RTI (Reti Televisive Italiane) and Meta Platforms (Meta) announced a multi-year partnership to fight online piracy. As part of this partnership, Meta and RTI will collaborate on the implementation of a series of tools and systems to protect RTI’s copyrighted content, including live broadcasts.
In addition, Meta will provide RTI with dedicated training and support in order to most effectively use tools such as Meta’s “Rights Manager,” a content management system that enables rights holders of all sizes to authorize, manage and protect own content (video, audio and images) online.
Rights and Brand protection
Rights Manager is Meta’s copyright management tool. When a publisher first uploads a content file, Rights Manager scans for matching content posted in the 72 hours prior to the upload time. Rights Manager then periodically conducts retroactive scans to detect matches from any date in the past.
Meta’s Brand Rights Protection is a separate tool that allows brands to protect their intellectual property across Meta technologies. It allows brands to identify and report content for counterfeit, trademark and copyright infringement and impersonation.
No details were released as to how RTI and Meta might exploit either of these tools together.
RTI e Meta, together to fight online piracy. Press release. March 29, 2023. Mediaset / MFE
Why it matters
“RTI is pleased with the agreement with Meta which is in line with the Copyright Directive and which represents a paradigmatic turning point to bridge the loss of value suffered by the cultural industries in the absence of a regulatory framework that redefines the responsibilities of online platforms,” said Gina Nieri, Director of Mediaset Institutional Affairs and Vice President of RTI.
“The agreement with Meta demonstrates that, if the platforms work together to prevent acts of piracy, it is possible to find solutions that herald growth and value creation for the entire supply chain. While we continue the judicial fight where intellectual property rights continue to be violated, we hope that the European Commission will find useful tools to curb the piracy of live content or content of equivalent economic value. We are confident of continuing the effective collaboration with Meta on this too,” said Nieri