Copyright. It’s all in the word, really. You can’t actually copy stuff without the rights to do so. More formally, copyright is “a legal right granted to the creator of original works of authorship, including literary, dramatic, musical, and certain other intellectual works. This right protects the creator's exclusive control over the reproduction, distribution, adaptation, performance, and display of their work.”
Which brings us back to that “whoops” moment: the common practice of illegally sharing, and posting - stealing - news content without permission and/or without having a licence or right to do so. Most people simply do not understand the concept of copyright and content licensing, and this article hopefully outlines some of the principles, practices and policies that govern this area.
And importantly, what are the ramifications for individuals and corporations who don't abide by the rules and either access unlicensed content or - dangerously - republish or rely upon content that is not authorised, is unreliable and in many cases, is downright incorrect.
So, to start at the beginning: copyright grants content creators - journalists, news organisations, authors, musicians and more - an exclusive right to their work in order for them to profit, or make a living. If those works are used and essentially monetised by others, those third parties are using the works illegally.
Even people who do not necessarily make money from sharing content - individuals who post something on social media, for example - can still be breaching copyright laws as they are potentially circumventing audiences from seeing the legitimate display of the content and therefore reducing the ability of a news organisation to earn advertising or subscription revenue.
So, the principle of copyright licensing exists in order for a creator or licence holder to sell the rights to content to others for particular purposes: for authorised reproduction in another news outlet, for extracts to be included in a text book, for music to be used in a movie, or in the case of Medianet, for the purposes of providing media monitoring services.
A media monitoring organisation just like Medianet’s, collects and collates news and information under licence. In other words, it sources only verified content for three main reasons:
Reliability, trust and accuracy: Licensed content is typically produced by established news outlets and journalists who adhere to professional standards of accuracy and ethics and build trust with their audiences.
Supporting journalism: The creation of quality journalism requires investment in resources, including investigative reporting, fact-checking, and editorial oversight. By accessing and respecting licensed content, consumers are directly supporting these efforts - and ensuring a continuing stream of reliable news. Without support for journalism, it may well cease to exist and lead to a dangerous spiral where government and corporations are not held to account.
Legal compliance: Using unlicensed content can lead to legal issues. Copyright infringement can result in fines and legal action.
In contrast, much of the content on social media does not follow any journalistic standards and relying on such sources exposes audiences to misinformation, propaganda and intentionally misleading information.
An even more dangerous path is the rabbit hole of AI. While we all accept and understand that AI will change the world, right now it is not a comprehensive alternative to media monitoring. While some new organisations have reached licensing agreements with some AI applications - News Corp has struck a global deal with OpenAI, for example - many have not. Try a ChatGPT inquiry regarding a current Australian news event, and you will only get News Corp outlets. There is a long way to go before - or even if - the AI players join the licensing world.
Remember, copyright pays for the use of the verified content and it provides that content to customers under a licensed framework.
Unlike AI, a Google search or a casual foray in the world of X, a licensed media monitoring service can be trusted. It comes directly from the source. It is accurate. It is comprehensive. It is legal. And it can be relied upon by customers who seek to understand their portrayal, their reputation or their messaging in the wider media landscape.
Put simply, it’s the only way to get it right.
ABOUT THE AUTHOR
Bruce Davidson is a seasoned journalist and entrepreneur with over 40 years of media experience. After holding senior editorial roles at the Herald and Weekly Times, he founded media solutions provider Pagemasters in 1991. Following its acquisition by AAP in 2002, Bruce continued as Managing Director before becoming CEO of AAP in 2010. In 2020, after the sale of the AAP Newswire, he was appointed CEO of Mediality.
Mediality is a leading media services company owned by major Australian publishing groups, including News Corp, Nine, the West Australian, and Australian Community Media. The company operates key divisions such as Pagemasters, Medianet, Medianet Insights, and Mediality Racing, providing media solutions to enhance news and information distribution across publishing platforms.
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Medianet Media Monitoring operates with full compliance, holding all the necessary licences to legally source and distribute news content. Unlike unverified news sources or social media disinformation, Medianet ensures that every piece of news it provides comes from reputable, licensed outlets. This means businesses and organisations can trust that the content they receive is accurate, legally obtained, and ethically sourced. By adhering to strict copyright and licensing agreements, Medianet not only upholds journalistic integrity but also supports the sustainability of quality news reporting.