News

Media & Entertainment Unions Call for Better Rules for a Fair Digital Market

Media and entertainment workers are part of a growing global digital economy where traditional and new employers are conducting business through markets based on digital technologies, the Internet and the World Wide Web.

The digital market is growing rapidly: In 1995, less than 1% of the world’s population had an Internet access. Today more than 40% of the world’s population have access. The consumption of culture, media and entertainment on the Internet is ever increasing. By 2019, more than 80% of Internet traffic will be video. VoD and Internet video to TV will have become more and more important.

This digital market is radically different from traditional markets. Its structure is characterised by a “winner takes all” competition, network effects and rapid change. Digital has created new opportunities for the creation of content. Nevertheless, it will also continue to a have a disruptive effect on more traditional media formats and business models. Quality creative content is what everyone is after in order to monetize traffic and the interdependence between “old” and “new” media is intensifying.

Remuneration of creators and other creative workers is highly affected by the emerging digital market as new distribution models change revenue streams. Participation in the exploitation of works on basis of intellectual property laws and collective agreements are called into question. Moreover, the promotion of “free” on the Internet leads to a devaluation of culture and creative works. However, citizens are willing to pay for high quality content and new forms of consumption of these. The challenge for creators and their organisations is twofold: establish fair rules with employers to guarantee equitable remuneration for each use of their work and obtain a regulatory framework that strengthens the position of creators in the digital environment and ensures fair remuneration and sustainable business models.  

UN MEI Global Union advocates strong and modern regimes of intellectual property rights, which enable innovation, creation and participation. The key principles of such legislation must be fair remuneration for each use of works and fair contractual arrangements.

Intellectual property system need to be shaped in order to ensure that those working in the creative sector and creators are properly paid for their work, so they can keep creating.

Let’s celebrate the #IPDAY2016 by recognising that the challenge ahead for decision makers at national, regional and global level is to shape rules that make the digital market a fairer, an inclusive and diverse place. Media and entertainment unions will continue to support talent & crew and all those who make creative works happen in order to secure a fair digital bargain.

For more information on the World Intellectual Property Day go to: http://www.wipo.int/ip-outreach/en/ipday/