Report of
nd
the 2 Meeting of the Asia
Content Business Summit
Pattaya, Thailand
21-22 February 2011
The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Meeting Agenda
21 February 2001 (09.00 – 18.00)
I. Plenary session
1. Opening of the meeting
a. Statements by representative of the Government of Thailand
Mrs. Prisna Pongtadsirikul
Director-General, Office of Contemporary Art and Culture
2. Organizational matter
a. Introduction of the new ACBS member: Republic of the Philippines
Ms. Rowena Bagadion
3. Keynote speeches
a. The Asian Coproduction Film “Revolution 1911”
Mr. Hiroshi Sugawara
Film Director of Japan
b. The Possibility of Organizing the “United Asia Channel”
Mr. Kay Mok Ku
Gobi Singapore
4. Report on the 2010 activities in each country/region
a. The implementation and encouragement of international co-productions;
b. Human resources program for foreigners
c. Possibilities of a joint marketing foreigners
d. The main distribution, promotion and merchandising style
e. Subsidy programs or funding information which is available to foreign
companies
4.1 China
Mr. Niu Daobin
State Administration of Radio, Film and Television
4.2 Hong Kong
Mr. Wellington Fung
Hong Kong Film Development Council
4.3 Japan
Mr. Kazushige Nobutani, Ministry of Economy, Trade and Industry
Ms. Noriko Namikoshi, Digital Contents Association of Japan
Mr. Satoshi Kiyota, UNIJAPAN Public Interest Incorporated
Association
4.4 Malaysia
Mr. Kamil Othman, Multimedia Development Corporation Sdn. Bhd.
4.5 Republic of Korea
Mr. Chulmin Kim, Ministry of Culture, Sports and Tourism
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
4.6 Republic of the Philippines (no presentation)
4.7 Singapore (no presentation)
4.8 Thailand
Mrs. Prisna Pongtadsirikul, Director-General, Office of Contemporary
Art and Culture, Ministry of Culture
5. Enforcement against pirated copies
a. Policy and procedure on the enforcement against pirated copies in each
country/region
5.1 China
Mr. Niu Daobin, State Administration of Radio, Film and Television
(Document Presentation)
5.2 Hong Kong
Mr. Wellington Fung, Hong Kong Film Development Council
5.3 Japan
Mr. Kazushige Nobutani, Ministry of Economy, Trade and Industry
5.4 Malaysia
Ms. Jin Nee Wong, Wong Jin Nee & Teo
5.5 Republic of Korea
Mr. Seung Hwan Shim, Ministry of Culture, Sports and Tourism
5.6 Republic of the Philippines
Ms. Rowena Bagadion, The Animation Council of the Philippines
5.7 Singapore (No presentation)
5.8 Thailand
Mr. Chakra Yodmani, Chief of Directorate and System Development
Group, Office of Prevention and Suppression of IPR Violation,
Department of Intellectual Property, Ministry of Commerce
b. Introduction of the Anti-Counterfeiting Trade Agreement (ACTA)
Mr. Kazushige Nobutani, Ministry of Economy, Trade and Industry
6. Company presentation
6.1 Thailand
Mr. Yongyoot Thongkongtoon
The National Federation of Thai Film Association
GMM Tai Hub Co., Ltd.
Mr. Srirat Noochniyom
Thailand Digital Entertainment Content Federation (TDEC)
Thailand Entertainment Industry Association (TENA)
6.2 Japan
Mr. Yoshihiko Hibi, NHK Education Corporation
Nr. Norihisa Wada, IE Institute Co., Ltd.
Mr. Mamoru Ito, Shogakukan Inc.
Mr. Hisaya Shirai, White Notes Co., Ltd., Japan
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
6.3 Republic of Korea
Professor Changwan Han, Sejong University
Mr. Seungho Choi, CLKO Entertainment
6.4 China
Ms. Zhang Xiaon, Chinese Central Television
22 February 2011 (09.30-12.30)
6.5 Republic of the Philippines
Ms. Rowena Bagadion, The Animation Council of the Philippines
Ms. Rowena Bagadion, Mediametics Company
6.6 Singapore (No presentation)
6.7 Malaysia
Mr. Azlan Pa’wan, BigBeak Pictures
Mr. Js Foo, Asia Media Content
Mr. Zainir Amunullah, Astro Entertainment
Ms. Yang Mee, Multimedia Development Corporation
6.8 Hong Kong
Mr. Fred Wang, Salon Films (H.K.) Ltd.
Mr. Howard Tian, Salon Films (H.K.) Ltd.
Mr. Tebeier Ma, Salon Films (H.K.) Ltd.
7. Future of the ACBS
Mr. Kazushige Nobutani
Ministry of Economy, Trade and Industry (METI)
8. Closure of the meeting
Mr. Fred Wang, Salon Films (H.K.) Ltd.
II. Business matching session
1. Opening of the session
2. Free discussion
3. Closure of the session
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Opening Speech
Mrs. Prisna Pongtadsirikul
Director-General of the Office of Contemporary Art and Culture
Ministry of Culture, Thailand
On The 2nd ASIAN Content Business Summit
20 - 22 February 2011,
Amari Orchid Pattaya, Thailand
__________________________________________________________
Mr. Kasushige Nobutani
Director, Media and Content Industry Division
Ministry of Economy, Trade and Industry
Government of Japan
ACBS members
Ladies and Gentlemen,
Sawasdee Kha
On behalf of the Royal Thai government and Ministry of Culture, I would like to take this
opportunity to welcome all of you to Pattaya, one of the world’s famous holiday destinations.
It is our great honor to co-host the 2nd Asia Content Business Summit with the Ministry of
Economy, Trade and Industry of Japan which aims at creating a cross-border content market
of the ASIAN content industry and strengthening collaboration among Asian countries to
become a strong force in the global market. As we know, for the past 10 years, the ASIAN
region has shown great performances in creativity in almost every aspect, which has brought
us worldwide recognition.
I hope that, during your stay in Thailand, you will be impressed by our warm welcome, great
hospitality, unique Thai food and extraordinary tourist destinations.
In closing, I wish to express my gratitude to the Ministry of Economy, Trade and Industry of
Japan for co-hosting this event. My thanks also go to all delegates of our distinguished
members for their full cooperation and contribution to the 2nd ASIAN Content Business
Summit.
I wish the participants a very fruitful and productive Meeting and, with that, I declare the 2nd
Asia Content Business Summit open.
Khop Khun Kha
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Welcome Speech
Flight Lieutenant Suriya Sueksakit
Assistant to the Minister
Ministry of Culture, The Royal Government of Thailand
On the Reception Dinner
nd
The 2 Asia Content Business Summit
21 February 2011, Amari Orchid Pattaya, Thailand
--------------------------------------------Sawasdee Khrap
Good evening
I am delighted to hear that Office of Contemporary Art and Culture, which is the government
agency under the Ministry of Culture, was invited by the Ministry of Economy, Trade and
Industry of Tokyo to be a co-host of The 2nd Asia Content Business Summit in Pattaya. This
has given Thailand a momentous opportunity to work closely with Japan as well as other
ACBS members in order to promote our content industry in Asia and worldwide.
The meeting has just started with a warm welcome in a beautiful environment among the
good collaboration of ACBS members.
In this regard, I would like to take this opportunity to congratulate the Philippines as a new
member. I hope that you will enjoy not only the meeting but also our kind hospitality.
After a long fruitful meeting day, don’t let me waste your time any longer. Please enjoy your
dinner.
Bon appetite.
Khop Khun Khrap
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Introduction of the new ACBS member
Republic of the Philippines
Ms. Rowena Bagadion
Founding President of the Creative Economic Council of the Philippines
President of the Animation Council of the Philippines (ACPI)
Executive Officer of Mediamatics Global
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
The Asian Coproduction Film “Revolution 1911”
Mr. Hiroshi Sugawara
Film Director of Japan
From his experience in the field of film making and production in the United States,
the speaker suggested that films should contain four elements of “Eternal Truth” or
“Universal Truth” because they are the elements that everybody, regardless how different
they are, can understand.
The first element is “love” because love is an element that people can easily understand,
especially a mother’s love which is generally known how great and passionate it is.
The second element is “life” as it expresses aspects of living, such as how hard and difficult
to live. Even sex can be counted as an aspect of life because it expresses the desire to live as
well.
The third element is “death” since it portraits the dark side of life and love, for instance how
sad life is.
The fourth element is “fight” as we long to protect something precious for our life. For
example, people can fight for someone they love or they can fight to bring back something
they have lost.
After working with the American production in “The Last Samurai,” the speaker realized that
Asia had its own way of living that was different from the way Americans were, and Asian
people were able to run film business the same way Americans did. Therefore, the speaker
moved back from USA to Japan and started making Asian films that originated from Asian
people.
