In an effort to curb online piracy, early last year the movie and music industries reached agreement with the UK’s leading ISPs to send ‘warnings’ to alleged pirates.
As we previously revealed, the Voluntary Copyright Alert Programme (VCAP) will monitor illegal P2P file-sharing with a strong focus on repeat infringers.
The alerts program is part of the larger Creative Content UK (CCUK) initiative, which will kick off with a broad anti-piracy PR campaign targeted at the general public.
This education part is nearly ready for launch and TF is informed that it will officially kick off this summer.
“…work has started on the education component of the campaign, which helps to lay the ground and is designed to inform and raise consumer awareness and to engage with people around their love of content. The first activities are scheduled to start later this summer,” ” a Creative Content UK spokesperson tells TF.
The education part is aimed at steering people away from piracy sites by pointing out how convenient and accessible legal services are.
The associated alerts campaign has no hard start date yet but is also being finalized and will begin at a later date.
“The education campaign will show consumers how to easily access content – such as music, film, TV, books, games, magazines and sport – from authorized online sources which provide a superior user experience. So it makes sense for this to happen before the alerts program starts,” CCUK informs us.
Both programs are supported by the UK Government with millions in funding. The Government justifies this contribution with an expected increase in sales, and thus tax revenue.
The ultimate goal is to bring down local piracy rates and during the months following the rollout the file-sharing habits of UK Internet users will be frequently polled to measure the impact of the campaign.
“The aim of Creative Content UK is to encourage greater use of legal content services and to reduce online copyright infringement. There will be regular measurements of legal and illegal consumption of content throughout the duration of the initiative, which will be compared with levels before the launch of the program,” CCUK tells TF.
To what degree the PR campaign and alerts will convert pirates into paying customers has yet to be seen. In any case, it won’t go by unnoticed.