After holding a reputation for being soft on piracy for many years, in more recent times Italy has taken a much tougher stance. The country now takes regular action against pirate sites and has a fairly aggressive site-blocking mechanism.
On Monday, the industry gathered in Rome and was presented with new data from local anti-piracy outfit FAPAV. The research revealed that while there has been some improvement over the past six years, 39% of Italians are still consuming illicit movies, TV shows, sporting events and other entertainment, at the rate of 669m acts of piracy every year.
While movie piracy is down 4% from 2010, the content most often consumed by pirates is still films, with 33% of the adult population engaging in illicit consumption during the past year.
The downward trend was not shared by TV shows, however. In the past seven years, piracy has risen to 22% of the population, up 13% on figures from 2010.
In keeping with the MPAA’s recent coding of piracy in 1.0, 2.0, and 3.0 variants (P2P as 1.0, streaming websites as 2.0, streaming devices/Kodi as 3.0), FAPAV said that Piracy 2.0 had become even more established recently, with site operators making considerable technological progress.
“The research tells us we can not lower our guard, we always have to work harder and with greater determination in communication and awareness, especially with regard to digital natives,” said FAPAV Secretary General, Bagnoli Rossi.
The FAPAV chief said that there needs to be emphasis in two areas. One, changing perceptions among the public over the seriousness of piracy via education and two, placing pressure on websites using the police, judiciary, and other law enforcement agencies.
“The pillars of anti-piracy protection are: the judicial authority, self-regulatory agreements, communication and educational activities,” said Rossi, adding that cooperation with Italy’s AGCOM had resulted in 94 sites being blocked over three years.
FAPAV research has traditionally focused on people aged 15 and up but the anti-piracy group believes that placing more emphasis on younger people (aged 10-14) is important since they also consume a lot of pirated content online. MPAA chief Chris Dodd, who was at the event, agreed with the sentiment.
“Today’s youth are the future of the audiovisual industry. Young people must learn to respect the people who work in film and television that in 96% of cases never appear [in front of camera] but still work behind the scenes,” Dodd said.
“It is important to educate and direct them towards legal consumption, which creates jobs and encourages investment. Technology has expanded options to consume content legally and at any time and place, but at the same time has given attackers the opportunity to develop illegal businesses.”
Despite large-scale site-blocking not being a reality in the United States, Dodd was also keen to praise Italy for its efforts while acknowledging the wider blocking regimes in place across the EU.
“We must not only act by blocking pirate sites (we have closed a little less than a thousand in Europe) but also focus on legal offers. Today there are 480 legal online distribution services worldwide. We must have more,” Dodd said.
The outgoing MPAA chief reiterated that movies, music, games and a wide range of entertainment products are all available online legally now. Nevertheless, piracy remains a “growing phenomenon” that has criminals at its core.
“Piracy is composed of criminal organizations, ready to steal sensitive data and to make illegal profits any way they can. It’s a business that harms the entire audiovisual market, which in Europe alone has a million working professionals. To promote the culture of legality means protecting this market and its collective heritage,” Dodd said.
In Italy, convincing pirates to go legal might be more easily said than done. Not only do millions download video every year, but the majority of pirates are happy with the quality too. 89% said they were pleased with the quality of downloaded movies while the satisfaction with TV shows was even greater with 91% indicating approval.