The film he presented in the summit is titled “Revolution 1911.” It is the story about the life
of Dr. Sun Yat-Sen and his friends who fight for their own country and dream of combining
Asia into one to fight for independence over European countries.
At last, the speaker encouraged every party participating in the summit to work together to
create true Asian films and standardize the quality of Asian films. Also, he hoped that in the
future, there would be the Asian Academy Award, or the Oscars of Asia, which would be
given especially to great Asian films, not just a part of foreign films as Asian films are
regarded at present.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
The Possibility of Organizing the “United Asia Channel”
Mr. Kay Mok Ku
Gobi Singapore
From the opportunity to discuss about co-production between countries earlier, the speaker
saw a possibility to develop the collaboration at a joint level within Asia.
At present, the world trend is becoming Asia-Pacific-centric. The largest economy is in the
Asia-Pacific region and the combined economic size of East Asia and South East Asia is
bigger than that of USA or Eurozone. Also, China has become the best challenger of the
consumer market in the world since the US economic crisis, taking over 20% of the whole
market. However, the diversity of historical backgrounds and languages prevent Asian
countries from unifying. Moreover, Asian travel market is expanding as well. Chinese are
interested in travelling around Asia better than going across the continent. This is a chance
for business related to travel, such as low-cost airline business. Regarding media market,
media landscape in Asia is mainly domestic. Big media market is mostly ad-driven free to air
channels. Regional news channel is usually driven by the government and world business
news is not presented wholly and honestly, but modified to suit Asian interest.
From the present trends in Asia, the speaker proposed that there should be lifestyle channelin-channel that provides content starting from culture and travel and broadening to education
or environment showing on prime-time slots. Before moving on to collaboration between
countries, people in each country should learn about one another by dubbing existing highquality SD/HD Asian content in local languages first and support one another by licensing
and sponsorship or ad share model.
Then in order to put the proposal into practice, we have to figure out the interest of each
country in Asia especially the anchor countries such as Japan, China and Korean because of
their large domestic market. If they come up with some kind of productions that interest their
people, the possibility of success becomes higher. After that, cooperation between appropriate
partners is needed in order to carry out the successful Asian creation.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
China
Status of Chinese Film & TV: Co-production
Mr. Niu Daobin
State Administration of Radio, Film and Television (SARFT)
Government policy about co-production
The government encourages and supports the exchanges and co-operations including coproduction with international counterparts under the main requirements the government set
up: the plot and characters must relate to China; the number of Chinese actors cannot be less
than half of the main actors of the co-produced films; and for co-produced TV dramas, the
number of worker cannot be less than one-third of the main workers. In 2010, there were 46
film co-productions that were supported by the government. Mostly, they were the coproductions with China Hong Kong companies. (31 film titles)
Status of film co-production
Only in 2010, China Film Co-production Corporation held 6 seminars to encourage the
exchanges and cooperation of Chinese film producers and their international counterparts,
both in Asia and other regions. From 2006-2010, China produced 46 co-produced films,
created international counterparts and there were at least 4 film titles among top ten box
office every year.
Status of TV drama co-production
In 2010, there were 9 Chinese co-produced TV Dramas, and two of them were with
international counterparts. The development of TV drama market in China has grown very
fast. There are more than 8,000 production houses in China and the TV drama market
accounts for one-third of the whole TV airtime.
Future of co-production
China plans 12 5-year plans in order to become the biggest film industry. Moreover, China is
confident with the future prosperity of co-production because China is still able to support
more co-produced media content. Chinese government also has policies to encourage Chinese
co-production with international counterparts. Lastly, China has a great productivity to
support fast development in the future.
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The 2nd Meeting of the Asia Content Business Summit
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Hong Kong
Creative Industries of Hong Kong
Mr. Wellington Fung
Hong Kong Film Development Council (HKFDC)
The government supported this area of business very well because it is one of the six
economic areas with high growth rate. The government established CreateSmart Initiative
(CSI), DesignSmart Initiative (DSI) and Film Development Fund (FDF) to provide financial
support for different areas of creative industries. Moreover, the government designed sevenpronged strategy to drive the development of creative industries. The detail of the strategy is
as follows:
- nurturing creative human capital by encouraging children who are talented or
interested in creative area to study and master the field to become professional workers in
creative industries, along with providing a variety of learning tools to children.
- facilitating start-ups
- expanding local market size
- promoting market on the Mainland and overseas through seminars and festivals
related to the creative Industries. Hong Kong’s creative products won important awards in
2010 including Encouragement Award at the 2010 DigiCon 6 from “Temple Rider,” and the
Crystal Bear Award for the Best Feature Film in the Generation Section of the 60th Berlinale
2010 from “Echoes of the Rainbow.”
- developing creative clusters by revitalizing former Hollywood Road Police Married
Quarters into a landmark for creative industries in Hong Kong
- fostering a creative atmosphere
- promoting Hong Kong as Asia’s creative capital
In 2011, Hong Kong will attend the signature events of creative industries such as Hong
Kong Asian-Pop Music Festival (HKAMF), Asia Rainbow TV Awards (ARTVA) and other
promotional and business events related to the industries. It will sponsor local comic artists
and film directors to participate in international festivals as well.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Japan
Mr. Kazushige Nobutani
Ministry of Economy, Trade and Industry (METI)
Situation and Government Support
Mostly, the production in Japan is domestic. So far, there are only a few co-productions with
other countries such as 2 films with Korea and 3 films with China. Therefore, the government
wishes to promote a business chance of Japanese co-production with international
counterparts.
Human Resource Production
Japan provides a training program called “AOTS” to support a collaboration between Japan
and other countries and regions and “DCAJ” training program with Korea. Funds are
provided as well. Within this year, the Japanese government aims to encourage and subsidize
apanese co-production with international counterparts
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Japan
Organizing Infrastructure of Statistical Information to Promote Content Business in Asia
Ms. Noriko Namikoshi
Digital Contents Association of Japan (DCAJ)
The project to organize infrastructure of statistical information is carried out in order to
promote content business in Asia and to globalize Asian content business because Asian
industries in this area have grown continuously and Asia is rich in unique content assets.
Therefore, there are further possibilities for content business and utilization and marketing of
the assets.
However, before implementing any kinds of cooperation, we should understand Asia market
first. The association has been doing the statistical research on the content market and content
business basic information in three Asia anchor countries—Japan, China and Korea. The
research will be completed in March 2011. The result will show the cultural and market
characteristics of each country. This result will become informational infrastructure for
mutual distribution of content business in Asia. Knowledge about the markets and needs of
each country will help Asia carry out more effective international co-production and comarketing in the future.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Japan
UNIJAPAN’s Approach to Human Resources Development
Mr. Satoshi Kiyota
UNIJAPAN Public Interest Incorporated Association
In order to develop human resource, the association created a curriculum for producers
consisting of three components, namely administration (comparing to the admin building),
intensive learning (the classroom), and information management (the library).
During the administration process, promising and international producers who were expert in
their fields were recruited and hired to lead seminars and courses as well as conferences and
forums. Information about the association’s events will be provided in “the library.” At
present, the association is in the information management process or to create “the library.”
This library will provide books, publications and information about the association’s
seminars and workshop, and it will be openly accessible.
The curriculum for producers contains two aspects. The first aspect is the creative aspect
which is based on the fact that each country or culture can develop its own creative style. The
other aspect is the business aspect which suggests that there should be a common business
style shared between countries and cultures. Through this curriculum standard for Asian
Producers, there will be stronger opportunities for International co-productions.
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The 2nd Meeting of the Asia Content Business Summit
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Malaysia
Developing the Digital Multimedia Content Industries in Malaysia: the MSC Perspective
Mr. Kamil Othman
Multimedia Development Corporation Sdn. Bhd. (MDeC)
The digital multimedia content development strategy in Malaysia is imbedded within the
context of a holistic ICT strategy, which is anchored under the National Multimedia Super
Corridor Project (MSC), to propel the country towards becoming a knowledge-based
economy.
