Ministry of Culture and filmmakers propose to create a state system of accounting for viewers on the Internet

Source: Alexandra Astakhova / Vedomosti

Today it became known that the general director of the production company Directorate of Cinema, Anatoly Maximov, at a meeting of the government council on cinema, proposed to introduce in Russia the state system for recording screenings of movies and TV shows on the Internet, as reported by Vedomosti.

The Minister of Culture Vladimir Medinsky also spoke about the same system. The idea was supported by many officials, including Prime Minister Dmitry Medvedev. The prime minister will instruct the Ministry of Culture and the Ministry of Communications to work out the relevant amendments to the legislation.

Medinsky said that the launch of the accounting system views on the Internet is a joint idea of ​​the Ministry and the film industry. “The Ministry of Communications has already dealt with this issue, we held meetings with producers and online sites. We believe that the common meter will ensure the transparency of the industry and is very important for its development, ”said Deputy Communications Minister Alexei Volin.
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In the Russian Federation, there is a single state cinema ticket registration system (UAIS) in which all cinemas should transmit data on all tickets sold by them. The state fund of cinema manages such a system, cinema data is open, so that they are the main source of data on the cinema market in the country.

And these data suggest that the market has changed a lot in recent years. More and more viewers are watching movies online - on relevant web services, plus using Apple and Google catalogs. Film companies in Russia are unhappy that online cinemas convey to producers, including Russian copyright holders, only a small part of the data on movies and TV shows.

Therefore, it is proposed to launch a system of accounting for Internet views. The viewers counter Minkult and producers propose to make mandatory for all legal online cinemas that work in runet.

Online services that do not install the counter will be considered illegal - in any case, the authors of initiatives count on this. The scheme will allow you to remove links to such services from the search engines. If the initiative is approved, the Ministry of Culture will develop appropriate amendments to the legislation.

Media executives claim that the data on free viewing and buying TV shows and movies on the Internet is very important for producers and television channels. It is necessary to understand how to make money online, as well as how the Internet audience perceives those or other pictures, how its perception differs from the perception of the audience in cinemas. Ideally, according to the authors of the system, right holders should get access to data on Internet shows not only of their content, but also in the market as a whole.

The data obtained will be used to strengthen the position of producers in negotiations with cinemas. Now representatives of the domestic film industry believe that payments to online cinemas are too small compared to payments to suppliers of foreign content. Owners of online services do not agree, saying that payments to specific producers are largely dependent on the demand for content.

Before the meeting, representatives of the Film and Television Producers Association (APCT) submitted proposals for launching the system to a number of online cinemas.

The description of the new system states that the “meter” of sales of films and serials on the Internet is a Russian development, software that collects in real time data on sales and viewing of content. Among the data that producers expect to receive are, for example, the number of purchases of a particular movie or series, the number of views, the place of viewing, the place of purchase, data about the viewer's device (ie, it is a computer, smartphone or smart TV).

According to producers, the installation of meters does not require significant efforts and costs from online services.

The discussion of the project mentioned above began after November 2018, when APKit Volin held a meeting with the participation of producers and online cinemas regarding the possibility of launching an Internet viewing accounting system. Online cinemas then agreed to start the transfer of at least some of the data that the producers requested.

But then it was said that no legislative changes would be required, plus the online cinemas were going to use a very specific system - the counter of Nielsen analytical company. At the same time, representatives of online services stated that they only agreed to develop a possible approach to data transfer.

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