ip for mba students from iipm intellectual property and harnessing creativity in creative industries...
TRANSCRIPT
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IP for MBA Students from IIPM
Intellectual Property and harnessing Creativity in Creative Industries
Geneva, June 2006
Christopher M. Kalanje, Consultant,
Creative Industries Division, WIPO
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What is Copyright
Grants authors, composers, and other creators legal protection for their literary and artistic creations (‘works’)
Gives ‘bundle’ of exclusive rights, which allow owners to control the use of their original works in number of ways and to be remunerated Also provides ‘moral rights’ which protect the author’s reputation and integrity.
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LiteraryLiteraryFilms
Dramatic
Music
Photographic
Artistic
Copyright Works
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Copyright and Business
• Computer programs
• Content on websites
+ ‘look and feel’
• Product catalogs
• Artwork and text on product literature
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Copyright and Business
•Artwork and text on labels and packaging
• Marketing and advertising materials
(on paper, billboards, websites, accounting forms)
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Copyright and Business
• Sales training program captured on videocassette
• Newsletters
• Instruction sheets, operating manuals for machines, maintenance manuals
• Technical drawings, diagrams, maps
• Some types of databases
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A Bundle of Exclusive Rights
Economic Rights
– Reproduce or make copies
– Distribute to public
– Sell, rent*, lend*
– Display or perform to public
– Adapt and translate
– Make available on the Internet
Moral Rights
– Right of paternity: acknowledgement
– Right of integrity: object against mutilation and/or distortion
* Generally applies only to certain types of works: Cinematographic works, musical works, or computer programs.
Assignment or License
Moral Rights cannot be transferred
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What are Related Rights?
Rights of broadcasting organizations
in their radio and television programs and in Internet broadcasts such as ‘podcasts’
Rights of producers of sound recordings
(phonograms)
in their recordings (cassette recordings, compact discs, etc.)
Rights ofperformers
• actors• musicians• singers • dancers• or generally
people who perform
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What are Related Rights? contd.
Related rightsRelated rights would apply to ..
the performances of
the musicians and singers
who perform the song
the sound recording of the
producer in which the
song is included
the broadcast program
of the organization that
produces the program
containing the song
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Copyright
• Term of protection: Generally speaking: - Life author + 50y - Exceptions
• Automatic
• Copyright subsists worldwide: Berne Convention
heirs
So why register?
But national law applies
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What is not protected?• Ideas or concepts
• E.g., instruction manual that describes system for brewing beer
• Facts or information
• Historical, news, scientific, biographical
• E.g., biography
• Government works
• Statutes, judicial opinions, etc
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What is not protected• Names, titles, slogans, short phrases
• But advertising slogan may be protected under TM
• Artistic logo may be protected under CR
Nike World Police and Fire Games, Québec
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What is not protected?
• Works of applied art ?
• Protection differs greatly from country to country
• Overlap with industrial designs
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Importance of Creative Industries
• Cultural and social force for society– Empower people– Values individual creativity and diversity– Many products have public-goods
characteristics
• Fuels creative capital and creative workers– Changing role of author, creator, artist
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Importance of Creative Industries
• Economic multipliers ‘ripple-effect’– Support urban regeneration– Creates employment– New approaches to businesses
• Industry cluster– New high-growth sector (accounts for
large share of nation’s GDP)– Entry to global markets
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Creative Industries contd.
Creative Industries
- Relatively new- Closely linked to cultural industries. Sometimes used interchangeably- Broader than cultural industries.Goes beyond
• performing arts and • handicrafts
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Creative Industries contd.
From Cultural to Creative Industries
- 1944 Coining of the term cultural industry (critique to mass production of cultural products)- 1970s and 1980s. A positive view different from Adorno & Horkheimer.- UNESCO work on cultural industries- 1990s-current. Wide use of term creative industries
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Creative Industries contd.
Creative IndustriesDefinitions
- Australia- Austria- Hong Kong- New Zealand- Singapore- USA (core copyright industries)
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Creative Industries contd.
• Late 1990s UK department for culture, media and sports (DCMS) established creative industries unit and task force– UK definition “those industries that have their
origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property”*
* Creative industries mapping document 2001
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Creative Industries contd.
UK Creative Industries
Advertising; Architecture; Art and Antiques Market; Crafts; Design; Designer Fashion; Film & Video; Interactive Leisure Software; Music; Performing Arts; Publishing; Software and Computer Services; Television & Radio
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Creative Industries contd.
• Demand side– Price inelastic and income elastic– Consumption patterns- unpredictable,
quality consideration, focus on superstars – Demand on local products- often
insufficient
• The supply side– High fixed costs for creation/ low
marginal cost of delivery– Low entry barriers
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Creative Industries contd.CreativeCreative
IndustriesIndustries
-- largely characterised by nature of labour inputs: “creative individuals”
Examples ...
AdvertisingArchitectureDesignInteractive SoftwareFilm and TVMusicPublishingPerforming arts
Copyright Copyright IndustriesIndustries
-- defined by nature of asset and industry output
Examples ...
Commercial artCreative artsFilm and videoMusicPublishingRecorded mediaData processingSoftware
Content Industries
-- defined by industry production
Examples ...
Pre-recorded music Music retailingBroadcasting & FilmSoftwareMultimedia services
Cultural Industries
-- defined by public policyfunction and funding
Examples ...
Museums & galleriesVisual arts & craftsArts educationBroadcasting & filmMusicPerforming artsLiteratureLibraries
Digital content
-- defined by combination of technology and focus of industry production
Examples ...
Commercial artFilm & videoPhotographyElectronic gamesRecorded mediaSound recordingInformationstorage & retrieval
Source: Cutler & Co/CIRAC, 2003, (see papers by Stuart Cunningham) -- www.creativeindustries.qut.com
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Creative Industries contd.
• Clarity is needed on concept, definition and criteria of creative industries at,– International level– National level
• Important to focus on specific local, regional and national context
• Importance of IP in the development and success of creative industries should be highlighted
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WIPO Contribution
• Shift in the demand from member-states
• WIPO focus on the central role of IP as an important tool for social development, economic growth and wealth creation
• Necessity of assisting developing countries measure the contribution made by IP to their national economies
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WIPO Contribution contd.
Need to evaluate contribution of CI
- The need for measurement
• Basis for policy options
• Comparability across sectors and countries
• An indicator of competitiveness
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WIPO Contribution contd.
• Studies in United Kingdom, Australia, U.S.A, New Zealand show significant economic contribution of creative industries
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WIPO Contribution contd.
• The challenge – Difference in methodology, use of
terminology/concepts, scope etc. Made international comparison difficult
– Need to have a guide which could facilitate comparative analysis
– To establish a basis for comparison of future surveys built on reliable data and common methodologies
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WIPO Contribution contd.
Guide on Surveyingthe economic contribution of the copyright-based industries
The Guide provide proposals on,
- How to organize relevant information
- How to structure the research
- What measurements touse and How to presentthe analysis
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WIPO Contribution contd.
• The guide addresses three main indicators of the size of the copyright-based industries – The value added, – Employment and – Foreign trade generated by them
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WIPO Contribution contd.
• Outlines methodology of a survey • Justifies the choice of indicators • Describes their characteristics and • Elaborates on existing approaches
to their measurement.
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WIPO Contribution contd.
• The guide suggests that the measurement procedure should comprise the following steps;– Identification and classification of
copyright-based industries– Collection of relevant data (statistical data)– Measurement of the contribution of the
copyright-based industries– Analysis and presentation of the survey
results
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Finally