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Understanding and managing the Piracy Continuum™ takedown services to remove the files this group downloads at the source. Frustrated Consumer “I want to buy it, but it’s not available.” The Frustrated Consumer is exactly what it sounds like. This is someone who is looking for something and is frustrated because it is not readily and legally available. In some cases, this can be an accessibility issue, such as streaming video content to a particular tablet that is not supported. In other cases it is the lack of content availability, most often due to geo-restrictions. If operators are not offering what consumers want, they are going to look for alternative methods to access it, including going to a competitor or moving up The Piracy Continuum and becoming a Casual Pirate. Fortunately, this group is willing to pay for content and will seek out legitimate means to acquire it if it’s easily accessible and readily available at a reasonable price, within a reasonable period and on devices of choice. One way to do this is to offer content over broadband to connected devices so that they can view it on the device, and at the time, of their choice. the legal rights to do so. In most cases the content is uploaded by users, but in an increasing number of cases, this content is rebroadcast by Internet criminals seeking to profit from their activity. One of the most confusing aspects of online video for consumers is when they search for popular content and end up on sites that appear to be legitimate – including banner advertising from reputable companies – but are actually set up by illegal re-broadcasters seeking to profit from ad revenue generated on their sites. An innocent consumer may search for their favorite sports team and happen upon a streaming site with a live broadcast of a match in progress. Or they may search for their favorite TV show and end up at a site that is streaming it at the same time that it is playing on a pay TV channel. Keeping Confused Consumers on the straight and narrow requires two approaches: offering them easy-to- use, legitimate services that help them discover online content, and anti- piracy services that help dismantle the business model of linking and streaming sites by alerting advertisers and ad networks to the infringements and pulling the source of pirate funding. Consumers “Location of downloaders of a live event using BitTorrent in 2011” Confused Consumer “It’s legitimate... isn’t it?” The Confused Consumer finds video online but is not aware that the content may be illegally placed on the site they are visiting. There are a number of sites that stream content but do not have 62 | TV-BAY MAGAZINE “I’m happy with the paid access I have today.” The final group is the Consumer. This group is considered the “bread and butter” for pay TV operators as they are willing to pay for content and are pleased with what they receive making them loyal subscribers. However, as new options become available they may supplement their subscription with alternative sources which could lead them to reduce, or even eliminate, their existing subscription. There could be a number of reasons why this group is content today. The consumer could simply be satisfied with the offering, meaning that they are getting the content they want on their device of choice, most likely the TV. They may have also have higher tier subscription packages giving them access to more content, such as live sports or movies. To keep Consumers happy, operators must offer them the content and services they want, and educate them on their availability and how to get the most value from them. The challenge with this group is to offer services before they start to become dissatisfied and seek out alternatives, which could move them to become Confused or Frustrated Consumers. Conclusion The industry has traditionally looked at consumers and pirates as singular groups. This limits the ability to properly address the specific issues that they create, whether that is understanding what their needs are, and how to address them, or to realize the manner and motivation for them access illegitimate content and slow their progress. By breaking down these groups further, specific issues and trends can be identified and solutions can be created. Phil Brady is VP of Sales, EMEA at Irdeto and is an expert in content security with a focus in digital TV, IPTV and mobile. In 2000, he joined Irdeto as an Account Director and transitioned to Director of Sales, EMEA in 2010. Before Irdeto, Phil worked for Global One Telecommunications and HSBC on a director level in account management. Phil holds a Bachelor Degree in Computer Science, Electronic and Telecommunications Engineering from St Francis Xavier Grammar School in Liverpool, England.