Facebook is supporting video makers to gain better control of how their creative content is shared on the social network.
After concerns were raised related to copyrighted material being misused on Facebook, measures were taken to improve rights management tools. Their aim is to crack down on video piracy and make the social network a safer environment for its content-makers.
In the last year, videos have spread rapidly throughout Facebook, being shared by regular people, advertisers and publishers. The appeal of this media channel consists in the vast audience messages can reach: there are more than 1.5 billion users on Facebook, which can be easily contacted and persuaded, especially when being exposed to viral messages. In April, the company’s daily video views skyrocketted to 4 billion, so this is undoubtedly a high-stakes venture .
However, `freebooting’ is becoming a serious problem for publishers, who find their videos uploaded on Facebook without their permission. According to reports, approximately 70% of the network’s most popular videos are freebooting re-uploads. Credit should be given to the creators of any material, which is why Facebook has vowed to enhance support for its content partners.
Until recently, when videos were added to Facebook they were analyzed by the Audible Magic system, which detected unauthorized material by using audio fingerprinting. This technology prevented footage that violated intellectual property from reaching the platform. It was further aided by reporting tools allowing content owners to contact Facebook if their material was published without permission. There were also IP policies that identified and banned repeat offenders who posted such protected content.
These security tools will remain in place, but new measures for protecting copyright owners have been added. Audible Magic content tracking has been enhanced in order to better protect content, and infringement is now more swiftly detected and punished. There is also an innovative video matching technology available for some creators, which allows them to find copies of their videos on Facebook profiles, groups or pages, so that they can have them flagged and removed immediately. At first, the beta version of this solution will be tested with a subset of selected users, in order to gauge its viability, but there are plans to extend this service to a broader spectrum of the public.
As the network’s spokesperson explained in a blog post, ‘This is just the beginning. In the long-term, our goal is to provide a comprehensive video management system that fits the needs of our partners.’
Obviously, these changes will take time, but the team is confident that eventually Facebook will provide a safe and nurturing environment for its content creators.
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