Anti-piracy campaigns: positive aspects instead of hard messages
A shift in the fight against music and movie piracy is emerging. While anti-piracy groups have for decades focused their campaigns primarily on using strong messages to highlight theft and crimes related to pirated copies, new initiatives are now emphasizing positive aspects.
A trend reversal is emerging in the fight against music and film piracy. After decades of anti-piracy groups focusing their campaigns primarily on using harsh messages to draw attention to theft and crime in connection with pirated copies, new campaigns are now emphasizing positive aspects. According to the press release, this is demonstrated by a recently presented anti-piracy campaign in the UK, which aims to convey to the so-called "Generation Y-Pay?" that legal downloads support artists and programs instead of criminalizing users in connection with piracy. The government-backed project uses numerous British celebrities to promote the fight against illegal downloading of entertainment content and replaces the previous anti-piracy trailers, which were entitled "Piracy is a crime" and conveyed corresponding content. In future, the copyright representatives will instead focus on conveying messages such as "You make the films". The new campaign is due to start in November.
The rethink began after recent surveys showed that the industry has not been very successful with its previous measures and needs to fundamentally change its attitude towards the young internet generation, reports the Guardian. According to studies by the Indystry Trust for IP Awareness (Itipa), the 16 to 34 age group is now simply used to content online costing nothing or lives with such an expectation.
"In the general perception, the reference to the illegal has certainly been somewhat overused in the meantime. However, the music industry has always tried to make both the positive aspects and the fact of theft clear," explains IFPI spokesperson Thomas Böhm when asked by Pressetext. Both aspects are important. We want to encourage people to buy music, but at the same time we have to do something about illegal activities.
While 74 percent of the younger generation think it is right to pay to rent or buy a movie in everyday life, for example, only 39 percent believe they should pay for the same content when they consume it online. The new campaign aims to change users' mindsets by highlighting the idea that the money invested secures the work and survival of their favorite artists.
The rethink began after recent surveys showed that the industry has not been very successful with its previous measures and needs to fundamentally change its attitude towards the young internet generation, reports the Guardian. According to studies by the Indystry Trust for IP Awareness (Itipa), the 16 to 34 age group is now simply used to content online costing nothing or lives with such an expectation.
"In the general perception, the reference to the illegal has certainly been somewhat overused in the meantime. However, the music industry has always tried to make both the positive aspects and the fact of theft clear," explains IFPI spokesperson Thomas Böhm when asked by Pressetext. Both aspects are important. We want to encourage people to buy music, but at the same time we have to do something about illegal activities.
While 74 percent of the younger generation think it is right to pay to rent or buy a movie in everyday life, for example, only 39 percent believe they should pay for the same content when they consume it online. The new campaign aims to change users' mindsets by highlighting the idea that the money invested secures the work and survival of their favorite artists.
