A Crise na Indústrial Cultural e Novos Modelos de Negócio Antonio Cabral   Centro de Tecnologia e Sociedade – FGV/RJ
<ul><li>&quot;A lei é poderosa ; mais poderosa porém é a necessidade.&quot;   </li></ul><ul><li>Goethe  (1749-1832) </li><...
The  Statute of Anne (short title Copyright Act 1709 8 Anne c.19; long title &quot;An Act for the Encouragement of Learnin...
 
 
crise novidade controle
crise
Acesso ao conhecimento
Música
Aumento da vendagem de DVD em 100% de 2003 para 2004. 66 milhões 706 milhões 2004 56 milhões 601 milhões 2003 75 milhões 7...
 
56 em 2004 34 em 2007
 
 
Déjá vu <ul><li>Tony Bennett – 80 anos de idade, 56 de carreira; </li></ul><ul><li>Tim Maia – Faleceu há 9 anos; </li></ul...
 
imprensa
2000: 440,000 2002: 346,300 2003: 314,000 2004: 307,000 2001: 399,700 2005: 307,000
Jornais gratuitos <ul><li>Gratuitos representam 8% da circulaçao de jornais em todo o mundo; </li></ul><ul><li>Considerand...
Jornal METRO Brasil <ul><li>Grupo Bandeirantes de Comunicação lança o Metro, primeira edição brasileira do maior jornal in...
 
 
 
filmes
82%
Filmes mais assistidos em 2007 <ul><li>Homem Aranha 3; </li></ul><ul><li>Shrek III; </li></ul><ul><li>Harry Porter 5; </li...
Filmes por país de origem (2005) <ul><li>EUA – 140 filmes, 15.480 cópias, market share de 81,78%; </li></ul><ul><li>Brasil...
 
 
 
Novidade Produção Colaborativa de Conteúdo
 
 
crise
 
 
web 2.0
conteúdo colaborativo
jornalismo cidadão
 
 
controle
cultura colaborativa
ilegal x legal
Desenvolvimento tecnológico x  Modelo Regulatório
Livros didáticos: <ul><li>Preço de mercado cerca de 10 x mais caro que o preço praticado com o governo; </li></ul><ul><li>...
O Fair Use no Direito Norte-Americano : A doutrina do “fair use” está prevista no artigo 107  do Copyright Act de 1976 . O...
<ul><li>Artigo 107 do Copyright Act de 1976: </li></ul><ul><li>1) O propósito do uso; </li></ul><ul><li>2)  A natureza da ...
Realidade brasileira: <ul><li>Até 1998: </li></ul><ul><li>Lei atual: </li></ul>
Art. 46 .  Não constitui ofensa aos direitos autorais:   <ul><li>VIII - a reprodução, em quaisquer obras, de  pequenos tre...
 
direito autoral
Problema  <ul><li>direito autoral aplica-se automaticamente </li></ul><ul><li>direito autoral é ampliado no meio digital <...
2 exemplos
 
 
<ul><li>universal </li></ul>$900 /15s
<ul><li>disney </li></ul>
 
<ul><li>disney </li></ul>não para qualquer pessoa
alternativas
 
como funciona? <ul><li>as licenças permitem a cópia e distribuição da obra, desde que o autor seja creditado e sob outras ...
<ul><ul><li>© </li></ul></ul>Controle Absoluto v. Nenhum Controle Todos os Direitos Reservados Nenhum Direito Reservado <u...
<ul><ul><li>© </li></ul></ul>Control Absoluto v. Nenhum Controle Todos os direitos reservados Nenhum direito reservado Alg...
Quem usa as licenças Creative Commons (150 milhões de obras no mundo)? <ul><ul><li>Idealistas, que acreditam no princípio ...
 
