數位內容授權之挑戰與趨勢—以圖文著作之個別化授權機制為中心

數位化時代使得許多事物有了根本性的變化，衝擊了既有的法律制度及長期以來所構築的交易機制，Web 2.0浪潮帶動各式新興網路服務，「使用者生成內容(User-generated content, UGC)」、「混搭作品(Remix)」作為現今網路時代的主要趨勢，可受著作權法保護的數位內容大量產生，其中又以圖像、語文類別的著作最為明顯，導致既存的著作權規範和交易制度需做出不少檢討及修改。以創作人及權利人角度觀之，其所創作的成果因各種因素而無法帶來適當報酬，同時需耗費龐大心力維護著作內容的權利，導致著作內容變現效率不佳；利用人則可能因交易成本或利用著作的法律風險過高而無法輕易近用著作內容；加上目前普遍採用的「集體化」管理模式亦有諸多問題仍待解決。儘管對於上述議題已從科技應用、商業模式或制度規範方面進行改革，但從層出不窮的案例中可得知既有的授權交易機制仍有重新檢討的必要。本研究將以數位圖文著作為例，從數位圖文著作授權市場現況開始談起，以創作人、權利人及利用人的觀點出發，探討傳統「集體化」管理制度所衍生出以授權方式為主的交易機制，目前所面臨的困境。針對上述議題，本研究認為數位圖文著作交易實務未來趨勢將會走向「個別化」管理機制，並提出「個別化」管理機制應有機能，以此作為標準檢視近年興起的中國版權營運平台模式及以區塊鏈技術為基礎的商業個案，是否能有效降低交易成本，維護創作人、權利人及利用人等市場參與者的權益。

關鍵字

數位內容；圖文著作；授權機制；交易成本；集體管理；個別化授權；版權交易；區塊鏈

並列摘要

Digital era not only makes the things be changed fundamentally but has a significant impact on legal system and transaction mechanism. The tide of Web 2.0 motivates various emerging internet service. “User-generated content” and “Remix” become the major trends in internet era nowadays. Under this circumstances, digital content which could be protected by Copyright Act was created abundantly. A large number of image and literary works lead to the copyright regulation and transaction mechanism should be reviewed or amended. From the perspectives of authors and rights holder, their works can’t bring reasonable remuneration due to the various negative elements that hindered the monetization of copyright. In addition, the people access and exploit the works hardly because of the high transaction cost or uncertain legal risk. However, current solution, the “Copyright Collective Management” which have been operated for ages, still have many problems should be solved. Although the topics discussed above have been dealt with introducing new technology, business models or amended regulation, we could realize the existing licensing mechanism should be reviewed from endless copyright dispute. This research focus on the digital image and literary works by investigating current situation in the licensing market. We examined the dilemma that can’t be resolved by licensing mechanism which derived from traditional Collective Management from the view of authors, rights holder and exploiter of the work. In conclusion, we consider that the trend of the digital image and literary works trading practice will tend toward to “Individual Licensing”. For this reason, we propose ideal Individual Licensing basic functions as a standard for testing the Chinese copyright operating platform which has been rising in recent years and business cases that build on blockchain technology in order to ensure that transaction cost could be reduced and stakeholders' rights and interests would be protected as well.