The strategy consists of the following:
1. IP Creation Programs to create funding through programs to encourage and
generate original IP creation in Malaysia
2. Creating Strategic Alliances to create or leverage on existing strategic alliances
with local and global bodies to extend business development opportunities
3. Funding and Incentives by granting funds for “Green-laning” winners of
competitions and providing incentives for schools to establish activities related to digital
content, for clusters of companies in broadcasting, webcasting and others and service
providers, and for private sector “pioneering” programs
4. Market Access/ Demand Generation to open up markets for Malaysian contents and
applications through activating domestic, regional and global platforms and subsidizing
companies to participate and showcase their products
5. Skill Development and Talent Pool Creation by implementing and/or supporting
capacity development programs and original IP projects, developing SME, incubating and
investing in production and training.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Republic of Korea
Policy Direction of Korea’s Creative Content Industry
Mr. Chulmin Kim
Ministry of Culture, Sports and Tourism (MCST)
Through the 21st century, cultural and creative industries will continue to boost economic
growth in Korea. In 2010, the creative industry could produce more robust profits than any
other industries. Regarding market size of the country, Asian content growth has already
surpassed global content market growth with the high domestic market value that tends to
continue growing until the year 2013. The outcome of industrial policies during the past few
years brought about a very impressive result: growth pattern of content market during
financial crisis increased; ‘nation-wide agenda’ development strategy allowing Korea to be
nominated as the 17th new growth engine; and human resources and R&D technology were
developed; etc. Therefore, to develop a better future for the industries, Korea develops
policies for 2011 as follows:
- Revitalizing financial investment: launching global fund and secure funds and
planning to establish mutual aid association of contents
- Cultural technology and R&D: creating high-tech fusion and combination of
contents, reformation on R&D financial process, and developing stronger foundation for
R&D process
- Creative human resource: training next generation human resources in 3D and
smart-content and training workforce based on global demand
- Contents make inwards into global market: supporting domestic content to advance
abroad, exploring for new markets and further exchanges, and promoting global contents
- Foundation for story creation: holding Korean story competition and establishing
story-creation center, and training storytellers.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Republic of the Philippines (no presentation)
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Singapore (no presentation)
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Thailand
Digital Content: Thailand Focus
Mrs. Prisna Pongtadsirikul
Director-General, Office of Contemporary Art and Culture, Ministry of Culture
For the past ten years, since there have been many public agencies to be responsible for the
creative industries, the Thai government has a strong belief that the industries can generate a
good amount of income for the country.
Although Thailand can produce its own animations, it still imports a lot of animations from
other countries, and the market share of Thai domestic animation productions is only around
one-fifth of the total industry value. Thailand encourages co-productions with international
counterparts as well, and has had one co-produced animation with Korea and another one
with Malaysia.
As for game industry, people in Thailand pay a lot more attention in game production and
industry than in the past. At present, there are many universities in Thailand that offer
programs about digital media. However, most of the game market share has always belonged
to foreign countries, and the trend will continue at least until 2013.
In 2010, Thailand earned high income from local film industry, doubling from the income
received in the previous year. Thailand not only produces its own films, but also is one of the
most popular locations for foreign film productions—mostly from India and Japan.
In order to promote Thai digital industry, the government has carried out various projects
including the National Policy for Prime-Time Local Youth Program, which intends to
encourage local production houses to create more programs for children and air during primetime slots, the expansion of the local industry into international market, the support for every
kind of exchanges and cooperation on animation production with international counterparts,
and the development of human resource.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
China
Mr. Niu Daobin
State Administration of Radio, Film and Television (SARFT)
(Document Presentation)
China has two national laws to counter piracy: the Copyright Law enacted in 1991 and the
Intellectual Property Law legislated in 1993. NCAC, the National Copyright Administration
of the People’s Republic of China, is the major government agency in charge of cracking
down the piracy. Other government sectors such as State Administration of Radio, Film and
Television; General Administration of Customs; Ministry of Public safety and Ministry of
Culture also join forces in the piracy crackdown.
Apart from the government agencies and the national laws, most Chinese provinces or
municipalities have set up their own anti-piracy societies or associations, with the Anti-Piracy
Committee under the Copyright Society of China the most influential national industrial
organization. The Committee has the national industrial joint mechanism of piracy
countermeasures. With the permission from copyright holders, the Committee helps to
investigate, look for evidence and file lawsuits against law offenders.
Although China has been successful with its anti-piracy campaign so far, incidents of
intellectual property violation can still be detected. The piracy situation is even severe in
some areas. Not only does the piracy harm the copyright holders and content industries, it
ruins China’s image in the world. Thus, the government has attempted to come up with
measures to crack down the piracy. From March to October 2010, China launched a national
campaign against Internet piracy. From October 2010 to March 2011, a new crackdown has
been being enforced on illegal copying of products from software to music.
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The 2nd Meeting of the Asia Content Business Summit
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Hong Kong
Mr. Wellington Fung
Hong Kong Film Development Council (HKFDC)
In Hong Kong, the efforts of writers, artists, designers, software programmers, inventors and
other talents are protected under a modern and internationally accepted intellectual property
right (IRP) regime. As far as responsible authorities are concerned, the Commerce, Industry
and Tourism Branch (CITB) of the Commerce and Economic Development Bureau is
responsible of policy making for the IPR in Hong Kong while other sectors are in charge of
actual operation. These actual operation sectors are the Intellectual Property Department and
the Customs and Excise Department.
The Intellectual Property Department is responsible for advising the Secretary for Commerce
and Economic Development on policies and legislation to protect intellectual property in
Hong Kong; carrying out the registration of trademarks, patents, designs and copyright
licensing bodies and for other related matters; and acting as the Registrar of Trade Marks and
Registrar of Patents, and the Government’s civil legal advisor on intellectual property legal
matters. On the other hand, the Customs and Excise Department is responsible for taking
criminal sanctions against copyright and trademark infringements in Hong Kong through the
enforcement of three ordinances, namely the Copyright Ordinance (CAP 528), the Trade
Descriptions Ordinance (CAP 362) and the Prevention of Copyright Piracy Ordinance
(CAP544).
Several actions have been taken to crack down piracy. In terms of actions against retail sale
of pirated optical discs (OD), the Hong Kong SAR Government has taken rigorous
enforcement actions against retail outlets of pirated optical discs which include movies,
music, software, etc., resulting in a decrease in the number of retail outlets selling pirated
ODs from around 1,000 in 1998 to fewer than 15 in 2009. Pirates now resort to stealthy sale
tactics, e.g. self-service unmanned stalls, pre-order sale, mixed shops selling both genuine
and pirated ODs. To cope, the Prevention of Copyright Piracy Ordinance requires all OD
factories and manufacturers of stampers in Hong Kong to obtain a manufacturer license. In
2009, the Customs and Excise Department conducted 300 inspections of licensed OD and
stamper factories. As Internet piracy can become more serious down the road, two AntiInternet Piracy Teams (AIPT) have been established in the Customs and Excise Department
to fight against piracy activities on the Internet. Moreover, advanced on-line monitoring
software has been deployed to detect copyright infringing activities on the Internet. Between
2000 and 2009, AIPT detected 186 Internet piracy cases, with 240 arrests and seizure of
pirated articles and computer equipment worth US$1.1 million. There are also actions against
corporate use of pirated works in business. Corporate use of infringing copyright works
(including computer software, movies, TV dramas or music and sound recordings) in
business is criminalized in Hong Kong. Between 2001 and 2009, the Customs detected a total
of 210 cases of corporate use of pirated works, with 442 arrests and seized items having a
worth of US$1.36 million.
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The 2nd Meeting of the Asia Content Business Summit
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Given serious anti-piracy enforcement in Hong Kong, between 2007 and 2009, there was a
considerable drop in the number of copyright piracy cases detected, persons arrested, pirated
optical discs seized and the total value of seizure.
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Japan
Mr. Kazushige Nobutani
Ministry of Economy, Trade and Industry (METI)
In Japan, the Agency for Cultural Affairs, Ministry of Economy, Trade and Industry is
responsible for protecting the intellectual property right in the content industry. There are two
national laws for countermeasures against piracy: the Copyright Act and the Unfair
Competition Prevention Act. In addition, the Content Overseas Distribution Association
(CODA) has the private sector joint mechanism whose effort is to unify points of contacts for
governments, related organizations and ISPs. With cooperation by law enforcement agencies
and customs offices in China, Taiwan and Hong Kong, from January 2005 to March 2010,
CODA managed to crack down 9,565 piracy cases and confiscate a total of 5.8 million
pirated DVDs.
Despite the rigorous law enforcement, there were still a lot of cases of copyright infringement
with tremendous damage to the content industry. To prevent the distribution of pirated
copies, both the government and the private sectors have joined forces to counter copyright
infringement. This year, CODA is trying to delete pirated copies uploaded on user generated
content sites while surveying the status of rights infringement through peer-to-peer
networking and considering the possibilities of legitimate business development using user
generated content sites.
