upload the video,
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就在她试图上传该视频的几秒钟内，
01:15
the copy was detected,
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这个副本就被检测出来，
01:17
giving Sony the choice of what to do next.
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然后由索尼音乐公司来决定下一步该怎么办。
01:20
But how do we know that the user's video was a copy?
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但是我们是如何知道用户的视频是副本的呢？
01:23
Well, it starts with content owners
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它始于内容所有者
01:25
delivering assets into our database,
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将资产交付到我们的数据库中，
01:27
along with a usage policy
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一并随同的还有使用协定，
01:29
that tells us what to do when we find a match.
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使用协定告诉我们当我们发现一个匹配时，我们该怎样做。
01:33
We compare each upload
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我们将每一个上传的文件
01:35
against all of the reference files in our database.
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同数据库中所有参考文件进行比对。
01:38
This heat map is going to show you
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这张热图向你们展示了
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how the brain of the system works.
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这个系统的大脑是如何工作的。
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Here we can see the original reference file
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这里，我们看到原始的参考文件
01:44
being compared to the user generated content.
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正与用户生成的内容相比较。
01:48
The system compares every moment
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系统将文件的每分每秒同另一个进行比对，
01:50
of one to the other to see if there's a match.
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来决定两者是否匹配。
01:52
This means that we can identify a match
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这意味着我们能决定一个匹配，
01:54
even if the copy used is just a portion of the original file,
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即便副本仅使用了原文件的一部分，
01:57
plays it in slow motion
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用慢动作播放，
01:59
and has degraded audio and video quality.
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降低了音频和视频的质量。
02:02
And we do this every time
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当一个视频被上传到Youtube上来，
02:04
that a video is uploaded to YouTube.
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我们每次都要进行比对。
02:06
And that's over 20 hours of video every minute.
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每分钟比对超过20个小时的视频。
02:09
When we find a match,
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当我们发现了一个匹配，
02:11
we apply the policy that the rights owner has set down.
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我们就应用版权所有者所制定的条例。
02:15
And the scale and the speed of this system
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这个系统的规模和速度
02:18
is truly breathtaking.
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着实惊人。
02:20
We're not just talking about a few videos,
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我们不是在说少量的视频。
02:23
we're talking about over
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我们说的是每天
02:25
100 years of video every day,
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处理长达一百多年的视频，
02:28
between new uploads and the legacy scans
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在新上传的视频和我们
02:30
we regularly do across all of the content on the site.
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定期将网站上所有内容进行的维护性扫描之间。
02:34
When we compare those hundred years of video,
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当我们比对了那些长达百年的视频时，
02:36
we're comparing it against millions
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我们将他们同我们数据库中
02:38
of reference files in our database.
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成百上千万的参考视频做对比。
02:40
It would be like 36,000 people
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这就好比36000个人
02:42
staring at 36,000 monitors
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每人每天不停地盯着36000个显示器，
02:45
each and every day, without so much as a coffee break.
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连喝咖啡的时间都没有。
02:48
Now, what do we do when we find a match?
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那当我们找到一个匹配后，我们做些什么呢？
02:51
Well, most rights owners, instead of blocking,
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大多数版权拥有者，不是禁止，
02:54
will allow the copy to be published.
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反而允许发行副本。
02:56
And then they benefit through the exposure,
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这样他们从曝光率，
02:58
advertising and linked sales.
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广告和链接销售中获利。
03:01
Remember Chris Brown's video "Forever"?
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记得克里斯 布朗的视频，“Forever"吗？
03:03
Well, it had its day in the sun and then it dropped off the charts,
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它经历了它的光辉岁月后就退出了排行榜。
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and that looked like the end of the story,
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看起来这就是故事的结局。
03:08
but sometime last year, a young couple got married.
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但去年的某个时候，一对年轻夫妇结婚了。
03:10
This is their wedding video.
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这是他们的婚礼视频。
03:12
You may have seen it.
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你可能看过了。
03:14
(Music)
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(♫音乐♫)
03:16
What's amazing about this is,
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这就是这个令人惊叹的地方
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if the processional of the wedding was this much fun,
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如果婚礼列队是这样的有趣，
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can you imagine how much fun the reception must have been?
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你能想象接待处那里该会是多么的有趣吗？
03:22
I mean, who are these people?
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我的意思是说，这些人是谁？
03:24
I totally want to go to that wedding.
