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Published byNickolas Smathers Modified over 9 years ago
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All Industry Trust for IP Awareness Consumer Awareness March 2009
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Industry Value UK film industry contributed over £4.3 billion to the UK GDP and over £1.1 billion to the Exchequer 7% of UK GDP Employing circa 150,000 UK films produce estimated tourist revenue of £800 million
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The size of the problem Loss to industry estimated at £487m 32% of population admit to participation in copyright theft Criminal gain from counterfeit and home copied DVDs is currently estimated to be £200m
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Industry Strategy to Tackle Copyright Theft Product protection/security measures Enforcement/investigation (FACT) Government lobbying (Alliance Against IP Theft) Consumer communications
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Film & TV in the Digital Economy: An integrated, measured approach? Education Application Regulation INTERNET CONSUMER CHOICE
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Copyright Conundrum 70% of consumers don’t understand the concept of Intellectual Property 90% understand what copyright theft is Physical copyright theft is more widely perceived to be wrong than digital copyright theft.
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The Consumer Perspective Consumption of counterfeit products is socially acceptable behaviour “They’re like the ice cream van! We love them, they put a smile on peoples’ faces’” Behavioural change is required Shape the debate by being a part of it
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Campaign Objectives (Three years) Reduce the proportion of the British public viewing or buying unauthorised content Create a broader appreciation of the value of copyright Create an appreciation of the value of TV/Film product
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Strategy Social Stigma –Change terminology –Cause a pause –Align to socially unacceptable behaviours Respect Creativity –Increase appreciation of copyright –Value contribution to British film and TV –Drive awareness of impact of copyright theft Education / Enforcement –Remit of copyright and penalties for infringement –Drive consumption of legal digital services
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Muddled mums 2008 Net savvy film surfersPub DVD buyers Young ambassadors
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5 KEY PRINCIPLES No finger wagging Make the ‘right’ behaviour more aspirational than the ‘wrong’ behaviour Personal relevance Simple steps Overt self-interest kills your campaign
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Stigma: Knock off Nigel
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Knock off Nigel
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Education: Consumers Educating on copyright and directing consumers to legal content Copyright Clinic hosted at www.copyrightaware.co.uk www.copyrightaware.co.uk
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Respect: Youth 11-15 yrs
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Screenthing
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What Works Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?
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Attitude Change Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?
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You Make the Movies Thanking the audience for consuming film legally, and showcasing what goes into the ‘making of…’ amplifying the Respect Creativity message.
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You Make the Movies
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