As noted here, the RIAA has issued 10 million takedown requests to Google in an attempt to close off paths to sites that facilitate music downloading. At the same time, a related phenomenon is fueling the fire of rightsholder outrage: Brand advertising that appears on download sites and generates revenue for those businesses.
These two aspects of the internet's ecosystem -- finding free music downloads through search engines, and ad-supported sites expediting illicit music acquisition -- represent deeply rooted challenges to media owners. At the same time, as with most challenges, there is a flip side of opportunity. The difference between capitalizing on an opportunity and being defeated by its challenge is the difference between getting in front of reality and falling behind it. The RIAA is regarded by many as the poster organization for denial of reality. A reversal of strategy and tactics might get big media owners in front of 21st century realities.
Filed under: Internet