Industry Trust to raise awareness of DVD piracy

The Industry Trust for IP Awareness, formed by distributors and retailers in March this year to tackle the problem of DVD piracy, has revealed some of the details of a major public relations awareness blitz, which will run throughout the summer.
Using posters, press, point of sale material and information packs containing piracy images, case studies and statistics, the campaign will highlight to consumers, opinion formers and the media the links between DVD piracy and other forms of serious crime, including drug trafficking, people smuggling and terrorism. An additional message will warn consumers that the majority of pre-release pirate DVDs are poor quality rip-offs filmed in the back of cinemas with camcorders.
PR agency Blueprint PR has been appointed by the Trust to manage the campaign, which will launch officially in July with a press event, planned to be held in central London. This will be followed on July 12 with participating retailers using in-store posters, leaflets and video loops to drive home the message to consumers. Specialist groups such as police, trading standards and customs officers and the judiciary will receive information packs highlighting the serious problem of DVD piracy.
British Video Association Chairman, Marek Antoniak (MD of Columbia Tristar Home Entertainment), said: "Many consumers, and some people in positions of authority, see video piracy as a soft crime that doesn't harm anyone. Through this campaign we are aiming to change that perception by showing the nasty underbelly of the DVD piracy world."
The list of distributors and retailers who are supporting the campaign is growing and so far includes: 20th Century Fox Home Entertainment, Amazon, BBC, Blockbuster, Borders, Britannia, Buena Vista Home Entertainment, Chalky's, Choices Video, Columbia TriStar Home Entertainment, Global Video, Granada, HMV, Music Zone, MVC, Play.com, Quirk's Records, Universal Pictures, Virgin Retail, Warner Home Video, What Records and Woolworths.
Publishing Group, Highbury, has pledged support in the shape of free advertising for the campaign message in its consumer titles Hotdog and DVD Review, among others.
(GB)