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Malaysia
Ms. Jin Nee Wong
Wong Jin Nee & Teo
Malaysia has a very comprehensive legal framework to protect copyright of the digital
content. As a matter of fact, in 2001, Malaysia became one of the first countries that
incorporated the copyright treaty into law and regulations. At present, Malaysia is deploying
various national laws to control piracy activities, namely
- the Copyright Act 1987 which sanctions the distribution, selling and possession of
pirated copies with a penalty of US$ 667-6667 per illegal copy and/or 5 years in jail
- the Trade Descriptions Act 1972 which is used for back to back counterfeit of
registered trademarks as well as unregistered trademarks, get-ups and similar trademarks with
penalties of US$33,333 and/or 3 years jail for individuals and US$83,333 for corporations
- the Optical Discs Act 2000 which sanctions the manufacturing of optical discs
without license with penalties of US$83,333 and/or 3 years for individuals and US$166,667
for corporations
- the Consumer Protection Act 1999
- the Consumer Protection Act 1999
- the Anti-Money Laundering Act 2001 which allowed the country to freeze, seize and
forfeit proceeds gained from illegal activities.
Of all the laws, the Optical Discs Act 2000 is very effective. The content industry
flourishes and there have been no complaints from the industry because of this law.
There are two teams of key players that join forces in piracy crackdown in Malaysia. The first
team is in charge of policy making. This includes Ministry of Domestic Trade, Cooperatives
and Consumerism; the Intellectual Property Corporation of Malaysia; and Multimedia
Development Corporation. The Ministry of Domestic Trade, Cooperatives and Consumerism
is responsible for the national intellectual property policy. It seeks to develop an efficient and
effective IP protection system to ensure fast and easy acquisition of protection and rights as
well as competent and practical enforcement mechanism that provides redress and solutions
to infringements of IP rights as well as deters the repetition of infringement. The Intellectual
Property Corporation of Malaysia provides strong legal infrastructure and effective
administration regime to enhance greater creativity and exploitation of intellectual property.
The Multimedia Development Corporation seeks to become a regional leader in intellectual
property protection and cyberlaws. The other team assumes the enforcement responsibility.
This team includes the Enforcement Division of the Ministry of Domestic Trade,
Cooperatives and Consumerism; the Royal Malaysia Police; and the Royal Malaysian
Customs. Malaysia also has border measures to control import and export of pirated copies
across borders.
Due to effective laws and rigorous enforcement, the copyright piracy activities in Malaysia
has continued to decrease. The total cases of piracy infringement dropped from 4,390 in 2004
to 1,728 in 2010. In the same period, the seizure value went down from RM59,216,528 to
RM30,425,070.
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The 2nd Meeting of the Asia Content Business Summit
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Republic of Korea
Mr. Seung Hwan Shim
Ministry of Culture, Sports and Tourism (MCST)
At the national level, Korea has the Copyright Law, which consists of Act, Enforcement
Decree and Enforcement Rules to crack down piracy, with the Copyright Division of the
Ministry of Culture, Sports and Tourism responsible for overseeing the act of copyright
infringement. In addition to the government sector, the Copyright Protection Center (CPC)
under the Korea Federation of Copyright Organizations (KOFOCO) is the industrial
association for countermeasures against piracy and its action.
According to the 2010 Copyright Infringement Report published by the Copyright Protection
Center of Korea, in terms of online piracy, there was an increase by 26% in market size for
illegal copies of music, films broadcasts, books and games on the Internet in 2009 compared
to 2008. As for offline piracy, 2009 also saw a decrease by 3% from the previous year. Books
and music CDs are the two main subjects of offline copyright infringement.
For an effective crackdown of the piracy, the graduated response system targeting repetitive
copyright infringers on the Internet has been introduced into the Copyright Law in 2009. That
enables the Ministry of Culture, Sports and Tourism, which is the governing agency dealing
with the copyright infringement, to issue warnings to heavy uploaders of illegal copies of
content on the Internet. After three warnings, the Ministry is entitled to issue suspension of
the log-in to certain websites to such heavy uploaders. So far, the Ministry has issued the
suspension log-in order to a total of 11 accounts.
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The 2nd Meeting of the Asia Content Business Summit
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Republic of the Philippines
Ms. Rowena Bagadion
The Animation Council of the Philippines (ACPI)
The Intellectual Property Code of the Philippines, or the Copyright Law, was enacted into
law on 1 January 1998 to protect and secure the exclusive rights of scientists, inventors,
artists and other gifted citizens to their intellectual property and creations. House Bill 3741
seeks to amend the Copyright Law through the integration of a comprehensive, swift,
efficient and adequate strategies designed to respond to the criminal onslaught of internet
piracy.
Despite the law, in 2000, the entertainment software industry accounted for 98% of the piracy
rate in the Philippines, causing approximately US$41 million revenue loss for the country.
The software industry was at 61% piracy rate, resulting in US$27.1 million revenue loss
while the piracy rate of the sound recording industry was at 33% causing a revenue loss of
US$ 1.3 million.
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Singapore (No presentation)
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The 2nd Meeting of the Asia Content Business Summit
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Thailand
Mr. Chakra Yodmani
Chief of Directorate and System Development Group
Office of Prevention and Suppression of IPR Violation
Department of Intellectual Property
Ministry of Commerce
The national laws that are deployed to suppress piracy activities in Thailand are the
Intellectual Property Laws that encompass the following: the Patent Act 1979, the Trademark
Act 1991, the Copyright Act 1994, the Geographical Indications Protection Act 1999, the
Layout Designs of Integrated Circuits 2000, the Trade Secrets Act 2002, the Optical Disc
Production Act 2005, the Protection and Promotion of Thai Traditional Medicine Knowledge
Act 1999 and the Plant Varieties Protection Act 1999.
Copyright and trademark infringements are the most committed crimes in Thailand. For the
primary infringement of the copyright, offenders will be imprisoned for a term from 6 months
up to 4 years, or a fine from 100,000 baht up to 800,000 baht, or both whereas imprisonment
for a term from 3 months up to 2 years or a fine from 50,000 Baht up to 400,000 Baht, or
both will be imposed on offenders of the secondary copyright infringement. As for the
primary infringement of registered trademarks, offenders will be imprisoned not exceeding 4
years, or a fine not exceeding 400,000 baht, or both while those with the unregistered
trademark violation will be imprisoned not exceeding 2 years or a fine of not exceeding
200,000 baht, or both.
The IP law enforcement agencies include Central Intellectual Property and International
Trade Court, Office of the Attorney General, the Royal Thai Police, Department of Special
Investigation, Customs Department, Department of Intellectual Property, and IPR owners and
representatives.
There is also a national committee that oversees the IP policy with nine other groups working
on prevention and suppression of IP infringement. In August 2010, the Government issued
the Prime Minister Office’s Regulation on IPR Enforcement Co-operation with the aims to
enhance cooperation between relevant agencies and to pool together all existing legislations
which contain provisions that are applicable to IPR violation cases for even more effective
punishment to the infringers. The legislations include the Revenue Code, the Film and
Audiovisual Act, and the Consumer Protection Act.
As the enforcement statistics reveals, the number of raids by the police and Department of
Special Investigation considerably decreased from 7,613 in 2009 to 4,851 in 2010. Likewise,
there was a significant drop in the number of counterfeit and pirated goods seized in this
same period. Thailand’s success results from good laws, effective measures and strong
partnership and cooperation.
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Introduction of the Anti-Counterfeiting Trade Agreement (ACTA)
Mr. Kazushige Nobutani
Ministry of Economy, Trade and Industry (METI)
Current status of damage caused by pirated products
The magnitude of counterfeiting and piracy of tangible products is so great. The damage was
estimated to stand at US$250 billion in 2007 and in Japan the damage is estimated at ¥1
trillion annually. At present, the damage to trademark and copyright rights, patent rights and
design rights caused by counterfeit and pirated goods is expanding, and so is the scope of
piracy which now expands to pharmaceutical products and auto components. With online
sales and increasing sophistication of counterfeiters, it has become harder for responsible
agencies to crack down piracy. The damage is not only financial, but the low quality of
pirated copies also threatens the safety and lives of people. Now that counterfeit and pirated
products made in Asia are being distributed and consumed around the world, the effort to
suppress intellectual property infringement is a truly international issue in a globalizing world
that one country cannot resolve alone. It is for this reason that an international treaty is
necessary.
History of the Anti-Counterfeiting Trade Agreement negotiations
In 2005 at the G8 Gleneagles Summit, Japan called for the formulation of a legal framework
to prevent the growing number of counterfeit and pirated products. Subsequently Japan and
the United States launched a joint initiative, taking the lead in discussions and calling on
other related countries. Countries participating in negotiations were Japan, United States, EU
and its member States, Switzerland, Canada, Republic of Korea, Mexico, Singapore,
Australia, New Zealand and Morocco. In June 2008, negotiations started and the final
meeting was held from September 23 to October 2, 2010 in Tokyo, where a broad agreement
was reached. In 2010, the legal language of the document was completed and the text of the
Agreement finalized.
