Indian Publishers and Songwriters to benefit financially from having their videos on YouTube
BestMediaInfo Bureau | Delhi | November 18, 2011
This is YouTubeâs first collection society deal in India. Â YouTube generates revenue only when advertisements are displayed against YouTube partnerâs videos, which is then shared with such partners. In this case it would mean that Indian music publishers, composers and authors that are members of IPRS will derive their share of revenue from the society for their works accessed on YouTube.
âWe are extremely delighted to do this deal with leading video site like YouTube, as this association will benefit our publishers/music companies, author and sister societies. As more users get online, consumption and monetization of music will increasingly happen on the internet and YouTube will drive it,â said Rakesh Nigam, CEO, IPRS.
âThis is yet another step in YouTubeâs ongoing effort to help foster the creation of Indian content and reward local artists for original works available online. We are extremely pleased to have reached an agreement with IPRS that both fosters musical talent and enables this talent to receive payment for videos on YouTube,â says Adam Smith, Director of Product Management for YouTube in the Asia-Pacific region.
In India, YouTube has already signed deals with leading music labels like T-Series and Saregama who represent about 70 percent of the songs from the Hindi film industry. This agreement will open up new opportunities for the entire music industry in India to leverage the YouTube platform as an additional distribution channel and revenue source.
As stated by Adarsh Gupta Sr. Vice President Saregama India Ltd., âThis agreement between IPRS and YouTube is surely a big step for the benefit of music industry. All the major stakeholders that is the artist, the lyricist, the music director as well as the publisher who contribute to the making of a track will now earn in a transparent manner. This association also opens an important additional revenue stream as digital content consumption is on a steady rise.â
Throughout the Asia-Pacific region, YouTube is succeeding in securing mutually beneficial agreements with associations representing artists and authors. Over the last few years, YouTube has signed deals including with JASRAC in Japan, KOMCA in Korea, CASH in Hong Kong, MUST in Taiwan, APRA-AMCOS for Australia/New Zealand, FILSCAP in the Philippines, and COMPASS in Singapore.