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

如果你是今天的觀眾之一，

you are a participant in the digital rights ecosystem.

又或者你正在某個時候的某個地方觀看這場演講的影片，

Whether you're an artist, a technologist,

那麼你就是數位版權生態體系的一員。

a lawyer or a fan,

不管你是一位藝術家、科技人、

the handling of copyright directly impacts your life.

律師、或粉絲，

Rights management is no longer

版權的管理將會直接影響到你的生活。

simply a question of ownership,

現在，版權不再只是

it's a complex web of relationships

版權擁有者的議題，

and a critical part of our cultural landscape.

而是一個複雜的利害關係，

YouTube cares deeply about the rights of content owners,

也是我們文化面向中很重要的一部分。

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

Youtube深切地關心影音內容所有人的權利，

with copies, mashups and more,

但為了讓他們在面對別人複製、重製或做其他的動作時，

we need to first identify

能選擇適當的處理方式，

when copyrighted material is uploaded to our site.

我們需要先確認

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

這些受版權保護的影音資料是何時上傳到YouTube的。

Two years ago, recording artist Chris Brown

讓我們以一個影片為例，來了解這是如何運作的。

released the official video of his single "Forever."

兩年前，一位歌手Chris Brown

A fan saw it on TV,

為他的單曲"Forever"，發行了官方音樂錄影帶，

recorded it with her camera phone,

一位歌迷在電視上看到了，

and uploaded it to YouTube.

就用手機錄下影帶，

Because Sony Music had registered Chris Brown's video

然後上傳到YouTube。

in our Content ID system,

由於Sony Music已經在我們的影音註冊系統裡，

within seconds of attempting to upload the video,

替Chris Brown的音樂錄影帶註冊了，

the copy was detected,

所以在影片開始上傳的幾秒鐘內，

giving Sony the choice of what to do next.

我們就已經偵測到了影片內容是有版權保護的，

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

讓SONY可以選擇如何因應。

Well, it starts with content owners

究竟我們是如何得知使用者的影片是非經授權使用呢？

delivering assets into our database,

嗯，版權的所有者，

along with a usage policy

將他們受版權保護的內容和其使用政策，

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

一併傳到我們的資料庫，

We compare each upload

所以當我們偵測到與其吻合的結果時，能有處理的依據。

against all of the reference files in our database.

我們把每個上傳影片，

This heat map is going to show you

與我們資料庫裡的參考資料作比較，

how the brain of the system works.

這張比對圖表將告訴你，

Here we can see the original reference file

這套系統是如何運作的。

being compared to the user generated content.

在這裡，我們可以將原始的資料

The system compares every moment

與使用者製作的內容做比較，

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

這套系統隨時都在進行相互比對，

This means that we can identify a match

來看是否有互相吻合的記錄。

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

即使使用者上傳的內容，只用了原始影音

plays it in slow motion

檔案的一部分，或將影帶以慢速撥放，

and has degraded audio and video quality.

或是降低影音的播放品質，

And we do this every time

我們都能找出相互吻合的記錄。

that a video is uploaded to YouTube.

一有影片上傳到YouTube，

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

我們就會開始比對。

When we find a match,

我們每分鐘要比對超過20小時的影片內容，

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

一旦發現吻合的資料，

And the scale and the speed of this system

我們就會依循版權所有人當初定下的對策作出回應。

is truly breathtaking.

這套系統的運算速度和處理規模，

We're not just talking about a few videos,

非常的驚人，

we're talking about over

我們所討論的不是幾支影片而已，

100 years of video every day,

我們每天面對的是

between new uploads and the legacy scans

長達100年的影片長度，

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

我們要把已上傳和新上傳的影片，

When we compare those hundred years of video,

定期在我們的網站上進行交互比對。

we're comparing it against millions

當我們比對那些長度加起來有幾百年的影音資料時，

of reference files in our database.

是用我們資料庫中

It would be like 36,000 people

數百萬筆的檔案進行比對，

staring at 36,000 monitors

這就像有3萬6千人

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

每天同時盯著3萬6千台電腦螢幕一樣，

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

而且還沒有休息時間。

Well, most rights owners, instead of blocking,

當我們發現比對吻合時會怎麼做？

will allow the copy to be published.

大部分的版權所有人，都會同意

And then they benefit through the exposure,

讓上傳的影片曝光，而非封鎖內容。

advertising and linked sales.

然後他們也因為影片曝光，

Remember Chris Brown's video "Forever"?

