Deep Integration Of Blockchain And Cultural Industry

Can blockchain realize the storage and verification of online documents?

Xuan Hongliang, executive deputy secretary-general of the Capital Copyright Industry Alliance, believes that it is currently impossible to implement large-scale copyright registration for online texts. "First of all, it is a huge workload to complete the review of massive online content. Secondly, if a copyright registration certificate is issued directly without content review, it does not comply with the current copyright registration regulations."

Xuan Hongliang explained that the value of blockchain lies in the storage of trusted data and trusted value on the chain. If what is stored on it cannot be trusted, then the chain has no value and must be verified by an authoritative authority. (Writing information on the blockchain) data to confirm ownership. “The most authoritative ones are the relevant government departments. Without their participation and cooperation, trusted data cannot be uploaded to the chain.”

However, a large number of copyright blockchain products currently on the market cannot achieve the function of confirming rights. "Actually, this is just a copyright certificate. It records at what point in time the user has stored articles, videos and other content, indicating that the user has completed such a historical state. The blockchain has marked this content and can only be called electronic Keep the evidence..." Xuan Hongliang said.

Annie Co., Ltd. launched the full-process copyright service platform "Copyright Home" in 2017, taking another path in copyright registration and confirmation. "Copyright owners" provide copyright certificates for massive works, use intelligent monitoring systems supported by big data for infringement monitoring and rights protection, and provide a blockchain-based copyright trading platform that uses smart contracts to achieve automated, low-cost, and efficient transaction authorization. Promote the reasonable, legal and rapid transfer of copyright.

Han Hao, chief technology officer of Annie Co., Ltd., said: "'Copyright House' has been interconnected with the blockchain platforms of Internet courts in Beijing, Hangzhou, Guangzhou and other places, and users can complete work from copyright storage, confirmation to copyright registration. The entire business of infringement monitoring and evidence collection and legal litigation services on the platform is closed loop." It is reported that in terms of rights confirmation, copyright experts have provided copyright rights confirmation services for millions of valuable works, and the "Copyright Owner" big data rights protection platform The big data network-wide monitoring service based on manuscripts, pictures, and videos has also been launched for commercial use.

The art copyright service registration platform "Yibanban" launched by Lianyi (Beijing) Technology Co., Ltd. can provide artists and art copyright holders with one-stop copyright intelligent services such as copyright certification, copyright registration, and copyright transactions. It is reported that "Art Edition" and the National Copyright Protection Center have reached DCI ( ) digital copyright certification cooperation to provide creators with professional and legally effective online copyright protection.

In August this year, the “Humanities and Social Sciences Knowledge Service Platform” jointly developed by Elf World and the Commercial Press also applied blockchain technology. The "Thesis Tutor Blockchain Copyright Registration Platform" embedded in the platform can provide authors with first-time registration. The platform's papers are registered for blockchain copyright, and the digital assets of the papers are monetized. It can also realize digital copyright query services, certification services and transaction services for papers.

According to Qin Yunchuan, chairman of Elf World, the above functions are realized through the "Hive" blockchain product developed by Elf World for the on-chain and transaction of digital content assets as the underlying technology. Qin Yunchuan explained that the confirmation of copyright content involves two steps. The first is technical "confirmation". The blockchain is technically confirmed via a “first upload” and each article is algorithmically extracted. Create a unique feature that will be written to the immutable blockchain along with the creation date. The second step is legal "confirmation of rights." Creators use the technical evidence provided by the blockchain platform to confirm their legitimate rights and interests with management agencies such as intellectual property offices and courts.

It is understood that Elf World has been committed to the research and development of core technical solutions for digital content copyright protection since 2012, with more than three technology iterations during this period. The company's core copyright protection technology has received financial support from the Innovation Fund of the Ministry of Science and Technology and the Shanghai Innovation Action Plan. . The "Digital Product Copyright Management Platform" developed by Elf World in 2014 is a second-generation copyright protection and management product. It is also the cornerstone of Elf World’s focus on promoting the “Hive” blockchain project in the next three years.

Deep integration of blockchain and cultural industry

Of course, the rapid development of new media such as audio, short videos, and live broadcasts in the past two years has given rise to many new species in the content industry. This not only brings new problems to copyright confirmation and rights protection transactions, but also further improves content production, Distribution, marketing and other levels.

Qin Yunchuan believes that blockchain has several important application scenarios in the cultural industry. The first is copyright protection; the second is the assetization, monetization and securitization of cultural product rights; the third is cultural industry investment and financing services; the fourth is cultural disintermediation of asset transactions. “These scenarios are all areas with long-standing problems in the context of traditional industrial technology. Blockchain technology has deep-seated needs and excellent practical application conditions in these aspects due to its trust mechanism and credibility-based decentralization characteristics. "

Qin Yunchuan also proposed that blockchain may bring fundamental changes and revolutionary impacts to areas such as content payment models, content distribution, copyright protection, and video advertising. "The decentralized nature of blockchain technology may promote wealth sharing in content communities and promote the 'decentralization' of content economic interests. In other words, driven by blockchain technology, WeChat public accounts, Douyin, etc. The content platform will be able to provide benefits. A "decentralized" content community conceptually requires creators, readers, and users to obtain corresponding returns and share community wealth. As the main contributors to the "eyeball economy", users should receive the same benefits as content creators. The same benefits. In the future, users may get rewards and benefits from watching videos, reading, etc."

Guo Quanzhong, a senior economist at the Central Party School (National School of Administration), believes that in the near future, blockchain will become the underlying operating system of the entire society, and "blockchain+" will also become popular. At the same time, since blockchain is an important tool and means for the government to improve its governance capabilities, the implementation progress of government blockchain will rapidly increase, which will provide huge opportunities for traditional media interested in entering smart city operations. "The biggest change that blockchain will bring to the media industry will be that users regain control of their data assets. In the future, users will decide which Internet applications their data is authorized to, rather than being dominated by the Internet platform as it is now." Situation. " Guo Quanzhong also said that the blockchain will also reconstruct the incentive and restraint mechanism for the development and reform of the media industry, and more rights and interests will be transferred from the hands of Internet giants to the hands of creators and communicators.

At the same time, with the development of the entire IP industry chain and the emergence of the long-tail effect of content, vertical fields such as animation and comics, audio and video, film and television games in the cultural industry chain are bound to be impacted. Transformed by blockchain.

Xuan Hongliang predicts that next year will be a critical time node for the blockchain industry. "Next year there should be a number of credible digital copyright tokens on the chain. In addition, a number of projects focusing on the digitization of copyright assets and digital copyright asset management will also be launched next year." It is reported that there may be multiple projects by the end of this year at the earliest. Project is ongoing. The Capital Copyright Industry Alliance Guidance Project was officially launched.

It is understood that Anne Shares plans to establish a copyright blockchain alliance based on blockchain technology to attract leading companies in the fields of online writing, photography, short videos, music, film and television, animation, etc., including cultural trading companies, copyright companies, etc. Institutions, industrial research institutions, cultural financial service institutions, animation, music, film and television creation companies, etc., form a cultural and creative industry cluster, build a professional and efficient content distribution service platform, and provide a safe, reliable, and efficient distribution system for excellent content.

Han Hao believes that with the continuous evolution and development of new technologies, blockchain technology will be more deeply integrated with the cultural industry in the next three to five years. When citizens’ copyright awareness is further enhanced, the cultural industry will develop in a healthy and orderly manner. New trend.

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