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网络时代媒体版权急需保护 百家媒体通过自律宣言

2017-06-21 18:17:09   

互联网时代,部分网站、新闻客户端、自媒体无偿利用传统媒体原创内容迅速占领市场,网罗了众多的用户资源,让传统媒体意识到内容本身是有重大经济价值的。于是,不想再为他人作嫁衣的传统媒体拿起版权这块盾牌维护自身利益,也开始注意运营版权。在这个过程中,区块链等新技术完全可以应用在版权保护中,让文章调用痕迹清晰可查,为版权保护留下账本

最近,100多家媒体联合通过了《中国报业版权自律宣言》,强调“任何机构或个人,除著作权法规定的合理使用外,未经报社许可,不得转载、剪辑、修改、摘编、转贴或以其他方式复制并传播报社的新闻作品”。《宣言》还要求,“各新闻媒体、网络服务商和个人在获得授权转载作品时,应自觉为著作权人署名,不歪曲、篡改原文及标题。转载作品应在显著位置注明来源,转载网站发表文章时还应注明来源网站的链接地址”。可以说,这是传统纸媒面对新媒体冲击的一次自救,其使用的武器就是版权。

互联网时代,报纸遭遇强烈的版权危机,各类报业正大力发展的“两微一端”也遇到了同样问题。由于微博、微信、客户端等新媒体内容需求量很大,远超纸媒的生产能力,报社原有编辑团队根本无法满足。为了解决这个问题,个别新媒体便从网络上“扒”第三方的稿件、照片、视频等素材。大家互通有无,一起吃“免费午餐”,俨然已成行业惯例。

但根据《著作权法》,这些行为是不合法的。一旦有人提出异议,相关媒体将面临严重的侵权问题。同时,由于素材本身出身不正,以此为基础创造的内容也难以得到版权保护。

同时,在互联网上,报刊还长期面临着严重的“被侵权”,很多网站、新媒体对报社原创内容的非法转载和使用可谓明目张胆。去年,因擅自违法使用《新京报》原创稿件千余篇,大众网被起诉至法院,《新京报》就首批被侵权转载的50篇原创稿件索赔100万元。

类似的情况,许多报社和媒体人想必都曾经遇到过。由于侵权行为太过普遍,报社根本没有足够的精力和人力去发现并保留证据,侵权案件的司法程序又相当复杂,即便花了大价钱长时间打官司,也未必能获得足够赔偿。《新京报》的侵权案件快一年了还没有结案,侵权的大众网却早已通过侵权行为获取了足够收益,即使现在终止侵权行为,也没有实际损失。基于此,很多报社干脆“忍”了。

既已忍了多年,为何不能再忍?主要是因为传统报业的盈利模式正在改变。

在辉煌时期,报业盈利模式主要是广告,媒体内容本身几乎不创造价值,版权保护意识就比较薄弱。然而当下,传统纸媒下滑、新媒体崛起,部分网站、新闻客户端、自媒体无偿利用传统媒体原创内容迅速占领市场,网罗了众多的用户资源。传统媒体这才意识到,内容本身是有重大经济价值的。于是,不想再为他人作嫁衣的传统媒体拿起版权这块盾牌维护自身利益,也开始注意运营版权,让内容发挥最大价值。新近成立的版权服务中心、发布的版权自律宣言,正显示出纸媒维护自身版权、净化版权环境的决心。

正在发展中的新媒体应以此为戒,及时停止“蹭饭”,理直气壮地赚钱。

需要提醒的是,有了重视版权的意识,传统纸媒还要进一步重视内容,要把持续生产有价值的内容作为立足点。同时,版权保护机制也要跟上,让版权拥有者无需将大量精力浪费在与侵权者打官司、要赔偿上。一些新兴技术,比如区块链,完全可以应用在版权保护中,让文章调用痕迹清晰可查,为版权保护留下账本。

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