At present, Internet piracy has become “a leading killer” of copyright protection on Chinese films and videos in the new media environment. The infringement of Internet piracy not only impairs the legal interests of right holders, causes numerous right conflicts and disputes, disturbs the network transmission order, but also influences the healthy development of the Internet. Whether a harmonious and green network transmission environment can be created greatly depends on the effective governing of network piracy. In order to crack down on film and video infringement, maintain a normal market order and push the legalizing process, the concerned government departments, film and video producers and new media platform operators are actively adopting new thinking and creative models, attempting to establish a copyright protection system covering all films and videos of new media and to push the setting of industry standards and regulations.

Government: Laws and Technologies
In recent years, with the enforcement of laws being strengthened and the consciousness of rights safeguarding being increased, network infringement acts have been punished severely by regulatory authorities. However, the piracy on network works, especially on some hot broadcast films and videos, also commonly exists. Such problems have quickly attracted close attention of copyright management organizations. Xu Chao, the inspector of Department of Copyright Administration of State Copyright Bureau, said relevant ministries and commissions are carrying out regulations and measures to establish an effective cooperation platform for new media and provide a convenient channel for copyright transaction. He further emphasized that the method of combining laws and technologies is an effective approach to combat piracy. Liu L i , t h e o f f i c e d i r e c t o r of Department of Laws and Regulations of National Broadcast & TV General Bureau, also expressed that the development of new media is a double-edge sword. On one hand, it provides a more convenient and rapid means for the broadcasting of movie and video programs; on the other hand, it also offers an easier and more covert channel for infringement. The copyright transaction in digital environment has become a bottleneck which new media and traditional film and video industry have to break out of. Therefore, increasing the awareness of copyright protection, strengthening the establishment of self-discipline and instituting transaction regulations will be helpful in promoting the long-term development of new media as well as the whole film and video industry.

Industry: Low Cost Strategy
According to the statistic report issued by the China Internet Network Information Center (CNNIC), by the end of June this year, the number of Internet users has reached 420 million, among which the number of network video users has surpassed 300 million. With the development of market and the increasing of demand, the price of copyrighted content is keeping on a constant rising level. The expense spent on the purchasing of copyrighted content accounts for a large part in the operation costs of new media companies. Insiders hold different views on how to break out from the predicament of high-priced copyright and adopt a more effective approach. Luo Weimin, the CEO of Thunder Network Technology Co., Ltd., said in an interview that “To most people, Thunder is only download software. But we position it as a digital distribution platform. Since last year, Thunder has spent tens of millions Yuan purchasing copyrighted content. Actually, how to effectively output the purchased contents and realize the recovery of cost has become an important guarantee for the cyclic development of the industry. ” As the first video company listed in Shenzhen SME board, LeTV.com has been increasing the input on purchasing copyrighted films and videos. He Fengyun, the director of Copyright Center of LeTV network Technology (Beijing) Co., Ltd., expressed that after six years’ development, LeTV has owned 40,000 TV series and 3000 films. The listed LeTV.com is determined to increase the input by purchasing more films and videos and actively take part in antipiracy and rights protection campaigns. “LeTV. com featuers a model of operating charges, which is different from that of other video companies. We commit ourselves to establishing China’s largest content library of films and videos,” said He Fengyun. Wasu Media & Network Co., Ltd. is a TV contents provider, which has seen rapid development in recent years. Nancy Liu, the vice president of  Wasu Media, said “Since entering the digital interactive TV service field in 2004, Wasu has been dedicated to building a ‘cross-network, cross-application, cross terminal and cross-media’ platform.” On the problem of copyright protection, Nancy Liu stated that “Reducing the operating cost to a level lower than that of the piracy cost is, to a certain degree, an effective antipiracy approach. In Hangzhou, where my company is located, few street vendors sell pirated CDs, which is a direct result of the low cost strategy."

South Korea: Strengthening Cooperation
I n r e c e n t y e a r s , a c a d e m i c communications involved with copyright have been held frequently between China and Korea. Lee Putin, the chairman of the Korea Copyright Commission pointed out in the “2010 Forum on New Media Copyright Protection and Cooperation in Digital Environment” that radio, film and television works include music, painting, literature, computer graphics and other comprehensive arts.

The network environment gives a rise to an overall change in the circulation of radio, film and television products. With the online purchase of such products being popular, the associated advertising and subscription charging services have emerged. Thereupon, the industry is actively seeking new revenue models. Lee Putin added “With the advent of the new distribution model mentioned above, we should actively consider how to prevent the circulation of illegal products via the platform of new media. Without the backup of effective copyright protection, it will be difficult to promote the healthy development of cultural industry. Therefore, we need government’s institutional support as well as the public’s support for the creation and transaction of qualified videos.” He hoped Korea and China could strengthen the copyright protection cooperation in the fields of TV series, films, animation and online games, etc. Son, Kwan Seung, the chairperson of iMBC, said “To establish a healthy market order through the cooperation between Korea and China is particularly urgent and i t i s also necessar y to institute protected catalogues and related regulations upon the copyright protection as soon as possible.” Kang, Man Seok, Beijing Office manager of Korea Creative Content Agency, also agreed that both countries had r e a l i zed t h e impor t anc e of the copyright protection in digital environment, and he hoped that both countries could play a leading role in the global video market.

(Translated by Sarah Luo)