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Getting people to view piracy as a real crime Figure out the top five or six that enable downloading of pirated content and use that as a starting point.” You have to constantly be on the lookout for at least 80% of distribution channels that engage in this activity.

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Platforms like MX Player, which follow an ad-led model offering free content, are also victims of privacy.īedi is focused on weakening the top distribution channels. However, as the OTT landscape is ever-evolving and hackers come out with new techniques every day, our DRM measures have to keep evolving to match the pace.”Īgreeing with Dixit, Bedi explains, “People have to be educated that piracy of content is akin to stealing, even though it’s not a physical good that you’re robbing, content costs money to make and people are affected economically.” “These don’t work as a foolproof measure. This makes it harder for OTT players to devise strategies to steer clear of their content being stolen and shared.ĭixit states that ALTBalaji’s content is DRM-protected (digital rights management) and that the company has several digital tools to strike down illegal content that violates its copyrights. Reports have shown that a lot of applications and websites that offer pirated content, do not fall under the Indian jurisdiction. He also adds that problems intensify when content is released without a theatrical release or on a PPV site. Karan Bedi, CEO, MX Player, claims that the impact of damage caused by piracy accounts for billions of dollars a year. “Content piracy pulls the OTT platform two steps back by striking the business directly, as the potential audience downloads shrink and existing audiences view pirated content. Divya Dixit, SVP, marketing and revenue, ALTBalaji, stated that these numbers could grow at a much faster rate, if piracy ceased to exist.

The Indian media and entertainment sector reached $25.7 billion in 2019, registering a growth of 9%, as compared to the previous year, according to the FICCI report released by EY. All the newspapers in the world, including the leading Indian papers, are downloaded and shared on platforms like Telegram,” adding that he knew someone who had a list of 3,000 people who regularly received these newspapers and magazines. Weighing in on this, Ambi Parameswaran, founder, Brand-Building, said, “Newspapers and magazines have been struggling with this for over a year. In the new context, what does it mean in the context of streaming platforms? How can they up their privacy game to secure their content from this theft?Ĭontent leaked on unofficial platforms can lead to huge losses in revenue for filmmakers and producers, in a very short span of time. However, piracy existed way before OTT ever did. Khan himself took to Twitter, to warn fans against engaging in piracy. The production company filed an FIR at the Mumbai Cyber Cell, and a few were booked for downloading and selling pirated versions of the movie.

Recently, Zee Studios’ recent Salman Khan-starrer ‘Radhe’ had leaked on platforms like Telegram and WhatsApp.

Fresh content releases became par for the course on OTT. Not just did consumers turn to OTT platforms for entertainment, but so did filmmakers and production houses several released their films on the likes of Netflix, Amazon Prime, Zee5 or Disney+Hotstar. Last year, thanks to the lockdown, theatres had downed shutters for the most part, saw some relief earlier this year, only to be closed again owing to the second Covid-19 wave.

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Downloading a movie, illegally, before its theatrical release or official TV premiere, is the most common form of piracy we know.

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Content piracy – whether it is of a song, movie or any other piece of art – has been a challenge for decades.