The Asia Video Industry Association (AVIA) has been leading the way in the fight against piracy with its Coalition Against Piracy (CAP), a group that provides insights into the video industry via reports and conferences that aims to support a vibrant video industry.

Leading the way in AVIA’s fight against piracy is newly-appointed CAP General Manager, Matthew Cheetham who took over the role from Aaron Herps in February. A qualified lawyer specialising in intellectual property, particularly in copyright protection, Matthew has over 20 years of experience working in the region for some of the largest content producers in the world. 

CAP’s key focus in 2022

As the newly-appointed GM of CAP, Matthew said that CAP has a comprehensive enforcement strategy built around four key pillars: Collaboration, research and technology, enforcement and disruption, and engagement and outreach. He said, “Data underpins CAP’s enforcement strategy and determines its focus–we need to know what the problems are to address them.” 

According to Matthew, each year, CAP undertakes consumer surveys in nine countries in the APAC region to identify where and how consumers are accessing illegal content online. Matthew said that based on CAP’s 2022 surveys, they know that online content continues to be pirated at high rates in the region, while access via illegal sites and apps continues to rate highly. Consumers are also using social media and messaging platforms to access pirated content online. Matthew said that these are among the key issues that CAP will focus on for 2022. 

Accelerating efforts in stopping piracy

In March, CAP celebrated a win as the Singapore High Court granted an Order blocking 30 illegal streaming sites and close to 150 associated domains responsible for the distribution of illegally streamed content in Singapore. Meanwhile, Indonesia is leading the way in site blocking, with the total number of sites blocked in the country topping 3,500.

“Experience has shown that one of the best strategies in addressing online piracy is to attack at its source, and one of the most effective methods is via blocking of sites that infringe copyright, or more simply, site blocking,” Matthew said. The GM noted that illegal sites themselves can be difficult to shut down as they are more often than not located in the country where users are accessing in Asia. 

Matthew said that blocking overcomes the issue by ensuring that users cannot access sites from the country in which the courts or government have determined it is infringing copyright and should be blocked.

He added, “There are several countries in Asia that already employ site blocking, with varying levels of effectiveness.” This year, Matthew said that CAP is focused on increasing the regularity of its blocking actions in those countries that already employ it. They’re also working with counties that do not have efficient and cost-effective site blocking regimes in play to ensure that they do so. 

Site blocking is key

Matthew said that in today’s borderless world, many of the most popular sites and apps accessed in the region are located outside of Asia, that’s why site blocking is key in combating piracy threats. 

“Being based in Asia allows CAP to interact directly with industries, particularly intermediaries, and governments in the region,” Matthew shared. Another key part of CAP’s enforcement strategy is to work with local industry and governments in the region, whether via direct and regular communication, about issues of concern or via public seminars to discuss issues and how they can work together to best address them.

He added, “With borders reopening, CAP has seminars planned with local partners in Indonesia, Thailand, and the Philippines in the coming months.” 

Final thoughts

While online piracy affects everyone in the content ecosystem, Matthew said that working together with stakeholders from broadcasters to streaming platforms allows them to pool knowledge and resources to combat piracy.

Matthew earlier noted that piracy runs rampant on messaging platforms and CAP is working closely with several social media and technology companies to address the accessing of illegal content through their platforms. He added, “Many big technology companies, notably Google and Meta, have made significant strides in this area and CAP engages regularly and effectively with both. However, there is still work to do, particularly on unregulated platforms.” 

A version of this story appears in the June-July 2022 issue of Television Asia Plus.