MySpace Moves to Enforce Copyrights

MySpace, and other social media sites, often have the reputation of being overrun with copyrighted material, scaring off advertisers who’ve had their content stolen or who just don’t want to be found in such an environment.

Today, MySpace, owned by Fox Interactive Media (FIM), unveiled a new tool for copyright holders allowing them to easily identify their content when it’s uploaded, and alert MySpace to have it removed if it’s an unauthorized use. The tool is being tested with FOX and MLB Advanced Media and will be expanded to include other verified copyright holders. MySpace has also created a system to block videos that are removed from being re-uploaded to the site by other users.

The network has frowned upon misuse of copyrighted materials since its inception, and has had a “notice and take down” process in place. This should make it much easier and quicker to enforce. The company has already implemented a similar system for music with partner Gracenote, whose fingerprinting technology will help prevent unauthorized music from being posted by users to the site.

Earlier this week, video sharing site YouTube, now owned by Google, announced the NHL as one of the first participants in its “Claim Your Content” program, which gives the league the option of removing unauthorized NHL content uploaded to the site, or claiming that content as its own and sharing in ad revenue.

Will these efforts be enough to make advertisers comfortable and satisfy the demands of content owners? That remains to be seen.

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