Unique consumer-policing campaign lauded by industry players as a “fresh take” on a timeworn problem
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| (From L – R): Laila Saat (Director, Regulatory, Astro), Dato Khairul Anwar Salleh (CEO, Media Prima TV Network), Dinesh Ratnam (Country Manager of iQiyi Malaysia, Singapore & Brunei), Dato Norman Halim (Deputy Chairman, FINAS), Mahyidin Mustakin (CEO, Creative Content Association Malaysia), Datuk Yusof Haslam (Founder, Skop Production) |
Innovative market-leading online entertainment service, iQiyi International, announces the launch of the company’s first-of-its-kind consumer-based anti-piracy campaign #JanganTontonHaram. Joining forces with the National Film Development Corporation Malaysia (FINAS), the month-long initiative aims to galvanise a public movement around addressing content theft and digital piracy, bringing consumers into the heart of tackling one of the leading threats to Malaysia’s rapidly growing entertainment industry.
Putting thousands of jobs at risk and stymying the growth of the entertainment and media industry, content theft and digital piracy affect most of the entertainment industry’s value chain from production houses, creative and technology start-ups, artists, service providers and support crew. Causing the local creative industry an estimated RM3 billion in loss of revenue and the government RM157 million in loss of tax revenue every year, the sector is paradoxically seeing content development and movie launches being deeply affected by the pandemic’s physical safety measures, while content streaming has become increasingly popular due to lockdowns.
Lauded by industry representatives at the event as a “fresh take” on a timeworn problem, the iQiyi – FINAS’ #JanganTontonHaram campaign officially kicked off on the first day of the ongoing CONNECTASIA 2021. Being held in Kuala Lumpur, attendees span the Malaysian Film and TV industry including audio-visual and content creation professionals, broadcasters and regulators.
“FINAS has conducted several awareness campaigns on piracy before, but none of the campaigns provide incentives to those who can report piracy activities. #JanganTontonHaram puts consumers at the centre of the anti-piracy and FINAS welcomes and supports this initiative,” said Datuk Norman Abdul Halim of FINAS in officiating CONNECTASIA 2021.
This two-day event of conferences and business networking sessions is co-organised by FINAS and Creative Content Association Malaysia (CCAM) and co-sponsored by iQiyi International and several other industry players.
Saying “No” to illegal content through the power of consumer clicks
Dinesh Ratnam, iQiyi International’s Country Manager for Malaysia, Singapore and Brunei explains, “#JanganTontonHaram is a grassroots approach to combating content theft and digital piracy, and is a digital-led campaign centred around several pillar initiatives. We encourage audiences to proactively participate in taking down or crippling content piracy. By putting consumers at the centre of the anti-piracy movement, we hope to disrupt piracy where it hurts the most - the demand and consumption side. Ethical digital behaviours is a game-changer for the entertainment industry, this is “the power of consumer clicks”. I truly believe that with mass movement and cross-industry collaborations, we can better safeguard the industry, the workforce and its intellectual property.”
A dedicated microsite www.jangantontonharam.com will host impact statement videos from those reeling from content piracy and fraud; educational tips on how to detect illegal sites and activities, keep data safe, and details legal implications to deter people from getting involved in organised crimes. In Malaysia, possession and supply of pirated content can be classified as an offence under Section 41 The Copyright Act 1987, with a penalty of up to RM20,000 and/or five years jail.
Datuk Yusof Haslam, Namron, Adrian Teh, Syazwan Zulkifly, Bront Palarae, Amelia Henderson, Daniella Sya and other actors and producers will bring celebrity power to the iQiyi and FINAS collaboration in a series of public service announcement (PSA) videos and social media activations designed to rally their fan base and drive participation in the movement.
