Central Radio and Television Terminal Zooming!The era of "eating white food" after the business audio platform is over?

Original: Li Lei

There are many infringement phenomena, high rights protection costs, and difficulty in copyright. This is a true portrayal of the status of media copyright protection. The Central Radio and Television Station of the media national team is also troubled by copyright issues.

How to solve the problem of copyright protection?

Recently, the main station released a "big move"! The frequency of radio stations owned and managed by the main station and the audio programs that the main station enjoys copyright or obtains relevant authorization is exclusively operated by the "Cloud Listening" platform.

What does the main station bring the Radio frequency and its audio program management rights to "cloud listening", what does it mean?

On June 15th, Yao Huanqing, deputy director of the Science Research Center of the People's University of China Civil and Commerce Law Science Research Center, deputy director of the Science Research Center of the People's University of China, Yao Huanqing, deputy secretary general of the Intellectual Property Law Research Association of the Chinese Law Society, Gao Guiwu, a professor at the School of Journalism of Renmin University of China, Director of the Department of Audiovisual Communication, and Weihai Radio in Shandong Xiao Linlang, deputy director of the TV Radio Center.

01

总 Facing infringement, the main station Liangming protects the copyright attitude

In 2021, the long -standing long and short video disputes have resurrected, and it has become a hot topic that has attracted much attention.

Film and television works were published without authorization, editing, and handling to the short video platform. Radio and Television Media) has become a free "dairy" that supports self -media and short video platforms.

In fact, the "injury" is more than a video original, and the infringement in the audio field is equally serious.

How serious is the infringement in the audio field? It can be seen from the prospectus data previously submitted by a head business audio platform. The platform was only in 2020, and due to the violation of copyright disputes, the compensation amount reached 37 million yuan; from 2018 to 2020, a total of 44.6 million yuan was compensated in three years.

According to the media tea, a commercial audio platform, under the circumstances of unauthorized conditions, once once the broadcast program of the main station, the Voice of China, the Voice of Economy, the Voice of Music, the Radio of the Global Information Broadcasting Own your own ecological platform, obtain users and traffic.

Faced with the infringement of the audio industry, the main station took the lead in the implementation of the copyright protection model of the exclusive operation, and said no to infringement.

In December last year, the General Manager Office of the General Taiwan officially authorized the CCTV Media Group to operate the broadcast frequency live broadcast stream of the general station in the Internet of Vehicle -only through the "cloud listening" or reached cooperation with the Yangguang Media Group Frequency live stream connecting the car networking system and the rear -loading car networking system developed by the car brand and the rear -loading product company. The situation.

Recently, the main station has further expanded the scope of "cloud listening" exclusive business rights, and the carrier has expanded from the network system to the global, and the content has expanded from the broadcast frequency live broadcast to the audio program.

Gao Guiwu, a professor at the School of Journalism of Renmin University of China and director of the Department of Audiovisual Communication, believes that copyright is a very important and valuable resource for the media industry, but compared with other content production industries, such as movies, music, etc. It is relatively weak. The measures taken by the main station this time can be regarded as an important signal for further enhancement of the copyright awareness of the main station. It is also an important signal that the media industry has begun to pay more attention to the value of copyright protection, actively utilizing and excavating copyright resources.

Xiao Linlang, deputy director of the Broadcasting Center of Shandong Weihai Radio and Television Station, preached to the media Tea Society that a large number of original authoritative audio and video products of the radio and television media were broadcast on the Internet by some Internet platforms. Or ask for copyright fees, radio and television media have become the role of wedding dresses for others.

Xiao Linlang commented, "The trial of the exclusive authorized agency model of the main station's audio shows the attitude and determination to protect the copyright, show the value exploration of bigger and stronger mainstream platforms. And question. It is a new road for the management, operation and protection of radio and television rights and television.

Some people in the industry believe that after being exclusively authorized, "Yun Ting" is likely to launch a round of copyright rights protection on behalf of the head office.

02

Copyright assets, uniform porting and improving operating efficiency ‍

Lack of professional talents, extensive copyright management and operation methods;

The development of copyright resources is insufficient and cannot be realized well;

The cost of rights protection is high, and the infringement behavior is flooding;

Native

Many media are facing such dilemma in copyright protection.

Professor Cong Lixian, Dean of the Intellectual Property School of East China University of Political Science and Law, suggested that the media should be a complete copyright subject and a copyright asset operator as early as 2017.

In fact, the main station has always attached great importance to the management, protection and operation of copyright resources. Since the "Statement of the Central Radio and Television's General Taiwan on Strengthening Copyright Assets Protection in 2019" was released in 2019, the heads of the main station jointly increased all aspects of audio and video rights protection. Essence In order to protect the copyright of the Beijing Winter Olympics, the main station has formulated the "Copyright Guardian Plan" to combat infringement with stronger efforts, and to maintain the copyright rights of the main station and the rights communication agencies with more methods and measures.

