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    Future still uncertain, old TikTok videos flood other social media platforms

    Synopsis

    Old TikTok videos with the app’s watermark on them can be seen on other apps in a move that may have potential legal ramifications for these content creators and the apps uploading them. ByteDance owned TikTok owns the IP on content created using their proprietary tools.

    AFP
    ET reported in July that TikTok would have garnered Rs 200-250 crore in advertising this year.
    NEW DELHI/MUMBAI: As uncertainty looms large over the TikTok ban in India, old content from the app, created using the Chinese app’s proprietary tools is flooding other social media platforms.

    Old TikTok videos with the app’s watermark on them can be seen on other apps in a move that may have potential legal ramifications for these content creators and the apps uploading them.

    ByteDance owned TikTok owns the IP on content created using their proprietary tools.

    “The creators don’t have much to post everyday and want to post content that was popular and that they shot before. Today, if they download a TikTok video using a VPN, which they have already posted on their handles previously, the watermark will come. Influencers have been doing this,” a person familiar with the matter said.

    Another industry executive said recently, an American app openly asked popular content creators to move all their old content libraries on the TikTok platform onto their app.

    Bytedance did not respond to an email seeking comments. Companies such as Chingari, Facebook, Instagram and Triller did not respond to emails till the time of going to press.

    “Content uploaded by the user is owned by the user. Unless we get a notice to take-down content from a third party claiming that such content is originally owned by such third party, we do not take down such content automatically,” a Roposo spokesperson said.

    Rohit Raj, manager for social media star Bhuvan Bam said Bam has been posting original content on US based social video app Triller and getting fans to create original content on the app.

    Nikhil Narendran, partner at law firm Trilegal said if TikTok does not grant permissions to share the content in question on these other platforms, and content sharing is a violation of those rules, the company can take action. “But the question is whether they would consider that at a time like this. For instance, when it was functional, TikTok let users export watermarked TikTok content on WhatsApp. That was one of the factors that led the app to gain a greater market share,” he said.

    A lawyer for one of the tech companies said TikTok may have a cause to seek legal recourse on any original content belonging to the app which is being displayed without their approval and permission and which is not in the public domain.

    Industry insiders said some apps are taking advantage of the ban to publish TikTok content, copy their tools and create similar formats.

    Under India head Nikhil Gandhi, TikTok had grown exponentially in India in the last one year with close to 300 million downloads and over 100 million daily active users spending 40-45 minutes daily on the app, as per industry estimates.

    ET reported in July that TikTok would have garnered Rs 200-250 crore in advertising this year.

    “TikTok had started giving sleepless nights to executives at Facebook and YouTube. People were spending close to 40-45 minutes daily on the app on an average and daily active users count was going up,” said a consultant who worked closely with TikTok requesting not to be named. “In terms of monthly active users (MAUs), TikTok was strikingly close to YouTube, which has over 250 million MAUs. The rapid growth has completely disrupted the space.”

    TikTok became a rage in India using its AI powered engine which learns what content users like to see faster than many Indian apps.

    Content creators had a choice of filters, songs in different languages and popular movie clips to create engaging content.

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    2 Comments on this Story

    Chandramohan Deshpande51 days ago
    If our IT sector is unable to create new videos on social platform, then it is a sad thing. It also reflects the mindset of these people. Govt should disallow even old social videos of chinese companies, then & then new talent can come up otherwise we will remain copy cat for ever.
    DT51 days ago
    Indian companies need to focus on creating new technology platforms, with a focus on long term goals. The short term focus of supplying skilled man power to US, Europe and China can continue but that can not contribute to more than half of the company 's annual revenues for long.
    Most of large Indian IT companies, so called Technology titans, have focussed on creating intellectual properties for their clients in other countries and almost less than 1 percent of the IPs are created for themselves and Indian clients, which is too bad.
    Indian govt. should make efforts to recognize the difference and exclude those revenue of supplying labor when giving export credits.
    We need to bring changes to this current trend, with Atmanirbhar focus in technology. An example, Indian kids can be taught about stock market play and allowed to create student clubs at high school level.
    The Economic Times