In Conversation with Nitin Lakhotia
Getty Images has transformed a fragmented and chaotic visual communication industry. Is technology the pivot that has enabled this?
Technology is the backbone of our business and helps us remain at the forefront of the industry and stay ahead of the curve. Digital media has taken the technology integration to another level.
If you were to choose, would you label Getty Images as a Content or a Technology Company? Or are both tags limiting?
We move the world with images and these images are powered by technology at all times.
Getty Images constantly seems to be ahead of the tech. curve.. whether its building licensing models, digital media management tools, image recognition technology, offering editorial imagery, footage, music… What’s next?
Today’s digital environment is extremely dynamic and is constantly changing and Getty Images is always working to stay ahead of the curve. Virtual Reality is a focus for the company, we are working with many leading brands (including Oculus Rift) to supply 360/VR stills and videos for their platforms. We are also signing fantastic VR content partners and contributors including Jaunt to build a world class location for 360/VR licensing.
We are also leveraging artificial intelligence and machine learning technology to enhance the customer experience on gettyimages.com and iStockphoto.com, with features including visual search capability. Additionally, products such as Insights for Business and Visual API solve important problems for customers in both understanding the visual science behind their content as well as tracking the reach and engagement of it online.
What steps are you taking in India to pursue copyright enforcement on behalf of your photographers?
Protecting our photographers’ and contributing artists’ work is of the utmost importance to Getty Images. Our photographers look to us to ensure that they are paid whenever their work is used for a commercial purpose and we actively track where their work has been used without a license.
Getty Images identifies possible unauthorized uses in a variety of ways. As the guardian of our photographers’ content, we employ a number of technical tools that can readily compare images and, once a match is identified, we research to ensure that we can't identify any legitimate license first. Most business are unaware they have infringed content copyright and we work with actively work with them to resolve the error.
As part of our commitment to provide information and education about how to licence content, we created the online resource Stockphotorights.com
In India which market segment offers Getty Images the highest potential?
In India we believe all of our market segments offer significant potential, India is a growing market for Getty Images.
Globally Getty Images has partnered with Instagram, collaborated with the British Fashion Council, supported photojournalists via Getty Images Editorial Grants programme....Are there any initiatives planned to help give back to the Industry in India?
We did ‘Face of India’ with NDTV last year to support amateur photographers. We have some more strategic initiatives in the pipeline for the near future.
Any predictions for where the visual communication industry is heading?
We are seeing a growing appetite for different types of content being used across many more platforms than ever before. Visual content is driving engagement and represents a huge opportunity
There is so much content being shared on social media that it can be hard to stand out. Now, more than ever, great visual content, both images and video, have a huge impact.
Imagery is the most effective method of communication. The right imagery provokes a direct emotional response and in the commercial communication space has the power to change a viewer’s feelings and perceptions around a product, service or a brand. More importantly perhaps imagery can educate, provoke empathy and help people embrace alternative viewpoints or alter their perceptions about the world.
Let's assume Getty Images gives you a 6 months paid holiday. What would you do?
Travel around the world and create content for Getty Images.