The UK’s biggest internet providers in collaboration with the government and content creators are said to change the way they deal with people illegally downloading and/or sharing entertainment online. They say that instead of punishing the person, they will be sending out letters in an attempt to ‘educate’ him or her, as well as pointing out legal and comprehensive alternatives.
“We believe people will ultimately pay if they can get what they want, how they want, at a price that’s fair to them.” Virgin Media stated.
The ISPs are said to team up under the Creative Content UK campaign, which includes BT, Sky Broadband, TalkTalk and Virgin Media, as well as entertainment institutions The Motion Picture Association (MPA) and the British Record Music Industry (BPI). A significant multimedia awareness campaign is said to be the first phase, having ISPs sending out letters to users pirating content after the awareness. It’s said that people can receive up to four letters per year and nothing will happen if you choose to ignore them.
“Any alert will clearly recognise the account holder may not have engaged in copyright infringement themselves and we will be informative in tone, offering advice on where to find legitimate sources of entertainment content,” said Virgin Media. “At no point will we share any customer information as part of this campaign. By embracing digital, the creative industries can realise significant benefits, reaching millions of people with new and innovative services.”
This looks similar to what Polish developer CD Projekt, The Witcher series’ maker, did a while back. They have found alternatives to pirated entertainment by changing its focus from people who don’t want to pay and encouraging people who do.