1. Raising awareness in relation to copyright – Facing piracy Christian Sommer Chairman of the Board German Federation against Copyright Theft (GVU)

2. 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

3. 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

4. Copyright Awareness Essential Part of Industry’s Overall Anti-Piracy Strategy Support Business Initiatives Emerging Technolog y AP- Focused Business Intelligenc e PR/ Education IP Enforcemen t Policy Content/ Supply Chain Security

5. 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

6. 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)

7. 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

8. 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

9. 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 + Temporary Technical Measures Fourth Notice + Appropriate Deterrent Measures ISP Subscriber Communications P2P Network Scanning ISP Cooperation: Graduated Response

10. 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