Foreign dramas after the "foreign restriction order": piracy breeds copyright fee differentiation
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The Korean drama "Hyde, Jekyll, Me", the American drama "Game of Thrones" Season 5, and "The Big Bang Theory" Season 8 are the first batch of overseas dramas that Chinese netizens have watched this year. These dramas are no different from the usual overseas dramas, but they were released to Chinese audiences half a year later than in the local area. On April 1 this year, the "Notice on Further Implementing the Regulations on the Management of Overseas Films and TV Series Online" (Xinguangdianfa [2014] No. 204) was officially implemented. The regulations on the introduction of overseas dramas require that overseas content purchased by video websites must be licensed before they can be posted. According to the provisions of the "Notice", the introduction of dramas on video websites has four main principles: "quantity restrictions, content requirements, review before broadcast, and unified registration". Among them, newly launched overseas film and television dramas must obtain "full films of the entire season" and be subtitled for review. After passing the review, they can obtain the introduction license number before they can be broadcast online. This also means that video websites have entered the "time difference" mode for the introduction of overseas dramas. After the implementation of the Notice for the first quarter, on June 30, Hyde, Jekyll & Me, produced by SBS TV in South Korea, passed the review and became the first overseas imported drama with a license in the entire network; 10 days later, the eighth season of The Big Bang Theory obtained the (Beijing) Ju Shen Wang Zi (2015) No. 0001 broadcast license, becoming the first American drama to obtain a license after the "foreign restriction order". On July 27, the fifth season of Game of Thrones, exclusively introduced by Tencent Video, passed the review and obtained the (Guangdong) Ju Shen Wang Zi (2015) No. 0001 broadcast license. Some netizens are very angry about the "foreign drama restriction order": "Won't this force people to watch pirated copies?" But in the view of many industry insiders, the "foreign drama restriction order" has played a certain role in promoting the development of the domestic cultural industry. A video website manager said that the broadcast volume of foreign dramas will definitely decrease, and domestic dramas and self-made dramas will have more space, and the inflated prices of foreign dramas are expected to return to normal. Delayed watching of TV series breeds cloud disk piracy The delay in watching TV series is the most direct result of the "foreign restriction order". Take the Korean drama "Hyde, Jekyll, Me" for example. This drama is a Wednesday-Thursday drama (TV series broadcast on Wednesdays and Thursdays) broadcasted by SBS TV in South Korea from January 21, 2015. The drama was released in China on July 13, about half a year later than in South Korea. For most people, whether or not to catch up with the series simultaneously doesn’t matter much. “I can’t finish watching all the series I’ve accumulated, so syncing isn’t that important,” a Game of Thrones fan told Tencent Technology. However, those drama fans who have a "strong need" for foreign dramas are very resistant to the "foreign restriction order". Surprisingly, among the ten drama fans randomly interviewed by Tencent Technology, nine said they would watch dramas through other channels. As they said, Tencent Technology found that although some large BT websites have been shut down and "foreign drama distribution centers" such as Renren Subtitle Group have been forced to transform, there are still many small and new BT websites that have emerged and provide download resources to netizens. The latest piracy method is various cloud disks. Drama fans will set up their own groups on social applications and share cloud disk links and download passwords with each other in the group. Screenshot of Renren American TV Drama Community Indeed, with the implementation of new regulations on the introduction and broadcasting of foreign films and TV series, new developments have emerged in the issue of piracy. Since websites that introduce foreign films and TV series cannot be updated in real time with the broadcast progress of the works abroad, during the "window period", cloud storage and other channels have become new "hotbeds" for piracy. From January 21, 2015, when Hyde, Jekyll, Me was broadcast on SBS TV in South Korea, to March 26, when it was updated, various types of pirated copies appeared in China, among which cloud disk and network disk websites were the most serious, with 606 infringing links, accounting for 52% of the total number of infringing links. The fifth season of the American TV series Game of Thrones, which was introduced by Tencent Video, was broadcast on HBO TV in the United States on April 13, 2015. Within ten days, a total of 3,208 infringing links were found, of which 