ABOUT THE SPEAKER
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.

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."

More profile about the speaker
Margaret Gould Stewart | Speaker | TED.com
TED2010

Margaret Gould Stewart: How YouTube thinks about copyright

YouTube究竟如何看待影音版權議題

Filmed:
941,966 views

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。
- 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

Double-click the English transcript below to play the video.

00:15
So, if you're in the audience聽眾 today今天,
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如果你是今天的觀眾之一,
00:17
or maybe you're watching觀看 this talk in some other time or place地點,
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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參加者 in the digital數字 rights權利 ecosystem生態系統.
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那麼你就是數位版權生態體系的一員。
00:23
Whether是否 you're an artist藝術家, a technologist技術專家,
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不管你是一位藝術家、科技人、
00:25
a lawyer律師 or a fan風扇,
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律師、或粉絲,
00:27
the handling處理 of copyright版權 directly impacts影響 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管理 is no longer
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現在,版權不再只是
00:32
simply只是 a question of ownership所有權,
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版權擁有者的議題,
00:35
it's a complex複雜 web捲筒紙 of relationships關係
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而是一個複雜的利害關係,
00:37
and a critical危急 part部分 of our cultural文化 landscape景觀.
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也是我們文化面向中很重要的一部分。
00:40
YouTubeYouTube的 cares管它 deeply about the rights權利 of content內容 owners擁有者,
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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訂購 to give them choices選擇 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副本, mashups混搭 and more,
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能選擇適當的處理方式,
00:48
we need to first identify鑑定
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我們需要先確認
00:50
when copyrighted受版權保護 material材料 is uploaded上傳 to our site現場.
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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具體 video視頻 so you can see how it works作品.
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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年份 ago, recording記錄 artist藝術家 Chris克里斯 Brown棕色
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兩年前,一位歌手Chris Brown
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released發布 the official官方 video視頻 of his single "Forever永遠."
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為他的單曲"Forever",發行了官方音樂錄影帶,
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A fan風扇 saw it on TV電視,
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一位歌迷在電視上看到了,
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recorded記錄 it with her camera相機 phone電話,
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就用手機錄下影帶,
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and uploaded上傳 it to YouTubeYouTube的.
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然後上傳到YouTube。
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Because Sony索尼 Music音樂 had registered註冊 Chris克里斯 Brown's布朗 video視頻
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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內容 IDID system系統,
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替Chris Brown的音樂錄影帶註冊了,
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within seconds of attempting嘗試 to upload上載 the video視頻,
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所以在影片開始上傳的幾秒鐘內,
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the copy複製 was detected檢測,
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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索尼 the choice選擇 of what to do next下一個.
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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用戶 video視頻 was a copy複製?
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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啟動 with content內容 owners擁有者
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嗯,版權的所有者,
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delivering交付 assets資產 into our database數據庫,
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將他們受版權保護的內容和其使用政策,
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along沿 with a usage用法 policy政策
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一併傳到我們的資料庫,
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that tells告訴 us what to do when we find a match比賽.
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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比較 each upload上載
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我們把每個上傳影片,
01:35
against反對 all of the reference參考 files in our database數據庫.
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與我們資料庫裡的參考資料作比較,
01:38
This heat map地圖 is going to show顯示 you
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這張比對圖表將告訴你,
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how the brain of the system系統 works作品.
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這套系統是如何運作的。
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Here we can see the original原版的 reference參考 file文件
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在這裡,我們可以將原始的資料
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being存在 compared相比 to the user用戶 generated產生 content內容.
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與使用者製作的內容做比較,
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The system系統 compares比較 every一切 moment時刻
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這套系統隨時都在進行相互比對,
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of one to the other to see if there's a match比賽.
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來看是否有互相吻合的記錄。
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This means手段 that we can identify鑑定 a match比賽
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即使使用者上傳的內容,只用了原始影音
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even if the copy複製 used is just a portion一部分 of the original原版的 file文件,
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檔案的一部分,或將影帶以慢速撥放,
