"Alone" is not "alone"

Absrtact: Following the end of last year, China's two major video sites Youku, potato staged copyright war, Tencent video, Sohu Video and PPS network television recently rekindled the copyright war, each other to blame each other for the theft of content, claimed amount of billions of dollars, causing concern inside and outside the industry. Video site version

Following the end of last year, China's two major video sites Youku, potato staged copyright war, Tencent video, Sohu Video and PPS network television recently rekindled the copyright war, each other accused each other "stolen" content, claimed amount of billions of dollars, causing concern inside and outside the industry.

Why does the copyright of the video website appear to be disorderly? In the uproar of copyright litigation and "War of words" behind, how can network video industry return to rationality?

Video copyright Chaos is frequent

In the past two years, the network video industry in China to obtain rapid development, the TV drama as the main network of video copyright prices have soared. Especially in the past two years, along with the soaring copyright prices, the controversy surrounding copyright is increasingly fierce. Some insiders admit that the copyright field chaos, the formation of the "bubble" beyond the industry to withstand capacity.

——— a mess: "bubble"

Before long hit the "Huan Biography" Network "price" has broken through 20 million yuan, "Gong bead", "New also bead Princess" quote also only high not low ... Data show that in recent years, China's TV dramas produced more than 1, 40,000 episodes, but it can be broadcast on traditional television stations only about 1/3. The emerging video site is undoubtedly a good way out of the mass TV series, but more than the ratings and click-through rate rose faster is the price of the play.

Shanghai radio and television to engage in new media and TV series copyright transactions Peng told reporters, in early 2010, the network exclusive premiere TV series Price per set but 10,000 yuan, but to the end of each episode price has risen to 150,000 yuan. "2011 Years of time, has been prone to Baiwan, the high cost of buying all fell in the broadcast organization, the broadcast agencies will most of the pressure to marry the advertising side." ”

Since April this year, although there have been "no market price", the price of "halved" and other quotes, but the industry believes that the price of the play price "deviation from the value of" The situation is still clear, the overall price drop down still need a process.

——— chaos like two: "Alone" not "alone"

While some video sites are proud of buying so-called "solo rights" at sky-high prices, people turn to internet search engines and find that the real "solo play" is rare. Online input "step-by-step alarming" four words, although the PPT v site repeatedly claimed to have this hit through the exclusive network copyright, but netizens can easily find at the same time the odd art, music, Sohu and other video sites included in the network version of the Complete collection.

Industry insiders pointed out that "alone" is not "alone" is the video copyright field see how not strange phenomenon. "Piracy is not only running on the network ' alone ', it has even surpassed the speed of traditional TV stations. "One of the business leaders in PPT V told reporters that from the traditional" stall piracy "to today's" online piracy, "piracy faster and faster, has reached almost crazy point.

——— chaos like three: malicious "death knock"

In a recent Tencent, Sohu and pps "Pirate War of Words", PPS President Xu Wei (Micro-BO) disclosed that the controversy is the fuse of video site "change drama" trade, encounter a malicious "death knock". He said that in the past Sohu and Tencent spent far more than the industry's copyright price level line of money to buy copyright. and PPS in 2008 on the layout of copyright, the cost is relatively low, the other side want to use only a few plays to Low-cost exchange of PPS a large number of copyrights, because the PPS does not agree, they use the "wrong way" to cover up their "mistakes."

Youku also revealed that as early as in 2010, there has been an anonymous netizen in the website on the Heat transfer broadcast play pirated video, malicious cause of the site infringement of the facts, then the site will receive the copyright and other "home", that is, the copyright distributor of a paper petition, sued for damages, making the video site impossible.

Why piracy is rampant

Tudou executives have said that high copyright prices are the cause of the confusion caused by the copyright market. The net in a public statement that the copyright price was pushed higher at the beginning, from an industrial point of view, objectively on the intellectual property Order has played a certain degree of promotion. But at the same time, due to the fierce battle of copyright, some TV series copyright price gradually irrational, forming a huge bubble beyond the industry capacity, but also helped push some of the film and television creative impetuous psychology.

