Digitaltveurope.com

UK Culture Secretary, Sajid Javid

The UK government is supporting a new scheme by the UK’s creative industries and internet service providers to promote legal entertainment online and warn against illegal file sharing.

The joint scheme, called Creative Content UK, will aim to raise awareness of copyright by informing those whose internet connections have been used to illegally share copyright material and to help them find “compelling, legal alternatives.”

The government will also support the initiative by contributing £3.5 million (€4.4 million) towards a three-year joint creative industry and government education campaign – aimed at reducing online copyright infringement, raising awareness of the benefits of copyright, and promoting the use of legal digital content.

“Copyright is one of the foundations the UK economy is built on. Our creative industries contribute £8 million to the UK economy every hour and we must ensure these businesses can protect their investments,” said UK Culture Secretary Sajid Javid.

“The alert programme shows industry working together to develop solutions to this threat to our creative industries. It will play a central role in raising awareness of copyright and pointing people toward legal ways to access content, and I welcome this effort.”

Chris Marcich, president and managing director, EMEA, of the Motion Picture Association added: “It is fantastic that the UK creative community and ISPs have come together in partnership to address online copyright infringement and raise awareness about the multitude of legitimate online services available to consumers. We are also grateful to the UK Government for backing this important new initiative.”