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plays播放 it in slow motion運動
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或是降低影音的播放品質,
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and has degraded降級 audio音頻 and video視頻 quality質量.
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我們都能找出相互吻合的記錄。
02:02
And we do this every一切 time
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一有影片上傳到YouTube,
02:04
that a video視頻 is uploaded上傳 to YouTubeYouTube的.
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我們就會開始比對。
02:06
And that's over 20 hours小時 of video視頻 every一切 minute分鐘.
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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比賽,
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一旦發現吻合的資料,
02:11
we apply應用 the policy政策 that the rights權利 owner所有者 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規模 and the speed速度 of this system系統
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這套系統的運算速度和處理規模,
02:18
is truly breathtaking驚險.
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非常的驚人,
02:20
We're not just talking about a few少數 videos視頻,
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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
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100 years年份 of video視頻 every一切 day,
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長達100年的影片長度,
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between之間 new uploads上傳 and the legacy遺產 scans掃描
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我們要把已上傳和新上傳的影片,
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we regularly經常 do across橫過 all of the content內容 on the site現場.
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定期在我們的網站上進行交互比對。
02:34
When we compare比較 those hundred years年份 of video視頻,
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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比較 it against反對 millions百萬
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是用我們資料庫中
02:38
of reference參考 files in our database數據庫.
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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
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staring凝視 at 36,000 monitors顯示器
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每天同時盯著3萬6千台電腦螢幕一樣,
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each and every一切 day, without so much as a coffee咖啡 break打破.
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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比賽?
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當我們發現比對吻合時會怎麼做?
02:51
Well, most rights權利 owners擁有者, instead代替 of blocking閉塞,
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大部分的版權所有人,都會同意
02:54
will allow允許 the copy複製 to be published發表.
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讓上傳的影片曝光,而非封鎖內容。
02:56
And then they benefit效益 through通過 the exposure曝光,
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然後他們也因為影片曝光,
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advertising廣告 and linked關聯 sales銷售.
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而帶來廣告及相關收益。
03:01
Remember記得 Chris克里斯 Brown's布朗 video視頻 "Forever永遠"?
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還記得Chris Brown的影片"Forever"嗎?
03:03
Well, it had its day in the sun太陽 and then it dropped下降 off the charts圖表,
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它曾經盤據排行榜,然後就跌出排行榜了,
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and that looked看著 like the end結束 of the story故事,
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這看起來像是故事的結局,
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but sometime某時 last year, a young年輕 couple一對 got married已婚.
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但在去年,一對年輕的情侶結婚,
03:10
This is their wedding婚禮 video視頻.
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這是他們的結婚影片。
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You may可能 have seen看到 it.
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你可以能有看過。
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(Music音樂)
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(音樂)(Chris Brown的Forever)
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What's amazing驚人 about this is,
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這真的很讓人驚訝!
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if the processional遊行 of the wedding婚禮 was this much fun開玩笑,
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如果婚禮的過程可以這麼有趣,
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can you imagine想像 how much fun開玩笑 the reception招待會 must必須 have been?
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那你能夠想像婚禮的接待會多麼有趣嗎?
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I mean, who are these people?
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我的意思是,這些人是何方神聖?
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I totally完全 want to go to that wedding婚禮.
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我超級想參加那個婚禮的!
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So their little wedding婚禮 video視頻 went on
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他們的結婚影片吸引了
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to get over 40 million百萬 views意見.
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超過四千萬人次的點閱率,
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And instead代替 of Sony索尼 blocking閉塞,
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SONY不但沒有禁止影片播放,
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they allowed允許 the upload上載 to occur發生.
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他們反而允許這段影片上傳,
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And they put advertising廣告 against反對 it
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他們還趁勢推出廣告,
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and linked關聯 from it to iTunesiTunes的.
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還把連結連到iTunes上,
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And the song歌曲, 18 months個月 old,
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讓這首已經推出了18個月的歌,
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went back to number four on the iTunesiTunes的 charts圖表.
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重新站回iTunes排行榜的第四名。
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So Sony索尼 is generating發電 revenue收入 from both of these.
