So, if you're in the audience today, or maybe you're watching this talk in some other time or place, you are a participant in the digital rights ecosystem. Whether you're an artist, a technologist, a lawyer or a fan, the handling of copyright directly impacts your life. Rights management is no longer simply a question of ownership, it's a complex web of relationships and a critical part of our cultural landscape. YouTube cares deeply about the rights of content owners, but in order to give them choices about what they can do with copies, mashups and more, we need to first identify when copyrighted material is uploaded to our site.
Ako ste danas u ovoj publici ili možda gledate ovaj govor u nekom drugom vremenu i prostoru, to znači da ste učesnik u ekosistemu digitalnih prava. Bez obzira da li ste umetnik, tehnolog, advokat ili obožavatelj, rukovanje zaštitom autorskih prava utiče na vaš život. Upravljanje pravima više nije samo pitanje vlasništva. To je kompleksna mreža veza i ključni deo našeg kulturnog pejzaža. Jutjub veoma brine o pravima vlasnika sadržaja, ali kako bi njima dali izbor u vezi sa tim šta mogu da rade sa kopijama, kompilacijama i ostalim, prvo moramo prepoznati kada se zaštićen materijal postavlja na naš sajt.
Let's look at a specific video so you can see how it works. Two years ago, recording artist Chris Brown released the official video of his single "Forever." A fan saw it on TV, recorded it with her camera phone, and uploaded it to YouTube. Because Sony Music had registered Chris Brown's video in our Content ID system, within seconds of attempting to upload the video, the copy was detected, giving Sony the choice of what to do next.
Hajde da pogledamo jedan video da vidite kako to radi. Pre dve godine, izvođač Kris Braun izbacio je zvanični video za svoj singl "Forever." Jedna obožavateljka je to videla na TV-u, snimila telefonom i postavila na Jutjub. Pošto je Sony Music registrovao video Krisa Brauna u našem sistemu provere sadržaja, samo par sekundi nakon pokušaja postavljanja snimka, otkriveno je da je to kopija i Sony je imao izbor šta da radi dalje.
But how do we know that the user's video was a copy? Well, it starts with content owners delivering assets into our database, along with a usage policy that tells us what to do when we find a match. We compare each upload against all of the reference files in our database. This heat map is going to show you how the brain of the system works. Here we can see the original reference file being compared to the user generated content. The system compares every moment of one to the other to see if there's a match. This means that we can identify a match even if the copy used is just a portion of the original file, plays it in slow motion and has degraded audio and video quality. And we do this every time that a video is uploaded to YouTube. And that's over 20 hours of video every minute. When we find a match, we apply the policy that the rights owner has set down.
Ali kako znamo da je video ovog korisnika kopija? Pa, sve počinje sa vlasnicima sadržaja koji dopremaju iste u našu bazu podataka, zajedno sa polisom o korišćenju koja nam kaže šta da radimo kada nađemo podudaranje. Svaki snimak se poredi sa svim referentnim podacima u našoj bazi. Ovaj grafikon će vam pokazati kako funcioniše sam mozak sistema. Ovde možemo videti originalni referentni podatak koji se poredi sa sadržajem koji stvara korisnik. Sistem poredi svaki trenutak jednog i drugog podatka da vidi da li ima podudaranja. Ovo znači da možemo prepoznati podudaranje čak i kada je kopija samo deo originalnog podatka, kad je puštena usporeno ili kad je kvalitet zvuka i slike pogoršan. I ovo radimo svakog puta kada se postavi video na Jutjub. To je preko 20 sati video materijala svakog minuta. Kada pronađemo podudaranje, primenjujemo polisu propisanu od strane vlasnika prava.
And the scale and the speed of this system is truly breathtaking. We're not just talking about a few videos, we're talking about over 100 years of video every day, between new uploads and the legacy scans we regularly do across all of the content on the site. When we compare those hundred years of video, we're comparing it against millions of reference files in our database. It would be like 36,000 people staring at 36,000 monitors each and every day, without so much as a coffee break.
Razmere i brzina ovog sistema zaista su zapanjujući. Ne pričamo o samo nekoliko snimaka. Pričamo o preko 100 godina video materijala svakog dana, između novih snimaka i skeniranja zaveštanja koje redovno radimo na svom sadržaju na sajtu. Kada poredimo te stotine godina snimaka, poredimo ih sa milionima referentnih podataka u našoj bazi. To bi bilo poput 36 hiljada ljudi koji gledaju u 36 hiljada monitora svakog pojedinačnog dana, bez najobičnije pauze za kafu.
Now, what do we do when we find a match? Well, most rights owners, instead of blocking, will allow the copy to be published. And then they benefit through the exposure, advertising and linked sales. Remember Chris Brown's video "Forever"? Well, it had its day in the sun and then it dropped off the charts, and that looked like the end of the story, but sometime last year, a young couple got married. This is their wedding video. You may have seen it.
