MUMBAI: Film and music piracy will die a natural death in five years, according to T-Series Public Performance License (PPL) president M M Satish. “I have a strong feeling that pirates have already given up, because gradually their profit margins have been declining. Pirated content was available at a cheap rate and that was the reason for its growth. But if original content is made available at a cheap rate, then why will anyone want to buy pirated stuff?” he justifies.
“Currently, it may not be possible to curb piracy to the fullest, but one can certainly make an impact, which we are!” asserts Satish.
Close on the heels of Moser Baer offering VCDs and DVDs at dirt cheap rates, T-Series has made available old films from its repertoire at similar economical prices. T-Series also plans to launch a system wherein songs will be available for download from the Internet. User will be able to download songs for a price ranging from Rs two to Rs 10 per song, making it economically feasible for the user.
Satish also believes that piracy has always had a war with technology. He says, “In today’s age, technology is supposed to be killing piracy. One cannot stop technology but one can keep pace with it.” Satish believes that a focus on intellectual property rights are the answer. “Today we make much more money through IPR, than in physical sales,” he asserts.
“Today, everyone, from television to radio to award functions and discotheques, has to obtain a license to play songs. It’s still a 10 per cent contribution,” says Satish, “but even that 10 per cent is ‘a great market.'”
On the other hand, technology has become so advanced today that it is becoming difficult for a pirate to make money. It has played a major role in reducing profit margins, he adds.
About T-Series’ latest ad campaign promoting anti piracy, Satish says, “I was not even in favour of the recent anti piracy campaign rolled put by T-Series and worked upon by Divya Kumar. People have made so many short films and feature films on anti piracy. What works here is practicality! Even Salman Khan, Shah Rukh Khan or Dharmendra requesting people to stop piracy or making ad campaigns is not going to help,” he concludes.