CCTV.com and Phoenixtv.com have together formed an alliance for the protection of the copyrights of online video programs in China.

The alliance, which has already been joined by local TV service providers such as Shanghai Media Group Broadband, hifly.tv, Beijing TV Station and Shenzhen Media Group, has also released a manifesto to enhance copyright protection and ensure the healthy development of the online video industry.

This is said to be the first time that the new media arms of Chinese domestic TV stations have taken a joint action against online piracy of video programs. Wang Ziqiang, director of the Copyright Division of National Copyright Administration of China, stated that this alliance would be conducive to upgrading the environment for online copyright protection.

The manifesto states that members of the alliance will strengthen cooperation and transactions on legitimate content; promote the healthy development of copyright; and build a more mature and efficient business pattern and operational pattern. In addition, the members will increase personnel and technology investment to enhance the promotion of copyright protection.

The manifesto also calls on the legislative government departments and concerned authorities to consolidate efforts on the copyright protection of new media and offer active support to copyright owners.

It is understood that the rampant illegal online video service providers have caused great loss to those legitimate content providers. Wu Zheng, chief editor of Phoenixtv.com, disclosed that as a result of the infringement of the illegal online video providers, Phoenixtv.com only earns over ten million yuan each year from online video copyright selling, which accounts for a very small part of the company's total income.

In July 2009, CCTV.com, one of the most influential online video service providers, began to take action by suing six online video service providers including ku6.com and 6.cn, asking these defendants to pay a total of CNY16.2 million in compensation.