A Sector Assembles to Turn Video Pirates Into Gold

[David Farber <dave () farber net>]

Begin forwarded message:

From: dewayne () warpspeed com (Dewayne Hendricks)
Date: April 29, 2009 3:22:54 AM EDT
To: Dewayne-Net Technology List <xyzzy () warpspeed com>
Subject: [Dewayne-Net] A Sector Assembles to Turn Video Pirates Into  
Gold

Written by Liz Gannes
Posted Tuesday, April 28, 2009 at 9:00 PM PT

A Sector Assembles to Turn Video Pirates Into Gold
<http://newteevee.com/2009/04/28/a-sector-assembles-to-turn-video-pirates-into-gold/ 
>
As President Barack Obama recently learned, it’s hip to be anti- 
pirate. But claiming anti-piracy as your life’s existence? That’s just  
so antagonistic.

Companies that have won the trust of major networks and studios have  
been giving copyright protection a much-needed dose of nuance  
recently. In a world in which users are going to upload content each  
and every time you fail to reach them at exactly the moment they want  
to watch it, these companies have persuaded content owners to start to  
think of so-called pirates as viral marketers.

The Missed Opportunity of Unofficial Views

Monetizing unauthorized uploads requires a copyright holder to upload  
everything it wants watched to a fingerprinting vendor. The  
fingerprinting vendor also scans live TV, especially for time- 
sensitive events, like sports. Those two sources constitute an index  
key that the fingerprinter can reference while combing through web  
video sites looking for a match — or a sample, a poor copy, or a  
mashup. Then, if the content holder has agreed in advance, the  
fingerprinter can leave the unlicensed version up, and overlay links  
to the official version (basically, house ads) and/or monetize the  
clip with additional advertising.

Unofficial uploads of premium content are often more popular than  
official ones. For instance, though Avril Lavigne’s official version  
of her music video forGirlfriend is the most-viewed YouTube video of  
all time, TubeMogul recently measured that just 39.5 percent of the  
some 1 billion views of her videos and other people’s videos using her  
songs on YouTube come from official uploads.

Turning anti-piracy into rights management is really starting to  
resonate for content holders, and vendors are quickly cutting deals to  
ensure they are compatible with each other. After all, monetizing an  
unauthorized upload requires the participation of the content holder,  
the video site, the fingerprinter, and the advertiser or someone  
representing the advertiser. You need to lay a little groundwork in  
order to make that happen.

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