The development of the Internet has further broken the boundaries of the media industry. Through content innovation, technological innovation, operational innovation and management innovation, new media (self-media) has increasingly become an important new force in the media field. They actively participate in promoting social hotspot events and practice The integration with other industries has achieved good social and public benefits.
Since the emergence of new media (self-media), after a long period of "barbaric growth", with the gradual implementation of supervision and the strengthening of the governance of major platforms, scale, regularization, and standardization are becoming new media (self-media) main direction of development. This is an inevitable requirement for content governance and intellectual property protection, and it is also a mainstream trend for the sustainable development of new media (self-media).
As far as the media industry is concerned, the form of communication has been evolving, from radio to television, from Internet portals to official accounts, from video to short videos, with more diverse forms and channels. At present, network communication has changed from one-way communication to two-way communication, from closed information to comprehensive opening and network sharing. The media industry is entering a new stage of evolution.
What role will new media (self-media) play in the future? How to better play the positive role of new media (self-media)? How to take the road of diversification and specialization? How to make short videos an important driving force for new media (self-media) operations? How to prevent and control legal risks in operation?
On the afternoon of July 20, 2023, a small communication and discussion salon on the development of new media (self-media) was held in Fengshiguangju, a beautiful courtyard at the foot of a mountain in Yanqing District, Beijing. The guests at the meeting included industry big Vs, platform operators, institutional media representatives, senior media professionals, well-known self-media professionals, business people, etc., and everyone conducted multiple rounds of discussions on topics of common concern.
First of all, Du Hui, head of the Content Creators Alliance, an important supporter of this event, said that my speech today mainly emphasizes three points: First, the purpose of this event is mainly to help content creators, and at the same time We are also entrepreneurs, empowering us and looking for more opportunities for cooperation.
Secondly, we started from the early VTime New Media Ceremony, and the activities we organized have continued to evolve. The themes have evolved from small screen to big business, new trends in the era of crowdfunding, growth of all media, new opportunities in business, etc. to the current content creation. The creators' alliance, we are also equivalent to an internally incubated IP, and the content creators' alliance is willing to become a platform for everyone to interact and communicate.
Third, Mr. Ma Mingchao has repeatedly emphasized that the content must be innovative and the industry must be deeply cultivated. This event invited well-known digital economists, legal experts and lawyers in intellectual property and taxation, and senior short video experts. Deep cultivator, to answer your questions, I think this is to capture the needs of content creators and serve content creators.
In the "Experts Discussion" section, Liu Xingliang, a well-known digital economy expert and Internet scholar, made a keynote speech on the development of digital economy. Liu Xingliang believes that the digital economy has developed to the third stage. The first stage was probably around 2014. At that time, the digital economy was actually based on big data, and it was a digital economy in a narrow sense.
Around 2018, the digital economy has entered the second stage. In this stage, the digital economy is marked by digital industrialization and industrial digitization, and it has jumped out of the category of big data.
Now in the third stage, our lives are deeply affected by the digital economy, and earth-shaking changes have taken place. In some places, unmanned taxis are running around, unmanned trucks are running around, and unmanned planes are flying express delivery. There are even some robots that have entered thousands of households and become family housekeepers.
The connotation and extension of the digital economy have expanded. Liu Xingliang said that the new engine of the digital economy in the next 10 years, my prediction must be artificial intelligence, it must be AI, especially generative AI.
In the "Keynote Speech" session, Li Keshu, partner lawyer of Weiheng Law Firm, vice president of China Business Culture Research Association, and founder of Weixia Capital, said whether the works generated by AI can be protected by copyright, and whether it may lead to infringement ? Although there is no unified understanding of this issue, it is generally believed that if the content generated by AI does not reflect the author's original ideas, it is difficult to obtain intellectual property protection.
Li Keshu said that the core of copyright is three words: originality. You are different from others, and your work is original. Conversely, if someone else plagiarizes you, he needs to disprove his originality. If he cannot prove it, it is plagiarism.
When answering questions, Li Keshu said that regarding some authorizations of intellectual property rights, try to ask the other party to provide a letter of authorization or written proof, which can reflect a delivery process of intellectual property rights, and users can also use related works in a more standardized manner.
Lawyer Wu Jia, senior joint partner of Beijing Deheheng Law Firm, said that the main types of taxes involved in the operation of small and micro enterprises include: one is value-added tax, the other is income tax, including corporate income tax and personal income tax, and some Urban construction fee, cultural construction fee, education surcharge, etc.
Lawyer Wu Jia said that at present, the country has some tax incentives for small and micro enterprises, and even some specific industries have some tax incentives. Everyone should pay attention to the introduction of these preferential tax policies, which are very helpful for the daily operation of enterprises and tax planning.
Lawyer Wu Jia further stated that everyone should consult relevant legal issues and tax issues, and should contact specialized lawyers in this area. They have rich knowledge and experience and can give more professional advice.
In the "on the front line" section, Han Conglin, partner of Zinc Finance and senior consultant of Baizhun Research Institute, said that the interesting point in the video account is that all competing products such as Douyin, Kuaishou, and station b have official accounts in the video account. And most of them appear in the form of matrix. This shows that the form of video has increasingly become a mainstream form of content.
Han Conglin believes that the biggest difference between the video account and Douyin and Kuaishou is its traffic distribution, and its entire recommendation mechanism is a combination of social and algorithmic recommendations. Content creators should formulate their own operating strategies based on this characteristic of the video account.
Han Conglin said that the video account still has a strong vitality. The reading threshold of short videos is getting lower and lower, and the audience will increase. Everyone must have strong confidence in short videos. We must make good use of our existing fans, make good use of our circle of friends, and make good use of our community.
After the discussion session, another special supporter of this event, Yang Tianguo, the founder of the well-known self-media "deep dive atom", said that the core capabilities and products of self-media are to provide dry goods and content. The work and content are also what it should be.
As one of the content creators, Yang Tianguo emphasized that we should pay attention to intellectual property rights, understand the rules of intellectual property rights, and at the same time understand the knowledge of business operations, so as to help content creators develop better.
At the end of the event, Ma Mingchao, deputy director of the Small and Medium Enterprise Culture Working Committee of the China Business Culture Research Association, deputy secretary-general of the Business Legal Culture Branch, co-founder and vice president of Zijin Finance, said that for the development of self-media, three points need to be emphasized at present: First, new media needs to be based on China's current reality, and it needs to be developed with sufficient strategic determination. It needs to stand on China's standpoint, advocate for the development of China's economy and culture, and practice it personally.
Secondly, in order to be "inside and outside the circle", we-media personnel must not only be familiar with the norms and rules of we-media, communicate well with their peers, but also communicate more with institutional media and people from other industries, looking for bright spots and Cooperation point. This is also another original intention of this event, that is, cooperation within the circle and communication across circles.
Thirdly, from the perspective of the whole society, we-media people should increase the number of people, improve the well-being of the society, enhance the supply of culture, and provide valuable services for enterprises.
Many new media (self-media) and other institutions were invited to participate in this event, Zhitong Finance, Yidian Finance, Bedo Finance, Yongli Media, Zhidun, Banner Finance, Acorn Observation, Xinshangji, Jiugua Financial Circle, Chang Yan Taoism, brocade, Qingbo column, etc. express opinions and opinions on topics of common concern, and explore the way of development together.
After the event, Yanqing District of Beijing ushered in a happy rain, and the hot weather for many days immediately became cool and comfortable. People from all walks of life at the meeting said that this event has content, dry goods, and prospects, and the future development depends on In our own hands, we are full of confidence in the future.