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  • 12Sep 2011

SINGAPORE/SYDNEY:  Research released today reveals 72% of consumers say they would stop illegal downloading activities if they received an educational notice from their ISP (internet service provider).  The study also revealed that consumers perceive the ISPs as actively encouraging them to share and download illegal content.

The independent research was conducted by Sycamore Research & Marketing and was commissioned by the Intellectual Property Awareness Foundation (IPAF), a broad partnership of television and movie organizations in Australia.  The national survey asked respondents, aged between 18 and 64, about their attitudes and everyday activities in relation to television and movie theft.

Gail Grant, CEO of IPAF said, “72% of people surveyed told us they would stop illegal file-sharing activity if they received a notice from their ISP.  This would have a dramatic effect on illegal online activity for two reasons:  Firstly, our findings suggest that some people genuinely don’t know or are confused about what they are doing.  Secondly, a proportion of people suspect that what they’re doing is wrong, but give themselves get out clauses, justifications and excuses for their activity.  When the facts are pointed out clearly, our research tells us that most people will stop.”

“Education campaigns for social issues regularly prove to be successful.  In 2010 IPAF launched the ‘Accidental Pirate’ campaign that focused on defining piracy and educating the public on the actions that constitute Movie and TV theft at the everyday and every person level.  The recent research found that 44% of people who saw that campaign said it changed their view of the issue.”

“Clearly the solution to a better understanding of the issue will be further education.  ISPs can educate consumers by providing educational and informative notices regarding what’s acceptable online.  In addition, IPAF will educate people through a new advertising campaign that will launch in September, 2011.  Our new campaign will assist those hiding behind excuses to understand that what they’re doing isn’t okay – it’s actually movie and TV theft. “

IPAF have created a new national cinema and television campaign featuring the popular caricatures from the ‘Accidental Pirate’ campaign.  Using the same unique humour, this year’s message will aim to dispel the excuses used by those who continue to participate in Movie and TV theft. The campaign will challenge people to see the truth behind the excuse.

Tony Singleton, MD of Arnold Furnace, the advertising agency who created the ‘Accidental Pirate’ and the ‘Excuses’ campaign said, “The research shows that our new humorous approach was not only appreciated by consumers, it was effective at delivering our message and getting them on our side.  For the new creative we have built on the successful theme of the original campaign but have further developed the strategy.  We’re now targeting the excuses that people tell themselves – the ones that allow them to keep doing something that in their heart of hearts they really know is actually theft.  The new message is – “Whoever you are, there is no excuse for Movie and TV Theft.”

Gail Grant added, “When it comes to Movie and TV theft some act as if the product is simply there for the taking.  In no other commercial sphere do we allow or make excuses for theft.  This new campaign will aim to educate the public and raise further awareness about the value of respecting and protecting the people and businesses in Australia dependent on the movie and TV industry for their livelihoods.”

Adam Blaiklock, who directed the campaign and whose feature film ‘Caught Inside’ will be released this year, said, “When someone chooses to enjoy a film or a television show by going to the cinema, watching TV, or going to an online source that is the real deal, it’s a great outcome for everyone: your patronage allows more investment to go into making great new shows and our film and TV community gets paid for their hard work.”

Emma Moroney, Supervising Producer, Movie Channel Network, said, “Australians who love their films, DVDs and television shows play a vital role in stimulating the creation and broadcast of great entertainment.  A strategy which uses education to inform more people to choose their movies and programs via legitimate channels will be a welcome and important factor in encouraging continued investment in new and innovative programming which sustains our creative community.”

“Education has always been a powerful tool in shaping the social behaviour of our society, and plays an important role in determining how we approach the increasingly relevant notion of digital citizenship,” said Mike Ellis, President and Managing Director Asia Pacific, Motion Picture Association. “The benefits of respecting copyright and viewing movies and TV shows via legitimate channels extend not only to creative communities, but ultimately to everyone.”

To find out more about the Intellectual Property Awareness Foundation, the Sycamore survey or the “excuses” campaign go to
About the Intellectual Property Awareness Foundation (IPAF): IPAF promotes screen copyright.  50,000 Australians depend on the film and TV industry for their livelihoods, including those in production, distribution, exhibition, DVD rental & retail, marketing, operations, office trades and a multitude of service providers and suppliers.

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About the MPA: Promoting & Protecting Screen Communities in Asia Pacific

The Motion Picture Association (MPA) and the Motion Picture Association International (MPA-I) represent the interests of the six international producers and distributors of filmed entertainment. To do so, they promote and protect the intellectual property rights of these companies and conduct public awareness programs to highlight to movie fans around the world the importance of content protection. These activities have helped to transform entire markets benefiting film and television industries in each country including foreign and local filmmakers alike.

The organizations act on behalf of the members of the Motion Picture Association of America, Inc (MPAA) which include; Paramount Pictures Corporation; Sony Pictures Entertainment Inc.; Twentieth Century Fox Film Corporation; Universal City Studios LLC; Walt Disney Studios Motion Pictures; and Warner Bros. Entertainment Inc. The MPA and the MPA-I have worldwide operations which are directed from their head offices in Los Angeles and Washington, D.C. and overseen in the Asia Pacific by a team based in Singapore. For more information about the MPA, please visit