Raising awareness in relation to Raising awareness in relation to copyright – Facing piracycopyright – Facing piracy

Christian SommerChairman of the Board

German Federation against Copyright Theft (GVU)

Agenda

• See piracy as a competitor to legitimate business and base strategy on this finding

• Copyright awareness, media literacy and education essential part of overall anti-piracy strategy

• Just saying “No, No!” is a “No Go”.• Make use of new tools to communicate with

users and leverage assets of all involved parties• Individualization of messaging is key to success

Understanding Digital Piracy as a Competitor

Total Online Population

Legitimate Video Consumers

Non-Video Consumers

Black Market Consumers

• Consumers already looking for content online– Through unofficial channels– Demand and appetite for content based on availability, quality and costs– Illegal Options fill gaps in the market

• Anti-Piracy does not become an end in itself– Support businesses and create new distribution models – Level the playing field and consider learnings from „Black Market“

Anti-Piracy is not only about stopping people from pirating, but also to provide legal alternatives and educate about legal consumption to help the digital market to take off

Copyright Awareness Essential Part of Industry’s Overall Anti-Piracy Strategy

Existing Campaigns in Germany

• Movie thieves are Criminals“ – since 2003– Roughly 4 Mio EUR spent on campaign– Run by film distributors and exhibitors– Trailers, Ads, PR, Promotional Campaigns etc. generated

hundreds of millions of views

• „Respect Copyrights“ – since 2005– Educational material for schools in addition and in parallel to first

campaign– Teachers and parents can download lesson plans, at no charge,

which teach about the problems of copyright theft in a neutral style

– Hundreds of thousands of downloads of material

Existing Campaigns in Germany

• German Ministry of Justice: „Copies need Originals“ – Campaign to make new copyright law more transparent– Advocate respect for copyright– Online campaign, ads, e-Cards, Games

• Video Industry: „Only Original is Legal“

• Book Publishers: „Copying is no Piece of Art“

• Other industries: Music (IFPI), Software (Microsoft)

Findings and Conclusion

• A large number of campaigns exist for years using the „standard“ toolset of PR, advertising and promotion to get attention

• Resources spent have been immense• Awareness of campaigns measurable• But: Despite high level of awareness and

media attention

very limited impact on piracy behaviour

Next Step: Individualization is Key

• Targeted Messaging more successful than broad and random „traditional“ communication

• „Behavioral Targeting“ No Targeting at all• New toolset has to be explored to increase

effectiveness and make a difference• Involvement of other stakeholders, such as ISPs

Source: Entertainment Media Research/wiggin 2008

The aim is to educate consumers about what is legal & illegal, with ISPs applying their Terms & Conditions in a reasonable and proportionate manner in respect of repeat offenders

Rights Holder Notice

First Educational

Notice

Second Educational

Notice

Third Notice +

TemporaryTechnical Measures

Fourth Notice +

Appropriate Deterrent Measures

ISP

Subscriber Communications

P2P Network Scanning

ISP Cooperation: Graduated Response

Summary

• Limited impact of „traditional“ education toolset on piracy

• Educational efforts need to kick-in where piracy is happening – at ISP level

• Individualization and personal addressing is key to success

• Understand „Graduated Response“ also as an educational tool for literacy and facilitator for a digital movie marketplace