|
The
Commission deems that there are four main,
horizontal challenges which merit action
at EU-level:
Availability
of creative content - Lack of availability
of creative content for online distribution
and lack of active licensing of rights on
new platforms remain major obstacles for
the development of online content services.
Since online content is a nascent market,
the value of new forms of distribution is
sometimes still unknown.
This results in major difficulties in settling
terms of trade for online exploitation of
creative content. Most of the difficulties
related to availability of content are considered
as inherent to emerging markets, and stakeholders
are expected to find innovative and collaborative
solutions to exploit content online and
prevent or remedy bundling, exclusivity
or non-use of media rights .
Multi-territory
licensing for creative content - The online
environment allows content services to be
made available across the Internal Market.
However, the lack of multi-territory copyright
licences makes it difficult for online services
to fully benefit from the Internal Market
potential. While it is first for right holders
to appreciate the potential benefits of
multi-territory licensing, there is a need
to improve the existing licensing mechanisms
to allow for the development of multi-territory
licensing mechanisms.
Interoperability
and transparency of Digital Rights Management
systems (DRMs) - Technologies allowing management
of rights in the online environment can
be a key enabler for the content sector's
digital shift and for the development of
innovative business models - especially
with regard to high value content. As lengthy
discussions among stakeholders did not yet
lead to the deployment of interoperable
DRM solutions, there is a need to set a
framework for transparency of DRMs regarding
interoperability, by ensuring proper consumer
information with regards to usage restrictions
and interoperability.
Legal
offers and piracy -Piracy and unauthorised
up- and downloading of copyrighted content
remains a central concern. It would seem
appropriate to instigate co-operation procedures
(code of conduct) between access/service
providers, right holders and consumers in
order to ensure a wide online offer of attractive
content, consumer-friendly online services,
adequate protection of copyrighted works,
awareness raising/education on the importance
of copyright for the availability of content
and close cooperation fight piracy/unauthorised
file-sharing.
The
market for online creative content is emerging
and developments take place at a rapid pace.
This calls for a twofold approach to deal
with already identified challenges that
need to be addressed quickly, and to launch
further discussions on some of the existing
and forthcoming challenges.
Therefore,
this Communication is launching a focussed
public consultation in preparation for the
adoption of a Recommendation on Creative
Content Online by the Council and the European
Parliament, and is creating a stakeholders'
discussion and cooperation platform, the
so-called Content Online Platform, to initiate
the work on forthcoming challenges.
|
