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Song Hye-kyo controversy, NEW shouldn't be in it

2016/05/01 | Permalink | Source

There's the saying "An ounce of prevention equals a stitch in time saves nine". It means that something could've been dealt with less effort if dealt with in time.

Actress Song Hye-kyo's problem with the jewelry brand J. Estina is causing quite a stir. The actress sued J. Estina on the 27th last month for violation of portrait rights. Apparently, the brand had used scenes from the drama "Descendants of the Sun" for marketing purposes without permission. J. Estina claims all actions were within the lines of contract. Now they are headed for court.

While this matter is in heated argument, Production Company NEW which is responsible for "Descendants of the Sun" is now picking on J. Estina's violation of copyright because J. Estina used scenes from the drama without permission. NEW claims it will make sure their rights aren't damaged in any way. The conflict between Song Hye-kyo and J. Estina is now even more complicated with NEW's new issue.

Song Hye-kyo could've actually avoided the dispute over her image rights. "Descendants of the Sun" was 100% pre-produced. The props used in the drama were pre-prepared and so were the sponsored items. The contract between Song Hye-kyo and J. Estina ended in January this year after the drama was completed. The drama went on air in February. There was plenty of time to discuss this matter and it was the production's fault for not having noticed this issue earlier.

As for the peacemaker, NEW failed. NEW signed a booking contract with Song Hye-kyo and a sponsorship contract with J. Estina. Currently, Song Hye-kyo and J. Estina aren't on contract terms. NEW should've signed an agreement with both sides when the matter began to rise. NEW should've been the one to hold the ground between the other two but instead it jumped in the fight too.

NEW should focus on mending terms with both sides. It's never too late to bring up the copyright issue later.

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