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All Industry Trust for IP Awareness Consumer Awareness March 2009.

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Presentation on theme: "All Industry Trust for IP Awareness Consumer Awareness March 2009."— Presentation transcript:

1 All Industry Trust for IP Awareness Consumer Awareness March 2009

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3 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

4 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

5 Industry Strategy to Tackle Copyright Theft Product protection/security measures Enforcement/investigation (FACT) Government lobbying (Alliance Against IP Theft) Consumer communications

6 Film & TV in the Digital Economy: An integrated, measured approach? Education Application Regulation INTERNET CONSUMER CHOICE

7 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.

8 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

9 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

10 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

11 Muddled mums 2008 Net savvy film surfersPub DVD buyers Young ambassadors

12 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

13 Stigma: Knock off Nigel

14 Knock off Nigel

15 Education: Consumers Educating on copyright and directing consumers to legal content Copyright Clinic hosted at

16 Respect: Youth yrs

17 Screenthing

18 What Works Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?

19 Attitude Change Which, if any, of the following statements about downloading pirate / knock-off films do you agree with?

20 You Make the Movies Thanking the audience for consuming film legally, and showcasing what goes into the ‘making of…’ amplifying the Respect Creativity message.

21 You Make the Movies


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