MySpace Gets Tough on DRM

Enjoy those pirated videos on MySpace while you can – the leading social networking site, perhaps in an effort to limit copyright infringment lawsuits, today announced a new copy protection scheme to keep non-authorized content from repeatedly being posted after it has been taken down. MySpace is calling this new initative "Take Down Stay Down".

"Take Down Stay Down," said MySpace, lets copyright holders prevent users from re-posting video content in the MySpace community after that content has been removed at the request of the copyright owner. This DRM offering, which is free to copyright holders, "utilizes a number of steps to ensure the content is identified, taken down, and kept out of the MySpace community. When a content owner informs MySpace that a user has improperly posted its content onto MySpace Videos, not only is the video promptly removed by MySpace, but MySpace also creates a digital fingerprint of the video content and adds it to its copyright filter, which is based on industry-leading Audible Magic technology. If any user tries to upload the same content that has been removed, the filter will recognize the digital fingerprint and block the content from being uploaded."

This new feature is integrated into the MySpace "Content Take Down Tool" as part of a larger set of copyright protection tools.

"We have created this new feature to solve a problem that has long frustrated copyright holders and presented technical challenges to service providers – how to prevent copyrighted content from being re-posted by the same or a different user after it has been taken down by the copyright owner,” said Michael Angus, EVP and General Counsel for Fox Interactive Media, in a statement. "MySpace is pleased to be the first website to implement a more effective solution to this challenging problem."

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