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As of October 2006, according to constitutional law No. 617, Taiwan deems that Adult publications and content are to be divided into two categories: “hard-core” and “soft-core”. The latter category is protected by Taiwanese law. Demand in the Adult Video market domestically had begun experiencing an upward boom over the last few years and is considered a profitable market. As such, regulating the copyright of content is of utmost importance. Moreover, JAV (Japanese Adult Video) content has traditionally been held in high regard within the Taiwanese AV industry.
In May 2011, Japan’s leading Adult Video Production Group, Beidu Group, brought together 210 film distributors and established the Intellectual Property Promotion Association (IPPA) to serve as a single point of contact to counter piracy. Likewise, simultaneously entering the Taiwanese market to tackle the same issue domestically through mass scale litigation in violation of copyrights.
This thesis applies litigation strategy implemented in the Japanese AV industry to form the basis of the initial strategic step to combating violation of copyrights in the Taiwanese AV DVD market. Furthermore, it will also discuss establishing collaboration and building dialogue amongst local companies to jointly confront and overcome external challenges faced within the industry.
Firstly, a case study featuring multiple in-depth interviews will be discussed to illustrate the current status quo of the Taiwanese AV DVD market conditions. Subsequently, it will examine and provide an analysis whether harnessing litigation strategies utilized in the JAV industry for the Taiwanese AV DVD market is a viable and robust market entry strategy. To conclude, this thesis will provide closing commentary on the forthcoming outlook of the local industry, whilst present feasible recommendations toward the future state of the Taiwanese AV DVD market.
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