Digital culture and creativity reimagined for World IP Day
By Zhang Zhao(China Daily)
Updated: 2016-03-02

The World Intellectual Property Organization recently announced the theme of this year's World IP Day - Digital Creativity: Culture Reimagined.

It also posted the official poster for the campaign on its website - featuring a pixelated version of Leonardo da Vinci's Mona Lisa.

World IP Day, which falls on April 26 each year, was initiated by WIPO in 2000 to promote and protect creativity, including music, arts and technical innovation.

Cultural works, such as movies, TV programs, music, books, art and video games, "have long crossed borders", said WIPO's website. "But the Wi-Fi era is transforming how consumable culture is created, distributed and enjoyed in markets that are expanding far beyond national boundaries."

"Ever more accessible digital technologies have swept away physical constraints, placing a world of cross-cultural collaboration at the fingertips of every artist and creator, feeding the imagination in new ways," WIPO said. "And with this blooming of digital creativity comes the boon to the digital consumer. We read, watch and listen to the works of countless creators across the world wherever, whenever and however we want.

"For World IP Day this year, we're exploring some of the issues surrounding our cultural future. We'll be talking to experts on creativity in the digital market, and to creators themselves, to find out where they think we're heading."

Chen Hongbing, head of WIPO's China office, said a copyright is a barrier that safeguards the development of the cultural industry. "Developing digital copyrights means not only protecting works, but also fully exploiting their value."

With the fast development of the Internet, the share of digital copyrights is increasing in the copyright trade.

According to statistics from the National Copyright Administration, China exported 433 copyrights for digital publications in 2014, accounting for about 4 percent of all the country's copyright exports. The proportion was less than 1 percent in 2009.

Tang Zhaozhi, deputy director of the Copyright Management Department at the NCA, said the administration has been "paying equal attention to copyright protection and copyright development".

"By enhancing copyright protection, we will better serve and promote the development of the copyright business," he said.

At the same time, some companies and organizations have developed third-party digital copyright protection products.

In July 2015, China's e-commerce giant Alibaba unveiled a digital tool that can add an invisible mark on pictures uploaded by online shop owners and track when the pictures are used without authorization.

UniTrust Time Stamp Authority, co-founded by the National Time Service Center of the Chinese Academy of Sciences and Beijing UniTrust Technical Service, keeps track of the creation and modification time of digital files, which can be used as evidence to claim a copyright if disputes occur.


Digital culture and creativity reimagined for World IP Day

The 2016 World IP Day will focus on intellectual property in the digital market. Photos Provided To China Daily

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