07 September 2009
The latest initiative from the Government will instead see the broadcast of friendly messages supported by celebrities to win over young consumers. According to The Guardian, celebrities backing the campaign include The Wire's Dominic West, former EastEnders actor Tamzin Outhwaite and Strictly Come Dancing's Matt Di Angelo.
A quirky animation with the underlying message of 'thank you' will replace old 'privacy is a crime' trailers that were screened prior to movies in theatres around the UK. The old trailers focused on the negatives of watching illegal content by comparing it to stealing a car or a handbag. The new trailers will centre on the positive message "You Make the Movies," and will be shown across the UK. This will promote a positive message of supporting the industry instead of trying to alienate younger viewers.
This positive approach, fronted by Nick Moran of Lock Stock and Two Smoking Barrels fame, was established following new research, which found that the film and TV industry needed to think about rewards as encouragement rather than punishment as a deterrent, in order to get the younger generation on board.
The Industry Trust for IP Awareness (Itipa) feels that Generation Y (16-to-34-year-olds) currently has an attitude that they don't need to pay for online content. A survey found that while 74 per cent of 16-to-34-year-olds agree that paying to rent or see films in daily life is just and acceptable, a mere 39 per cent believe they should pay for the same content when viewing it over the internet.
The Guardian reports that Liz Bales, director general of the Itipa observed that: "with the digital revolution set to open up access to more unauthorised film and TV content, it is going to be more important than ever for people to understand the positive connection they have to the British creative industries, such as film and TV.
"Film and TV is the industry that we as a nation are most proud of, the challenge is that Generation Y-pay underestimates how vital they are to funding future films and TV shows. They don't realise that without them [buying legal products] great British film and TV couldn't get made."
The campaign therefore aims to change Generation Y's views towards online content. Young consumers are encouraged to make positive legal choices when watching and purchasing film and TV programmes online, helping to ensure that young consumer's favourite shows and actors stay on their screens.
Government attempts to provide piracy answer for Generation Y
How do you stop Generation Y, the consumer group most likely to question the need to pay for digital content, watching pirated films and TV shows online? The strategy thus far has included pre-film advertisements with heavy-handed messages warning them that they are committing a criminal offence.,This strategy has now been rejected as unsuccessful.The latest initiative from the Government will instead see the broadcast of friendly messages supported by celebrities to win over young consumers. According to The Guardian, celebrities backing the campaign include The Wire's Dominic West, former EastEnders actor Tamzin Outhwaite and Strictly Come Dancing's Matt Di Angelo.
A quirky animation with the underlying message of 'thank you' will replace old 'privacy is a crime' trailers that were screened prior to movies in theatres around the UK. The old trailers focused on the negatives of watching illegal content by comparing it to stealing a car or a handbag. The new trailers will centre on the positive message "You Make the Movies," and will be shown across the UK. This will promote a positive message of supporting the industry instead of trying to alienate younger viewers.
This positive approach, fronted by Nick Moran of Lock Stock and Two Smoking Barrels fame, was established following new research, which found that the film and TV industry needed to think about rewards as encouragement rather than punishment as a deterrent, in order to get the younger generation on board.
The Industry Trust for IP Awareness (Itipa) feels that Generation Y (16-to-34-year-olds) currently has an attitude that they don't need to pay for online content. A survey found that while 74 per cent of 16-to-34-year-olds agree that paying to rent or see films in daily life is just and acceptable, a mere 39 per cent believe they should pay for the same content when viewing it over the internet.
The Guardian reports that Liz Bales, director general of the Itipa observed that: "with the digital revolution set to open up access to more unauthorised film and TV content, it is going to be more important than ever for people to understand the positive connection they have to the British creative industries, such as film and TV.
"Film and TV is the industry that we as a nation are most proud of, the challenge is that Generation Y-pay underestimates how vital they are to funding future films and TV shows. They don't realise that without them [buying legal products] great British film and TV couldn't get made."
The campaign therefore aims to change Generation Y's views towards online content. Young consumers are encouraged to make positive legal choices when watching and purchasing film and TV programmes online, helping to ensure that young consumer's favourite shows and actors stay on their screens.
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