521 were found on Baidu Cloud Disk. The specific mode of cloud disk infringement is: the video website (display end) is completed by small websites with no content or netizens through web pages, Weibo, forums, Tieba, etc., the player (tool end) is completed by a technology development company, and the server (storage platform) is completed by another entity (cloud disk). On the surface, the three links are isolated from each other and have no connection. In fact, under the advertising alliance system, the three are closely connected through division of labor and cooperation, jointly implement infringement, and share the advertising revenue. Through functions such as sharing and subscription, cloud disk realizes content sharing and dissemination among users. All cloud disk users can also save the content resources obtained through these channels to their own cloud disk accounts, and then share and disseminate them through forums, Tieba, instant messaging tools, Weibo, self-built websites and other channels, thus forming a closed loop for the dissemination of pirated resources. Regarding this phenomenon, the heads of many video websites have said that they are working hard to deal with it. Last month, mainstream video websites such as Tencent, Sohu Video, Youku, Tudou, Phoenix Video, iQiyi, 56.com, PPS, and PPTV initiated the establishment of an Internet Video Legalization Alliance. The convention contains content specifically targeting cloud storage piracy. The National Copyright Administration, the Cyberspace Administration of China, the Ministry of Industry and Information Technology, and the Ministry of Public Security jointly launched the "Sword Net 2015" special action in early June, one of the focuses of which is to carry out special rectification of copyrights in network cloud storage space. As for the implementation of the "foreign restriction order" policy, industry insiders hope to shorten and clarify the review time limit, improve review efficiency, and try to shorten the time difference between the release of foreign film and television dramas at home and abroad, shorten the audience's "window period", so as to effectively prevent cloud piracy. From this point of view, the significance of watching TV series simultaneously is not just as simple as "enjoying the eyes". Copyright fees are polarized, and domestic dramas and self-produced dramas are ushering in a new era The delay of overseas dramas is not without its benefits. Because the broadcast time is later than overseas, major video websites have ample time to research the viewing situation and online comments of foreign users. In the procurement process, video websites have greater bargaining power. However, it is also possible that good dramas will be snatched up at high prices, so the two-tier differentiation of copyright fees is probably inevitable. This is particularly evident in Korean dramas. Although British and American dramas are expensive, their production costs have always been very high, and their quality is guaranteed. However, Korean dramas are not expensive to produce, and their quality varies. Procurement personnel only judge the price based on the popularity of the leading actors, resulting in "spending a lot of money on bad dramas." The leading actor of the Korean drama "She's Pretty" in the summer of 2014 was Rain. At that time, the introduction price of the entire drama reached a record-breaking 3.2 million US dollars, but the plot of the drama was old-fashioned and the ratings in South Korea were also a disastrous failure. An industry insider revealed to Tencent Technology that the copyright price of Korean dramas has dropped by about one-third. A closer look at the "foreign restriction order" reveals that in addition to the delay, the restriction on the number of foreign dramas has also had a significant impact on the domestic market. The number of TV dramas that can be imported in 2015 is 30% of the number of domestic TV dramas that were newly broadcast online in the previous year (2014). The space left by the reduction of overseas dramas in 2015 will be filled by various video websites with domestic and self-produced dramas. Youku Tudou CEO Gu Yongqiang announced at a previous promotion meeting that the company would invest 600 million yuan in self-produced drama content in 2015, doubling the investment announced in 2014. Zhang Chaoyang also said earlier that he hoped that the investment in self-produced drama in 2015 would be twice that of 2014, and that self-produced drama would surpass variety shows and become the second largest category in Sohu Video's layout after TV dramas. In addition, "cooperation between Chinese and foreign companies", especially with South Korea, which is very good at producing idol dramas, will have great potential. Cooperating with South Korean companies to launch self-made content with the characteristics of Korean dramas is likely to become a popular model. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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