1. Finding a New Angle in a Changing Environment Wouter Rutten NVPI

2. At first

3. The 1980’s en 1990’s Consumers bought their LP’s CD’s Casettes, videos and books and made analogue copies Consumers bought their LP’s CD’s Casettes, videos and books and made analogue copies Copyright mattered to the business and lawmakers Copyright mattered to the business and lawmakers STAM was formed STAM was formed

4. Our Message Copyright is a necessity for the creative industry Copyright is a necessity for the creative industry Specific issues need to be studied and decided upon Specific issues need to be studied and decided upon Laws and policies should be ‘in order’ and based on the decisions made by experts Laws and policies should be ‘in order’ and based on the decisions made by experts

5. Their interests Smooth and easy law making Smooth and easy law making Some basic understanding of © with the general public Some basic understanding of © with the general public

6. Activities 1983 - 1998 Annual seminars on different aspects and issues Annual seminars on different aspects and issues Educational projects for schools Educational projects for schools Mobile exhibition (75 years ©) Mobile exhibition (75 years ©)

7. But things changed

8. The turn of the century Technological developments had lead to mass copying by the public Technological developments had lead to mass copying by the public The ‘public interest’ became of more importance to law makers The ‘public interest’ became of more importance to law makers Communication to the public was seen a bare necessity Communication to the public was seen a bare necessity

9. Our Message © is important © is important © needs to be protected © needs to be protected Here’s what you can and can’t do Here’s what you can and can’t do We are counting on you to behave accordingly We are counting on you to behave accordingly

10. Their interests I want to access the content now I want to access the content now I don’t want to pay (too much) I don’t want to pay (too much)

11. Activities ‘Get it Right’ an educational project aimed at teenagers ‘Get it Right’ an educational project aimed at teenagers A website about © with specific information for specific users of copyrighted material A website about © with specific information for specific users of copyrighted material

13. Where did that take us? A general belief that copying is wrong A general belief that copying is wrong But that occasional copy I make doesn’t change the big picture But that occasional copy I make doesn’t change the big picture

14. But then….

15. The internet advanced Making a copy became easier day by day Making a copy became easier day by day The original is digital The original is digital The internet offers tremendous supply The internet offers tremendous supply Dotcommunism has its effect on the value of content Dotcommunism has its effect on the value of content

16. Our messages We are losing money We are losing money Piracy is killing the industry Piracy is killing the industry Piracy is theft Piracy is theft

17. Their interests I want to access the content now I want to access the content now I don’t want to pay (too much) I don’t want to pay (too much)

18. Activities A game and software campaign (BIG) A game and software campaign (BIG)  website  schooltour  tv commercials Filmwereld Filmwereld  commercials on dvd  commercials in cinemas Truefan Truefan

20. Where did that take us? A general belief that copying is wrong A general belief that copying is wrong ‘But that occasional copy I make doesn’t change the big picture’ ‘But that occasional copy I make doesn’t change the big picture’ ‘They’ should change their business models and not criminalize their consumers ‘They’ should change their business models and not criminalize their consumers

21. Where are we now?

22. Situation in 2009 Campaigns have had some effect Campaigns have had some effect The problem is not solved The problem is not solved Behavioural changes are difficult to achieve Behavioural changes are difficult to achieve And is awareness of © taking us there eventually? And is awareness of © taking us there eventually?

23. A new angle

24. Working to a ‘new’ message Consumers are freesumers who want to make their own choices Consumers are freesumers who want to make their own choices  No regret towards creative entrepreneurs  Not aware of personal risks  Presenting consumer’s ignorance Piracy is harming public safety Piracy is harming public safety Regulation for the sake of individual safety is needed and possible without deteriorating digital liberty Regulation for the sake of individual safety is needed and possible without deteriorating digital liberty