TED2010
Margaret Gould Stewart: How YouTube thinks about copyright
YouTube究竟如何看待影音版權議題
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Margaret Gould Stewart，負責YouTube的使用者部門，闡述YouTube這個無所不在的影音網站，是如何與版權所有者和創作者合作，一起在現在這個史上最佳的時間點上，培育這個所有人都是贏家的創意生態體系。
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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如果你是今天的觀眾之一，
00:17
or maybe you're watching this talk in some other time or place,
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又或者你正在某個時候的某個地方觀看這場演講的影片，
00:20
you are a participant in the digital rights ecosystem.
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那麼你就是數位版權生態體系的一員。
00:23
Whether you're an artist, a technologist,
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不管你是一位藝術家、科技人、
00:25
a lawyer or a fan,
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律師、或粉絲，
00:27
the handling of copyright directly impacts your life.
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版權的管理將會直接影響到你的生活。
00:30
Rights management is no longer
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現在，版權不再只是
00:32
simply a question of ownership,
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版權擁有者的議題，
00:35
it's a complex web of relationships
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而是一個複雜的利害關係，
00:37
and a critical part of our cultural landscape.
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也是我們文化面向中很重要的一部分。
00:40
YouTube cares deeply about the rights of content owners,
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Youtube深切地關心影音內容所有人的權利，
00:43
but in order to give them choices about what they can do
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但為了讓他們在面對別人複製、重製或做其他的動作時，
00:45
with copies, mashups and more,
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能選擇適當的處理方式，
00:48
we need to first identify
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我們需要先確認
00:50
when copyrighted material is uploaded to our site.
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這些受版權保護的影音資料是何時上傳到YouTube的。
00:53
Let's look at a specific video so you can see how it works.
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讓我們以一個影片為例，來了解這是如何運作的。
00:56
Two years ago, recording artist Chris Brown
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兩年前，一位歌手Chris Brown
00:58
released the official video of his single "Forever."
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為他的單曲"Forever"，發行了官方音樂錄影帶，
01:01
A fan saw it on TV,
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一位歌迷在電視上看到了，
01:03
recorded it with her camera phone,
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就用手機錄下影帶，
01:05
and uploaded it to YouTube.
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然後上傳到YouTube。
01:08
Because Sony Music had registered Chris Brown's video
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由於Sony Music已經在我們的影音註冊系統裡，
01:11
in our Content ID system,
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替Chris Brown的音樂錄影帶註冊了，
01:13
within seconds of attempting to upload the video,
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所以在影片開始上傳的幾秒鐘內，
01:15
the copy was detected,
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我們就已經偵測到了影片內容是有版權保護的，
01:17
giving Sony the choice of what to do next.
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讓SONY可以選擇如何因應。
01:20
But how do we know that the user's video was a copy?
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究竟我們是如何得知使用者的影片是非經授權使用呢？
01:23
Well, it starts with content owners
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嗯，版權的所有者，
01:25
delivering assets into our database,
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將他們受版權保護的內容和其使用政策，
01:27
along with a usage policy
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一併傳到我們的資料庫，
01:29
that tells us what to do when we find a match.
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所以當我們偵測到與其吻合的結果時，能有處理的依據。
01:33
We compare each upload
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我們把每個上傳影片，
01:35
against all of the reference files in our database.
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與我們資料庫裡的參考資料作比較，
01:38
This heat map is going to show you
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這張比對圖表將告訴你，
01:40
how the brain of the system works.
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這套系統是如何運作的。
01:42
Here we can see the original reference file
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在這裡，我們可以將原始的資料
01:44
being compared to the user generated content.
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與使用者製作的內容做比較，
01:48
The system compares every moment
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這套系統隨時都在進行相互比對，
01:50
of one to the other to see if there's a match.
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來看是否有互相吻合的記錄。
01:52
This means that we can identify a match
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即使使用者上傳的內容，只用了原始影音
01:54
even if the copy used is just a portion of the original file,
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檔案的一部分，或將影帶以慢速撥放，
01:57
plays it in slow motion
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或是降低影音的播放品質，
01:59
and has degraded audio and video quality.
