Managing Copyright in the Digital Age of Publishing and Advertising

Fernanda Rocha, Digital Rights Manager, Latin America, Y&R

The publishing and advertising businesses face challenges looking for profitable ways to reinvent themselves since the emergence of the Internet about two decades ago. In this digital environment, there are a multitude of sources, platforms and formats of content available to the consumers, which are constantly transforming to adapt to new technology and market demand. Media’s audience has broadened while the competition has increased substantially. In spite of the challenges, this ever-changing environment creates opportunities for new licensing models and copyright management solutions that media corporations, large or small, should adopt not only to survive, but also to be successful. In this paper, I will discuss the common challenges for media companies due to the lack of a well-planned copyright management solution and why media companies should invest in one. In addition, I will briefly discuss the importance of archiving media content and how this can help produce savings or, alternatively, constitute an alternative revenue source for media businesses.