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我真是想参加那个婚礼。
03:27
So their little wedding video went on
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所以他们这个小小的婚礼视频
03:29
to get over 40 million views.
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有超过4000万次的浏览。
03:32
And instead of Sony blocking,
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索尼公司没有禁止，
03:34
they allowed the upload to occur.
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相反他们允许上传这个视频。
03:36
And they put advertising against it
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他们打广告，
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and linked from it to iTunes.
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将它链接到iTunes中。
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And the song, 18 months old,
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这首歌，发行18个月后，
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went back to number four on the iTunes charts.
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又重新回到了iTune榜单的第四名。
03:46
So Sony is generating revenue from both of these.
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所以，索尼公司从两方面赚了钱。
03:49
And Jill and Kevin, the happy couple,
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吉尔和凯文，这对快乐的夫妇，
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they came back from their honeymoon
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当他们从蜜月回来时
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and found that their video had gone crazy viral.
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发现他们的视频已经在网络上疯传。
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And they've ended up on a bunch of talk shows,
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最后他们上了几个脱口秀。
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and they've used it as an opportunity to make a difference.
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他们将这个变成一个可以创造不同的机会。
04:00
The video's inspired over 26,000 dollars in donations
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这个视频激发了26000美元的捐赠
04:03
to end domestic violence.
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用于结束家庭暴力。
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The "JK Wedding [Entrance] Dance" became so popular
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“JK婚礼入场舞蹈”大受欢迎以至于
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that NBC parodied it on the season finale of "The Office,"
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NBC在当季的”The Office"的结局中模仿它。
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which just goes to show,
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这表明了
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it's truly an ecosystem of culture.
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这是个真正的文化生态系统。
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Because it's not just amateurs borrowing from big studios,
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因为它不只是业余爱好者从大制片厂借点子，
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but sometimes big studios borrowing back.
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而是大制片厂（从业余爱好者那里）借。
04:22
By empowering choice, we can create a culture of opportunity.
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赋予选择以权利，我们能创造出一个富于机会的文化。
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And all it took to change things around
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改变周围的事情仅仅靠
04:27
was to allow for choice through rights identification.
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允许通过版权鉴定的选择权。
04:30
So why has no one ever solved this problem before?
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为什么以前从来没有人解决这个问题呢？
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It's because it's a big problem,
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因为这是一个大问题，
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and it's complicated and messy.
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很复杂也很凌乱。
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It's not uncommon for a single video
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一个视频属于多个版权所有者的现象
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to have multiple rights owners.
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一点也不稀奇。
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There's musical labels.
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还有音乐商标。
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There's multiple music publishers.
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我们有多个音乐出版商。
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And each of these can vary by country.
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每个都随国家的不同而改变。
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There's lots of cases
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很多情况下
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where we have more than one work mashed together.
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不止一个作品组成在一起。
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So we have to manage many claims
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所以我们需要应付针对同一个视频的
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to the same video.
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多种说法。
04:55
YouTube's Content ID system addresses all of these cases.
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Youtube内容识别系统解决了所有的这些情况。
04:58
But the system only works through
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但是系统仅仅适用于
05:00
the participation of rights owners.
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参与了的版权所有者。
05:02
If you have content that others are uploading to YouTube,
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如果你的内容被其他用户上传到Youtube，
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you should register in the Content ID system,
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你应该注册到内容识别系统中，
05:07
and then you'll have the choice
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这样当属于你的内容被使用，
05:09
about how your content is used.
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你有权作出选择。
05:11
And think carefully about the policies that you attach to that content.
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要仔细想清楚附在内容中的条款。
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By simply blocking all reuse,
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仅仅是禁止所有的重新使用，
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you'll miss out on new art forms,
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你就失去了新的艺术形式，
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new audiences,
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新的观众，
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new distribution channels
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新的分销渠道
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and new revenue streams.
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和新的收入来源。
05:24
But it's not just about dollars and impressions.
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但这不仅仅是美元和大众印象。
05:27
Just look at all the joy
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仅是看那些快乐，
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that was spread through progressive rights management
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通过进步的版权管理和新技术
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and new technology.
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所传播的快乐。
05:33
And I think we can all agree that joy is definitely an idea worth spreading.
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我认为我们都同意快乐绝对是一个值得传播的好点子。
05:36
Thank you.
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谢谢大家。
05:38
(Applause)
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（鼓掌）
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