Margaret Stewart: How YouTube thinks about copyright

Prevodilac: Mile Živković Lektor: Anja Saric

So, if you're in the audience today,

Ako ste danas u ovoj publici

or maybe you're watching this talk in some other time or place,

ili možda gledate ovaj govor u nekom drugom vremenu i prostoru,

you are a participant in the digital rights ecosystem.

to znači da ste učesnik u ekosistemu digitalnih prava.

Whether you're an artist, a technologist,

Bez obzira da li ste umetnik, tehnolog,

a lawyer or a fan,

advokat ili obožavatelj,

the handling of copyright directly impacts your life.

rukovanje zaštitom autorskih prava utiče na vaš život.

Rights management is no longer

Upravljanje pravima više nije

simply a question of ownership,

samo pitanje vlasništva.

it's a complex web of relationships

To je kompleksna mreža veza

and a critical part of our cultural landscape.

i ključni deo našeg kulturnog pejzaža.

YouTube cares deeply about the rights of content owners,

Jutjub veoma brine o pravima vlasnika sadržaja,

but in order to give them choices about what they can do

ali kako bi njima dali izbor u vezi sa tim šta mogu da rade

with copies, mashups and more,

sa kopijama, kompilacijama i ostalim,

we need to first identify

prvo moramo prepoznati

when copyrighted material is uploaded to our site.

kada se zaštićen materijal postavlja na naš sajt.

Let's look at a specific video so you can see how it works.

Hajde da pogledamo jedan video da vidite kako to radi.

Two years ago, recording artist Chris Brown

Pre dve godine, izvođač Kris Braun

released the official video of his single "Forever."

izbacio je zvanični video za svoj singl "Forever."

A fan saw it on TV,

Jedna obožavateljka je to videla na TV-u,

recorded it with her camera phone,

snimila telefonom

and uploaded it to YouTube.

i postavila na Jutjub.

Because Sony Music had registered Chris Brown's video

Pošto je Sony Music registrovao video Krisa Brauna

in our Content ID system,

u našem sistemu provere sadržaja,

within seconds of attempting to upload the video,

samo par sekundi nakon pokušaja postavljanja snimka,

the copy was detected,

otkriveno je da je to kopija

giving Sony the choice of what to do next.

i Sony je imao izbor šta da radi dalje.

But how do we know that the user's video was a copy?

Ali kako znamo da je video ovog korisnika kopija?

Well, it starts with content owners

Pa, sve počinje sa vlasnicima sadržaja

delivering assets into our database,

koji dopremaju iste u našu bazu podataka,

along with a usage policy

zajedno sa polisom o korišćenju

that tells us what to do when we find a match.

koja nam kaže šta da radimo kada nađemo podudaranje.

We compare each upload

Svaki snimak se poredi

against all of the reference files in our database.

sa svim referentnim podacima u našoj bazi.

This heat map is going to show you

Ovaj grafikon će vam pokazati

how the brain of the system works.

kako funcioniše sam mozak sistema.

Here we can see the original reference file

Ovde možemo videti originalni referentni podatak

being compared to the user generated content.

koji se poredi sa sadržajem koji stvara korisnik.

The system compares every moment

Sistem poredi svaki trenutak

of one to the other to see if there's a match.

jednog i drugog podatka da vidi da li ima podudaranja.

This means that we can identify a match

Ovo znači da možemo prepoznati podudaranje

even if the copy used is just a portion of the original file,

čak i kada je kopija samo deo originalnog podatka,

plays it in slow motion

kad je puštena usporeno

and has degraded audio and video quality.

ili kad je kvalitet zvuka i slike pogoršan.

And we do this every time

I ovo radimo svakog puta

that a video is uploaded to YouTube.

kada se postavi video na Jutjub.

And that's over 20 hours of video every minute.

To je preko 20 sati video materijala svakog minuta.

When we find a match,

Kada pronađemo podudaranje,

we apply the policy that the rights owner has set down.

primenjujemo polisu propisanu od strane vlasnika prava.

And the scale and the speed of this system

Razmere i brzina ovog sistema

is truly breathtaking.

zaista su zapanjujući.

We're not just talking about a few videos,

Ne pričamo o samo nekoliko snimaka.

we're talking about over

Pričamo o preko

100 years of video every day,

100 godina video materijala svakog dana,

between new uploads and the legacy scans

između novih snimaka i skeniranja zaveštanja

we regularly do across all of the content on the site.

koje redovno radimo na svom sadržaju na sajtu.

When we compare those hundred years of video,

Kada poredimo te stotine godina snimaka,

we're comparing it against millions

poredimo ih sa milionima

of reference files in our database.

referentnih podataka u našoj bazi.

It would be like 36,000 people

To bi bilo poput 36 hiljada ljudi

staring at 36,000 monitors

koji gledaju u 36 hiljada monitora

each and every day, without so much as a coffee break.

svakog pojedinačnog dana, bez najobičnije pauze za kafu.

Now, what do we do when we find a match?

I šta radimo kada nađemo podudaranje?

Well, most rights owners, instead of blocking,

Pa, većina vlasnika prava će umesto blokiranja,

will allow the copy to be published.

dozvoliti da se objavi kopija.

And then they benefit through the exposure,

I onda imaju korist kroz izlaganje,

advertising and linked sales.

reklame i povezane prodaje.

