CCTV to Enhance Copyright Protection

14 February 2014

China Central Television (CCTV) recently issued the Opinions of Enhancing the Copyright Work, specifying the responsibilities of its copyright management department.

Setting the goals for CCTV on copyright in the short term (2014), mid-term (2016) and long term (2020), the opinion stipulated 10 provisions regarding copyright management:

Increasing CCTV’s storage of copyright;
Establishing linkage mechanism for copyright purchase;
Improving copyright sharing mode in external cooperation;
Establishing negotiating teams in the cooperation with individual production companies and the importation of innovation programmes;
Establishing coordinating mechanism for copyright sell and advertisement business;
Establishing encouraging mechanism for copyright development;
Establishing coordinating mechanism for copyright protection;
New media advertisement business;
Establishing planning mechanism for copyright development.

Shi Cun, deputy director-general of CCTV Office of Editor-in-chief, told the China Press and Publishing Journal that the function of the copyright work was to resolve relative relationships in programmes’ production, purchase and development. The main purpose was to maximize copyright value for the TV station in the long run.

“The era of big data and all-media has come,” said the president of CCTV Hu Zhanfan. “Under such background, copyright will be an irreplaceable competitive force in the future development of the station,” Hu said in a speech entitled Specifying the Importance of Copyright, Finding New Growth Point for CCTV.

Hu said the copyright management department should coordinate and handle related copyright matters. The department should be involved in the early stage of programmes, projects and activities that involve copyright issues, protecting the rights at the sources.

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