Ma Huateng: Promote the development of digital content industry driven by innovation

Ma Huateng said that my country's digital content industry has made great progress in recent years, but the digital content industry is facing some prominent problems, such as online piracy, which emphasizes production over quality. There is still room for optimization of the government's supervision and approval policies. In response to these issues, he put forward four suggestions, looking forward to creating a favorable environment for the development of the digital content industry in the first year of the "13th Five-Year Plan".

Original title National People's Congress Representative Ma Huateng: Promoting the development of the digital content industry driven by innovation

On March 3, Ma Huateng, a representative of the National People's Congress and chairman and CEO of Tencent, said that this year's National Two Sessions brought five proposals to be submitted, involving "Internet +" implementation measures, sharing economy, Internet medical care, digital content industry and Internet ecological security. The fourth suggestion is related to the cultural industry, which is to "promote the development of my country's digital content industry driven by innovation." Ma Huateng said that my country's digital content industry has made great progress in recent years, but the digital content industry is facing some prominent problems, such as online piracy, which emphasizes production over quality. There is still room for optimization of the government's supervision and approval policies. In response to these issues, he put forward four suggestions, looking forward to creating a favorable environment for the development of the digital content industry in the first year of the "13th Five-Year Plan".

The following is the original proposal:

In recent years, the Internet and information technology have made rapid progress and deeply integrated with cultural and creative industries. They are gradually changing the model of content creation, dissemination and consumption, including online literature, online games, digital music, online animation, and online video. The importance of the digital content industry, including the cultural industry and even the national economy, has gradually become prominent. Developed countries such as the United States, Europe, and Japan have regarded the development of the digital content industry as an important strategy.

1. my country's digital content industry has made great progress in recent years. my

country's digital content industry started late but has achieved leapfrog development. As of December 2015, my country has 391 million online game users, 297 million online literature users, and 504 million online video users. There are 501 million online music users. Such a huge user base has also spawned an industrial chain with a scale of hundreds of billions and is closely connected to various fields of society and economy.

After entering the 21st century, the rapid popularization of the mobile Internet has driven the digital content industry based on Mobile device into the fast lane of development. Taking online literature as an example, relying on high-quality original content and the strong radiation capabilities and industrial integration capabilities of IP (Intellectual Property), works ranging from small peripheral commodities to large films, television dramas and online games have been derived. Their huge commercial potential and social values are constantly emerging. Based on the cultural elements and brand influence contained in IP, the trend of "pan-entertainment" with high-quality IP as the axis and the coordinated development of multiple interactive entertainment content forms has become increasingly obvious. Some high-quality IPs have even broken through the boundaries of countries and cultures. Export to South Korea, Southeast Asia and other places has become a thought-provoking cultural phenomenon.

my country's digital content industry has generally maintained a healthy and rapid development trend, benefiting from the active advancement of national cultural policies. The "Eleventh Five-Year Plan" clearly includes the digital content industry as a pillar industry of the country. In the "Twelfth Five-Year Plan" and the "Decision of the Central Committee of the Communist Party of China on Several Major Issues Concerning Deepening the Reform of the Cultural System and Promoting the Development and Prosperity of Socialist Culture", central policy documents such as the need to accelerate the development of the digital content industry have been repeatedly mentioned. In such a rare period of historical opportunities, the industrial chain is reshaped with the introduction of external technology and product and content innovation based on local culture. New characteristics such as decentralization of distribution channels, personalization of consumption links, and instant interaction between authors and audiences continue to emerge, and more high-quality products will be produced in the original field in the future. This will be a major opportunity for the revitalization of my country's cultural industry.

2. Some outstanding problems faced by my country's digital content industry

While we are delighted by the achievements made by my country's digital content industry, we must face up to some outstanding problems that have always accompanied the development of the industry. Faced with the surging development trend of the international digital content industry,"combating online piracy","releasing innovation vitality" and "optimizing regulatory policies" will become the core demands of the development of my country's digital content industry during the "Thirteenth Five-Year Plan" period, and are also must-have for industrial development. Difficulties to be overcome.

(1) Online piracy is still a lingering "haze" in the industry, which greatly restricts the ecological healthy development of the digital content industry.

The special campaign to crack down on infringement and piracy has been carried out for 11 consecutive years. However, under the current network environment and user awareness level, piracy and infringement are still a serious threat to the survival of digital content products with the Internet as the main communication channel. Fundamental issues of development. Taking online literature as an example, new online infringement and piracy technologies and methods are constantly changing. New infringement scenarios such as P2P, mobile syndication reading apps, search links, and online cloud disks make it more difficult for copyright parties and genuine websites to effectively control the dissemination of content, and also make law enforcement supervision The difficulty and cost continue to increase. In addition, the cost of legitimate operations has increased year by year, and investment in rights protection has continued to increase, making many companies overwhelmed. On the other hand, the statutory compensation standard for infringement damage is obviously low, making it difficult for the rights holder to be effectively compensated for his losses. Data shows that in 2014, pirated online literature caused a loss of 4.32 billion yuan in paid reading revenue on the PC side, 3.45 billion yuan in paid reading revenue on the mobile side, 2.18 billion yuan in output value of derivative products, and nearly 10 billion yuan in industry losses. If a single work court applies statutory compensation rules, the amount of compensation will generally not exceed 500,000 yuan.