Sohu vice President, Sohu video C E o Deng Ye recently pointed out: "The video industry has been barbaric, tenacious growth, now the high level of copyright costs has directly affected the operation of video, video site turnaround time." ”

Tudou related responsible person thinks, precisely is the attractive market capacity, the huge price bubble, causes around the copyright the various "one woman marries", "the shoddy", the mutual accusation slander and so on vicious competition phenomenon, this to the network video and its upstream production industry, has caused the adverse influence.

Shi Yuhua, Commerce Director of Shanghai Multimedia Industry Association, believes that the case of mutual prosecution of the network video industry is common, there are more deep reasons behind the controversy: first, the video industry ushered in rapid growth opportunities, the potential market development opportunity to make network video companies pay more attention to the film and television drama resources Competition awareness. Second, the video piracy problem has a long history, difficult to get a fundamental solution, with the intellectual property protection awareness of the gradual strengthening of the maintenance of their own copyright interests are gradually recognized by the major enterprises and value.

Shi Yuhua said: "In addition, China's copyright distribution is still in the initial stage, there are many inadequacies, in the interests of all parties and the so-called industry unspoken rules under the influence of the film and television play copyright ownership sometimes or cannot be clearly confirmed." ”

In the view of some netizens, p s and Tencent, Sohu Mutual refers to the "stolen broadcast" to a certain extent, exposing the current distribution mode loopholes. So the mutual prosecution of the stolen broadcast reflects the domestic video industry distribution model of immature and mechanism loopholes.

People familiar with the matter told reporters, because China's copyright distribution has just started, the model is not mature enough, combined with numerous industry unspoken rules, copyright party and the video site can not clearly confirm the copyright ownership of the play. "And because of the complex relationship between the sites, so generally speaking, we ultimately choose to use a conciliatory approach to solve the problem of piracy." ”

When was the "pain" of copyright?

Shanghai Bar Association Information Network and high-tech Business Research Committee deputy director Ma Yuanshu that the current video site mutual complaint tort phenomenon "a bit messy", but it is a video site to the healthy growth of a "must pass stage."

As the process of audiovisual products from piracy to genuine, it must be accompanied by legal rights and disputes. At present, the network video industry mutual Tort situation has shown a downward trend, is moving towards a good direction. Suggest the video website returns to the rationality, reduces the internal friction between the peers, avoids mutually-lose, solves the copyright dispute through the negotiation way. "he said.

At the same time, after 2011 years of crazy, since the fourth quarter of 2011, the domestic film and television drama Network copyright market volume showed a downturn, the first quarter of 2012, the Internet copyright volume of the film show a downward trend, the expected price also fell. The industry believes that the rational purchase of drama is the development of the video industry is gradually moving towards a reasonable and orderly symbol.

Not long ago, the Tudou senior has been in response to the drop in the price of the play prices released forecast analysis said, open sharing and cooperation within the industry is expected to become an opportunity to resolve copyright issues, the future "joint purchase, change play network" will be a new development trend to avoid disputes, will promote the entire video industry benign competition and orderly hair Exhibition。

PPS Xu Wei believe that the video site after a wave of waves, the industry left most of the strength of the enterprise, the formation of the distribution of the subject matter, to achieve reasonable division of the industry, it is entirely possible. "Fresh and exclusive content is still the focus of the next business video site." ”

Analysys International analyst Zhang Yi told reporters that the copyright market after several competitions, prompting the internet video industry's copyright awareness further enhanced, although there have been several rounds of rights-upholding process, but not thorough, high copyright costs also led to more or less video site will be more or more infringement of the behavior. And as each video site procurement of copyright content gradually cautious, the efforts of the rights of each family will also increase. The copyright lawsuit between video website has become an important means to maintain its own brand image and market promotion, and also lays the foundation for standardizing market order and promoting rational development.

He thinks, with the copyright price return reasonable, the cost pressure of the video website is relatively reduced, and through the effective supervision measure increases the infringement punishment strength, will fundamentally safeguard the copyright market development.

Shi Yuhua analysis, with the gradual promotion of intellectual property awareness, in China's network video enterprises on the road to the world, pay attention to the protection of copyright has become more and more important, through the alarm clock will awaken the whole industry introspection, but also immature models and loopholes in time to make up and perfect, Only in this way the development of China's network video industry will be more rapid and stable.