Remember Chris Brown's video "Forever"?

Sećate li se snimka "Forever" Krisa Brauna?

Well, it had its day in the sun and then it dropped off the charts,

Pa, imao je svojih pet minuta i onda je nestao sa top lista

and that looked like the end of the story,

i to se činilo kao kraj cele priče.

but sometime last year, a young couple got married.

Ali u neko vreme prošle godine, jedan mladi par se venčao.

This is their wedding video.

Ovo je snimak s njihovog venčanja.

You may have seen it.

Možda ste ga videli.

(Music)

(Muzika)

What's amazing about this is,

Ono što je neverovatno ovde je da

if the processional of the wedding was this much fun,

ako je zvanični deo venčanja bio ovako zabavan,

can you imagine how much fun the reception must have been?

možete li samo zamisliti koliko je tek zabavna bila proslava?

I mean, who are these people?

Mislim, ko su li ovi ljudi?

I totally want to go to that wedding.

Skroz bih išla na to venčanje.

So their little wedding video went on

Tako je njihov snimak s venčanja

to get over 40 million views.

pogledalo preko 40 miliona ljudi.

And instead of Sony blocking,

A Sony je dozvolio postavljanje snimka,

they allowed the upload to occur.

umesto da ga blokira.

And they put advertising against it

I postavili su reklame na njega

and linked from it to iTunes.

i povezali ga sa iTunes prodavnicom.

And the song, 18 months old,

I pesma koja je bila stara 18 meseci,

went back to number four on the iTunes charts.

vratila se na četvrto mesto iTunes top liste.

So Sony is generating revenue from both of these.

Tako da Sony ima prihode na dve strane.

And Jill and Kevin, the happy couple,

A srećni par, Džil i Kevin,

they came back from their honeymoon

vratili su se sa medenog meseca

and found that their video had gone crazy viral.

i otkrili da je njihov video postao neverovatno popularan.

And they've ended up on a bunch of talk shows,

Gostovali su u mnogim emisijama

and they've used it as an opportunity to make a difference.

i iskoristili su to kao šansu da učine nešto.

The video's inspired over 26,000 dollars in donations

Video je inspirisao ljude koji su donirali preko 26 hiljada dolara

to end domestic violence.

za sprečavanje nasilja u porodici.

The "JK Wedding [Entrance] Dance" became so popular

Snimak "JK Wedding Entrance Dance" postao je tako popularan

that NBC parodied it on the season finale of "The Office,"

da ga je TV stanica NBC parodirala u finalu sezone serije "The Office,"

which just goes to show,

što samo pokazuje,

it's truly an ecosystem of culture.

da je ovo zaista kulturni ekosistem.

Because it's not just amateurs borrowing from big studios,

Jer ovo nisu samo amateri koji pozajmljuju od velikih studija,

but sometimes big studios borrowing back.

nego ti veliki studiji ponekad pozajme i od njih.

By empowering choice, we can create a culture of opportunity.

Omogućavajući izbor, možemo stvoriti kulturu prilika.

And all it took to change things around

I sve što je bilo potrebno da se stvari promene

was to allow for choice through rights identification.

je da se dozvoli izbor kroz identifikaciju prava.

So why has no one ever solved this problem before?

Kako onda niko pre nije rešio ovaj problem?

It's because it's a big problem,

To je zato što je to velik problem,

and it's complicated and messy.

komplikovan i zbrkan.

It's not uncommon for a single video

Neretko se dešava da jedan snimak

to have multiple rights owners.

ima više vlasnika prava.

There's musical labels.

Tu su muzičke kompanije.

There's multiple music publishers.

Veliki broj muzičkih izdavača.

And each of these can vary by country.

I sve ovo varira od zemlje do zemlje.

There's lots of cases

Postoji puno slučajeva

where we have more than one work mashed together.

gde ima više od jednog dela u kompilaciji.

So we have to manage many claims

Tako da moramo da rešavamo puno zahteva

to the same video.

za jedan isti video.

YouTube's Content ID system addresses all of these cases.

Jutjubov sistem provere sadržaja rešava sve ove slučajeve.

But the system only works through

Ali sistem radi isključivo

the participation of rights owners.

kroz učešće vlasnika prava.

If you have content that others are uploading to YouTube,

Ako imate sadržaje koje drugi postavljaju na Jutjub,

you should register in the Content ID system,

treba da se prijavite na sistem provere sadržaja

and then you'll have the choice

i onda ćete moći da birate

about how your content is used.

kako će se vaši sadržaji koristiti.

And think carefully about the policies that you attach to that content.

I dobro razmislite o polisama koje vežete za te sadržaje.

By simply blocking all reuse,

Ako blokirate svaku ponovnu upotrebu,

you'll miss out on new art forms,

propustićete nove forme umetnosti,

new audiences,

novu publiku,

new distribution channels

nove kanale distribucije

and new revenue streams.

i nove izvore prihoda.

But it's not just about dollars and impressions.

Ali nije sve u dolarima i utiscima.

Just look at all the joy

Pomislite samo na svu radost

that was spread through progressive rights management

koju su podelili napredno upravljanje pravima

and new technology.

i nove tehnologije.

And I think we can all agree that joy is definitely an idea worth spreading.

I mislim da se svi možemo složiti da je radost ideja koju vredi podeliti.

Thank you.

Hvala vam.

(Applause)

(Aplauz)