Modern content aggregation pillar 2: rights clearance
As we've discussed in a previous blog post, all modern content aggregation companies are built on the same three pillars: modular content creation and ingestion, rights clearance, and a platform for content distribution. Today, let's have a closer look at the second pillar: rights clearance. What does it entail, why is it useful, and what conditions should it meet?
Multichannel content multi-licensing: what is it and who participate in it?
Modern content aggregation companies distribute educational content on their own channels as well as those from third parties (such as book distributors). On top of that, the way in which one piece of content is distributed may differ per distributor — for example, in terms of price and licence. To complicate the matter, there are two types of licences: paid and unpaid. The latter may be available for non-commercial use.
Basically, what we're dealing with is 'multichannel content multi-licensing.' Now, which players participate in it?
Publishers create and distribute content, have their own platforms, and increasingly offer content from third parties.
Online educators don't just create materials, but also have their own platforms with educational goals. In some cases, they distribute content from third parties, too.
Online distributors don't create content, but solely focus on reselling and redistributing content on their multi-content licensing platforms.
The approach: licensing as a type of metadata
Here's why this pillar is useful: it means content owners can unlock several revenue streams. They may want to provide content in different forms (for example, by using text and video). But even if they simply offer one piece of content through several outlets, they will reach a larger target audience.
The end user will also benefit, as they no longer depend on one platform if they're looking for a specific piece of content.
However, it's important to ensure educational content is suitable for several channels and multi-licensing. There's a myriad of licences out there, which doesn't make it much easier. What modern content aggregation companies should do is multi-license content at a modular level. This granular approach means licensing will become a form of metadata. So, if you think about it, licensing is a type of metadata!
What about the overarching picture?
In summary, multi-licensing modular content is paramount — and that's only possible if a modern content aggregation company excels at pillar one: modular content creation and ingestion.
Want to know more about the third pillar and the concept of labelling? Keep an eye on our next blog posts.
In the meantime, can you think of a company that has organised rights clearance perfectly? And where does your business currently stand?