Google zahlt für Copyright-Vergleich mit Frankreichs Verlagen und trägt Camouflage



Unter Vermittlung von Präsident Francois Hollande hat Google einen Vergleich mit den französischen Verlagen geschlossen. Er enthält eine einmalige Leistung in Höhe von 60 Millionen Euro sowie dauerhafte Zahlungen in unbekannter Größenordnung. Der Vergleich wird wie zuvor schon in Belgien sorgsam verhüllt, um den Anschein zu vermeiden, Google zahle für Inhalte. Dabei tut Google genau das. Hier eine erste Bewertung:

Google kündigte die Einigung in einem Blogpost von Eric Schmidt heute folgendermaßen an:

Google creates €60m Digital Publishing Innovation Fund to support transformative French digital publishing initiatives

Google has worked with news publishers around the globe for years to help them make the most of the web. Our search engine generates billions of clicks each month, and our advertising solutions (in which we have invested billions of dollars) help them make money from that traffic. And last year, we launched Google Play, which offers new opportunities for publishers to make money—including through paid subscriptions. A healthy news industry is important for Google and our partners, and it is essential to a free society.

Today I announced with President Hollande of France two new initiatives to help stimulate innovation and increase revenues for French publishers. First, Google has agreed to create a €60 million Digital Publishing Innovation Fund to help support transformative digital publishing initiatives for French readers. Second, Google will deepen our partnership with French publishers to help increase their online revenues using our advertising technology.

This exciting announcement builds on the commitments we made in 2011 to increase our investment in France—including our Cultural Institute in Paris to help preserve amazing cultural treasures such as the Dead Sea Scrolls. These agreements show that through business and technology partnerships we can help stimulate digital innovation for the benefit of consumers, our partners and the wider web.

(Die vollständige Übernahme des Textes wird von Google und den geschätzten Lesern in diesem Ausnahmefall sicherlich nicht beanstandet werden.)

Was ist von dieser wolkigen Erklärung zu halten?

Interpretieren wir sie Satz für Satz:

Google creates €60m Digital Publishing Innovation Fund to support transformative French digital publishing initiatives

Eine Überschrift voller positiv aufgeladener Schlagworte, die dem Projekt Glanz verleihen und vom Kern der Nachricht ablenken sollen: Digital, Innovation, support, transformative, initiatives – das ist alles immer gut.

Google has worked with news publishers around the globe for years to help them make the most of the web. Our search engine generates billions of clicks each month, and our advertising solutions (in which we have invested billions of dollars) help them make money from that traffic. And last year, we launched Google Play, which offers new opportunities for publishers to make money—including through paid subscriptions. A healthy news industry is important for Google and our partners, and it is essential to a free society.

Kurzfassung der Standard-Google-Argumentation, wie sie auch in der deutschen Debatte immer wieder vorgetragen wird. Diese Argumentationslinie besagt im Kern: Wir verschaffen den Verlagen Umsatz, was ohne Frage ja auch stimmt. Unerwähnt bleibt nur, dass der den Verlagen zugeleitete Umsatz in keinem Verhältnis mehr zu dem finanziellen Nutzen steht, den Google selbst aus dem bisherigen Arrangement zieht.

Today I announced with President Hollande of France two new initiatives to help stimulate innovation and increase revenues for French publishers.

Eine Einigung in letzter Minute. Gestern, am 31. Januar, war das Ultimatum abgelaufen, dass der französische Präsident dem Konzern gesetzt hatte.

First, Google has agreed to create a €60 million Digital Publishing Innovation Fund to help support transformative digital publishing initiatives for French readers.

Da weder Details noch Bedingungen dieses Fonds genannt werden und er in überaus auffälliger zeitlicher Nähe zum französischen Ultimatum steht, darf getrost davon ausgegangen werden, dass es sich um eine Einmalzahlung als Ausgleich für Nutzung von Inhalten in der Vergangenheit handelt. Der Zweck des Fonds ist wahrscheinlich absichtlich so formuliert, dass man daraus unauffällig direkte Zahlungen an Online-Redaktionen begründen kann.

Second, Google will deepen our partnership with French publishers to help increase their online revenues using our advertising technology.

