Viacom is suing Youtube over copyright violations. Don’t get me wrong, I’m all for the protection of copyright, though the whole concept of copyright has been completely and deliberately destroyed over the last 60 years or so. That is the subject of a whole separate article however…
The best part of this lawsuit is that Viacom itself uploaded much of the “stolen” content as part of various marketing schemes. They took many lengths to ensure that the videos couldn’t be tracked back to them in order to make them seem like authentic “leaks” for it’s programs.
Via the Google Blog…
For years, Viacom continuously and secretly uploaded its content to YouTube, even while publicly complaining about its presence there. It hired no fewer than 18 different marketing agencies to upload its content to the site. It deliberately “roughed up” the videos to make them look stolen or leaked. It opened YouTube accounts using phony email addresses. It even sent employees to Kinko’s to upload clips from computers that couldn’t be traced to Viacom. And in an effort to promote its own shows, as a matter of company policy Viacom routinely left up clips from shows that had been uploaded to YouTube by ordinary users. Executives as high up as the president of Comedy Central and the head of MTV Networks felt “very strongly” that clips from shows like The Daily Show and The Colbert Report should remain on YouTube.
Viacom’s efforts to disguise its promotional use of YouTube worked so well that even its own employees could not keep track of everything it was posting or leaving up on the site. As a result, on countless occasions Viacom demanded the removal of clips that it had uploaded to YouTube, only to return later to sheepishly ask for their reinstatement. In fact, some of the very clips that Viacom is suing us over were actually uploaded by Viacom itself.
Which of course makes this whole lawsuit seem totally ridiculous. One, as many would argue, people uploading clips of shows more or less only serves as “free advertising”. Obviously this advertising method works, otherwise why the hell would Viacom go to such a trouble to stage it? They GET the whole viral style advertising, sort of.
The problem is they apparently also don’t get it.
There’s three reasons I can see why Viacom would argue against the upload of it’s content, though only one is really legitimate and it’s the one that is most likely to be caught by Youtube anyway, so we’ll start with reason number 1…
People upload entire episodes of shows…
I understand why they don’t want this and I support this sort of take down. Like I said, due to the length of these uploads, these would be the easiest uploads to spot and take down. Youtube does take measures to prevent this copyright theft and I’m sure this level of content theft is right at the top of the list. That said, there is something ridiculous like 24 hours of video uploaded to Youtube every minute, it’s difficult to police it all.
People upload clips to criticize a show…
Firstly, I’m pretty sure criticism falls under “Fair Use” in terms of copyright. The term Fair use is heavily abuse by people who try to support content theft but one of it’s main uses would be criticism since it’s easier to get a point across by using visuals of what you’re talking about. Viacom would of course dislike this idea since it’s “negative publicity” for them.
Viacom thinks it needs to control all marketing exclusively…
This is the gray area. Sure, we’ve shown that even Viacom thinks that viral video style marketing works and technically they have the right to control the marketing of their programming. On the other hand it mostly just makes them appear really douchey by insisting on controlling things to such a needless degree. Just accept that your “numbers” and “research” of the perfect marketing schemes are complete bull shit pushed by marketing specialists and roll with it here people. You’re only going to irritate and turn off your customers.
So to wrap things up a bit, Youtube, which is of course owned by the internet juggernaut Google, has more than a leg to stand on in this case. They have made efforts to police this content, much of which was uploaded by Viacom in the first place. Still, I’m sure Viacom will try every crummy law trick they can think of to slip in a win. Obviously they think they have something going on or they wouldn’t have bothered with the lawsuit in the first place.










