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Rights Management and
Payment Technologies
138
- Managing the licensing of these digital objects;
- Offering advice to potential clients about the images most suitable for their needs;
- Advising customers about further copyright issues when the painter or photographer
is still alive or has not been dead for over seventy years. For an extra fee he may help
with the administrative work involved in clearing copyright in these situations;
- Updating the gallery's Web site to include thumbnails of new items as they become
available;
- Keeping records of customers and their accounts.
While the gallery would like to automate the process it recognises that, because its
charges depend upon a wide range of factors from the cost of reproducing an image to
the length of the licence, the scale of distribution, the size of the image, how it is to be
used, to by whom it is to be used a substantial amount of staff time will be occupied
costing licences on a case-by-case basis.
After some time, the digital collection has become a representative sample of the
gallery's most popular items, and the manager decides to use these items to help publicise
and promote both the image service and the gallery itself. She employs a company to
produce a DVD to be given away free to potential customers. After discussing design
details, it is decided that this will have the capabilities to:
- Search for thumbnail images by keyword, genre, year, artist/photographer, and
technical data;
- View specific collections dynamically, e.g. Impressionists, or 1920s photos from
Pompeii;
- View items in a certain part of the gallery as a virtual tour, perhaps implemented
in QuickTime;
- Display a random selection of images, e.g. as a screen saver;
- Select an image and complete a form to order a licence.The form can either be
e-mailed or printed and faxed to the organisation.
Two thousand DVDs are printed initially and distributed to existing customers,
magazine publishing houses, and advertising agencies. The ease with which the DVD
can be used leads to an increase in orders for images from the collection. The DVDs
are also made available for sale in the gallery shop, and offered as bonus prizes in an
online competition.
231
A Local Museum Setting up an Online Shop
Concerned that rivals are cornering the market in local souvenirs, particularly mail order
gifts bought by Antipodean and North American tourists, a small town museum decides
to set up its own online shop. Given the numbers of emigrants who made their way to
the New World from the town, the distance-selling market is indeed a lucrative one, and
the museum plans to capitalise on this. A difficulty is that the available funds are limited.
231 It should be borne in mind that licensing images can be hard work, and both the technological and
organisational barriers are high. For a contemporary account of the state of play in this area, see
The DigiCULT Report:Technological Landscapes for Tomorrow's Cultural Economy, pp. 150-154,"Institution to
Business Markets for Cultural Heritage Collections".
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