Get It Right launches education campaign to address content infringement | Security | News | Rapid TV News
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The consumer education initiative that engages and encourage fans to value the creative process and to access content legally, Get It Right (From A Genuine Site), is moving to its next phase.
getitright 15Aug2019
The new initiative, Get It Right, is said to draw on the broad support of the wider creative industries, including also gaming, media, book and magazine publishing, sports and other live event broadcasting and other entertainment sectors.

Backed and funded by the UK Government and supported by leading social influencers, it is led jointly by the MPA (Motion Picture Association), representing major producers of film, TV and screen-based content, in partnership with UK record labels association the BPI (British Phonographic Industry) as part of a Creative Content UK (CCUK) content protection programme.

With a target audience of 16–24-year olds, the campaign is centred on a video on the Get It Right YouTube Channel starring content creator Caspar Lee – who has 10 million followers across his social channels – and its influencer host, Snoochie Shy.

In a mix of South London locations that take in a video arcade and an independent record store, Caspar is quizzed about the content that he loves – the music, film/TV and games that have inspired him, and his most recent purchases. We also learn that Caspar has first-hand experience of the true cost of piracy. Laid in America, the smash hit in which he co-starred with fellow YouTuber KSI, became one of the most pirated films ever soon after its release in September 2016.

The video has the key aim of encouraging consumers to take time to identify and access genuine and licensed sources of content so that the volume of copyrighted material being accessed, streamed and shared without permission can be reduced. The emphasis is on reminding the audience that creating and delivering the content they love depends on a great many people who make this process possible; and that making the right decisions about sourcing content legally will also support the career pathways of future generations looking to work in the creative industries.

“The Get It Right campaign is raising awareness of a key issue that so many of us are just not thinking about,” commented Caspar Lee. “When we don’t get content the right way, it makes it so much more difficult to make more of it. When...Laid in America came out, it was one of the most illegally downloaded films at the time. It’s unfortunate because it affects every person who is involved, from the set designers to the caterers to the extras, when content is not sourced from genuine sites. It’s important to support the industry as a whole, so everyone involved can continue to make the content we all love and want more of.”

“We need to have the right environment where UK creative firms receive the value of their amazing content so that they can produce more of it,” added Nigel Adams, the UK’s Minister for Sport, Media and the Creative Industries. “Our creative industries sector deal is committed to strengthening intellectual property rights by bringing industry together to tackle online piracy, including through our £2 million investment in the Get it Right campaign.”