Changes to occur through the Anti-Counterfeiting Trade Agreement
With the enforcement of the Anti-Counterfeiting Trade Agreement, changes will be brought
about in four respects:
- It will become obligatory for customs authorities to detain or suspend the release of
products that are suspected to be counterfeit or pirated ones. In addition, it will enable for
customs authorities to implement measures at the time of export, as well as import.
- Aiming at sharing information on risks and data, ACTA will strengthen teamwork
among national customs authorities.
- ACTA will allow for criminalization of activities involving counterfeit labels alone.
- ACTA will have stricter compensation claims against infringers and it will be possible to
order infringers to pay compensation based on the profits they have accrued.
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- ACTA will strengthen monitoring of illegal online activities. First, it will create
an environment that enables industry cooperation against online infringement of
copyright. Moreover, it will include provisions for the regulations to deal with control
technologies on standard CDs, DVDs, etc. that are circumvented enabling the copies to be
downloaded illegally.
Future outlook
It is hoped that ACTA will be recognized and signed by more countries in Asia, Middle East
and Latin America. Apart from that, each member country is expected to make active use of
the contents of ACTA in chapters in FTA agreements that deal with intellectual property
rights and the respect for intellectual property rights as laid out by ACTA will permeate
through all countries so that ACTA will become a global standard.
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The 2nd Meeting of the Asia Content Business Summit
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Thailand
Mr. Yongyoot Thongkongtoon
The National Federation of Thai Film Association
GMM Tai Hub Co., Ltd.
GMM Tai Hub Co., Ltd. (GTH) GTH is an independent joint venture from three of
Thailand’s most renowned and innovative media companies: GMM Grammy, Tai
Entertainment and HubHoHin Bangkok. Since the founding of GTH in 2004, the company
has been an influential player in contemporary Thai cinema, a fully integrated studio
committed to producing, marketing and distributing commercially successful movies.
The film business in Thailand in 2010 brought a total revenue of Thailand’s box office of
approximately 3,600-3,000 million Baht (or around US$ 115 million), which is not too
different from the year before. The main factors that had affected the revenue of films
released in Thailand in 2010 are the following:
- bad economy in general, both local economy and global economy
- red shirt protest in March 11 that lasted until May 19, 2010
- the World Cup
- the movies themselves. In 2010, only two Hollywood titles, Iron Man 2 and Harry
Potter 7.1, grossed at over 150 million Baht.
In 2010, ten movies produced by GTH became major international hits of the year. These
include Shutter, Alone, 4BIA (Phobia) 1 and 2, My Girl, Dorm, Best of Times, the Little
Commedian, BTS—Bangkok Traffic (Love) Story, and Hello Stranger. Most of the films
have been sold to many foreign countries in Asia and Europe. Some have officially been
selected to present at the International Film Festivals and others like Shutter have been
remade by Hollywood film companies.
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Thailand
Mr. Srirat Noochniyom
Thailand Digital Entertainment Content Federation (TDEC)
Thailand Entertainment Industry Association (TENA)
Key Members of Thailand Digital Entertainment Content Federation(TDEC) include Thai
Entertainment Industry Association(TENA), Thailand Animation and Computer Graphics
Association (TACGA), Thai Game Software Industry Association, Thai Music Industry
Association and Thailand Cable TV Association, with a total of 448 business companies. In
2010, these companies produced 62 local films and owned 544 radio stations (204 AM
stations, 334 FM radio stations and 6 shortwave), approximately 4,000 community radio
stations, 6 television TV stations, 112 TC channels run by True Vision and 00 cable TV
stations. There are about 32 film producers, 28 TV production houses and 30 animation and
game studios in Thailand.
TDEC encourages the implementation and encouragement of international co-production. In
terms of music, GMM International signed a contract with Chunghwa Telecom to provide
Thai music content to mobile-phone subscribers in its home country of Taiwan. A number of
international co-productions were carried out for the animation industry as follows:
- Psychic Hero: the 1st Thailand-Korea animation cooperation, Thailand base between
Broadcast Thai Television Co., Ltd. and K-Production Korea
- Super Panda: the animated TV series co-produced by Opa Studio Co., Ltd. and
VisualXtreme, Malaysia via DMA 2010 (Digital Media Asia). It is the 1st Thailand-Malaysia
animation cooperation.
- Shadow of Symphony: the animated TV series co-produced by G-Motif Co., Ltd. of
Thailand and Mr. Azlan Pawan of Big Beak Pictures Malaysia
- 4-Angies: the animation co-produced by Homerun Entertainment Co., Ltd.
and SSAK C&M Co., Ltd., Korea
There is also the implementation and encouragement of international co-production of games.
These are as follows:
- Advance Intelligence Modernity Co., Ltd. signed contact with Asia Soft (Public) to
publish "GangZa" online game in Thailand and have planning to publish Malaysia, Vietnam
and Singapore.
- Corecell Technology Co., Ltd. signed contact to distribute Wii game
"WickedMonster Blast!" with Pixopolis interactive (USA).
- Sanuk Software Co., Ltd. signed contact to distribute Mots Croisés – a reference
French language crossword game on Playstation Minis, published by Bigben Interactive in
France, Belgium and Luxembourg.
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The 2nd Meeting of the Asia Content Business Summit
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Japan
Mr. Yoshihiko Hibi
NHK Education Corporation
NHK Education Corp. is a production related company that focuses on contents in the area of
education. While producing an annual average of 9,400 NHK programs mainly for NHK
Educational TV, the company also produces text books related to the programs; plans and
produces events; produces original image software, digital, character businesses; and carries
out international cooperation in the area of educational broadcasting.
One of the education program produced by the company is “Ultimate Edutainment Science
Series” which provides answers to 26 big, simple scientific questions to help 10-12-year-old
children to understand science and the rules of nature by seeing it in action on a massive
scale. This project is an international co-production between the NHK Educational, NHK
(Japan Broadcasting Corporation) and Qatar-based broadcaster Al Jazeera Children’s
Channel (JCC). The two broadcasters have co-produced Discovery Science which is a new
kind of science entertainment series that demonstrates scientific principles. The example
videos of the discovering science program are The Mighty Glass, A Flying Whale, Can Egg
Hold a Camel?, Will a Ball Stop at High Speed?, The Big Tablecloth Tug, etc. All these
videos are produced not only for Japanese kids but also for international exploitation as there
are no presenters, no talking heads, and no CGI. They are neutral in ethnicity and shot with
the latest filming technology. The NHK Corporation still seeks for the international coproduction to increase budget and to develop new style beyond cultural differences.
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The 2nd Meeting of the Asia Content Business Summit
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Japan
Nr. Norihisa Wada
IE Institute Co., Ltd.
IE Institute Inc. is a company that develops educational software as well as carries out
planning, development, production, retail and publishing for other educational materials. The
company mission is to design innovative educational contents and solution for learning using
a state-of-the-art technology. As the name of the company can show it clearly, I refers to
Innovative and E means Education. The concept in creating all the products is based on the
key idea of “wellbeing” which will come from the “brain fitness (Fun to learn)” and the
“physical fitness (Fun to exercise). IE Institute has developed and published educational
software for a wide range of media including Nintendo DS (such as Child-oriented computer
software, voice recognition related computer software, adult education and anti-aging (brain
training) computer software, games software, Gameboy Advance and DVDs. As for the
Nintendo DS, IE Institute has provided software for Nintendo DS and other Nintendo
Platform, for example, Wii de Kotsuban Fitness. The IE Institute software (Nintendo DS) is
carefully designed so that the teachers can effectively use it in class, corporate it into the
curriculum and instruction designs and use it as the classroom tool. As for the students, the IE
Institute software will develop the students’ academic abilities and attract much attention of
the mass media from television network to daily newspaper. At the moment, the Ministry of
Education of Japan has 13 different schools throughout Japan using Nintendo DS in their
pilot study program.
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The 2nd Meeting of the Asia Content Business Summit
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Japan
Mr. Mamoru Ito
Shogakukan Inc.
Shogakukan Inc. is a general publisher founded in 1922. The company started with study
magazines that gently encourageed children based on a history of more than 80 years. Then
the company published grade-specific learning magazines for grade school students and has
expanded its business from children’s magazines to general magazines and then to the world
of digital content. Meanwhile, the company publishes all categories of items such as picture
books, illustrated books, dictionaries, encyclopedias, literary books, magazines, comics,
DVDs, CDs, and Web.
