China's online video industry collective voice again called for strengthening copyright protection

Representatives who initiated the initiative expressed their firm determination to protect copyright

The deputy director of the National Copyright Administration, Xiaohong Wang, and the director of the Copyright Administration Department of the National Copyright Administration, Yu Cizheng, and other leaders of relevant government departments expressed their support. Mao Xiaomao, Vice Chairman of the China Film Copyright Association, Feng Wei, President of the China Film Association China, Peng Wei, Director of Copyright Protection, and representatives of Baidu, Alibaba, Iqiyi, and Sohu Video gathered to represent upstream and downstream related interests in the online video industry. The parties jointly attended the launch of the joint initiative.

Network Video Copyright Faces New Challenges

In the more than ten years since the development of China's video industry, the network legalization of film and television content has undergone a long and tedious journey from scratch.

At the policy level, the introduction of various copyright protection laws and regulations is just like “amulets” and “umbrellas”, which have played a role in safeguarding the healthy development of China's online video industry.

At the public level, the awareness of copyright protection has been widely recognized by the industry and Internet users. With the continuous development and upgrading of China's film and television industry, and the dramatic increase in the demand for Internet users to watch, the genuine business model has long been the mainstream of China's online video industry. The introduction of domestic on-demand video on-demand video platform and the investment in the production of video content also make them, together with traditional film and television companies, become a new interest community in the online video industry. Therefore, the importance of the copyright protection of film and television works to all relevant stakeholders in the industry chain is self-evident.

Under such industry background and trend, combating infringement and piracy and purifying the network environment have become the common aspiration of the industry.

Not long ago, the State Council also issued a notice of in-depth implementation of the National Intellectual Property Strategy Action Plan (2014-2020), which explicitly requires strengthening the copyright supervision on audio-visual programs, literature, game websites, and online trading platforms, regulating the use of network works, and cracking down on the Internet. Infringement of piracy, optimization of network monitoring techniques. The National Copyright Administration also set up a work group on the monitoring of copyright priorities, initiated copyright early warning protection for key film and television works, and asked the Ministry of Industry and Information Technology to close alleged infringement and piracy websites in accordance with the law and to blacklist.

In spite of this, some new forms of infringement and piracy have appeared in the field of online video recently. In particular, along with the promotion and application of cloud storage, mobile terminals and OTT technology, some new methods of infringement and piracy have begun to emerge and have continued to spread. Failure to stop them in time will have serious negative consequences for the legal operation of legitimate video websites and the interests of upstream and downstream parties in the online video industry chain.

Faced with the new problems and challenges of online infringement and piracy in the new situation, the domestic leading Internet companies and the copyright agencies of film and television have once again joined hands to jointly initiate a joint initiative to “purify the cyberspace and promote the healthy development of the online video industry”.

"Five Managements" Fully Combat Internet Infringement under New Situation

The initiative to “purify the cyberspace and promote the healthy development of the online video industry” shows that the industry is firmly determined to combat piracy and maintain the healthy development of the video industry.

This joint "proposal" made a total of five appeals and advocacy, including:

Internet companies regulate the use of network storage space by users from the perspective of copyright protection.

The advertising network to which the Internet company belongs supports the operation of the legitimate video website and stops advertising to pirated video websites;

Internet companies intensify the supervision and inspection of the sales of set-top boxes on the e-commerce platform they operate, and dispose of the illegal set-top boxes that have not been produced or sold by the relevant state departments.

In the search engine services operated by Internet companies, the illegal set-top boxes that have not been produced or sold without the approval of the relevant state departments, and cancel the search results and product promotion qualifications;

The Internet companies that initiated the initiative will take the lead in setting out the above-mentioned related business areas according to their respective business scope, and advocate self-discipline in the copyright protection field across the industry.

When talking about the practical significance of the joint "proposal", Mao Xiaomao, deputy director of the China Film Copyright Association, believes that to curb the trend of infringement and piracy requires the use of judicial, administrative, economic, technical, and other means to comprehensively implement policy and needs mobilization. All forces, expanding public opinion, and promoting a good atmosphere for the entire society to “respect creation and refusal of piracy” require the use of the social responsibilities, technical measures, and regulatory functions of Internet companies and advertising alliances. “We support and actively participate in this joint initiative, calling for Advocates Internet companies and advertising alliances to make positive contributions to the purification of the copyright environment and to the prosperity of online movies and television, because this is our common need."

Feng Wei, president of the American Film Association China, said: "This proposal shows the various stakeholders' attitudes towards cracking down on online infringement and piracy in the new situation from all aspects, levels and dimensions of the industry chain, and determines the industry's behavior standards and the copyright. The government supervision of protection is closely linked to industry self-regulation and will certainly have a positive and far-reaching impact on the healthy development of Chinese films and online video industry."

Wang Yangong, Executive Director of the Copyright Management Center of Baidu.com, also mentioned to the media: “The copyright protection problems caused by technological progress ultimately depend on technical solutions. Baidu has strong technical support. The company’s efforts in copyright protection are also very strong. More opportunities and rewards, in the hope that ultimately for the majority of users also get more convenience."

Luo Liyuan, Director of Alibaba Group Security Department, stated that as a leading provider of online platform services, Alibaba will, as always, work closely with relevant parties to maintain a systematized and institutionalized high-pressure trend of infringement and piracy, and to change rapidly in the industry. The “Internet Plus” era continues to explore innovative models that more effectively protect genuine development.


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