Collective copyright management organizations in China are developing fast, but they must improve to protect rights holders, said a top industry executive.

"They need to keep developing to raise the awareness among users of the works, publishers and the public," said Olav Stokkmo, chief executive officer of the International Federation of Reproduction Rights Organizations.

"The reason is that China is so huge - it's like a continent - and it is so difficult to reach all the rights holders, but copyright owners should benefit even if they are not reached," he said.

Stokkmo made the remarks at an international forum in Hangzhou, Zhejiang province on Nov 29 and 30 that focused on collective copyright management in the digital age.

Collective organizations to manage copyrights first appeared in France in late 18th century, but the first in China began operation just 20 years ago.

The Music Copyright Society of China was established in 1992. Four other management organizations were founded in the past six years.

Stokkmo said organizations in China must represent more copyright holders as members to better defend their rights.

"When someone wants information on using a copyrighted work, he should feel it is natural to go to the organization. It should be perceived by the public as the representative," he said.

"It doesn't have to be the majority (of copyright holders), but has to be many, many."

Yan Xiaohong, vice-director of the National Copyright Administration, told the forum that such organizations should enhance their professionalism and transparency.

The collective management system that collects fees from users and pays copyright holders is widely recognized as an efficient approach across the globe in the digital age, Yan said.

"It needs the acknowledgement of both users and holders. But in China, we haven't reached that consensus," he said.

"Collective management organizations need to improve their management level - be more professional and transparent - to better serve their members.

"China is still new in this field and faces a lot of problems," he said. "We need to learn more from experienced countries and international organizations."

tangyue@chinadaily.com.cn