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ОглавлениеUnit 2 IP: International Legal Environment Unit 3 Copyright Law: Rationale of copyright. Obtaining and enforcing copyright Unit 4 Copyright Law: Moral and Economic rights Unit 5 Copyright Protection of Computer Software Unit 6 Copyright Law: “Whose format is it anyway?” Unit 7 Trademarks: definition, functions, registration and use Unit 8 IP and Business: Trademark Coexistence Unit 11 Patent Law: Patent application Unit 13 Role of Intellectual Property in Enhancing the Competitiveness of the Tourism Industry Для бесплатного чтения доступна только часть главы! Для чтения полной версии необходимо приобрести книгуUnit 12 IP AND SPORTSREADING 1Exercise 1. Read through the text and answer the questions. 1. What are the key drivers in the world of sport? 2. How are patents, trademarks, brands, designs and copyright involved in the world of sport? 3. What are the ways of protecting a sports shoe? Innovation and creativity are key drivers in the world of sport. In every sporting field, inventors and creators are working behind the scenes to push the boundaries, creating new opportunities for enjoyment and for athletes to better their performance. Sport shows intellectual property in action. Patents encourage technological advances that result in better sporting equipment. Trademarks, brands and designs contribute to the distinct identity of events, teams and their gear. Copyright-related rights generate the revenues needed for broadcasters to invest in the costly undertaking of broadcasting sports events to fans all over the world. IP rights are the basis of licensing and merchandising agreements that earn revenues to support development of the sports industry. A sports shoe may be protected by several IP rights: — patents protect the technology used to develop the shoe; — design protect the “look” of the shoe; — trademarks distinguish the shoe from similar products and protect the “reputation” of the shoe (and the company making it); — copyright protects any artwork and audiovisual creations used to publicize the shoe. (http://www.wipo.int/ip-sport/en/broadcasting.html) VOCABULARY IN USEExercise 2. Read through the text and fill in the gaps with the appropriate phrases. Summarize it.
Copyright and related rights, particularly those relating to broadcasting organizations, underpin the relationship between sport and television and other media. Television and media organizations pay huge sums of money for the exclusive right to ... For most sports organizations, the … is now the biggest source of revenue, generating the funds needed to finance major sporting events, refurbish stadiums, and contribute to the development of sport at grassroots level. The royalties that broadcasters earn from selling their exclusive footage to other media outlets enable them to invest in the costly organizational and technical infrastructure involved in broadcasting sports events to millions of fans all over the world. Broadcasters’ rights: • safeguard costly investments in televising sporting events; • … of broadcasting organizations; • recognize and reward their contribution to diffusion of information and culture. Under the International Convention for the Protection of Performers, Producers of Phonograms and Broadcasting Organizations (Rome Convention) of 1961, broadcasters have exclusive rights for 20 years to …, “fixation” (recording), reproduction and communication to the public of their broadcasts. However, there is wide agreement that the … to accommodate the digital communications revolution. Ongoing negotiations at WIPO aim to create an international legal framework that adequately and efficiently protects against the piracy of broadcast signals. Competitive sport has become a global billion-dollar industry due in large part to intellectual property rights and ever closer cooperation between the media, sponsors and sports authorities. However, more sophisticated communications technologies, accessible to a wide public, have not only enabled fans to follow live sports wherever they may be, but have opened new possibilities for signal theft. Live sports broadcasts have been a particular … on the internet. Signal piracy not only threatens the advertising and sales revenues of the broadcasters that have paid for exclusive rights to show live coverage of sports events, but also risks … and hence the revenues of sports organizations. While national laws provide various options for tackling signal piracy, including …, broadcasting organizations have pressed for better legal protection at international level. At the same time, broadcasters and sports organizations are using digital media to reach out to and engage their audiences, especially younger viewers, by offering sports coverage in a variety of formats. (http://www.wipo.int/ip-sport/en/broadcasting.html) Exercise 3. Discuss the following phrases in pairs and explain them in your own words. • live attendance; • broadcast live; • entertainment industry; • high-rated program on prime-time; • development of sport at grassroots level Exercise 4. Translate from English into Russian. 1. In the 20th century, the vast majority of sports revenue still came from fans attending live games, but by the early 2000s, the football’s overall revenue came from broadcasting. 2. In the 20th century, leagues began to exploit another potential revenue source — licensing use of team names and logos on merchandise. 3. This new marketing phenomenon has not only become a lucrative asset for teams (and thence a source for rising player salary): it is now a direct bonanza for players. 4. There has been a huge surge in litigation about the intellectual property in sports and it reflects the interplay of three underlying factors; first, the continuing increase in the popularity of the games and their athletes; next, the development of new technologies for fan access to them, especially over the Internet; finally, the creation of new legal rules defining the scope of these property rights. READING 2Exercise 5. Read through the text and say whether the following statements are true or false. If they are false correct them, if they are true prove it. 1. Trademarks are not involved in sports business. 2. Trademarks help the company to develop and retain a loyal clientele, by instilling consumer confidence and trust in the goods and services it provides. 3. Trademarks can also become symbols of a specific lifestyle or behavior. 4. Brand advertising using sports teams and players is not crucial for creating business value. 5. The WIPO Arbitration and Mediation Center provides time- and cost-efficient mechanisms to resolve internet domain name disputes, without the need for court litigation. 6. By protecting their brand or trademark, organizers of sports events can only increase their commercial revenue. Sport and Branding Brands are critical for creating business value, and the sports business is no exception. Strong brands command customer loyalty and premium prices, constituting valuable assets that drive company revenue and growth. They are central to many sports business transactions, especially sponsorship deals and product merchandising. And at the heart of branding lie trademarks. С книгой "Intellectual property rights protection worldwide = Иностранный язык в сфере права интеллектуальной собственности. Учебное пособие" автора Пикалова В.В., Розанова Е.И. также читают:Внимание! Авторские права на книгу "Intellectual property rights protection worldwide = Иностранный язык в сфере права интеллектуальной собственности. Учебное пособие" (Пикалова В.В., Розанова Е.И.) охраняются законодательством! |