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我們都能找出相互吻合的記錄。
02:02
And we do this every time
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一有影片上傳到YouTube，
02:04
that a video is uploaded to YouTube.
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我們就會開始比對。
02:06
And that's over 20 hours of video every minute.
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我們每分鐘要比對超過20小時的影片內容，
02:09
When we find a match,
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一旦發現吻合的資料，
02:11
we apply the policy that the rights owner has set down.
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我們就會依循版權所有人當初定下的對策作出回應。
02:15
And the scale and the speed of this system
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這套系統的運算速度和處理規模，
02:18
is truly breathtaking.
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非常的驚人，
02:20
We're not just talking about a few videos,
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我們所討論的不是幾支影片而已，
02:23
we're talking about over
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我們每天面對的是
02:25
100 years of video every day,
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長達100年的影片長度，
02:28
between new uploads and the legacy scans
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我們要把已上傳和新上傳的影片，
02:30
we regularly do across all of the content on the site.
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定期在我們的網站上進行交互比對。
02:34
When we compare those hundred years of video,
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當我們比對那些長度加起來有幾百年的影音資料時，
02:36
we're comparing it against millions
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是用我們資料庫中
02:38
of reference files in our database.
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數百萬筆的檔案進行比對，
02:40
It would be like 36,000 people
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這就像有3萬6千人
02:42
staring at 36,000 monitors
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每天同時盯著3萬6千台電腦螢幕一樣，
02:45
each and every day, without so much as a coffee break.
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而且還沒有休息時間。
02:48
Now, what do we do when we find a match?
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當我們發現比對吻合時會怎麼做？
02:51
Well, most rights owners, instead of blocking,
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大部分的版權所有人，都會同意
02:54
will allow the copy to be published.
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讓上傳的影片曝光，而非封鎖內容。
02:56
And then they benefit through the exposure,
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然後他們也因為影片曝光，
02:58
advertising and linked sales.
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而帶來廣告及相關收益。
03:01
Remember Chris Brown's video "Forever"?
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還記得Chris Brown的影片"Forever"嗎?
03:03
Well, it had its day in the sun and then it dropped off the charts,
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它曾經盤據排行榜，然後就跌出排行榜了，
03:05
and that looked like the end of the story,
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這看起來像是故事的結局，
03:08
but sometime last year, a young couple got married.
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但在去年，一對年輕的情侶結婚，
03:10
This is their wedding video.
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這是他們的結婚影片。
03:12
You may have seen it.
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你可以能有看過。
03:14
(Music)
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(音樂)(Chris Brown的Forever)
03:16
What's amazing about this is,
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這真的很讓人驚訝！
03:18
if the processional of the wedding was this much fun,
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如果婚禮的過程可以這麼有趣，
03:20
can you imagine how much fun the reception must have been?
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那你能夠想像婚禮的接待會多麼有趣嗎?
03:22
I mean, who are these people?
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我的意思是，這些人是何方神聖?
03:24
I totally want to go to that wedding.
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我超級想參加那個婚禮的!
03:27
So their little wedding video went on
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他們的結婚影片吸引了
03:29
to get over 40 million views.
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超過四千萬人次的點閱率，
03:32
And instead of Sony blocking,
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SONY不但沒有禁止影片播放，
03:34
they allowed the upload to occur.
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他們反而允許這段影片上傳，
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And they put advertising against it
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他們還趁勢推出廣告，
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and linked from it to iTunes.
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還把連結連到iTunes上，
03:40
And the song, 18 months old,
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讓這首已經推出了18個月的歌，
03:43
went back to number four on the iTunes charts.
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重新站回iTunes排行榜的第四名。
03:46
So Sony is generating revenue from both of these.
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SONY的作為得到了一箭雙鵰的好處，
03:49
And Jill and Kevin, the happy couple,
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而Jill和Kevin這對甜蜜的新婚夫妻，
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they came back from their honeymoon
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在他們度完蜜月回來後，
03:53
and found that their video had gone crazy viral.
