Margaret Stewart: How YouTube thinks about copyright

117,372 views ・ 2010-06-15

TED


請雙擊下方英文字幕播放視頻。

譯者: Shang-Hsi Huang 審譯者: Marie Wu
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,
03:36
And they put advertising against it
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他們還趁勢推出廣告,
03:38
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,
03:51
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
04:08
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,
04:11
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,
04:43
There's multiple music publishers.
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也有很多的唱片公司,
04:45
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)
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