2. In This Chapter, you’ll learn on:
Identify the Organization’s Multimedia
Development Policy
o What is Copyright?
• Software
• Photographs
• Video Clips
• Music
• Getting Clearance
The Copyright Policy Guidelines for Various Materials
– Web Catalogue, CDs, Print Image Catalogues,
Video Still Images
3. The Organization’s Multimedia Development Policy –
What is Copyright?
Copyright is designed to protect the copyright holder by
preventing unauthorized copying. The copyright holder may
issue rights to the item which will determine how you may use
it, for how long, in what way etc.
All the different parts of a multimedia production may be
protected by copyrights. You should assume that unless a right
has been specifically granted, you do not have it, and not
assume that a work is in the public domain. With text based
works ‘fair use’ was often cited as a defense for using work
without permission, but in the multimedia environment, this
may be harder to define. Moral rights must also be
considered. Moral rights must also be considered. Moral rights
refer to the right to object to changes that could harm the
author’s reputation or ‘derogatory treatment’.
4. Software
The copyright for software is generally handled by a
single company, but it is possible that several
copyrights exist. A license granting you permission
to use a piece of software does not mean you can
distribute it, or necessarily the runtime programs to
read the applications you have produce with it.
When buying an authoring system for example, you
should always check these rights. Some companies
allowed unlimited distribution of runtimes; other may
require you to pay a separate license fee for each
runtime that is distributed.
5. Photographs
Photographs may involve several layers of
copyright, for example, the subject of the
photograph and the photograph itself.
Scanning a photograph may also be a breach of
copyright. There are many sources of photographs,
including commercial photo libraries and public
domain sources.
6. Video Clips
Like photographs, these may have several
copyrights associated with them. For a clip from a
motion picture, for example, this may include rights
held by the author, actors, Production Company
and rights associated with the music.
Licenses tend to be granted in unit lengths of 30 to
60 seconds, so you should bear in mind when
deciding how long your clip will be.
7. Music
It is often difficult to get clearance on many commercial
recordings at all. However, there are libraries of music
produced specifically for this kind of use which have
clearly defined rates.
For example, film footage; this is normally licensed in unit
length of 30 seconds.
Getting Clearance
When seeking clearance, you should clearly define what
you intend to use the work for, and what rights you are
seeking. Getting to narrow a clearance may mean
having to pay extra later, whereas to wide means you
may be paying for extra rights that you do not need.
8. You should also make clear any changes you intend to
make, in case, there are any objections. Payment may
be a one off fee, which is easy to administer, royalties
based on sales income, or ‘pay per use’.
In many cases, the method will be determined by the
copyright holder. However, where copyright holders
have no policy about granting rights, you may do well to
write to them, stating exactly how you intend to use their
work and what you think is a reasonable payment.
The Copyright Policy Guidelines for Various Materials –
Web Catalogue, CDs, Print Image Catalogues and Video
Still Images
9. General Guidelines
Users may use portions of lawfully acquired
copyrighted works in their academic multimedia
projects, with proper credit and citations. They may
retain them in personal portfolios as examples of
their academic work.
Users must include on the opening screen of their
programs and on any printed materials that their
presentation has been prepared under fair use
exemption of the Copyright Law and are restricted
from further use.
10. Users may claim fair use for their own productions
providing these productions are:
o For face-to-face curriculum-based instruction
o Demonstrations of how to create multimedia productions
o Presented at conferences (but you may not share copies of
the actual production)
o For remote instruction as long as the distribution signal is
limited
o Kept for only 2 years
11. Fair use ends when the multimedia creator loses control
of his product's use, such as when it is accessed by
others over the Internet.
Users need not write for permission if their presentation
falls within the specific multimedia fair use guidelines;
however, "users are advised to note that if there is a
possibility that their own educational multimedia project
incorporating copyrighted works under fair use could
later result in broader dissemination, whether or not as
commercial product, it is strongly recommended that
they take steps to obtain permissions during the
development process for all copyrighted portions rather
than waiting until after completion of the project”.
12.
13. Web Catalogue
o Internet resources often combine both copyrighted and
public domain sites; therefore care should be used in
downloading any sites for use in multimedia presentations.
o Until further clarification, educators and students are
advised to write for permission to use Internet resources
and to be mindful of the copyright ramifications of
including embedded additional links to that particular site.
14. CDs
o Up to 10% of a copyrighted musical composition, but no
more than 30 seconds.
o Up to 10% of a body of sound recording, but no more than
30 seconds.
o Any alterations cannot change the basic melody or the
fundamental character of the work.
15. Print Image Catalogues
o A photograph or illustration may be used in its entirety.
o No more than 5 images of an artist's or photographer's work.
o When using a collection, no more than 10% or no more than
15 images, whichever is less.
Video Still Images
o Up to 10% of a copyrighted work or 3 minutes, whichever
is less
o Clip cannot be altered in any way.
