Google Continues To Try To Appease Hollywood, Though It Is Unlikely To Ever Be Enough

from the because-of-course-not dept

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Google has come out with the latest version of its "How Google Fights Piracy" report ( pdf link ), going to great lengths to show how the company goes above and beyond what is required by law to try to drive people to authorized copies of content while also increasing opportunities for content creators to monetize their own content. There really aren't too many surprises in the report -- it just looks like an extension of what they've said in the past. The company is apparently about to roll out an update to its program that "downranks" certain sites based on how many DMCA notices it gets -- something that's been a huge point of contention from the RIAA and MPAA. In effect Google is basically saying to the major music and movie companies: you guys still haven't figured out how to optimize your content for search engines (like nearly everyone else online) so, fuck it, we'll do it for you if you'll just stop these ridiculous accusations. Of course, it's unlikely to work.Just this week James Murdoch insisted, incorrectly, that search engines love piracy because it brings them revenue. This has never made any sense at all, but it's a myth that flows through the legacy entertainment industry. How Google actually makes any money from those links is never explained, because there isn't an answer. And the question of why the industry doesn't do a better job getting its own content more highly ranked is ignored as well.And, of course, there's a real risk that by strengthening the "signalling" power of DMCA notices, what Google is really doing is giving the legacy players a tool for search engine "de-optimization" , so that rather than improving their own offerings, they now have every incentive in the world to just file a bunch of DMCA notices against sites they don't like. This is why there's reasonable fear from many that this new move by Google will actually lead to an increase in bogus DMCA notices that result in legitimate content being censored.But, here's the thing: as we said when Google first came out with this report, it willfor the legacy guys in Hollywood. That's because they incorrectly blame Google for their own inability to adapt to the changing market. They blame their diminishing revenue on Google, and even as Google makes it harder and harder to find unauthorized content, that revenue isn't going to come back... so they'll still blame Google. But Google was never the problem. The legacy entertainment industry and its political supporters will continue to point to search results that don't exist and search terms that are never used as some sort of "proof" because that's what they do. Rather than adapt, they really just want Google to do things for them. And for whatever reason, Google is doing more and more... and it's unlikely to ever please the likes of James Murdoch, because Google "not doing things" was never the real problem.

Filed Under: copyright, dmca, hollywood, piracy, search engines, takedowns

Companies: google