Since 1998, with the publication of CD-Rom software of Doranet series and online learning
service Doranet, the software has been developed to be a super-Doranet. Then, in 2005, it
became mobile learning service Keitai Doranet. And there is also a new invention—a CDRom software “10x10 Match Method” which has been developed later to be Nintendo DS
software further developed into localized version for EU, America and Korea.
The online learning Service “Shogakukan Digital Drill System” has 5 categories for study
(kids, math, kanji, science and society) and Super Doranet for learning games and
community. The company has also developed a Written DS software Doragana, which is
Doraemon Handwritten Method, for example for Chinese learning and Chinese character
tests in Japan.
Shogakunkan Inc. will be happy to corporate with all ASEAN countries from now on.
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The 2nd Meeting of the Asia Content Business Summit
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Japan
Mr. Hisaya Shirai
White Notes Co., Ltd., Japan
White Notes Co., Ltd. is a private company providing financial and business advisory
services focusing on media, entertainment, and content industries. Its members have
experiences in investment banks and financial expertise. The Company also provides in-depth
research on MEC industry (content, facility, media, Internet mobile, Internet mobile support,
telecommunication, advertisement and promotion, entertainment device, mail order and ticket
agency) based on financial database of over 300 domestic and 400 global companies being
updated on a daily basis.
The recent research of the White Note Co., Ltd. on “Current Status of the Japanese Content
Industry Based on Quantitative Analysis from the Perspective of Maximizing Corporate
Value” was also presented.
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The 2nd Meeting of the Asia Content Business Summit
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Republic of Korea
Professor Changwan Han
Department of Comics and Animation
Sejong University
Sejong University is a private university established in 1940. Currently, the University has 9
specialized graduate schools. The University is attended by approximately 2,000 students and
has signed academic exchange agreements with 76 universities in 18 countries.
Prof. Changwan Han presents the new concept of cooperation education for the content
industry. His presentation entitled “Investigation on Shared Foundation of Production
Pipeline in Industrial Cooperation Model” is summarized below.
Today there are some shifting paradigms in cultural contents:
- Maximization of network externality in global economy (FTA)
- Creative production and distribution into global market in various forms of Merger and
Acquisition (M&A)
- Polarization of OSMU model based on digital economy system
Based on Prof. Schneider co-operational system 1906, the new concept of cooperation based
on content industry should comprise the Industry (brand + design), the University (academic,
art, science & engineering) and the Government (local and central). This combination will
lead to the following:
- Challenging to new market during economic slump
- Transformation from R&D to detailed and concrete concept of C&D
- Social efficiency of additional space and equipment (relocation effect)
- Suggestions for each stage for worldwide unemployed youth
- Maximization of differentiated profit from added value
- Incubating for future new growth engine in middle/long term
- Securing legitimacy of support from the government
- Model for effective use of social pipeline.
To achieve the cooperatve project, the policy, the idea and all the infrastructure need should
be developed and implemented. As the Korean case focusing on University System, Prof.
Han has explained about the Sejong University Cartoon and Animation Department linkage
SYSTEM. The University has set up an Industrial-Educational Cooperation Team which will
work under the 3 SYSTEMS: Specialized education SYSTEM (Undergraduate workforce in
production and Postgraduate workforce in management), Laboratory SYSTEM (Cartoonanimation industry) and specialized business SYSTEM (Sejong Edutainment Corporation).
After the investigation case, there are some significant elements for a new form of industrialeducational cooperation:
- A leader with clear objective required
- Long-term contributions and spread of network
- Spontaneous attitude based on trust
- Interactive learning by sharing relevant knowledge
- The cycle of success and social acceptance of failure
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The 2nd Meeting of the Asia Content Business Summit
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Republic of Korea
Mr. Seungho Choi
CLKO Entertainment
CLKO Entertainment is a company that oversees character production and copyright
management. It produced the character “Mashimaro” in 1999, and the character was
introduced as Flash animation in August 2000 and merchandised in 2001. Today, the
company has license agreements with 58 companies and sells more than 1,000 types of
merchandise.
Mashimaro was created with important characters. The following is the process of its
development from the beginning until it becomes worldwide nowadays.
Mashimaro is a high possibility of MEDIA MIX. It was born in August 2000 as a flash
animation (7chapters of episode) for the Korean people, and then it spread worldwide by the
internet featured by cute appearance and its unique characteristics in East Asia. Mashimaro is
a cute white animal (rabbit) that keeps making changes in its appearance. It was first created
for the people about 10-30 years of age, both male and female, but finally it is loved by the
people of all ages. Mashimaro is recognized worldwide especially in East Asia (China and
Taiwan). And it is merchandized in on/offline store in East Asia (China and Taiwan). It can
be found in various kinds of digital content business such as web, internet service, wireless
digital open market service, built-in service like smart equipment Asia Promotion Example.
Mashimaro also uses digital contents and services to appeal to world-wide consumers:
1. Game Item Cooperation as partnership in item with launched online game and
partnership in contents with lucrative social game
2. Digital content open market (global service) application for Apple Appstore,
application for Google Android, services offered for smart & digital equipment
3. E-book which is self-electric publication through Amazon (for kindle), Interactive
electric publication (for Ipad)
4. Social media by facebook application, promotion via Twitter, invention of social
games & worldwide service
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The 2nd Meeting of the Asia Content Business Summit
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China
Ms. Zhang Xiaon
Chinese Central Television
Chinese Central Television (CCTV) is a state-run television of the People’s Republic of
China, one of the most influential TV stations in China. The station covers 21 public
channels, 19 paid channels and foreign language channels for 6 countries. In addition to TV
broadcasts, the station owns a multi-media platform including film, newspaper and internet.
CCTV has set up a China International Television Corporation (CITVC) and China Radio,
Film & Television Programs Exchanging Center (CHNPEC) to deal with all the international
affair. This corporation is a China’s earliest institution in comprehensive radio, film and TV
programs business. It is exclusive marketing and distribution agent of China Central
Television’s (CCTV) copyrighted programs (film and television programs). CCTV has also
owned a broad spectrum of copyrighted Mandarin program resources. For the international
market, CCTV has set up a broad domestic and international marketing network of media
programs which spreads to nearly 100 television institutions from nearly 100 countries and
regions. The program broadcasting covering over 120 countries and regions and an annual
sales of over 10,000 pieces/episodes of films and television programs to overseas markets
which occupy over 90% of total export of Chinese television programs.
China International Film & TV Programs Exhibition has now become the biggest trading
event of its kind in Asia, attracting a large number of well-known media institutions from
home and abroad. Some of the Chinese quality films and television which can be successfully
entered international mainstream media are, for example, Biography of Sun Tsu, Schemes of
A Beauty, Spring and Autumn Period in Yancheng, Family of Chu, My Airhostess
Roommate, Legend of Bruce Lee, and Romance of Three Kingdoms.
According to the Chinese audio-visual products, CITVC and CHNPEC have now entered US
mainstream market and has already sold channels covering 26 key audio-visual products
market: on-line department store retailers (Amazon.com, Overstock.com), e-bookstores
(Barnes and Noble.com), franchised network platform audio and video products DVDs.com,
Videocollection.com, DVDplanet.com, electronic products retailers (Best Buy), bookstore
company (Baker & Taylor), professional video stores (Borders, Inc, Hollywood Video/Movie
Gallery, DVD Play, BBC, Edge Entertainment).
Ms. Zhang Xiaon ended her presentation by talking about the cooperation on exchange and
friendship for common development of the CCTV as follows:
- Large-scale documentary series (Lancang-Mekong River)
- Uniting the five countries of Cambodia, Laos, Myanmar, Thailand, Vietnam in the
Mekong Sub-region
- “China to the World” documentary selection project
- Adaptation of Discovery, Approaching Science
- Co-production with Mexico’s Television in the TV drama of Love
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- Co-production with Japan’s Tokyo TV in the documentary of Biographies of
Overseas Chinese Personages
- Co-production with six Southeastern Asian countries in the TV drama of Voyages to
Southeastern Seas
- Co-production with Hollywood in films of The Great Wall, The Forbidden City,
and Peking Apeman
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The 2nd Meeting of the Asia Content Business Summit
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Republic of the Philippines
Ms. Rowena Bagadion
The Animation Council of the Philippines (ACPI)
ACPI is a non-profit organization supported by the Government and comprises 2D and 3D
animation companies. The organization carries out various businesses with the purpose of
turning the Philippines into a receiver of outsourcing for animation production, to turn
animation work into an occupation that brings profits and to produce original animation.
