MediaPost is reporting that MySpace has come up with a new way of dealing with infringing fans. Instead of DMCA takedown notices, cease and desist letters, etc., companies can now overlay the content on your MySpace contributions with their own advertisements:
Once a site publisher enables Auditude, every piece of content gets a unique ID. First, a content owner has to supply Auditude with copies of all content it wants “fingerprinted,” and Auditude adds it to a database. Once deployed on MySpace, for example, the technology can scan every digital file queued for uploading to see if there’s a match within the indexed content. It can then take any action the content company prefers, including blocking the upload. MTV Networks is one of the first entertainment companies to sign up for the MySpace service – and it’s going the ad route for content from BET, Nickelodeon and Comedy Central.
That kind of sucks the big one. It probably helps explain why MySpace has never really caught on big with hardcore fandom who have instead opted for services like LiveJournal, FaceBook, Quizilla, FanFiction.Net, YouTube, etc. Well, that and a number of teen fandom friends I have music wise were put off when they posted their bandfic, bandslash when they were contacted by people that they characterized as pedophiles.
That sort of heavy handed tactic could result in a loss of people tuning in to MySpace because it is hugely intrusive and doesn’t offer any form of recourse. (Of course, considering that MySpace offers some unique things that you can’t get elsewhere and a lot of people won’t ever notice that, and it will help MySpace with their revenue stream, I can’t see any change happening to dissuade media companies from responding this way to alleged copyright violations. )