Beijing News (reporter Ke Rui) Recently, more than 70 film and television companies, industry associations and more than 500 artists jointly issued a joint statement and a joint proposal to jointly call for the protection of film and television copyright and promote the compliance management of copyright content on short video platforms. In this regard, on April 27, Xinjing Think Tank held an online seminar on the theme of "How to Protect Video Copyright".
At the seminar, Zhang Ying, founding partner of Yunting Law Firm, said that the purpose and solution of the "long and short video dispute" is not to prevent users and audiences from re-creating film and television works, but to make full use of the various copyright rights under the framework of the Copyright Law to achieve a win-win situation for the rights holders of works, long and short video platforms, users and audiences.
Long video platforms need the marketing value of short videos
Recently, more than 70 film and television companies and industry associations issued a joint statement calling for the protection of film and television copyrights. On April 23, the three major video platforms of "Aiyouteng" issued a joint proposal with more than 500 artists, calling for the promotion of copyright content compliance management for short video platforms.
In this regard, Zhang Ying said that in the modern Internet entertainment culture ecology, long video platforms need the marketing value of short videos. According to statistics, as of December 2020, the scale of short video users in China reached 872 million. This kind of traffic and influence is something that long video platforms can't "break off".
Relying on the advantages of short video platforms, building marketing positions, and even spontaneously launching video creation activities, these are very common forms of publicity at present.
Users pay attention to the fragments and then become interested in the whole work, which is of great value to long video platforms. Film and television content can establish the audience's perceptual cognition through this way, and complete the conversion to the consumption of long video platforms.
However, although the long video platform can profit from here on the one hand, on the other hand, the short video may be suspected of copyright infringement, and at the same time, it objectively forms a diversion of the long video platform. In the era of large copyright, in response to this problem, it is necessary to reorganize the competitive relationship between long and short platforms.
The copyright of film and television dramas is likely to be scattered in the hands of different rights holders, and the specific licensing content of copyright between film and television drama producers and online platforms will be different. If the short video producer personally intends to contact the right holder and strive for authorization, there are certain practical difficulties and large costs.
Image source: unsplash
The licensing model of musical works is worth learning
Zhang Ying believes that it is possible to learn from the authorization model of musical works, that is, a number of "music libraries" have reached a cross-platform cooperation model for music materials with major short video platforms, and as the main body of the "material rights library", it can reach cooperation with the platform where users often use the material to achieve cooperation in the use of materials.
In recent years, the network platform has enjoyed the original copyright through the development of self-made dramas, or the purchase of film and television drama information network dissemination rights and other broadcast rights in the transaction process has inherited part of the copyright, the platform has actually been able to create a "film and television drama film library", and authorize other subjects to use the film and television drama materials in this film library for secondary editing or even "re-creation".
Such a "package" licensing cooperation can avoid infringement risks, ensure user activity, and short videos have also achieved publicity and promotion effects, which is a win-win method for all parties.
In addition, in terms of national administrative licensing, a sound new type of copyright management organization can be established to avoid "one-to-one" complicated and duplicate authorizations, and then combine blockchain technology to manage copyright information, carry out copyright management transactions, and form electronic signature certificates.
For example, in 2017, ASCAP (American Association of Composers, Writers and Publishers), SACEM (French Association of Writers, Composers and Music Publishers), and PRS for Music (British Performance Rights Association) jointly created innovative systems that use blockchain to unlock digital applications for developers, improve the accuracy of royalties and unlock the value of copyright owners, and provide more services to musicians. This is also a processing model that can be expected in the future.
In short, Zhang Ying said that the purpose and final situation of this "long and short video dispute" will not be to limit the publicity channels of film and television drama works in the name of "protecting copyright", nor to prevent users and audiences from creating film and television drama works for the second time and exporting their own views, but will make full use of the various copyright rights under the framework of the Copyright Law, "first authorize and then use", consciously cultivate respect for rights, form a good and high-quality creative environment and cultural communication market, and encourage the benign long-term development of cultural innovation. Achieve a win-win situation for works rights holders, long and short video platforms, users and audiences.
Reporter: Ke Rui Editor: Wang Chunrui Proofreader: Li Shihui
Source: Beijing News
![Zhu Xiaohu and Zhang Ying "quarreled"?[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)