In search of a way forward
When digital imaging first started making inroads into professional photography, the digital vs film debate focused on technical differences. It's taken a little longer for the more fundamental implication of digital imaging to take shape - its effect on the professional photography business model.
Digital imaging and online technology have made it easier than ever to copy and distribute images, which has made it harder than ever for professional photographers to police image use and protect their intellectual property. It's a simple formula but it's one that now underlies many of the BJP's news stories, week in, week out.
Take this week for example. The Picture Licensing Universal System (PLUS) has appointed five new directors, in a bid to control digital image distribution by establishing rules governing image licensing and metadata. The BBC has drafted guidelines governing the use of digital images put into the public domain via social networking sites such as Flickr and Facebook. The National Union of Journalists has extended its legal support to cover copyright infringement cases, including online abuses.
It's a raft of new legislation, made necessary by the seemingly unstoppable tide of digital distribution. Professional photographers are dependent on copyright laws but, it seems, it's becoming increasingly difficult to enforce them. And leaving aside thorny legal issues, traditional business models now look seriously outmoded. When even heavyweight players such as the mighty Getty Images report lower-than-expected earnings in the face of competition from online microstock agencies, individual professionals need to be concerned.
So what's next? Well, it's interesting to see agencies such as GumGum rethinking traditional models along digital lines. But photographers need to think of some more approaches, and fast. If not, as their colleagues in the music business can tell them, their outmoded approach to shifting units will be overtaken by digital distribution.
Diane Smyth, Deputy editor.