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才發現他們的影片已被瘋狂點閱，
03:55
And they've ended up on a bunch of talk shows,
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接著眾多的脫口秀爭相邀請他們上節目，
03:58
and they've used it as an opportunity to make a difference.
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他們利用了這個機會為自己創造了不平凡的經驗。
04:00
The video's inspired over 26,000 dollars in donations
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這支影片也吸引了超過2萬6千美金的捐款，
04:03
to end domestic violence.
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用在改善美國國內的暴力現象。
04:05
The "JK Wedding [Entrance] Dance" became so popular
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"JK婚禮進場舞步"熱門到
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that NBC parodied it on the season finale of "The Office,"
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連NBC的"辦公室風雲"當季的最後一集，
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which just goes to show,
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都在搞笑模仿這舞步。
04:13
it's truly an ecosystem of culture.
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這真的是一個文化生態體系，
04:16
Because it's not just amateurs borrowing from big studios,
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因為不只是觀眾會模仿電視公司的點子，
04:19
but sometimes big studios borrowing back.
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有時候電視公司也會模仿觀眾的點子。
04:22
By empowering choice, we can create a culture of opportunity.
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藉由提供版權所有者不同的選擇，我們創造了一個充滿機會的文化，
04:25
And all it took to change things around
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這是透過版權認證之後，所衍生出來的選擇，
04:27
was to allow for choice through rights identification.
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也才能全盤改變整個生態。
04:30
So why has no one ever solved this problem before?
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那之前都沒有人解決版權問題嗎?
04:33
It's because it's a big problem,
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因為這是一個難解的問題，
04:35
and it's complicated and messy.
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不但複雜而且難以處理。
04:37
It's not uncommon for a single video
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一支影片有多位版權所有人，
04:39
to have multiple rights owners.
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是很常見的事，
04:41
There's musical labels.
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市場上有很多的音樂品牌，
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There's multiple music publishers.
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也有很多的唱片公司，
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And each of these can vary by country.
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不同的國家也有不同的品牌、公司，
04:47
There's lots of cases
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我們有很多案例
04:49
where we have more than one work mashed together.
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是牽扯到很多版權所有人的，
04:51
So we have to manage many claims
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所以我們必須處理同時有多人針對同一支影片，
04:53
to the same video.
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主張所有權的問題。
04:55
YouTube's Content ID system addresses all of these cases.
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YouTube的影音註冊系統正是在處理這方面的事情，
04:58
But the system only works through
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但這系統需要
05:00
the participation of rights owners.
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版權所有人的參與才能夠運作，
05:02
If you have content that others are uploading to YouTube,
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如果你有作品被其他人上傳到YouTube，
05:05
you should register in the Content ID system,
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你應該要在影音註冊系統上註冊，
05:07
and then you'll have the choice
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然後你就可以選擇
05:09
about how your content is used.
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怎樣讓別人使用你的影音內容。
05:11
And think carefully about the policies that you attach to that content.
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別忘了仔細思考你的版權使用政策，
05:14
By simply blocking all reuse,
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假如你拒絕了所有的使用請求，
05:16
you'll miss out on new art forms,
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你將會錯過成為新的藝術型態的機會、
05:18
new audiences,
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錯失新的觀眾、
05:20
new distribution channels
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新的散佈管道、
05:22
and new revenue streams.
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和新的獲利來源。
05:24
But it's not just about dollars and impressions.
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但這不只是關於金錢和形象而已，
05:27
Just look at all the joy
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看看所有透過先進的
05:29
that was spread through progressive rights management
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版權管理系統和新式科技
05:31
and new technology.
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所散播的歡樂，
05:33
And I think we can all agree that joy is definitely an idea worth spreading.
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我想我們都同意，歡樂是值得散播的。
05:36
Thank you.
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謝謝大家。
05:38
(Applause)
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(掌聲)
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