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SONY的作為得到了一箭雙鵰的好處,
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And Jill吉爾 and Kevin凱文, the happy快樂 couple一對,
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而Jill和Kevin這對甜蜜的新婚夫妻,
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they came來了 back from their honeymoon度蜜月
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在他們度完蜜月回來後,
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and found發現 that their video視頻 had gone走了 crazy viral病毒.
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才發現他們的影片已被瘋狂點閱,
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And they've他們已經 ended結束 up on a bunch of talk shows節目,
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接著眾多的脫口秀爭相邀請他們上節目,
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and they've他們已經 used it as an opportunity機會 to make a difference區別.
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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視頻的 inspired啟發 over 26,000 dollars美元 in donations捐款
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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結束 domestic國內 violence暴力.
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用在改善美國國內的暴力現象。
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The "JKJK Wedding婚禮 [Entrance入口] Dance舞蹈" became成為 so popular流行
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"JK婚禮進場舞步"熱門到
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that NBCNBC parodied惡搞 it on the season季節 finale壓軸 of "The Office辦公室,"
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連NBC的"辦公室風雲"當季的最後一集,
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which哪一個 just goes to show顯示,
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都在搞笑模仿這舞步。
04:13
it's truly an ecosystem生態系統 of culture文化.
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這真的是一個文化生態體系,
04:16
Because it's not just amateurs業餘 borrowing借款 from big studios工作室,
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因為不只是觀眾會模仿電視公司的點子,
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but sometimes有時 big studios工作室 borrowing借款 back.
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有時候電視公司也會模仿觀眾的點子。
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By empowering授權 choice選擇, we can create創建 a culture文化 of opportunity機會.
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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更改 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允許 for choice選擇 through通過 rights權利 identification鑑定.
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也才能全盤改變整個生態。
04:30
So why has no one ever solved解決了 this problem問題 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問題,
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因為這是一個難解的問題,
04:35
and it's complicated複雜 and messy.
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不但複雜而且難以處理。
04:37
It's not uncommon罕見 for a single video視頻
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一支影片有多位版權所有人,
04:39
to have multiple rights權利 owners擁有者.
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是很常見的事,
04:41
There's musical音樂 labels標籤.
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市場上有很多的音樂品牌,
04:43
There's multiple music音樂 publishers出版商.
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也有很多的唱片公司,
04:45
And each of these can vary變化 by country國家.
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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搗碎 together一起.
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是牽扯到很多版權所有人的,
04:51
So we have to manage管理 many許多 claims索賠
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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相同 video視頻.
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主張所有權的問題。
04:55
YouTube'sYouTube的 Content內容 IDID system系統 addresses地址 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系統 only works作品 through通過
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但這系統需要
05:00
the participation參與 of rights權利 owners擁有者.
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版權所有人的參與才能夠運作,
05:02
If you have content內容 that others其他 are uploading上傳 to YouTubeYouTube的,
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如果你有作品被其他人上傳到YouTube,
05:05
you should register寄存器 in the Content內容 IDID system系統,
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你應該要在影音註冊系統上註冊,
05:07
and then you'll你會 have the choice選擇
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然後你就可以選擇
05:09
about how your content內容 is used.
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怎樣讓別人使用你的影音內容。
05:11
And think carefully小心 about the policies政策 that you attach連接 to that content內容.
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別忘了仔細思考你的版權使用政策,
05:14
By simply只是 blocking閉塞 all reuse重用,
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假如你拒絕了所有的使用請求,
05:16
you'll你會 miss小姐 out on new art藝術 forms形式,
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你將會錯過成為新的藝術型態的機會、
05:18
new audiences觀眾,
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錯失新的觀眾、
05:20
new distribution分配 channels渠道
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新的散佈管道、
05:22
and new revenue收入 streams.
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和新的獲利來源。
05:24
But it's not just about dollars美元 and impressions印象.
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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喜悅
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看看所有透過先進的
05:29
that was spread傳播 through通過 progressive進步 rights權利 management管理
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版權管理系統和新式科技
05:31
and new technology技術.
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所散播的歡樂,
05:33
And I think we can all agree同意 that joy喜悅 is definitely無疑 an idea理念 worth價值 spreading傳播.
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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掌聲)
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(掌聲)
Translated by Shang-Hsi Huang
Reviewed by Marie Wu

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ABOUT THE SPEAKER
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.

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."

More profile about the speaker
Margaret Gould Stewart | Speaker | TED.com