Facebook enhances rights management tools
August 28, 2015
By Colin Mann
Facebook has responded to the concerns of its content partners over content misuse by enhancing its rights management tools better to empower creators to control how their videos are shared on Facebook.
In a Blog Post, Tacebook says that over the past year, video has grown quickly and significantly on Facebook. “We’re seeing more videos being shared by people, publishers and advertisers than ever before. For publishers in particular, our community of nearly 1.5 billion people means video creators are able to reach a vast audience and cultivate relationships with new fans on the platform.”
“At the same time, we’ve heard from some of our content partners that third parties too frequently misuse their content on Facebook. For instance, publishers have told us that their videos are sometimes uploaded directly to Facebook without their permission. This practice has been called “freebooting,” and it’s not fair to those who work hard to create amazing videos. We want creators to get credit for the videos that they own. To address this, we have been exploring ways to enhance our rights management tools to better empower creators to control how their videos are shared on Facebook.”
“We have an established foundation in place today. Videos uploaded to Facebook are run through the Audible Magic system, which uses audio fingerprinting technology to help identify and prevent unauthorized videos from making their way onto the platform. We have reporting tools that enable content owners to tell us when someone has uploaded their video without permission, and we promptly remove those videos in response to valid reports. And our IP policies ensure that people that repeatedly post content without permission are held responsible for their actions.”
“But, as video grows on Facebook, we’ve heard from some video publishers that there are ways in which we can be doing a better job. We’ve listened to this feedback, and we’re taking steps in response. We’re working with Audible Magic to enhance the way that system works with Facebook, including improving the intake of content intended to be blocked from our platform. And we’re making improvements to our existing procedures so that infringing content can be reported and removed more efficiently, and to keep repeat infringers off our service.”
“These existing measures work well for many creators, but some publishers with particular needs, including creators whose videos have gone viral, have been asking for more tools. To this end, we have been building new video matching technology that will be available to a subset of creators. This technology is tailored to our platform, and will allow these creators to identify matches of their videos on Facebook across Pages, profiles, groups, and geographies. Our matching tool will evaluate millions of video uploads quickly and accurately, and when matches are surfaced, publishers will be able to report them to us for removal.”
“We will soon begin testing the beta version of this matching technology with a small group of partners, including media companies, multi-channel networks and individual video creators. Feedback from our partners is critical, and we’re eager to iterate and improve the system over the coming months. We also plan to make this technology available to more partners in the future, as well as to continue to build upon our already-existing tools.”
“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. This will take time, but we’re working on it, and we’re committed,” it confirms.