This content business was started in the Philippines in 1970s. Until now there are two
professional associations concerning this activity: Animation Council of the Philippines and
Game Developers Association of the Philippines, with approximately 100 studios (2D trad,
2D digital and 3D) and also 1 offshore TOEI. For the film, TV and cable, the Philippines
production is independent film for local commercial. But for the foreign production, the
Philippines provides location, facilities, and talent team for shooting and post-production
including primarily stunts with an English advantage even the lowest level crew. There is a
Kodak Image Care certified film lab in the Philippines. As for the animation, there is very
little original work as most of the Philippines consumers’ prefer American and Japanese
animations which are dubbed in Filipino language. There is one of the biggest Japanese
studio offshore TOEI in Philippines as well. As for the game development, interactive Media
and Cosplay, there is a very little original work in the Philippines. Most of them come from
such outsource as US and Canada, followed by European countries (UK, Italy, Germany,
France), Japan, Korea and Mexico. There is also the biggest game publisher off shore which
is Gameloft. However, the Creative Economies Council of the Philippines has tried hard for
this kind of business in order to promote balance between outsourcing and IP creation. The
Council has provided business intelligence, business matching, IP creation, flag-waving
events and activities both outbound and inbound and also created government and
international relations.
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The 2nd Meeting of the Asia Content Business Summit
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Republic of the Philippines
Ms. Rowena Bagadion
Mediamatics Global
Mediamatics Global is a company which produces e-Learning and e-Publishing. This
company is a hybrid company. Its creation concerns creative animation, multimedia, and
game development. It also provides artists, IT programmers, educators. The service offered
by the Mediamatics is not only in the Philippines but worldwide (such as in Canada, USA,
Colombia, and some of the EU countries). It comprises content development, software
development, management systems, consulting and capacity-building. The MP of the
company is creating online multiplayer game, educational software, tourism information,
increasing content partners from each country and will share together the revenue. The
Mediamatics will also provide the platform (portal) and infrastructure of this business. The
Mediamatics will be “win-win” partnership for all. With the new market emerging,
Mediamatics will bring its partnerships to Latin America and the Caribbean.
According to Ms. Bagadion, technology has made the world so much smaller, and the sharing
of knowledge so much faster and easier. But at the end of the day, it’s the relationship and
friendship that we built across cultures that truly matters.
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Singapore (No presentation)
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The 2nd Meeting of the Asia Content Business Summit
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Malaysia
Mr. Azlan Pa’wan
BigBeak Pictures
BigBeak Pictures is a Malaysian production company that creates contents and TV programs
for children. In addition to activities related to the production of children’s contents that can
be shared around the globe, the company also addresses the issue of internet use among
children and works to decrease its risks.
BigBeak Pictures was conceptualized as a community development project in 2006 but
morphed into business-centric model to ensure its future sustainability. The company aims to
be successful in the global scene by producing a children’s program of global quality while
promoting love and care for the environment that we live in. The company’s vision is to be
one of social enterprises that is profitable but at the same time contributes to the growth and
development of its stakeholders as well as its communities. The service proposed by the
BigBeak Pictures comprises character design, pre-production, production, sound engineering
& design, visual effects and composing, and supply of voice talents.
One of the television programs produced by BigBeaks Pictures entitled “Chummy&Champ”
(The Malayan Sun Bear and the Orang Utan) was presented. It focuses on instilling
awareness on the environment in the most entertaining way. For example, one of the series
aims to get children to learn about the danger of plastics and irresponsibility of dumping of
rubbish into the sea as well as recycling.
At the end of his presentation, Mr. Azlan has assured that the BigBeak Pictures will continue
his tasks with hope for our children to grow and become responsible adults that will take care
of this Earth for the future generation.
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The 2nd Meeting of the Asia Content Business Summit
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Malaysia
Mr. Js Foo
Asia Media Content
Asia Media was started in 1996 and has been granted MSC status in 1997. Today it is a
transmedia entertaining group of Malaysia.
Asia Media Content is a Malaysia’s program production company founded in 2001. The
company produces many of Malaysia’s popular drama series and is also active in joint
production with overseas production such as Balgis (Indonesia), Permintaan Aishah
(Singapore), Sharhadien and CATS (India), and Pan Asia Cuisine Show (India). Currently,
the company is producing a co-production drama series with Malaysia, Singapore and Aceh.
Another entertaining production is an animation character “Squatting Tiger” which is a coproduction project between Asia Media Sdn Bhd of Malaysia and Imaging Design Co., Ltd.
of Thailand.
The expectation of Asia Media from the Summit is to invite Co-production and to find
partners or investosr for Squatting Tiger and other company activities.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Malaysia
Mr. Zainir Amunullah
Astro Entertainment
Astro Entertainment is a local content production and distribution company of “ASTRO ALL
ASIA NETWORKS (AAAN),” a major cross media group of Malaysia involved in satellite
broadcast, commercial radio, and TV program production. As ASTRO is working closely
with the Maesat satellite control center, the All Asia Broadcast operates as an all digital
facility that features the latest in broadcasting equipment and systems. In addition to
Indonesia, the company is active in other international markets such as Singapore, Vietnam
and the Middle East. AAAN is the sole provider of DTH satellite broadcast services in
Malaysia and holds exclusive rights until 2017. The company’s products and services
comprise 125 pay-TV channels in 4 languages: Malay, English, Chinese and Indian language.
This includes 8 HD channels across Malaysia and Brunei to more than 2.93 million
households. In addition, the company also holds 17 radio channels and consolidates within 5
mini packages, 2 super packages and 4 plus packages.
The ASTRO Group is actively involved in origination, aggregation and distribution of TV
programming in Malay, Chinese, English and Indian language, in addition to third party
content. The ASTRO Entertainment Network encompasses 33 television channels across
various genres, with plans to increase these in the near future to serve an ever-evolving
customer profile. The company owns the world’s largest Chinese film library and its digitally
re-mastered films to release and distribute worldwide. The ASTRO group is also a premier
producer and distributor of Malay films and provides a platform for leading local producers
to horn their creative skills and capabilities in film production. The group publishes
entertainment and lifestyle magazines. The ASTRO has invested in joint venture partnerships
with many countries in the Middle East, North America, Australia, China and Hong Kong.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Malaysia
Ms. Yang Mee
Multimedia Development Corporation
The Multimedia Development Corporation (MDeC) is incorporated under the Companies Act
of Malaysia, and owned and funded by the Government. The commitment of MDeC is to
drive MSC Malaysia by empowering businesses and connecting communities through ICT
and to facilitate Malaysia’s goal of becoming the preferred location for ICT and multimedia
innovations, operations and services. The MDeC’s role is to advise the Malaysian
Government on legislation and policies, develop MSC Malaysia-specific practices, and set
breakthrough standards for Multimedia operations. The organization also promotes MSC
Malaysia locally and globally, as well as support companies which are locating and located
within MSC Malaysia.
One of the project carried out by MDeC is “Saladin, the Hero who became a legend,” which
is the animated series evolution of screen hero. This project is aimed to galvanize the
animation industry (Creative Multimedia Content Business) in Malaysia. This animation will
be a 26-episode TV series and has already been distributed in different conditions all over the
world, for example, broadcasters have already sold to Indonesia, Turkey and Thailand.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Hong Kong
Mr. Fred Wang
Mr. Howard Tian
Mr. Tebeier Ma
Salon Films (H.K.) Ltd.
Salon Films Group is a film production company that leads Hong Kong and Asia. In 1957,
the company entered the global film industry with the World of Susie Wong. The company
collaborates on an international level with the world’s film and TV companies to produce
cinema film, TV series, documentaries, and domestic and international TV companies.
Offices are located in Bangkok, Manila, Tokyo, Beijing, and Kuala Lampur. The company
also provides technical services and equipments lease, while also providing investments and
loans in cooperation with production companies in Europe and Japan.
The presentation of the Hong Kong team was begun by the presentation of Mr. Fred Wang on
the “Industrial Solutions for Media Creative Industry in a Collaborative Asia Environment”
in which he proposed to develop a unified & efficient system for Pan-Asian programmedmaking in finance, content, technology and distribution wises. He started with the details of
each of the 4 barriers (Financial structure, Technology, Channel of distribution and content
production) to create a true Pan-Asian Channel. Then, he questioned what should be the
concrete steps and possible business models to put in place to create such a platform. After
that he proposed to develop a unified and efficient 4 systems. One is the financial system
which should be an all-in-one financing structure and should also be capable of incorporating
into all participant countries. Included with this system, the standardized, sufficient and
sustainable financing resource pool for Pan-Asian content-providing should be built up.
According to the content system, the Asian Media Creative Industry has to produce the
different cultural content which aims to promote cultural exchange and encourage tourism.
