In recent years, with the rapid development of the sports industry, the demand for people to watch sports events has continued to grow. The pursuit of the viewing experience and the quality of the competition has become more intense. The copyright price of sports events has also risen. Some live broadcast platforms have spent a lot of money to buy copyrights. When the user experience follows the market and seeks for a better development of the sports industry, the piracy spread will come immediately. Due to the imperfection of the law, piracy continues to be banned for many times, the cost of rights protection is high, and the relevant judgment punishment is very low.
During the 2018 National Conference, National People's Congress deputies and Zhang Jindong, chairman of Suning Holding Group suggested that in the new media era, through the improvement of the legal system, the legal nature and boundary of rights of sports live broadcasts should be clarified as soon as possible, and the judicial scale and refereeing standards should be unified to increase punishment. In order to effectively promote the long-term development of the sports industry, we have successfully achieved the grand goal of 'the total size of the sports industry exceeds 5 trillion yuan, becoming an important force in promoting economic and social development'.
(The picture shows the National People's Congress Zhang Jindong attending the 13th National People's Congress meeting)
Sports copyright requires legal 'escort'
In 2025, China will basically form a sports industry system with a rational layout, complete functions, and a complete range of sports products. Sports products and services will be even more abundant, consumer demand will become more and more prosperous, and the total size of the sports industry will exceed 5 trillion yuan. This was issued by the State Council in 2014. The Prosperity Scene of China's Future Sports Delineated in "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption."
With the stimulation of favorable policies, the copyright of sports events has become the hot spot and focus of copyright protection after literary, music and film works.
Take the football match as an example. The event's royalties have always been an important income to maintain the operation of the league. Most of the copyright revenue will be distributed to the club or the expenses of the local football administration. This is also true of Super League.
According to the latest data, the average dividends paid by the Super League clubs reached 74 million yuan last year. In 2015, the average dividend of the Super League clubs was only 14 million yuan. The huge growth space is precisely because of the sharp increase in copyright revenues of Super League in recent years. Enhance the vitality and charm of the China Super League, which is a virtuous cycle of a prosperous football market.
However, at present, there are deficiencies in the protection of live rights for sports events in China, which leads to piracy, greatly undermines the legitimate rights and interests of platforms and users who purchase rights to live events in legitimate sports, and limits the potential for industry revenue growth in sports events.
Taking the Super League event as an example, according to the "Super League Monitoring Report for 2017 Season" issued by Guan Yong Technology, the number of infringements in the Super League during the 2017 season was 240, and the proportion of infringement was 100%. A total of 57 live broadcast infringement platforms were discovered. There were 1,248 on-demand infringement platforms, and 76,616 on-demand infringement links. Such rampant infringement directly led to the rapid growth of the value of live sports rights in foreign sports events. At the same time, the value of domestic sports events’ live broadcast rights continued to shrink or even dive.
National People's Congress representative Zhang Jindong believes that if piracy is rampant, it will not only infringe on the interests of copyright purchasers, but also impede their confidence. It will also seriously impede the development of the sports industry. Maintaining sports copyrights and combating piracy can inspire more quality. The live broadcasting platform invests more resources in fair competition, allowing users to have a better viewing experience and prosper the development of sports culture.
He suggested that for the infringement, on the one hand, the right holder should be allowed to use the infringer to stop possible follow-up infringement as a litigation and support it in judicial decisions, so as to effectively determine the infringer's subjective malice; on the other hand, To increase the punishment for the infringer, the infringer must be discouraged by the punitive force several times the normal purchase price.
(The photo shows the National People’s Congress deputy Zhang Jindong’s review of the government’s work report at the 1st session of the 13th National People’s Congress)
Focus on sports development for three consecutive years
As China continues to promote the reform of the sports industry, the people’s concern for sports is increasing day by day. This is not the first time that Zhang Jindong has provided advice on sports issues during the two sessions of the National Conference. In 2016, Zhang Jindong, a member of the National Committee of the Chinese People’s Political Consultative Conference, proposed Strengthen the effective integration of educational resources and football talents, speed up the construction of football youth training system, propose to strengthen the construction of youth training system, improve campus football matches, and fully realize the effective integration of youth training talent resources and education system resources.
At the two conferences in 2017, Zhang Jindong once again suggested that the Chinese Super League should gradually expand capacity, protect the career development of players, increase the number of clubs and tournaments, and provide football players and football players with jobs that continue to engage in football and football-related industries. National football.
Zhang Jindong suggested that the Chinese Super League should gradually expand to 18-20 teams, with Chinese teams expanding to 20-22 teams, and China B expanding to 40 teams, and recommending improving amateur sports such as the Chinese Basketball Association, college leagues, and football. Pyramid system for sports, football and football hobbies. Guided from the top down and supported from the bottom up, expanding the football population in equal proportions. Let football be a hobby for more people, make football a career for more people and Career, to protect young players have more growth path.
The development of the football industry in the sports industry is inseparable from the attention of the outside world. Only the introduction of more good suggestions, the collective efforts of all of us, 'the total size of the sports industry exceeds 5 trillion yuan, and it has become an important force in promoting economic and social development'. Great goals can be achieved smoothly.
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