On December 18, the 5th Hainan Island International Film Festival (HIIFF) held the Film and Television Digital Rights Management Forum and Film Technology Innovation Forum in Sanya. During the keynote speech session, guests shared their views on hot topics such as high-quality audio-visual experiences and digital copyright protection.
How can technological progress be delivered to artists and users? Yu Ke, Vice President of Beijing iQIYI Technology Co., Ltd. (hereinafter referred to as iQIYI), stated that iQIYI integrates high-quality technologies including HDR, ultra-high definition, and high frame rate into ultra-high definition content, implementing standard management and control throughout the entire process. From shooting to final terminal display, the end-to-end full process ensures a lossless and immersive viewing experience. In terms of strengthening copyright protection and providing users with a high-quality video experience, iQIYI will step up cooperation with the forum next, comprehensively advance the launch of ChinaDRM2.0, promote the launch and coverage rate of HDR, strengthen cooperation with manufacturers, and advance device certification to provide users with the best experience.
With the rapid development of technology and the advent of the digital age, virtual production technology has gradually become an innovative approach in the field of film and television production. From 2D images to 3D graphics for digital content, how should the copyright management of digital assets generated by virtual production be handled? Zhao Peng, Deputy General Manager of Universal Trust (Beijing) Technology Co., Ltd. (hereinafter referred to as Universal Trust), stated that 3D digital assets have a wide range of applications. In addition to film and television, they are used in various fields such as animation, gaming, the metaverse, and industry. Moreover, 3D assets in the film and television industry possess the highest quality, precision, and value.
Currently, Universal Trust is advancing the resolution of standardization issues, addressing the challenges of 3D digital asset copyright protection, and promoting the circulation and reuse of 3D digital assets. In addition to solving technical problems, it is also vigorously promoting the establishment of an ecosystem for the copyright management of the entire 3D asset portfolio. Within the standardization system, Universal Trust explores alongside leading enterprises to establish relevant standard systems. At the same time, it actively promotes the formation of a consensus on 3D asset establishment.
In October this year, the Hainan Branch of the China Copyright Protection Center was inaugurated in the Yazhou Bay Science and Technology City. This is also the first branch established by the China Copyright Protection Center nationwide. Niu Jingjing, Executive Director of the Hainan Branch of the China Copyright Protection Center and Full-time Deputy Secretary of the Party Committee of the Sanya Yazhou Bay Science and Technology City Administration, introduced, "The center makes full use of the policy advantages of the Hainan Free Trade Port, focuses on new governance outcomes, new modes of communication, and new business models, prioritizes strengthening the supervision of cultural and creative products, and gradually establishes a rapid case acceptance and supervision mechanism to promote copyright protection in new business formats and new fields." "Relying on the large-scale international exchange activities of the HIIFF, we will further enhance the international reach of copyrights and open up a new situation of higher-level open copyright development. In the future, we will use the work of the branch center as an important pivot, leverage the unique resource advantages of the China Copyright Protection Center, and utilize the geographical and policy advantages of the Hainan Free Trade Port to build a copyright protection service center for the cultural industry."
Zhang Jie, Professor at the Beijing Film Academy and President of the China Film Derivative Industry Research Institute, believes that box office revenue is not the only profit channel, and derivatives represent a vast blue ocean. Derivatives require good films and good IPs. Film constitutes a massive cultural market; beyond the box office, derivatives must be discussed because they are closely related to the general public. They serve as an important pathway for Chinese cinema to go global and for the world to understand China.
Bao Yingyan, Deputy Presiding Judge of the First Tribunal of the Hainan Free Trade Port Intellectual Property Court, stated that the development of knowledge and innovation has brought new challenges to judicial property protection. Judicial protection of digital copyrights must adhere to integrity and innovation, finding a balance between protecting the legitimate rights of right holders, safeguarding social public interests, and promoting the development of technology and the cultural industry. We must comprehensively strengthen judicial protection and properly resolve disputes. We will actively follow the new developments in film and television digital copyright protection, continuously enhance protection capabilities and standards, and effectively carry out film and television digital copyright protection work. We will promote the transformation and development of fine traditional culture, explore the distinction between realizing the monetization of a work's value and its dissemination, and safeguard the cross-border transaction security and digital security of film and television digital products.
Source: Sanya Media Convergence Reporter Liu Yingying
Editor: Ye Ziyi
