X. EFFECTS OF RIGHTS AND LICENSES ON ABILITIES OF BROADCASTERS
AND CABLECASTERS TO EXPLOIT THEIR SIGNALS
195 As previously noted, broadcasters and cablecasters typically do not own or control all rights to content embedded in their signals. This has implications for the impact of the proposed treaty. This section focuses on the rights within the signal and on the effects they have on the abilities of broadcasters to seek benefits from subsequent uses of their signals.
196 Copyright on content is separate from neighboring rights over the broadcast or cablecast signal that carries the content. There is differential treatment of content and signal just as there are different justifications that exist for rights in broadcast signals, independent of the copyright in the underlying content.
197 As shown previously, the business model of broadcasting and cablecasting involves a variety of partners cooperating to jointly create value. This value creation constellation involves a complex set of relations among broadcasters or cablecasters, suppliers, sources of revenue, and customers.66 Two of the most critical partners in intellectual property terms are the external suppliers of programming and the rights to that programming.
198 The purpose of the proposed treaty is to legally recognize comprehensive neighboring rights in broadcast and cablecast transmissions. It does not grant broadcasting or cablecasting organizations copyright or related rights protection over the content their signals transmit, but rather related rights protection to use and disseminate their broadcasts to the public.
199 The purpose of elaborating signal-related rights is to protect against unauthorized exploitation of the technical, financial, and organizational investment (i.e., time, effort, energy, and resources), which broadcasters and cablecasters devote to planning, producing, scheduling, and disseminating their signals. Broadcasting and cablecasting organizations enjoy protection in recognition of the technical and organizational achievement and the economic investments that they expend.
200 The object of the protection in the proposed treaty is the broadcast or cablecast transmission,67 not the content it transmits. Many countries around the world recognize that broadcasters and cablecasters hold a property right in their content-carrying broadcast signals, independent of the copyright in the underlying content. Such proprietary rights aim to equip broadcasters with mechanisms to prevent others from free-riding on their investment of time, skill, and effort in working on the infrastructure of the television and radio industries.
201 Proposals for the proposed treaty seek to build on the existing rights of broadcasters and cablecasters in order to extend protection to simultaneous and deferred transmission by any type of retransmission and post-fixation rights. The bundle of rights includes the rights to authorize (a) retransmission ‘by any means’, including cable retransmission; (b) fixation of broadcasts; and (c) post-fixation rights. Post-fixation rights include: ‘communication to the public’; distribution of fixations of broadcasts; reproduction of fixations of broadcasts; and ‘making available’ to the public the fixations for interactive transmission on the Internet (except in the case of webcasting, which may or may not be included in the proposed treaty).
202 Lastly, the right to program-carrying signals prior to broadcasting or cablecasting
(e.g., signals sent via a telecommunications link feed to broadcasters or cablecasters for use in their broadcasts) is part of the bundle of rights being considered.
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