Thursday, 10 November 2011

FILM AND TV WORTH PAYING FOR?

Actor Simon Phillips joins pro-copyright campaign

The ‘Moments Worth Paying For’ campaign capitalises on audiences’ passion for film and TV content to inspire greater respect for copyright and the value of creative works. It celebrates the intense emotional payback of great viewing experiences – and proposes this is ‘worth paying for’.

Actor Simon Phillips, star of How To Stop Being A Loser, in cinemas 18th November, has chosen the cult classic, Withnail And I for the campaign and will promote it on outdoor advertisements from 14th November. Phillips, whose own Brit comedy features Richard E. Grant, calls Withnail And I “the finest British comedy available to humanity”.

The multi-million pound ‘Moments Worth Paying For’ campaign is being funded by the film and TV industry’s copyright education body, the Industry Trust for IP Awareness, whose previous campaigns are estimated to have stemmed the growth of copyright infringement by 5% between 2007 - 2009[1].

Independent tracking research demonstrates the positive potential for education campaigns to alter consumers’ attitudes and, ultimately, behaviour:
  • The number of people who think digital copyright infringement is wrong has increased by 20 percentage points from 34% in 2007 to 54% today[2]
  • The number who regard digital copyright infringement as “nothing to be proud of” has increased by 45 percentage points from 22% in 2007 to 67% today[3]
Liz Bales, Director General of the Industry Trust for IP Awareness, said: “Our previous campaigns have helped to make the public more likely to want to do the right thing. ‘Moments Worth Paying For’ goes one step further by also showing where they can do this. Findanyfilm brings together a multitude of film and TV providers, from cinemas to online catch-up services and everything in between, to make it easier than ever for the public to enjoy official content.

She continued: “As an industry we are working hard to meet consumers’ changing needs, bringing innovative new services to market, on and offline. We hope that by spotlighting the wide choice on offer, we can help persuade the one in three people currently using unauthorised sources that there are a wealth of value-for-money, official alternatives.”[4]

[1] Industry Trust commissioned aevolve to evaluate the impact of behavioural change communications from May 2007 to February 2009 on attitudes to copyright infringement. Qualitative research delivered October 2008, and quantitative research fieldwork undertaken in January 2009. 400 respondents: A/B/C/D; 16-34 years; 71% male; 29% female; Engaged in cinema/DVD category; Non rejectors of copyright infringement
[2] In May 2007 34% of people said they thought unofficial downloads and files sharing was wrong, compared to 54% in December 2010. Fieldwork undertaken in May 2007 and December 2010. Research was conducted by NOP. 2,000 respondents: A/B/C/D; 16-65+
[3] In May 2007 22% of people said they thought digital copyright infringement is nothing to be proud of, compared to 67% in December 2010. Fieldwork undertaken in May 2007 and December 2010. Research was conducted by NOP. 2,000 respondents: A/B/C/D; 16-65+
[4] GB Movie and TV Piracy IPSOS 2009 reports that “nearly one in three consumers are engaged in some form of copyright infringement”

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