Abstract

The digitalization is changing the creative landscape by generating opportunities for some and challenges for others. This new media is such a rapidly developing area that new terms are produced almost every day. Generally, traditional intermediaries such as film studios, record labels etc. are far less scalable than online Intermediaries and have been substituted by them, for example Spotify and Netflix. Although both Spotify and Netflix still works with record labels and studios and this is because it takes heavy investment to bring a new artist or film to market. Keeping in pace with the rapid development in Digital media there is another urging issue for discussion i.e. need to protect celebrities and famous personalities from unfair scrutiny. The public image of a celebrity is of great value but there right of publicity and the right to commercial use of their identity are always infringed for that reason a celebrity enjoys a unique right called as celebrity right. Celebrity rights may be protected using trademark law, copyright law and passing off action. So, there is an urgent need to recognize celebrity rights within the realm of intellectual property rights and to secure them against any harm.

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