This time, the general station integrates audio resources, uniform copyright management rights, and implement an exclusive agency model. It is an important measure to deepen the construction of the supply -side structural reform of content production and improve the efficiency of copyright asset management. It is also another important layout for promoting the copyright strategy.

Yao Yingqing, deputy director of the Science Research Center of Renmin University of China and Deputy Secretary -General of the Intellectual Property Law Research Association of the Chinese Law Society, believes that the general station will bring the copyright of the audio content to "cloud listening", which will bring two positive impacts. First, change the copyright management model of the bulls, avoid vicious competition, avoid the underestimation of copyright assets or even the risk of loss;

Regarding this, Xiao Linlang also talked that exclusive operations are conducive to improving the protection of audio copyright, avoiding the disadvantages of "multi -head management" inside the media, "each war", and other disadvantages. "Concentrated management" and "unified management" can increase audio copyright transactions to speak and bargain.

The second is to change the supply method of the extensive audio content market in the past. It can more refine operating copyright assets. For different subjects, different types of authorization and cooperation can be performed to maximize the development of copyright value.

Yao Huanqing believes that the main station can use the advantages of "cloud listening" as the mainstream mobile audio platform, unify all the sound assets of the main station to achieve uniform distribution, use large flow to surging positive energy, and at the same time exert "cloud listening" on online audio on Internet audio Resource integration capabilities in the field, as well as the advantages of copyright cooperation experience, make the audio assets better realize.

After more than two years of development, today's "cloud listening" already has a diversified realization of audio copyrights, pushing the main station's audio program to a wider market.

Under the blessing of multi -terminal application scenarios such as mobile phones, vehicles, tablets, and intelligent wearable devices, the total platform and radio frequency will be reunited in the era of mobile Internet. The new battlefield that opened the secondary communication also has a variety of realization of payment subscriptions, traffic advertising, and value -added services.

In addition, "Cloud Listening" has also carried out in -depth cooperation with 66 mainstream automobile brands and more than 70 rear -loading solutions, and launched vehicle products such as cloud listening car versions and cloud listening fast applications. experience.

Xiao Linlang preached that the exclusive operation of the "Cloud Listening" platform has settled the organizational structure and industrial chain of production and sales, and unblocked the internal circulation; Difficulty "blocking points", the prospects of the copyright of the audio content of the main station are clearer and clear.

03

Open integration to promote the healthy development of the network audio industry

The slowdown in growth, the disappearance of the dividend, and the peak of traffic have become a typical feature of the mobile Internet ecosystem today. But in the subdivided network audio industry, the situation is very different.

Irai Consulting released the "2021 China Internet Audio Industry Research Report" showing that at present, the market size of the Chinese online audio industry is still in a high -speed development period. The market size in 2020 will reach 12.3 billion yuan, and it is expected to exceed 30 billion by 2023.

The "2021 China Network Audiovisual Development Research Report" pointed out that the use of online audio is second only to short videos. However, according to CNNIC data, my country's network audio penetration rate is 28.6%, which is significantly lower than other Internet applications.

These data show that "ear economy" is still a blue ocean worthy of deep cultivation, and the prospects are broad.

As the "cloud listening" of the post -industry show and the mobile audio national team, since its launch in March 2020, the cumulative number of users has exceeded 140 million. As of May 2022, the number of "cloud listening" car users exceeded 46 million, becoming the first media of the Internet of Vehicles. Under the "three -point world" pattern of online audio platforms, the development of "cloud listening" has become an important one.

The "Yun Ting" has obtained the exclusive authorization of the frequency of the total station and the exclusive operation of the audio content, which will also have a positive impact on the network audio industry.

Analysis of noble martial arts, the impact is manifested in two aspects:

First, from the demand side, it will promote and drive the entire industry's attention and protection of content copyright. It can prevent and reduce the chaos in terms of content copyright in the network audiovisual industry to a certain extent, and guide the network audio industry to become more standardized. The road of content copyright is used.

Second, from the supply side, it can increase and protect the rights and income of the media industry in terms of content copyright, thereby improving the investment and enthusiasm of the media industry in content production, and promoting the entire industry in a more healthy and healthy direction.

Xiao Linlang also believes that compared with the video, the market value of audio copyrights is seriously undervalued, and an exclusive business model is adopted. In copyright transactions and cooperation, it is conducive to the core content advantages and resources of the radio and television media to achieve better value preservation and appreciation. Become a new point of revenue and profit. The days of radio and television media are good, and it will inevitably feed back the development of the Internet audio industry.

According to the relevant person in charge of "Cloud Listening", "Cloud Listening" will give full play to the advantages of the new media platform in the new media platform in an open attitude, accelerate the cooperation process with automobile manufacturers and solution providers, and promote the signing and cooperation with the frequency copyright of radio stations across the country. Users provide high -quality sound product services, accelerate the establishment of the national mainstream sound new media platform, and realize the content of the content of the Internet audio positions and orderly operation.

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