(2) The digital content industry is still in a stage where production is emphasized over quality, and the innovation capabilities of professional and non-professional groups and individuals have not yet been fully released.

The digital content industry has highly innovative characteristics, but there are still shortcomings in content creativity, product experience innovation and market innovation. For example, there is insufficient original ability in content, prominent homogenization phenomenon, lack of collaborative awareness to jointly create high-quality IP, imitation of product production technologies and concepts, neglect of user experience, etc. The existence of the above problems has made us struggling in market innovation and insufficient copyright export. In particular, the scale of copyright export in online literature is too small, and the soft power of the industry has not yet been fully reflected. What is more serious is that imperfect copyright protection not only leads to rampant infringement and piracy and the inability to effectively realize copyright value, but also directly undermines the enthusiasm of creation and innovation, which is very detrimental to the healthy development of my country's digital content industry in the long run.

(3) There is still room for optimization of the government's supervision and approval policies, and relevant legislative work needs to be accelerated.

For different segments of the digital content industry, government departments have introduced different supervision and approval policies, focusing on supporting the development of domestic enterprises and creating a better development environment in the early stage of industrial development. However, as the industry continues to grow and develop in an integrated manner, there has been a phenomenon of overlapping management functions. In addition, the management standards and law enforcement standards of some departments in offline and online content creation, publishing and distribution, control review, etc. need to be unified, and the approval process also needs to be further optimized. If it cannot truly reduce the burden on the approval of small and medium-sized enterprises in the industrial chain, it will objectively restrict industrial development.

3. Suggestions to promote the development of my country's digital content industry

We are pleased to see that the "13th Five-Year Plan" proposal once again pays attention to the digital content industry, and we also look forward to the "golden period" of development for the digital content industry. In the first year of the "Thirteenth Five-Year Plan", in order to create a favorable environment for the development of my country's digital content industry, the following suggestions are put forward:

(1) The government should improve the management system and create a moderately loose policy environment for innovation in the digital content industry.

It is recommended that the government continue to deepen the inter-ministerial linkage and communication mechanism. Since the digital content industry covers multiple product forms and involves the regulatory functions of different government departments, it requires the cooperation and coordination of multiple departments, so it is necessary to avoid "rushing to manage" or "ignoring" the phenomenon occurs. In terms of content review, we adhere to the principle of "grasping management with one hand and prosperity with the other", implement "bottom-line supervision", adhere to the policy of "letting a hundred flowers bloom and a hundred schools of thought contend" without violating current policies and laws and regulations, and implement equal treatment for offline and Online content creation, reduce the approval process, and stimulate the public's creative enthusiasm.

(2) Strengthen copyright protection and increase efforts to crack down on infringement and piracy through the use of various emerging technologies.

It is recommended that at the legislative level, we should promptly promote the promulgation of the newly revised Copyright Law and its supporting systems, formulate management methods, measures and development plans for online literature as soon as possible, and encourage originality; At the level of administrative supervision and law enforcement, we will further promote special work such as "Jianwang", further strengthen copyright protection of digital publishing content, severely crack down on infringement and piracy using P2P, syndicated reading apps, search engines and online disk technology, and strengthen the guidance, management and support for genuine payment, join hands with literary websites to build a genuine literary copyright protection database, set up a blacklist of pirated websites, and promote the establishment of a good copyright order and operating ecosystem; At the judicial level, appropriately increase the upper limit of statutory compensation for infringement, increase the application of judicial temporary injunctions, and impose punitive damages for serious malicious infringement. In addition, it is recommended that penalties for infringement and piracy be introduced into the construction of the national credit system as a priority, so that the offenders 'misdeeds will have nowhere to hide.

(3) Increase policy support and encourage high-quality original content creation and industrial innovation.

It is recommended that the government improve policies to encourage and support excellent originality as soon as possible, provide policy preferences or financial subsidies to key enterprises and excellent original works, and cultivate a group of digital content companies and high-quality IPs with international influence and innovative capabilities. Give full play to the resource advantages of mass innovation space, open network platforms, industrial bases and creative parks, provide low-cost or even free resource support for small and micro enterprises and entrepreneurial enterprises, accelerate the agglomeration of all links in the digital content industry, and promote the development of industrial clusters. Improve the original talent training system, rely on social organizations, industry associations, colleges and universities to carry out various forms of professional talent technical training, study and formulate qualification recognition, evaluation standards and incentive mechanisms, and provide excellent talent guarantee for the prosperity and sustainable development of the industry. With the in-depth implementation of the "Belt and Road" strategy, we will make full use of platforms such as China (Shenzhen) International Cultural Industry Expo, Beijing International Book Expo, and China International Copyright Expo to help and guide excellent digital content works to go overseas.

(4) Actively give full play to the promoting role of industry associations and strengthen industry self-discipline and enterprise self-review autonomy.

It is recommended to give full play to the role of industry associations as a bridge between the government and enterprises, establish a mutual coordination mechanism between the government, industry associations, and enterprises, simplify the government approval process, gradually delegate part of the review and filing work and powers to industry associations and enterprises, and the government strengthen follow-up supervision of industry associations and enterprises. Improve the self-discipline mechanism of industry associations, formulate industry norms and self-discipline conventions for the digital content industry, achieve industry self-discipline, standardize industry behavior, guide enterprise autonomy, and ensure fair competition.

Editor: kong