 
 
 
 
 
 
 
 
 
1 a cada 295 páginas indexadas pelo Yahoo’s 53,000,000
<ul><li>~53,000,000 web pages linkadas com uma licença CC </li></ul><ul><li>1 a cada 295 pages indexadas pelo Yahoo’s </li...
1. Cauda Longa  2. Crowdsourcing
A Cauda Longa:   “Why the Future of Business Is Selling Less of More”  Chris Anderson                                     ...
<ul><li>&quot;A primeira força, a democratização da produção, povoa a cauda. A segunda força, democratização da distribuiç...
Características : <ul><li>Baixo custo de armazenamento (netflix); </li></ul><ul><li>Baixo custo de distribuição; </li></ul...
 
 
Beastie Boys: Gravado no Madison Square Garden: <ul><li>51 câmeras nas mãos dos fãs; </li></ul><ul><li>Produção colaborati...
 
 
 
 
Obrigado! [email_address] Centro de Tecnologia e Sociedade Cabral, Magrani, Pereira de Souza e Vieira Branco Advogados
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Apresentação Modelos De NegóCio

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  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • . And the machine-readable version (“Digital Code”): a translation of the key license terms into a “metadata” language that browsers and other computer applications can use to search for and sort works based on their terms of use. This three-layer approach allows for a combined ease-of-use, legitimacy, and practical utility that is difficult to achieve otherwise.
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Since December 16, 2002, the number of webpages linking back to a Creative Commons license has reached just over 750,000 (hit 788,308 on June 8). [HERE YOU MAY OR MAY NOT WANT TO EXPLAIN THE PROBLEM OF OVERCOUNTING -- DUE TO WEBLOGS USING A LOGO/LINK ON EVERY PAGE -- AND UNDERCOUNTING -- DUE TO THE FACT SOME PEOPLE WITH LARGE COLLECTIONS -- LIGHTENINGFIELD.COM -- OF LICENSED STUFF USE ONLY ONE LICENSE TAG PER PAGE, RATHER THAN PER WORK. WHETHER TO MENTION THE GOOGLE GLITCH -- THEIR POLICY OF NOT COUNTING URLS THAT END IN “0”, AS OUR LICENSES DID UNTIL RECENTLY -- IS ALSO SOMETHING YOU SHOULD USE YOUR DISCRETION WITH. GENERALLY I WOULD AVOID IT UNLESS IT COMES UP.]
  • Apresentação Modelos De NegóCio

