Nation's IP protection efforts bearing more fruit

UK firm bullish on prospects in Chinese market as environment keeps improving

China's relentless efforts to combat piracy, especially in using technologies to identify and contain counterfeits, are set to incentivize global brand owners with new IP launches in China and enrich the nation's entertainment market, industry insiders said.

China has achieved "great improvement" in IP protection and generated some of the world-pioneering practices in fighting such piracy, said Tim Pfeiffer, senior vice-president of Business Affairs for the Family & Brands division at Entertainment One UK Ltd, the company that owns the popular Peppa Pig brand and its related trademarks.