Specials

'Make piracy an economic offence, good cos 'badvertise' too'

MUMBAI: Protection and enforcement of copyright continues to remain a challenge for the Media and Entertainment industry. According to estimates, rogue or pirate sites earned 35 per cent more revenues than the Indian Film Industry in 2016.

The need of the hour is to form enforcement models and effective strategies to counter the underground pirate economy. Taking the war against online piracy in India one notch higher, A session called ‘Decoding the pirate economy in interconnected world: from Noise to Action’ on online copyright infringement that has facilitated the emergence of pirate economy, was held at FICCI Frames on the first day of the three day conference on the Media and Entertainment industry.

The panel moderated by MPA India MD Uday Singh was attended by DIPP joint secretary Rajiv Aggarwal, IAS, Inspector General of Maharashtra Police (Cyber) Brijesh Singh, Telugu Film Chamber of Commerce Anti Video Piracy Cell chairman Raj Kumar Akella, Star India legal VP Surender Mann, Strategic IP Information CEO Bharat Dube, Viacom18 group general counsel Sujeet Jain, and The Film and Television Producers Guild of India CEO Kulmeet Makkar.

According to Singh, the Indian film industry’s attitude about the seven days window to make money at box office should change and one should look at piracy as a threat in a longer run. Public and private partnership is needed to deal with intellectual property violations. Hence, to curb online piracy in India, Maharashtra state is all set to get Maharashtra Intellectual Property Crime Unit, which may be called MIPCU.

Though, Dube believes that advertising revenue is the primary driver for the content theft industry. The best way to deter advertising revenue from going to pirate networks would be to build comprehensive risk management frameworks in ad agencies, ad networks and advertisers to address this risk proactively. ISPs need to proactively build block lists and adhere to site blocking orders issued by the courts to limit access to pirate sites.

"The problem is also with mindset where people do not see immorality or illegality in pirating movies," he added.

In one of his studies, Dube tracked 1,143 popular pirate sites in India and found that 73 per cent of the sites were ad-supported and had the potential of generating millions of dollars for pirates. It is estimated that large pirate networks can generate between $2-4 million while medium and smaller sites can generate up to $2 million annually. The low levels of industry awareness have resulted in advertisements of legitimate businesses appearing on pirate sites. This study found 425 legitimate advertisers advertising on pirate sites.

Pirate networks also attract advertising from several High-Risk Advertisers such as, adult dating, pornography, malware, gambling and other unregulated products. This study found 361 advertisers in the high-risk category.

"Piracy should be made an economic offence. Search engines should take responsibilities and advertising on illegal websites should stop. We have coined a word called ‘Badvertising’ for advertisements on such websites," added Dube.

Resonating with Dube's thoughts, Jain also stated that the search engines have to behave more responsibly an that the bad advertising on rogue websites has to reduce. “Trinity of legislative, executive and judicial authorities need to fight piracy together. We need court orders to block websites completely to curb online piracy,” said Jain. He also pointed out that piracy should be classified as an economical issue for which measures are essential to improve civic sense. According to the IT act, there are intermediary guidelines which have a greater role to play. The responsibility on intermediaries has to increase to win this war against online piracy.

Sharing similar thoughts, Mann happily agreed to help and support Maharashtra government against online piracy. Jain too accepted the opportunity to become a unit with the Maharashtra state to curb piracy.

Makkar expressed their support for MIPCU and hope to see the end of piracy in India very soon. He also stated the importance of an awarenesss program. "We are working on some campaigns to spread awareness about the odds that come with piracy across cinema halls, TV channels, etc. "

Akella also resonated with the idea of collaborating industry and the state government. "India needs to take responsibility. Piracy is just not the loss of revenues. It affects us in a much larger way," concluded Akella.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/13/ibc.jpg?itok=NvL42hwE
IBC19, Amsterdam: 'Red Bee Media builds hybrid media cloud environment with Cisco and 7fivefive'

MUMBAI: Red Bee Media has been working with Cisco and 7fivefive to create a sophisticated media centric hybrid cloud environment, designed to streamline media production, playout, media processing and distribution services for global broadcast customers. As one of the world’s leading managed...

Specials IBC
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/05/watch.jpg?itok=XpcWrvct
65% of south India tuned into TV news channels on Counting Day

The much-awaited general election results were declared on 23 May, and the media platforms have seen one of their highest peaks in recent times.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/31/timesinternet.jpg?itok=-mLhC8K1
Times Internet sees 133 million users on Election Results Day

Times Internet, India’s largest digital products company, was the preferred choice of users for news and content on 23rd May, the date of the announcement of the 2019 General Election results.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/30/election.jpg?itok=qjPbQzqX
India Today Group dominates Elections 2019

The India Today Group's gold standard of journalism was backed by Ground reporting, accurate exit polls, state-of-the-art roving studios from the ground and election intelligence tools to capture the largest democratic exercise in all its flavours.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/24/modi.jpg?itok=lFxjc096
BJP’s return to power signals positive roadmap for digital brands and agencies

After a highly intense political show that ran over several months, the ruling Bharatiya Janata Party (BJP) has once again staked its claim to the central power within the country with Prime Minister Narendra Modi expected to reign his second term.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/election_0.jpg?itok=-Hzsw-iv
2019 Election results: Top media execs welcome PM Narendra Modi’s second term

Prime Minister Narendra Modi-led National Democratic Alliance (NDA) is on its way to a landslide victory in the 2019 election, with margins bigger than the 2014 one. The party’s win proved all exit poll predictions true. While the BJP-led NDA has already crossed 300 seats, the opposition party...

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/election.jpg?itok=ZMcGsZ64
General Elections 2019: BJP leads with more than 50% seats

After months of high-octane campaigning and controversies, the D-day deciding the fate of over 8000 candidates who participated in Lok Sabha 2019 elections of India, across 542 constituencies, is here.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/09/gonews.jpg?itok=xUYxJZ8X
GoNews ties up with APN For Election Day 2019

India's first App-based television news channel, GoNews, and satellite TV news channel, APN, have decided to pool together their resources to cover the results of General Elections 2019.

Specials Elections 2019
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/09/connect.jpg?itok=T6L3CmIf
ConnecTechAsia - The Region’s TMT Platform for Networking and Business Intelligence Under One Roof

With transformation at the top of their agenda, business leaders are meeting at ConnecTechAsia, held in Singapore from 18 – 20 June 2019, to showcase and discover the latest technologies that promise to ready businesses for the future.

Specials Event Coverage Occasions

Sign up for our Newsletter

subscribe for latest stories