    1. 1. A Crise na Indústrial Cultural e Novos Modelos de Negócio Antonio Cabral Centro de Tecnologia e Sociedade – FGV/RJ
    2. 2. <ul><li>&quot;A lei é poderosa ; mais poderosa porém é a necessidade.&quot; </li></ul><ul><li>Goethe (1749-1832) </li></ul>
    3. 3. The Statute of Anne (short title Copyright Act 1709 8 Anne c.19; long title &quot;An Act for the Encouragement of Learning, by vesting the Copies of Printed Books in the Authors or purchasers of such Copies, during the Times therein mentioned&quot;) was the first copyright law in the Kingdom of Great Britain (thus the United Kingdom), enacted in 1709 and entering into force on April 10, 1710. Excerpted from Statute of Anne on Wikipedia , the free encyclopedia.
    4. 6. crise novidade controle
    5. 7. crise
    6. 8. Acesso ao conhecimento
    7. 9. Música
    8. 10. Aumento da vendagem de DVD em 100% de 2003 para 2004. 66 milhões 706 milhões 2004 56 milhões 601 milhões 2003 75 milhões 726 milhões 2002 72 milhões 677 milhões 2001 94 milhões 891 milhões 2000 Unidades Totais Vendas Totais (R$) ANO
    9. 12. 56 em 2004 34 em 2007
    10. 15. Déjá vu <ul><li>Tony Bennett – 80 anos de idade, 56 de carreira; </li></ul><ul><li>Tim Maia – Faleceu há 9 anos; </li></ul><ul><li>Lobão – 49 anos de idade, sucesso nos anos 80. </li></ul><ul><li>Emmerson Nogueira – Toca primordialmente músicas de outros artistas. </li></ul><ul><li>Jennifer Lopez – Atriz e cantora Norte-Americana, 39 anos. </li></ul><ul><li>Avril Lavigne - Jovem cantora Pop Canadense. </li></ul>
    11. 17. imprensa
    12. 18. 2000: 440,000 2002: 346,300 2003: 314,000 2004: 307,000 2001: 399,700 2005: 307,000
    13. 19. Jornais gratuitos <ul><li>Gratuitos representam 8% da circulaçao de jornais em todo o mundo; </li></ul><ul><li>Considerando apenas a Europa, este percentual sobe para 31,9%; </li></ul><ul><li>278 jornais gratuitos em todo o mundo, com circulaçao combinada de 40,7 milhoes de exemplares por dia, aumento de 55% em 1 ano; </li></ul><ul><li>Os 5 maiores gratuitos sao Metro, na Inglaterra (1,13 milhao de exemplares), Leggo, na Italia (1,05 milhao), 20 Minutos (997 mil), Que! (970 mil) e ADN (914 mil), os 3 ultimos na Espanha </li></ul><ul><li>Fonte: World Press Trends </li></ul>
    14. 20. Jornal METRO Brasil <ul><li>Grupo Bandeirantes de Comunicação lança o Metro, primeira edição brasileira do maior jornal internacional do mundo Jornal gratuito distribuído em São Paulo tem  22 milhões de leitores diários em 21 países da Europa, Ásia e Américas. </li></ul>
    15. 24. filmes
    16. 25. 82%
    17. 26. Filmes mais assistidos em 2007 <ul><li>Homem Aranha 3; </li></ul><ul><li>Shrek III; </li></ul><ul><li>Harry Porter 5; </li></ul><ul><li>Piratas Do Caribe 3; </li></ul><ul><li>Uma Noite No Museu; </li></ul><ul><li>300; </li></ul><ul><li>Ratatouille; </li></ul><ul><li>Quarteto Fantástico 2; </li></ul><ul><li>Os Simpsons; </li></ul><ul><li>A Grande Família. </li></ul><ul><li>2045 salas de cinema </li></ul>
    18. 27. Filmes por país de origem (2005) <ul><li>EUA – 140 filmes, 15.480 cópias, market share de 81,78%; </li></ul><ul><li>Brasil – 47, 1797, 9,49%; </li></ul><ul><li>França – 29, 291, 1,54%; </li></ul><ul><li>Reino Unido – 14, 553, 2,921%; </li></ul><ul><li>Espanha – 9, 83, 0,44%. </li></ul>
    19. 31. Novidade Produção Colaborativa de Conteúdo
    20. 34. crise
    21. 37. web 2.0
    22. 38. conteúdo colaborativo
    23. 39. jornalismo cidadão
    24. 42. controle
    25. 43. cultura colaborativa
    26. 44. ilegal x legal
    27. 45. Desenvolvimento tecnológico x Modelo Regulatório
    28. 46. Livros didáticos: <ul><li>Preço de mercado cerca de 10 x mais caro que o preço praticado com o governo; </li></ul><ul><li>Isenção de tributos; </li></ul><ul><li>Desenvolvimento; </li></ul><ul><li>Acesso à informação; </li></ul>
    29. 47. O Fair Use no Direito Norte-Americano : A doutrina do “fair use” está prevista no artigo 107 do Copyright Act de 1976 . O artigo 107 estabelece 4 (quatro) pressupostos que devem ser analisados pelo juiz para declarar se o uso de uma obra protegida pelo Direito Autoral constitui ou não “fair use”. Todos os quatro pressupostos deverão ser analisados para se decidir um caso concreto .
