Building a healthy copyright ecosystem, blockchain will become Baidu's nuclear weapon for copyright protection

At the beginning of this year, the "fight" between Liu Shenleilei and Zhou Chong, two self-media big Vs, made the majority of the spectators watch the good show. Although the truth is still a Rashomon, it is undeniable that the rampant copyright issues such as "plagiarism" have turned original content producers into a truly vulnerable group.

As blockchain technology continues to mature, new solutions to copyright protection issues have emerged. On November 16, at the 13th China Media Annual Conference, Baidu, Renmin University of China, and Cover Media held a cooperation signing ceremony and announced the establishment of a blockchain media laboratory. The three parties will give full play to their respective advantages in technology, content, and data, and jointly promote the implementation of blockchain technology research in content copyright protection, evidence aggregation and truth restoration, and the production of true sources and true news content.

Can the highly-anticipated blockchain really stop “literary thieves”?

Infringements are unexpected, and rights protection is in vain

In fact, rampant piracy has seriously affected the development of my country's content industry. With the continuous acceleration of the process of informatization, more and more content is presented on the Internet in a digital form. The high efficiency of network communication has brought severe challenges to copyright protection. Relevant survey data shows that in the field of online literature alone, piracy caused a loss of up to 7.98 billion yuan in 2016.

There are many reasons for the rampant piracy. Due to technical limitations, in the traditional copyright registration process, it takes more than 20 working days for the official review of one version. The long review cycle is bound to be unable to adapt to the characteristics of the Internet, which is "high output and fast dissemination".

At the same time, the complicated procedures and high registration fees in the copyright registration process have forced many original content producers to selectively ignore this authoritative way to protect their rights. On the other hand, the complicated platform complaint process and high legal costs have also forced content creators to choose silence after encountering infringement. In this context, plagiarists can easily take advantage of the creators' negative emotions towards copyright protection and unscrupulously infringe on the creators' inherent interests.

The widespread existence of "infringements occur unexpectedly, and rights protection is inconclusive" has put creators in a weak position for a long time, and their enthusiasm for creation has been greatly reduced.

Copyright + blockchain, reshaping the content creation industry

Copyright protection is the cornerstone of high-quality content creation, and it is also the foundation for building a high-quality content ecosystem and promoting the healthy development of the industry. Blockchain has the characteristics of decentralization, tamper-proofing, and traceability. It can change the traditional content copyright protection model and provide an efficient solution for copyright protection. Tan Dai, chief architect of Baidu Search and director of the blockchain laboratory, said, "Blockchain can promote each other with artificial intelligence and big data, promote content copyright protection, monitoring and rights protection, and content creation incentives and distribution in all aspects, and effectively build a copyright content industry with more efficient operation processes and more reasonable profit distribution."

It is understood that Baidu has previously used blockchain technology to create an original image service platform called "Totem". Totem uses a blockchain copyright registration network, with trusted timestamps and chain stamps for dual authentication, to generate copyright DNA for each original image, which can truly make original works traceable, reproducible, and monitorable. In addition, based on the blockchain image evidence system and the copyright monitoring and protection tool Copyright Guardian, original works can be monitored for online infringements and reconstruct the industry order.

If Totem is a bold exploration of copyright protection by Baidu using blockchain, then with this achievement, Baidu has the ability to maturely apply blockchain to copyright protection. As Baidu's exploration of blockchain deepens, it has become a reality for blockchain technology to fully empower the content ecosystem.

Take Baidu's content creation and distribution platform Baijiahao as an example. With the support of blockchain technology, the probability of original content being tampered with or stolen is greatly reduced. At the same time, relying on Baidu's leading blockchain, AI, big data and other technical advantages, Baijiahao can promote each other with artificial intelligence and big data in terms of technology, continuously improve the copyright protection mechanism, and promote blockchain technology to play a greater role in copyright protection of diversified content forms such as text and pictures. The strong alliance between Baidu, Renmin University of China and Cover Media once again demonstrates the bright application prospects of blockchain technology in copyright protection.

Copyright protection is the guarantee for cultural innovation and the key to my country's transformation from a cultural power to a cultural power. Blockchain technology brings new hope for copyright protection. On this basis, content creators should not only actively embrace new technologies, but also strengthen their own copyright awareness, prevent plagiarists from finding opportunities, and protect their rights to the end.

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