This can be achieved with the collaboration of the Tourism Councils from every country. As
for the technical and distribution system, a chain of Advance HD Technical and Distribution
System should be developed. The Salon Film (HK) Ltd. is also riding on the expansion of
each local media industry and tries to develop a Pan-Asian co-production& distribution
network. Some works that should be done in the beginning is dubbing programs from
different countries into different languages and exchange among Pan-Asian countries. Next
the cooperation network with local television stations should be developed to produce and
exchange program with good content to promote cultural exchange that is available in multi
languages. And finally, a unified and unique Pan-Asian culture should be developed. Mr.
Fred Wang assured at the Salon Film Company will be looking forward to collaborate with
all interested parties.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Mr. Howard Tian’s presentation is on the proposal to set up a Pan-Asian Channel to produce
an Asian television programs which will be Lifestyle Entertainment, Fly, Baby Fly and
Umeya and Sun Wen. The first program, Lifestyle Entertainment, is the cultural program to
show about the diversity of Asian cultures and different lifestyles with hope to get the support
from the Tourism organizations not only from Hong Kong but from all Asian countries. The
second program, Fly, Baby Fly, will show the flying butterflies who fly from Japan across
Asian countries. Its focus is to draw all Asian countries together to work on animation as
network cooperation under the social responsibility and environment protection. The
production can be e-booked or can be used on iPads and iPhones, or other forms such as
animation feature films, TV games or Internet and mobiles. For the Umeya & Sun Wen, it is
a feature film co-production project which is being developed under the initiative of Mrs.
Kosaka, a grand-daughter of Mr. Shokichi Umeya. This story will present the trust and
friendship of two young men, Dr. Sun Wen and Mr. Umeya, which define all obstacles they
have faced, spearheading a Pan-Asian independent movement in the early 20th century.
Mr. Tebier Ma presented his proposal for creating a total industrial solution for Media
Creative Industry in a collaborative Asia environment. Actually the Media Creative industry
in different countries faces common problems. The first one is the financial structure. That is,
there is no unified industrial practice, no insurance coverage to assist the company, no
recognized copyright system in place, no secure return assurance, no unified legal system to
protect the Media Creative Industry and no unified settlement jurisdiction. The second
problem is technology. As each country has its own system, it is difficult to cooperate with
each other and to share technical know how on using the equipment and system. The next
problem is the channel of distribution as there is no unified platform based on governing law
and regulations. The last problem is the situation of current production. Most of the
companies in each country produce content business for their domestic market with hope to
be able to distribute to other countries. Or some try to have a co-production with other
countries, which is rare. To tackle all the mentioned problems, Mr. Ma proposed to set up a
creative media fund so as to provide the funding support to the Creative Media Industry in the
participant countries. This fund which are contributed and centrally managed by the
participant countries will be used to set up a financial structure to support the CMI that will
benefit every participant country. Mr. Ma also proposed at the end of his presentation a
setting up of a working group to process on the detail of his proposal.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Future of the ACBS
Mr. Kazushige Nobutani
Ministry of Economy, Trade and Industry (METI)
Asia Contents Business Summit (ACBS) was established as a forum for representatives of the
public and private sectors of Asian countries and regions who share a similar awareness of
the issues to come together and consider various approaches that aim to achieve global
deployment of “Made in Asia Contents.” So far, there have been two meetings among ACBS
members. At the 1st meeting of the ACBS representatives of each country and region gave
presentations on the status of activities relating to international deployment of the contents
industry and made proposals for future approaches. In addition, the “Asia Content Business
Summit 2009 Joint Declaration” was adopted in which the countries and regions pledged to
cooperate on developing an environment that would enable the smooth cross-border
deployment of business in Asia. The 2nd meeting is being held in Thailand in 2011. It is
important also that cooperative efforts continue to be made by each country and region to
tackle and promote the challenges and action items detailed in the “Asia Content Business
Summit 2009 Joint Declaration.”
To help ACBS achieve its goals, the following are proposed:
(a) Holding the ACBS based on a proposal from a member country or region.
(b) Recommending that from the perspective of achieving maximum participation and
minimizing costs, it would be effective to hold the ACBS meeting back-to-back with
international events at which representatives of the Asian contents industry are present.
(c) Discussing the following at the ACBS meetings as basic meeting content: (i)
annual activity reports from each country and region; (ii) status reports on international
projects; (iii) ongoing challenges for consideration; and (iv) other individual proposals from
countries or regions.
(d) Enabling a variety of different formats for the meeting, such as (i) a format that
differs from meetings held to date; (ii) a meeting in seminar or symposium format; and (iii) a
meeting that incorporates business matching.
(e) Holding the 3rd meeting of the ACBS at the Anime Festival Asia (AFA),
scheduled to be held in Singapore in November 2011.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Closing Speech
Mr. Fred Wang
Salon Films (H.K.) Ltd.
The 2nd Asia Content Business Summit
22 February 2011, Amari Orchid Pattaya, Thailand
__________________________________________________________
I’m so happy to see all of you today when we are in the meeting here. Many of the old friends
that I met in the early day at the 1st year meeting are here. Plus there are many new friends,
new partners here. First, I would like to express that it is a great opportunity and to thank the
Thai government for holding the ACBS event in Thailand. Secondly, I want to thank the team
from Japan for all the secretarial support and for doing the fine job. Finally, I want to thank
and to congratulate all the members who attend the event here. You, people, have truly
contributed tremendously to the future of the Asia content. Thank you so much. And, of
course, we will look forward to seeing the next meeting that might be held in China,
Singapore, Malaysia, the Philippines or other partners who feel available and convenient
around the end of this year, October or November. The secretarial will tell the name and call
the party members to set up the next meeting. And in the future, it must be considered how to
set up a fund, not just only one fund, but many funds. It is not necessary that it has to be a
funding management. It could be an investment company as well. And also, I would like to
introduce Mr. Steve, who is one of the Hollywood financial supporters. He especially comes
all the way here to join the meeting for the last two days.
Now, I announce Thailand’s ACBS successfully completed. Thank you very much.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
II. Business matching session
1. Opening of the session
2. Free discussion
3. Closure of the session
48
The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Summary of the Evaluation of the Summit
The 2nd Meeting of the Asia Content Business Summit was held between 21-22 February
2011 at the Amari Orchid Pattaya Hotel in Chonburi, Thailand. Evaluation forms were
distributed to 100 participants during the two-day meeting. The following report contains
results from the assessment of the Summit, which confirm the success of the meeting.
excellent
very good
good
fair
poor
(5)
(4)
(3)
(2)
(1)
Reception and registration
5
8
86
1
-
Coordination
5
6
86
3
-
Location and accommodation
10
3
87
-
-
Duration
4
6
89
1
-
Theme of the Easy to understand
6
87
5
2
-
conference
6
87
5
2
-
Keynote speeches
86
6
6
2
-
Country presentation
5
3
88
4
-
Company presentation
5
6
87
2
-
Documents and handouts
3
7
7
83
-
Audio-visual aids
4
7
87
2
-
Participation
5
7
87
1
-
Overall
5
90
4
1
-
usefulness
As it is revealed from the evaluation forms, the overall feedback from the participants of the
meeting is rather positive. 86% of the participants agree that keynote speeches are excellent
while 87% thinks that the theme of the conference is very good both in terms of its clarity and
usefulness. 86-90% considers the reception and registration, coordination, duration, country
presentations, company presentations, audio-visual aids, participation and the overall meeting
to be good. The only area that can be improved on lies in the arrangement of documents and
handouts since as high as 83% of the participants rank it as fair.
There are other areas recommended by the participants for the next meeting. They are as
follows:
First and foremost, they would like to have all handouts in the folder, even those from the
company presentations. With the handouts, not only can they follow the presentations more
easily and clearly, but they can make all necessary notes.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Secondly, some of the company presentations are very good and interesting, but once again
all presentations will be excellent with accompanying handouts.
Thirdly, the organizing committee should have a better technical check next time. The
participants could not follow some of the presentations at all because the microphone was too
soft. Also, it was terrible that some of the files could not be opened at the point of the
presentations. In addition, the Korean interpreting was so incomprehensive that the
participants could not follow the Korean presenters.
Fourthly, the reception was not well organized. The participants could not hear or see what
was going on at the front if they were at the other side of the restaurant.
Fifthly, the organizing committee should prepare better registration with the hotel.
Lastly, it would be good to include other countries such as Indonesia and Vietnam.
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The 2nd Meeting of the Asia Content Business Summit
Pattaya, Thailand, 21-22 February 2011
Report Team
Advisor
Prisna Pongtadsirikul
Editors
Pattiya Jimreivat, Ph.D.
Patsita Charoenrakhiran, Ph.D.
Coordinator
Kanokwan Khumwong
Rapporteurs
Pattiya Jimreivat, Ph.D.
Patsita Charoenrakhiran, Ph.D.
Nammon Yoo-in
Rangsima Ninrat