    30. 48. <ul><li>Artigo 107 do Copyright Act de 1976: </li></ul><ul><li>1) O propósito do uso; </li></ul><ul><li>2) A natureza da obra protegida; </li></ul><ul><li>A quantidade da obra utilizada; e </li></ul><ul><li>4) O efeito sobre o valor de mercado da obra. </li></ul>
    31. 49. Realidade brasileira: <ul><li>Até 1998: </li></ul><ul><li>Lei atual: </li></ul>
    32. 50. Art. 46 . Não constitui ofensa aos direitos autorais: <ul><li>VIII - a reprodução, em quaisquer obras, de pequenos trechos de obras preexistentes, de qualquer natureza, ou de obra integral, quando de artes plásticas, sempre que a reprodução em si não seja o objetivo principal da obra nova e que não prejudique a exploração normal da obra reproduzida nem cause um prejuízo injustificado aos legítimos interesses dos autores. </li></ul>
    33. 52. direito autoral
    34. 53. Problema <ul><li>direito autoral aplica-se automaticamente </li></ul><ul><li>direito autoral é ampliado no meio digital </li></ul><ul><li>o que fazer com a cultura do remix? </li></ul><ul><li>Muito difícil obter permissões para usar conteúdos </li></ul>
    35. 54. 2 exemplos
    36. 57. <ul><li>universal </li></ul>$900 /15s
    37. 58. <ul><li>disney </li></ul>
    38. 60. <ul><li>disney </li></ul>não para qualquer pessoa
    39. 61. alternativas
    40. 63. como funciona? <ul><li>as licenças permitem a cópia e distribuição da obra, desde que o autor seja creditado e sob outras condições: </li></ul>Uso Não Comercial Não pode modificar Compartilhamento obrigatório Crédito Países em Desenvolvimento Pode samplear!         
    41. 64. <ul><ul><li>© </li></ul></ul>Controle Absoluto v. Nenhum Controle Todos os Direitos Reservados Nenhum Direito Reservado <ul><ul><li>© </li></ul></ul>
    42. 65. <ul><ul><li>© </li></ul></ul>Control Absoluto v. Nenhum Controle Todos os direitos reservados Nenhum direito reservado Alguns direitos reservados Equilíbrio <ul><ul><li>© </li></ul></ul>
    43. 66. Quem usa as licenças Creative Commons (150 milhões de obras no mundo)? <ul><ul><li>Idealistas, que acreditam no princípio </li></ul></ul><ul><ul><li>O educador que quer compartilhar idéias e conhecimento </li></ul></ul><ul><ul><li>Quem está começando </li></ul></ul><ul><ul><li>Artistas que sampleiam e recontextualiza sua criação </li></ul></ul><ul><ul><li>Jornalismo Cidadão </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Governo </li></ul></ul>
    44. 77. 1 a cada 295 páginas indexadas pelo Yahoo’s 53,000,000
    45. 78. <ul><li>~53,000,000 web pages linkadas com uma licença CC </li></ul><ul><li>1 a cada 295 pages indexadas pelo Yahoo’s </li></ul><ul><li>Acréscimo de 33 % nos últimos 3 meses </li></ul>
    46. 79. 1. Cauda Longa 2. Crowdsourcing
    47. 80. A Cauda Longa: “Why the Future of Business Is Selling Less of More” Chris Anderson                                 The long tail, colored in yellow .
    48. 81. <ul><li>&quot;A primeira força, a democratização da produção, povoa a cauda. A segunda força, democratização da distribuição, disponibiliza todas as ofertas. Mas isso não é o suficiente. Só quando a terceira força, que ajuda as pessoas a encontrar o que querem nessa nova superabundância de variedades, entra em ação, é que o potencial do mercado da cauda longa é de fato liberado&quot;. </li></ul>
    49. 82. Características : <ul><li>Baixo custo de armazenamento (netflix); </li></ul><ul><li>Baixo custo de distribuição; </li></ul><ul><li>3. Inteligência coletiva (Amazon); </li></ul>
    50. 85. Beastie Boys: Gravado no Madison Square Garden: <ul><li>51 câmeras nas mãos dos fãs; </li></ul><ul><li>Produção colaborativa e coletiva; </li></ul><ul><li>Sensação de se estar no show; </li></ul>
    51. 90. Obrigado! [email_address] Centro de Tecnologia e Sociedade Cabral, Magrani, Pereira de Souza e Vieira Branco Advogados

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