I šta radimo kada nađemo podudaranje? Pa, većina vlasnika prava će umesto blokiranja, dozvoliti da se objavi kopija. I onda imaju korist kroz izlaganje, reklame i povezane prodaje. Sećate li se snimka "Forever" Krisa Brauna? Pa, imao je svojih pet minuta i onda je nestao sa top lista i to se činilo kao kraj cele priče. Ali u neko vreme prošle godine, jedan mladi par se venčao. Ovo je snimak s njihovog venčanja. Možda ste ga videli.
(Music)
(Muzika)
What's amazing about this is, if the processional of the wedding was this much fun, can you imagine how much fun the reception must have been? I mean, who are these people? I totally want to go to that wedding.
Ono što je neverovatno ovde je da ako je zvanični deo venčanja bio ovako zabavan, možete li samo zamisliti koliko je tek zabavna bila proslava? Mislim, ko su li ovi ljudi? Skroz bih išla na to venčanje.
So their little wedding video went on to get over 40 million views. And instead of Sony blocking, they allowed the upload to occur. And they put advertising against it and linked from it to iTunes. And the song, 18 months old, went back to number four on the iTunes charts. So Sony is generating revenue from both of these. And Jill and Kevin, the happy couple, they came back from their honeymoon and found that their video had gone crazy viral. And they've ended up on a bunch of talk shows, and they've used it as an opportunity to make a difference. The video's inspired over 26,000 dollars in donations to end domestic violence. The "JK Wedding [Entrance] Dance" became so popular that NBC parodied it on the season finale of "The Office," which just goes to show, it's truly an ecosystem of culture. Because it's not just amateurs borrowing from big studios, but sometimes big studios borrowing back.
Tako je njihov snimak s venčanja pogledalo preko 40 miliona ljudi. A Sony je dozvolio postavljanje snimka, umesto da ga blokira. I postavili su reklame na njega i povezali ga sa iTunes prodavnicom. I pesma koja je bila stara 18 meseci, vratila se na četvrto mesto iTunes top liste. Tako da Sony ima prihode na dve strane. A srećni par, Džil i Kevin, vratili su se sa medenog meseca i otkrili da je njihov video postao neverovatno popularan. Gostovali su u mnogim emisijama i iskoristili su to kao šansu da učine nešto. Video je inspirisao ljude koji su donirali preko 26 hiljada dolara za sprečavanje nasilja u porodici. Snimak "JK Wedding Entrance Dance" postao je tako popularan da ga je TV stanica NBC parodirala u finalu sezone serije "The Office," što samo pokazuje, da je ovo zaista kulturni ekosistem. Jer ovo nisu samo amateri koji pozajmljuju od velikih studija, nego ti veliki studiji ponekad pozajme i od njih.
By empowering choice, we can create a culture of opportunity. And all it took to change things around was to allow for choice through rights identification. So why has no one ever solved this problem before? It's because it's a big problem, and it's complicated and messy. It's not uncommon for a single video to have multiple rights owners. There's musical labels. There's multiple music publishers. And each of these can vary by country. There's lots of cases where we have more than one work mashed together. So we have to manage many claims to the same video.
Omogućavajući izbor, možemo stvoriti kulturu prilika. I sve što je bilo potrebno da se stvari promene je da se dozvoli izbor kroz identifikaciju prava. Kako onda niko pre nije rešio ovaj problem? To je zato što je to velik problem, komplikovan i zbrkan. Neretko se dešava da jedan snimak ima više vlasnika prava. Tu su muzičke kompanije. Veliki broj muzičkih izdavača. I sve ovo varira od zemlje do zemlje. Postoji puno slučajeva gde ima više od jednog dela u kompilaciji. Tako da moramo da rešavamo puno zahteva za jedan isti video.
YouTube's Content ID system addresses all of these cases. But the system only works through the participation of rights owners. If you have content that others are uploading to YouTube, you should register in the Content ID system, and then you'll have the choice about how your content is used. And think carefully about the policies that you attach to that content. By simply blocking all reuse, you'll miss out on new art forms, new audiences, new distribution channels and new revenue streams.
Jutjubov sistem provere sadržaja rešava sve ove slučajeve. Ali sistem radi isključivo kroz učešće vlasnika prava. Ako imate sadržaje koje drugi postavljaju na Jutjub, treba da se prijavite na sistem provere sadržaja i onda ćete moći da birate kako će se vaši sadržaji koristiti. I dobro razmislite o polisama koje vežete za te sadržaje. Ako blokirate svaku ponovnu upotrebu, propustićete nove forme umetnosti, novu publiku, nove kanale distribucije i nove izvore prihoda.
But it's not just about dollars and impressions. Just look at all the joy that was spread through progressive rights management and new technology. And I think we can all agree that joy is definitely an idea worth spreading.
Ali nije sve u dolarima i utiscima. Pomislite samo na svu radost koju su podelili napredno upravljanje pravima i nove tehnologije. I mislim da se svi možemo složiti da je radost ideja koju vredi podeliti.
Thank you. (Applause)
Hvala vam. (Aplauz)