而帶來廣告及相關收益。

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

還記得Chris Brown的影片"Forever"嗎?

and that looked like the end of the story,

它曾經盤據排行榜，然後就跌出排行榜了，

but sometime last year, a young couple got married.

這看起來像是故事的結局，

This is their wedding video.

但在去年，一對年輕的情侶結婚，

You may have seen it.

這是他們的結婚影片。

(Music)

你可以能有看過。

What's amazing about this is,

(音樂)(Chris Brown的Forever)

if the processional of the wedding was this much fun,

這真的很讓人驚訝！

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

如果婚禮的過程可以這麼有趣，

I mean, who are these people?

那你能夠想像婚禮的接待會多麼有趣嗎?

I totally want to go to that wedding.

我的意思是，這些人是何方神聖?

So their little wedding video went on

我超級想參加那個婚禮的!

to get over 40 million views.

他們的結婚影片吸引了

And instead of Sony blocking,

超過四千萬人次的點閱率，

they allowed the upload to occur.

SONY不但沒有禁止影片播放，

And they put advertising against it

他們反而允許這段影片上傳，

and linked from it to iTunes.

他們還趁勢推出廣告，

And the song, 18 months old,

還把連結連到iTunes上，

went back to number four on the iTunes charts.

讓這首已經推出了18個月的歌，

So Sony is generating revenue from both of these.

重新站回iTunes排行榜的第四名。

And Jill and Kevin, the happy couple,

SONY的作為得到了一箭雙鵰的好處，

they came back from their honeymoon

而Jill和Kevin這對甜蜜的新婚夫妻，

and found that their video had gone crazy viral.

在他們度完蜜月回來後，

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

才發現他們的影片已被瘋狂點閱，

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

接著眾多的脫口秀爭相邀請他們上節目，

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

他們利用了這個機會為自己創造了不平凡的經驗。

to end domestic violence.

這支影片也吸引了超過2萬6千美金的捐款，

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

用在改善美國國內的暴力現象。

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

"JK婚禮進場舞步"熱門到

which just goes to show,

連NBC的"辦公室風雲"當季的最後一集，

it's truly an ecosystem of culture.

都在搞笑模仿這舞步。

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

這真的是一個文化生態體系，

but sometimes big studios borrowing back.

因為不只是觀眾會模仿電視公司的點子，

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

有時候電視公司也會模仿觀眾的點子。

And all it took to change things around

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，

was to allow for choice through rights identification.

這是透過版權認證之後，所衍生出來的選擇，

So why has no one ever solved this problem before?

也才能全盤改變整個生態。

It's because it's a big problem,

那之前都沒有人解決版權問題嗎?

and it's complicated and messy.

因為這是一個難解的問題，

It's not uncommon for a single video

不但複雜而且難以處理。

to have multiple rights owners.

一支影片有多位版權所有人，

There's musical labels.

是很常見的事，

There's multiple music publishers.

市場上有很多的音樂品牌，

And each of these can vary by country.

也有很多的唱片公司，

There's lots of cases

不同的國家也有不同的品牌、公司，

where we have more than one work mashed together.

我們有很多案例

So we have to manage many claims

是牽扯到很多版權所有人的，

to the same video.

所以我們必須處理同時有多人針對同一支影片，

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

主張所有權的問題。

But the system only works through

YouTube的影音註冊系統正是在處理這方面的事情，

the participation of rights owners.

但這系統需要

If you have content that others are uploading to YouTube,

版權所有人的參與才能夠運作，

you should register in the Content ID system,

如果你有作品被其他人上傳到YouTube，

and then you'll have the choice

你應該要在影音註冊系統上註冊，

about how your content is used.

然後你就可以選擇

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

怎樣讓別人使用你的影音內容。

By simply blocking all reuse,

別忘了仔細思考你的版權使用政策，

you'll miss out on new art forms,

假如你拒絕了所有的使用請求，

new audiences,

你將會錯過成為新的藝術型態的機會、

new distribution channels

錯失新的觀眾、

and new revenue streams.

新的散佈管道、

But it's not just about dollars and impressions.

和新的獲利來源。

Just look at all the joy

但這不只是關於金錢和形象而已，

that was spread through progressive rights management

看看所有透過先進的

and new technology.

版權管理系統和新式科技

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

所散播的歡樂，

Thank you.

我想我們都同意，歡樂是值得散播的。

(Applause)

謝謝大家。