News has emerged that YouTube is launching technology that aims to help content owners identify pirated videos that community members upload to the site. This type of technology is the online world's answer to demands on the part of content owners to protect copyrights in the wake of rampant illegal uploads.

However, YouTube is drawing the ire of the media industry with its intent to offer the antipiracy tools only to companies that have inked distribution deals with the video service , according to news reports.

Differing Approaches

YouTube's news leaked out less than a week after MySpace announced plans to experiment with a new pilot program to block videos that contain unauthorized copyrighted content.

MySpace is licensing technology from Audible Magic and will use it to screen videos that social networkers upload to the site. In contrast to YouTube's technology, MySpace is offering the digital fingerprinting technology to content owners for free.

YouTube could not immediately be reached for comment on the price scheme associated with its proposal, but Viacom has publicly called the proposition "unacceptable" and others have reportedly referred to the policy as a "mafia shakedown."

Sharing the Burden

Todd Chanko, an analyst at Jupiter Research, said YouTube is merely looking to share the burden of antipiracy solutions with companies that are benefiting from participation in its community. From his perspective, neither YouTube nor MySpace is offering a free lunch.

"MySpace might not require a clip fee of content holders that wish to avail themselves of Audible Magic's solution, but ultimately MySpace requires the content owner to prepare, deliver, and upload thousands of hours of digital media," Chanko argued.

The bottom line, he said, is that, whether or not the sites charge the copyright owners, there is still a price to pay for copy protection.

Meanwhile, Google is seeking to bring on additional legal expertise for its YouTube property. Google posted the requirements on Hot Jobs on Friday. The search titan is hoping to add an experienced attorney that can negotiate video license agreements and advise senior management on recommended courses of action.