Effectiveness of Copyright Enforcement Policies Telang Professor of Information Systems and...
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Effectiveness of Copyright
Enforcement Policies Rahul Telang
Professor of Information Systems and Management
Carnegie Mellon University
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Motivation
Fundamentally, we are interested in understating how
copyrights and IP policy
Affects firm profitability
Affects end users consumption
Innovation and Creativity
With digitization of content, the copyright policy
enforcement has weakened (particularly in western
countries).
How should we recalibrate our policies (if at all) and how?
What sort of enforcement make sense? (how effective are
they?)
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Trade-off
When infringement is easy and widespread, then
We hypothesize that producers will lose money
Consumer will benefit (at least in the short run) due to
cheaper and widespread availability of content.
But, if producers and artists take a big hit on revenues,
They will start producing less and of less quality. Creative
output will decline.
The platforms that facilitate piracy will hurt consumers in ways
that they may not understand (malware, collecting and
selling their personal data and so on).
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Evidence
Empirically, causally connecting infringement to these outcomes is
hard.
There is a long literature now and except a few studies, most studies
show some deleterious effects of piracy on firm revenues.
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What can we do if we believe
infringement is hurting the industry?
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Firms need to play their part
Firms need to make
content available on new
channels sooner
Example: NBC had a
contractual dispute with
Apple iTunes and removed
all the content leading to
sharp increase in piracy.
Reduce delay in
international availability
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We also need enforcement...
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Many players can play a role in the
value chain….
• A tricky issue.
• Content creators cannot stop piracy by themselves.
• Who should play an active role? • Web site blocking? (how effectiveness?).
• Going after end users?
• ISPs?
• Search Engines?
• Merchants?
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Demand side enforcement
Affect the demand for infringement by sharing user
behavior
Awareness
Warning and notice
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HADOPI
Danaher et al 2014
Similar results
IRED (Intellectual
Property Rights
Directive) in Sweden
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Demand Side Cooperation
Content Industry has been working with ISPs to
implement Copyright Alert System
Effectiveness is unclear.
Working on a larger randomized study to examine this
issue in detail.
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Supply Side Enforcement
Blocking: Megaupload
(Danaher and Smith 2015).
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Blocking User Access to Sites
UK site blocking (Danaher at al 2015).
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Search Engines and visibility of
infringing links
How effective is search engine manipulating infringing links? (Sivan, Smith
and Telang 2016)
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Search Results Manipulations
n
# Legal
option
% Legal
option Average price
(conditional on legal copy)
Condition 1: No manipulation 60 48 80.0% $9.80
Condition 2: Legal
manipulation 71 67 94.4% $9.89
Condition 3: Infringing
manipulation 65 37 56.9% $9.93
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Copyright and Content supply
How does copyright protection affect incentives to
create?
One would intuitively think that higher protection will create
better incentives for creation and generate more content
(quality adjusted)
Empirically even more challenging than previous
questions.
Digitization brought cost reductions too making it hard to
untangle cost and copyrights on content creation.
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Content Supply
Need to look at a period (markets) when cost were not declining
but piracy was rampant. Need to look at movie industry where investments are significantly larger than music industry.
We look at the VCR entry in developing country (especially India) in
early 80’s
First VCR and then Cable spawned large scale piracy in India.
Did it make a difference?
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VCR, Infringement and Movie
Production in India 0
.51
1.5
1960 1970 1980 1990 2000 2010year
Parameter estimate Median bands
conditional on rating, top 20 Hindi movies
Log Revenue per Movie
200
300
400
500
600
700
IMD
b
1960 1970 1980 1990 2000 2010year
0
500
1000
1500
Censor
Board
Aggre
gate
1960 1970 1980 1990 2000 2010year
200
400
600
800
1000
C.B
. fr
om
movie
-level data
1960 1970 1980 1990 2000 2010year
050
100
150
200
Sele
cte
d languages, C
B
1960 1970 1980 1990 2000 2010year
Four Indices of Indian Movie Production
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In conclusion…
There is no silver bullet.
Many different strategies need to be implemented
together to see an impact.
How to fight infringement effectively or the long term
effects of various policies is still an evolving question.
To make informed policies we need significantly more
evidence.