Keynote address: zhang yijun, national directorate of press and broadcastingDigital publishingDirector
Zhang yijun, director, digital publishing department, national directorate of press and broadcasting
I'm taking part in such an event for the first time, and i think it might be difficult for me to be invited if it wasn't for a weekend, because we have rules, but i can do it for myself。
For the first time today, although the scope of the engagement was limited, i was given a business card in which i was struck by the title and the young face, but i can see that you all have achieved a lot in every respect, and some of you have become everyone。
In my capacity as representative of the national digital publishing industry, at the request of the organizers and in accordance with the theme of the forum, i would like to take this opportunity to give a brief overview of digital publishing in my countryIndustrial developmentAt the same time, i sincerely expect you to pay more attention and support to the healthy development of our digital industry。
Our country's press and publishing industry's contacts with digital publishing technology began in the late 1980s and early 1990s. Over the past two decades or more, we believe that it could be divided into three phases, with the first phase before 2000, the main form being electronic publishing, i. E. Single-computer information consumption, with the use of a medium for single-machine information consumption. The first five years after 2000, and by 2005, can be seen as the second phase, characterized by the full involvement of the internet and the emergence of original literary sites and the initial online sharing of information. After 2005, we considered it to be the third stage, in 2005, when the then-directorate of press and publications organized the “first digital fair”, the concept of digital publishing was gradually accepted by industry. If early e-publishing is only a partial change in the form of publications, today's digital publishing is considered to be an overall change in the form of the publishing industry。
After almost a decade of development, digital publishing has evolved into a relatively complete digital publishing industry chain consisting of content providers dominated by publishers, channel service providers dominated by the internet, mobile communications, satellites and cable television, platform operators dominated by integrated or professional databases, technology developers dominated by applications of digital technology development, and end producers dominated by electronic readers, smartphones, tablet computers, etc. The overall change i am referring to is this。
The overall income of our country's digital publishing industry in 2012 was 19,3549 million, an increase of 40. 47 per cent over the previous year. If we start with 21. 3 billion in 2006, when statistics are available, the business income of the digital publishing industry increased eightfold in the seven-year period of 2013. In the traditional content industry, which is dominated by books, periodicals and newspapers, income from e-books has increased in recent years, from $700 million in 2011 to $3. 1 billion in 2012, an increase of 34. 286 per cent. We believe that this high level of development is closely linked to the accelerated transformation of the traditional publishing industry, its increased participation and the increase in the number of products. At the same time, mobile terminals, such as tablet computers and smartphones, have become widely available in recent years, and the active marketing of the three major operators has been instrumental in the rapid development of e-books. Digital newspapers have maintained a steady upward trend in recent years, with revenues rising from 310 million in 2009 to 1. 59 billion in 2012, but on a relatively small scale. The development of internet periodicals has been relatively smooth, with operating revenues increasing from $600 million in 2009 to $1,083 million in 2012, suggesting that periodicals need more in-depth exploration and breakthrough in digital operations。
Data analysis shows that while the digitalization of traditional content has grown relatively rapidly in recent years, there is still a relatively large gap compared to emerging business practices such as internet advertising, web music, online games and mobile publishing. There are also traditional and new business practices in the field of digital publishing and web publishing, and the mobile publishing that i am talking about is actually now a new business that we can use as an internet publication。
The operating income from electronic books, internet periodicals and digital newspapers amounted to $5,773 million in 2012, accounting for only 2. 98 per cent of the total digital publication, while the operating income from mobile publishing in the same year amounted to 48. 6 billion, or 25. 13 per cent of the total digital publication. As a result, mobile web publishing has become an important pillar of our digital publishing industry, showing a future-oriented trend. The online games received 60. 2 billion in 2012, as if we had initially counted more than 80 billion this year, or 31. 1 per cent of total digital publication revenue, indicating a huge demand in the current information consumer market for recreational and fragmented publishing content。
The former national press and publications authority, as the lead agency in the press and publishing industry, has over the years taken a series of important steps in planning and promoting the development of the digital publishing industry, which i will briefly present here。
First, the establishment of specialized bodies. The department of digital publishing, the specialized body established in 2008 at the time of the reform of the government structure of wen jiabao, was integrated into the new government in 2013, i. E., the general directorate of press and publications and the general directorate of radio and television, which was retained as part of the strengthening of the department of state's new directorate-general. This initiative has become an essential organizational guarantee for the development of the digital publishing industry。
Second, planning. Since the beginning of the new century, the centre has placed cultural construction at an unprecedented level, rising to a national development strategy with a series of important documents and major policies. On 26 september 2009, the state council issued a plan for the revitalization of the cultural industry, adopted at its 17th plenary session in 2011 a decision on a number of important issues for the deepening of the reform of the cultural system. In 2012, mid-level and state offices jointly launched the national programme for the development of the cultural industry for the twelfth five-year period. These important documents require the publishing industry from different perspectives to promote industrial restructuring and upgrading and accelerate the transition from reliance on traditional paper media to digital publications in various media. On 8 august 2013, the state council issued a number of observations on the promotion of the expansion of domestic demand for information consumption. It again made it clear that the enrichment of information consumption is a major effort to develop new and emerging cultural industries, such as digital publishing, interactive new media and mobile multimedia, and to promote the consumption of digital cultural content, such as animation games, digital music and online art。
