[China, Beijing, June 10, 2021] The fast-growing ultra-high-definition (UHD) industry represents huge economic opportunities for many countries around the world, but wherever media sees growth, we also see a need to copyright protections. Digital media copyright (DMC) has been a topic of legal and legislative interest for quite some time, but the UHD industry in particular has recently turned its gaze to digital rights management (DRM). DRM is an exciting new field that goes beyond traditional copyright law and focuses on how technical standards and new technologies can be used to enforce copyrights for digital media. The advancement of DRM is also proving to be instramental for collaboration and growth within the UHD industry.
Just this week at the China Content Broadcasting Network (CCBN) 2021 DRM Summit, many prominent companies from the Chinese digital content industry, including Tencent, iQIYI, and Youku, joined together with HiSilicon (Shanghai) to release a DRM Proposal for Digital Media Copyrights Protection. Headed by the ChinaDRM Forum, the Proposal calls on industry organizations to work together for a healthy, robust digital media industry in China.
HiSilicon has played an important participant in Chinese DRM, supporting the formulation and promotion of digital rights protection technical standards. As a member of the executive committee of the ChinaDRM Forum, HiSilicon also supported the creation of standards for the Chinese digital copyright industry standard system, and served as the leader of the ChinaDRM Forum's super-distribution copyright protection technology work group and the leader of the ecological environment research work group to head the development of DRM standards for over-distribution of audiovisual content. In fact, HiSilicon's Hi3751 V620 was the first chipset in the industry to pass ChinaDRM's hardware certification when it was first launched back in 2017. In the TV and STB fields, eight of HiSilicon's chipsets have also passed these hardware certifications.
HiSilicon works with carriers, terminal vendors, and solution providers to promote the implementation of
ChinaDRM technology based on domestic cryptographic algorithms in the audiovisual industry. In ChinaDRM and
domestic cryptographic technologies, HiSilicon is the largest STB and TV chipset provider both in terms of
technical support and production volume. Further industry collaborations like this proposal will help to
continue advancing digital rights management in China.
The proposal is as follows.
DRM Proposal for Digital Media Copyrights Protection
In order to further implement the spirit of the General Secretary's edict on intellectual property protection in China, and as per the Copyright Law of the People's Republic of China which came into effect on June 1, 2021, we parties in the audiovisual content industry of China hereby propose the following guidelines to which we will abide. This Proposal aims to increase the supply of quality audiovisual content, innovate service models, enhance content protection, and protect consumers' interests.
1. Audiovisual service organizations will respect and abide by the Copyright Law of the People's Republic of China and relevant laws and regulations, foster differentiated innovation in services for quality content, and enhance copyright protection.
1) Quality audiovisual content services, such as cloud premiere and advanced VOD, will be gradually switched to smart terminals of security levels higher than the hardware specifications required by industry standards.
2) 4K/HDR or higher audiovisual content experiences will be delivered to consumers through smart terminals with security levels higher than the hardware specifications required by industry standards.
2. All parties in the industry chain of quality audiovisual content consumption terminals will further improve the technical level of copyright protection for terminals, and accelerate the R&D and production of terminals complying with the security levels higher than the hardware specifications required by industry standards, to better support the experience of the consumers.
3. Organizations engaged in production, academia, research, and application related to audiovisual content copyright protection technologies will further improve R&D support for audiovisual service institutions and quality audiovisual content consumer chip and equipment manufacturers, to reduce the difficulty and cost of deploying high-security copyright protection technologies in terminal products.
4. Consumers are urged to respect copyrights, raise awareness of copyrights protection, and use audiovisual terminals that meet copyrights protection requirements.