现在是数字时代，媒体向网络化发展是必然趋势。随着网络越来越普及，更多人习惯于通过网络浏览新闻，这给传统纸质媒体带来一些冲击。但从长远来看，技术发展必然会带来媒体格局的变化，将来肯定是多元化的传媒格局，即报纸、电视、广播和网站等媒体共存，既存在竞争，又相互依托。

目前，网站发展越来越强，相比之下，许多传统媒体面临困境。由于纸媒采编和印刷成本高，而网络媒体通过转载新闻即可获得众多阅读量，并由此带来巨大的广告收益，纸媒则随着发行量的降低，广告收入越来越少。这是在转型期间报业遇到的客观问题，为了解决这一问题，就必须处理好与网络媒体的关系。

在中国，网络媒体是20世纪90年代发展起来的，当时各报纸为了增加受众阅读渠道、提高影响力，无偿或廉价向网媒提供新闻，而网媒在起步时期依靠报纸提供的大量信息，逐渐获得更多受众支持。随着网民的增加，网络媒体日益受欢迎，广告等经营业务随之上升，并开始逐渐挤占传统媒体的空间。

于是，有很多传统媒体开始抗议，不再愿意由网媒随意转载其投入大量采编成本创作的新闻作品。然而，由于网络媒体，尤其是一些大型门户网络，已经拥有了远远超过报纸发行量的受众，纸媒制作的新闻经网络转载可以大大提高影响力。为此，许多纸媒陷入矛盾之中：不上网，不被转载，影响力将大大下降，这在当前的网络时代几乎不可能；上网，网媒转载付费很低，报纸等于成了“为人作嫁”。我们说，内容对所有媒体来说都是生存和发展的基础。创新内容产品，提升内容质量是需要成本的。长期如此廉价使用内容产品的运营模式，对谁都没有好处。在我们看来，应当鼓励支持网络媒体与传统媒体实现互利互惠共赢。

我们一方面要强调保护网络著作权，另一方面，网络在使用其它作品时也要对著作权有所保护。传统媒体把内容提供给网络，在合作过程中确实最初有很多不太平衡。今后，一方面可以丰富网络内容，另一方面要保证内容产品的制作方能够得到合理的回报，这恐怕要用一些时间互相协商。从政府来说，已经把网络纳入版权保护范围，特别是前不久在讨论时已经降低了版权保护的门槛，过去数额要达到2500元才能处罚，现在降到500元。

网络转载新闻作品应当提高付费标准，但现在的问题是，对新闻作品版权的界定不够明确。新闻内容的归属还不清晰，新闻作品的版权到底应该归报社还是记者，一些新闻作品，比如有一些消息、纪实作品，跟文学作品不一样，著作权到底该如何归属，这些目前都没有统一认识。

另外，新闻作品该如何衡量价值？现在一般按字数来算，但这并不合理。我认为按事件本身或新闻的影响，可能更科学。而且，网络有很大的特殊性，影响力大的新闻给网站带来的点击率也高，会直接或间接影响其收益，但与内容产品的制作方却没有关系。因此，在计算网络上的新闻作品的价值时应该和页面的广告额结合起来。

随着3G时代的来临，手机报将越来越普遍。如果新闻作品的版权还没有一个明确的界定，将会带来更多的纷争。专业有分工，电信部门不可能直接制作新闻，只能是转载各传统媒体新闻，门户网站也一样，也更愿意转载新闻而非自己来制作，这不仅成本高，专业性也不强。因此，应当与传统媒体合理分成，以合理的价格向传统媒体购买新闻作品，传统媒体也通过网络媒体提高影响力，并从网络媒体获知更多信息，制作更多更好的新闻，这样就会实现双赢。

(本文来源：中国青年报 作者：新闻出版总署新闻报刊司司长 王国庆)

In the digital age, it is an inevitable trend of media developing towards networking. In the wake of the internet gaining more popularity, more people are used to browsing news via internet, thus impacting the traditional paper media. But with the long term perspective, technical development will certainly bring along the change of media structure, and that will definitely be a pluralistic media structure, that is, newspaper, TV, radio and internet co-existing, embracing competition and interdependence.

Currently, websites are developing from strength to strength, and many traditional media by contrast are confronted with adverse conditions. News gathering, editing and printing in paper media is costly, and the income from advertisement for paper media is declining due to the fall in circulation, while the internet media can obtain substantial readership and reap huge advertising benefits by reproducing news. This is the objective problem faced by the newspaper industry, whose relationship with internet media has to be dealt with in order to solve the problem.   

In China, internet media started its development in the 90s of the 20^th century. Newspapers then provided news to internet media free of charge or at low price in the hope of increasing channels to reach readers and increasing influence, and the internet media at the beginning depended on the newspapers to provide substantial information, gradually gaining more support from the audience. Along with the increase of netizen, internet media became more and more popular, followed by the increase in their advertisement business, and had started to squeeze into the territory of the traditional media.

Therefore, many traditional media started to protest, and were unwilling to let internet media reproduce the news items that cost them a lot to gather and edit. However, the internet media, especially those with sizeable portals, had already possessed the audience that far exceeded the circulation of newspapers, and  the news produced by paper media would increase its influence after being reproduced by the internet. As such, many paper media are faced with the dilemma: Don’t go online and don’t be reproduced, and the influence will drop sharply, which is rather impossible in the internet era; go online, payment from internet media is low, which means “working for others”. We say that content is the basis of existence and development to all media. To innovate in content product and enhance content quality requires cost. The model of operation that has long been using the low cost of content products is not beneficial to anybody. Our view is that, internet media should be encouraged and supported to work out a mutually beneficial win-win outcome with traditional media.  

On the one hand we want to emphasize the protection of internet copyright, and on the other hand internet should also respect the copyright of those works while using them. From the outset, the co-operational process between traditional media and internet whereby the former providing content to the latter was certainly out of balance. From now on, internet content should be enriched on the one hand, and on the other hand content production has to be guaranteed in order to get reasonably paid. This would probably involve considerable time in negotiation. As far as the government is concerned, internet has been put in the copyright protection domain, as decided in the in the earlier discussion where the protection threshold had been lowered from the former 2500 yuan to the current 500 yuan before a fine being issued.  

Internet should raise the rate of payment for the works of news items that they reproduce, but the problem now is that the definition of copyright for the works of news items is not clear enough. It is not distinctly clear who should own the copyright of the news content: whether the copyright should be vested in the newspaper or the reporter? Some news and actual report, for instance, is similar to literature, but there is still no unanimous understanding as to who is supposed to own the copyright. 

Besides, how is the work of news item evaluated? It is currently based the number of words, which is unreasonable. I reckon it is more scientific to have it based on the event itself or the influence that the news carries. Moreover, internet has a very special feature where the significant news brings in a high number of clicks to internet, directly or indirectly affecting its interest, even though it is not related to the production of the content. Therefore, the amount of advertisement on the page should be taken into consideration when calculating the value of the work of news item online.  

Along with the coming of 3G era, news on mobile phones is gaining popularity. It will bring more disputes in future if there is still no clear definition of copyright for the works of news items. There is division of responsibilities in professional work, it is not possible for the information department to directly produce news, and reproducing news from various traditional media is the only way. It is the same with portals, which are more willing to reproduce news instead of producing news on their own which would not only have high cost but also lack in professionalism. Therefore, they should cooperate with the traditional media and purchase news items from the traditional media at a reasonable price; while the traditional media also beef up their influence via internet media, and obtain more information from internet to produce more and better news, and thus achieving a win-win outcome.