In line with the above-mentioned requirements of the party and the state and the objective reality of the press industry, the development plan for the 12th and 5th periods of the press and publishing industry clearly sets out a development strategy that responds to the trend of digitalization, informatization and networking and promotes the transformation and upgrading of the press and publishing industry. During the 12th and 5th periods, major projects were set up in the field of digital publishing, major projects were carried out, core technologies were developed, priority products were developed, leading firms were created, new brands were created and the overall planning and specific tasks of the press and publishing industry were launched。
Thirdly, the implementation of projects is driven. As early as the 12th and 5th, we started the chinese dictionary project, the numbers, which were included in the national cultural development plan for the 11th and 5th periodsCopyright protectionMajor engineering projects for the publication of information, such as technical research and development projects, and technical engineering for national composite digital publishing. These are also major enabling cultural construction projects highlighted in the national cultural industry renewal plan。
In the 12th and 12th five-year plans for the press and publications, we have also planned and designed 31 priority projects, of which more than 60 per cent are for digital publishing, the implementation of which will accelerate the process of industrial upgrading, structural transformation and digital transformation to provide the necessary technological, equipment and standard support, as well as the promotion of core technologies and new products and information consumption。
Fourth, greater copyright protection. Digital copyright is at the heart of the digital publishing industry and is an important constraint on industrial development. On the one hand, the rapid development of digital publishing and technological innovations have raised many new topics for the protection of traditional copyrights. If copyrights of original digital works are not effectively protected, the legitimate rights and interests of copyright holders are undermined, and the unequal intensity of the industrial chain of digital publishing will seriously hamper the healthy and orderly development of the digital publishing industry. On the other hand, the current situation was a matter of great concern, and the substantial content resources available to the traditional publishing industry had not been effective in resolving the issue of digital copyright attribution. According to statistics, no more than 10 per cent of the total content resources of traditional publishing enterprises are clearly copyrighted, making it difficult for the traditional content-based publishing industry to achieve its own value by diminishing its position in the digital publishing chain. In recent years, we have been encouraging and advocating the establishment of digital copyright trading centres and copyright management platforms as soon as possible in areas in a position to do so, providing services such as registration, authentication, accreditation, monitoring, advocacy and transactions, statistics, settlements, etc. Of digital copyright, and building up experience in practice in order to find a definitive solution to copyright problems。
Fifth, the implementation of transformational models. In 2012, we organized a digital publishing model for traditional publishers, from the organization of planning, evaluation system studies, technical indicator setting, industry declarations, expert reviews, media announcements to industry announcements, and a year and a half, which resulted in the finalization of 70 digital publishers, of which 5 publishers, 20 publishers, 5 newspapers, 20 newspapers, 20 periodicals, or 16. 3 per cent of the total, or 0. 56 per cent of all traditional publishers nationwide. The digital publication transformation demonstration we are conducting is not a pre-eminence exercise, but rather a selection of traditional publishing units that have started early, well-thought-out and productive in the area of digital publishing to explore ways to upgrade the traditional publishing industry by developing a model, exchanging lessons learned and disseminating practical experience. The first selected units can be more realistic in a number of areas and perspectives, reflecting the realistic level and objective practicality of the digital transformation of traditional publishers, with bright spots and demonstration and some market performance, and can provide lessons to be learned from the digital transformation of a wide range of traditional publishers. The ideas and approaches developed by these enterprises in the context of transformational practices and exploration are exemplary, learningable and even replicable for industry as a whole。
Sixth, promote industrial cooperation. Following the 2001 cooperation agreement with the china bank of commerce and industry, we signed a strategic cooperation agreement with the transport bank in kyoto in 2012 to support the development of the press and publishing industry, according to which the transfer would provide 50 billion dollars in financial support for the development of our press and publishing industry, and would safeguard its escort for its transformation and upgrading within the next three years. Co-benefits are a necessary option for the development of the digital publishing industry, and traditional publisher technology providers and channel operators are now using the digital publishing nexus to link and cooperate with each other in an increasingly deep and extensive manner. The industrial chain is improving and deepening, expanding and gradually expanding to other industries. We believe that through integration, cooperation and even integration between the different industries, the complementarities of strengths and the sharing of resources will be effectively achieved, thus contributing to further progress in the digital publishing industry。
I shall brief you on these matters. Thank you
Moderator zhou qingshan: thank you to director zhang for his wonderful speech! Director zhang reviewed the evolution of digital publishing, providing us with relevant authoritative data, development progress and policy planning directions and issues, in particular the issue of digital copyright, as well as the ongoing demonstration of the digital publishing transition, which provides us with very important policy guidelines for developing a new business in digital publishing。