Dies ist der wichtigste Satz das ganzen Statements.

Eine einmalige Zahlung von 60 Millionen Euro wäre ein schlechtes Geschäft für die französischen Verlage gewesen. Für diesen Preis kann man die Aggregation seiner Inhalte nicht für alle Ewigkeit abgeben. Es musste eine dauerhafte Zahlungskomponente hinzu kommen. Da Google Zahlungen für journalistische Inhalte aber nicht eingestehen kann, ohne Begehrlichkeiten in anderen Ländern und anderen Zweigen der Kreativbranche zu wecken, musste auch hier eine Camouflage angelegt werden, ähnlich wie im belgischen Fall.

Was also besagt der Satz in Wahrheit? Dass Google die Werbeumsätze der Verlagswebseiten mithilfe seiner Technologie steigern will. Wie könnte Google das tun? Indem Links und Snippets besser als bisher positioniert werden und Verlage einen eingebauten Vorsprung bei der Suchmaschinen-Optimierung bekommen. Damit hat Google Erfahrung, denn alle eigenen Produkte werden ja ebenfalls bevorzugt. Aus Sicht der französischen Verleger ist diese Lösung so gut wie Bargeld. Also kann man wie in Belgien auch helfen, diese indirekte Form der Zahlung zu verhüllen. Wie hoch wird der wirtschaftliche Nutzen sein? Darüber kann man seriös nicht spekulieren.

This exciting announcement builds on the commitments we made in 2011 to increase our investment in France—including our Cultural Institute in Paris to help preserve amazing cultural treasures such as the Dead Sea Scrolls.

Der französische Staat soll auch nicht leer ausgehen und bekommt ebenfalls etwas ab. Kultur ist immer gut, und altes Erbe der Menschheit am allerbesten.

A healthy news industry is important for Google and our partners, and it is essential to a free society.

Das heißt: Gut, dass die Sache endlich vorbei ist und wir alle weiter friedlich am Geschäft arbeiten können.

Nachtrag:

Folgendes Zitat habe ich Spiegel Online gegeben. Dort erscheint es gekürzt. Hier die ungekürzte Fassung:

“Für die französischen Verlage ist der Vergleich mit Google ein Erfolg. Sie haben eine Zahlung von 60 Millionen Euro erreicht und eine dauerhafte Steigerung des Anzeigengeschäfts, die so gut ist wie Bargeld. Damit dieses Geschäft nicht so aussieht, als würde Google für journalistische Inhalte bezahlen, was Begehrlichkeiten in anderen Ländern und Branchen wecken würde, legt Google einigen Ehrgeiz in die Tarnung. Doch man darf sich durch die Camouflage nicht vom wahren Kern der Nachricht ablenken lassen: Unter dem Druck des aufrecht um das Wohl von Journalisten und Verlagen bemühten Staatspräsidenten hat Google einen Tag nach dem von Hollande persönlich gesetzten Ultimatum eine Einigung unterschrieben, um ein Gesetz nach deutschem Vorbild zu vermeiden. Das ist für Google ein richtiger Schritt, für den das Unternehmen Anerkennung verdient. Die Zukunft von Suchmaschinen und Aggregatoren kann nicht im Konflikt mit der Kreativwirtschaft liegen. Bei der Bewertung des französischen Falls darf man jedoch nicht vergessen, dass es sich keineswegs um eine rechtspolitisch ideale Lösung handelt. Eigentlich ist es nicht Sache von Präsidenten, Unternehmen bei der wirtschaftlichen Einigung mit anderen Unternehmen den Stift zu führen. Aufgabe der Politik ist es, einen fairen Rechtsrahmen zu schaffen und dann die Privatautonomie walten zu lassen. Der in Deutschland beschrittene Weg, ein Leistungsschutzrecht zu schaffen, ist besser und passt eher in die liberale Tradition des Landes. Dieses Vorhaben trägt anders als der französische Interventionismus nicht den Charakter eines staatlichen Markteingriffs. Der Bundestag sollte deswegen am Gesetzesverfahren für das Leistungsschutzrecht festhalten und das Projekt zügig zum Abschluss bringen.”



 

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