How can Licium support the cultural and creative communities?

What we are seeing at this moment is the convergence of a number of issues and independent developments that need to be addressed in order to shape the future of digital media publishing for the benefit of the cultural and creative communities:

Disinformation and Fake NEws

Digital media content is ubiquitous, online. Songs, videos, texts and images are published and shared on websites, blogs or on social media, an ever increasing proportion of news and media consumption is moving online.

In this area of abundance of content, (intentional) misinformation and (unintentional) disinformation is becoming a problem for societies. How can consumers and online platforms evaluate content integrity and learn what information to trust or not? It requires effort, knowledge and skills to verify the authenticity of original publications. And it requires simple and reliable methods and tools to check whether they have been manipulated or not.

Policy makers in all parts of the world are trying to tackle the current media crisis and fight misinformation and fake news by enforcing an increased transparency and greater accountability for content that is published online by users and rightsholders.

Missing Identifiers and Attribution

Proper content identification and attribution are fundamental prerequisites to tackle fake news and misinformation.

But how can consumers validate content when identifiers and basic metadata are often missing? Although some media industries use standard identifiers (such as ISBN, DOI, ISRC etc.), most of the existing content online does not have an open, standardised and reproducible identifier.

Without digital content-derived identifiers, it is a time- consuming and difficult endeavour for consumers to unambiguously identify digital content and understand, who originally created and published it. Also, we can also observe a political agenda from the European policy makers for more transparency and accountability.

Missing Rights Information

Creators demand respect, attribution and a fair remuneration for their creative work. But without basic metadata, licensing terms and other rights management information, inseparably connected to the content, it is simply impossible to properly credit a work or learn about the terms of use.

Content creators and other rightsholders lack an easy way to provide such information. It often results in the misuse or abuse, when content is published in an inappropriate manner without attribution or available licensing terms.

Networked peer-to-peer transactions in the Web3.0 environment create a need for efficiency and automation of content licensing.

EU Directive 2019/790

The new European Directive 2019/790 on Copyright in the Digital Single Market, which has to be implemented by the national parliaments by June 2021, will introduce new regulations to the content markets. E.g. article 17 requires online content-sharing service providers (OCSSP) to clear the rights of content that has been published on their platforms or uploaded by the users of their services. It is almost impossible that the requirements of the Directive can be implemented in national laws without smart technology for automated content identification and automated retrieval of basic and verifiable metadata and rights management information.

The Directive includes a clear recommendation for rightsholders to “provide the service providers with relevant and necessary information”. This means that in order to benefit from the Directive and avoid misappropriation of content online, rightsholders need to verifiably publish reliable, accurate and comprehensive metadata in a timely manner, and make rights management information openly available and easily accessible for automated retrieval. For rightsholders we conclude a legal necessity to act.

Digital Commerce

Despite the fact that the internet itself is decentralised in its technical nature, only a limited number of popular applications benefit from the content generated by creative individuals and other users. It is the same with professional digital media content online — only a few centralised retailers and platforms control the terms, supply and demand, access to content, user accounts, data and communication.

Business models of media organisations are at stake due to this concentration of power and data by large intermediaries, retailers and platforms and the inefficiency of the markets which results from this situation.

Lack of trust creates oligopolies. Only when trust in content authenticity, attribution and licensing information will no longer be exclusively guaranteed by large and centralised organisations, competition will be re-introduced to the media markets. Existing technology, open-source software as well as the suggested open, transparent standards for content identification and content certification can support this development. We observe a requirement for innovation in the digital media marketplaces.