Competitive Compromise: How the Industry's Problem Brings Brands Together

Competitive Compromise: How the Industry's Problem Brings Brands Together

Distribution of the illegal content affects not only the work of right holders and providers, which, causes them to suffer serious damage every year, but also prevents the development of the industry as a whole. We talked to the marketing director of VOLIA, the director of 1+1 Media “Digital” direction and the Head of the “Clear Sky” Initiative (1+1 Media, StarLightMedia, Media Group Ukraine and Inter Media Group) about how the legal content is to beat the major pirates.

It is impossible to accurately determine the percentage of pirated content in Ukraine, since most of such products originally contain a part of the legal one. Therefore, in recent years, companies have engaged in active and consolidated monitoring of the illegal content. One example is the common case of StarLightMedia and VOLIA.

Victoriya Tsomaya, Marketing Director, CMO VOLIA: “It was an online platform that hosted both Ukrainian and international content. Through the efforts of our company and StarLightMedia, as well as the FOX & National Geographic group, we managed to close access to this illegal content.”

Thanks to the efforts of 1+1 Media, Media Group Ukraine, StarLightMedia and VOLIA, criminal proceedings were opened against pirate online resource under Art. 176 of the Criminal Code of Ukraine (violation of copyright and related rights – author’s note). In this incident, 1+1 Media estimated its losses at 1 million 148 thousand UAH.

In addition, the four of the largest media groups in Ukraine have joined forces and created the “Clear Sky” Initiative, the main purpose of which is to develop a market for legal video content and to combat piracy. Every quarter, it publishes a list of sites that have been spotted in the act of theft. The Initiative works with the Ukrainian Anti-Piracy Association (UAPA), which regularly monitors the brands that advertise on such resources.

In 2015, the Initiative launched the “Ignore Pirates! Or do not infringe copyrights” campaign. The campaign consisted of five clips in which advertisers, marketers and Ukrainian stars persuaded viewers not to view content on pirate sites and not to advertise there.

Recent legislative initiatives aimed at regulating market relations have also contributed to the fight against piracy. Blocking of the signal on the satellite will also be an advantage in the direction of legality.

Additionally, a law that regulates the procedure of the right holder’s application to the site that violates his intellectual property rights has been passed. If the site does not respond or does respond, with insufficient information to appeal to the court, then the right holder can contact the Internet host of this site,” shares Kateryna Fedorova, Head of the “Clear Sky” Initiative.

“This is the so-called “compromise collaboration,” when large global right holders, having detected a manifestation of their content on one or another resource, give notice, and in 99% of cases, the resource remove that content from the platform. It is a labor-intensive process, but, probably, under these circumstances, is still the most effective,” said Victoriya Tsomaya.

At the same time, it’s obvious that piracy cannot be overcome without the culture of content awareness, when every user realizes that the content has value and constitutes intellectual property. But, as for the formation of any habit – this will take time. In the meantime, marketing activities that have been implemented both around the world and in Ukraine have lent their support. For example, a successful campaign in the United States, had artistes – national favorites – warming up in front of a barrel with a bonfire like poverty-stricken individuals because piracy deprived them of their work.

In the United Kingdom, for several years, the anti-piracy campaign “You Make the Movie” has been run. Within the framework of the campaign a brief message was displayed on cinema screens before the sessions began: “Piracy is a crime.” In such a way the organizers wanted to convey the point that the mere downloading of movies in the Internet is the same offense as the theft of a car, a handbag, or a TV. Later, there appeared commercials that ended with this message: “Your film ticket helps to support the film industry in the UK. Thank you.”

It is important that world-wide promotion of legal content is conducted not only among viewers, but also among companies that produce this content. So the Philippine company Globe Telecom began anti-piracy propaganda called #PlayItRight during the Globe Independent Film Festival (GIFF). The main objective is to focus on protecting intellectual property rights as well as the use of licensed content by global and local partners.

“In Ukraine, in my opinion, a simple campaign against camcording in cinemas was successful, when the police seized by the hand the boy who started recording the film on camera,” said Kateryna Fedorova. It’s also is worth mentioning the campaign “Give a Chance to Dream” directed by Lyubomyr Levytsky, where creative people call on others not to use stolen intellectual property.”

The “Give a Chance to Dream” project was supported by the US Embassy in Ukraine, the American Chamber of Commerce, USAID and the American House. During the project implementation three clips of social advertising were created. They were broadcast on the 1+1 Media, Media Group Ukraine and StarLightMedia channels. In addition, the videos were available online with the hashtag, #GIVECHANCETODREAM. The project was aimed at demonstrating to young people that the illegal use of films, software and music deprives their creators of the chance to realize their vocation.

The unconditional advantage of the legal content is the possibility of viewing HD-quality and professional voice-overs.

“Platforms invest in a good player and infrastructure that supports stable, seamless work. Therefore, legal content is more qualitative,” notes Director of Strategy and Development of 1+1 Media, and Director of the Digital Direction Anna Tkachenko.