MySpace Announces Site-Wide DRM

MySpace has enacted a new system for copyright management called Take Down Stay Down. The system is designed to do exactly what it says: keep content that has been removed from MySpace, permanently removed from the site (often content is reposted even after initial takedown notices by copyright holders). The press release gives some insight into how the technology actually works:

"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 doesn't smell good for MySpace. Slipping in site-wide DRM on teenagers accustomed to freedom on the Internet is a recipe for disaster.

Michael Angus, EVP and General Counsel for Fox Interactive Media, said,
“MySpace is pleased to be the first website to implement a more effective solution to this challenging problem. This is a ground-breaking and unprecedented benefit for copyright owners that re-enforces MySpace's position as the leader in copyright protection on the Internet.”

This new development will not only put MySpace in the good graces of the IP/DRM police, but it will also put Google/YouTube on the spot as the obvious question becomes: Why hasn’t YouTube implemented the same system? On the downside, we'll have to watch closely to see if this new soft-DRM hinders the popularity of MySpace. It may be time to start taking bets on what site MySpacers will migrate to.