While currently trying to reach a voluntary agreement with ISPs over illegal file-sharing, the recording organisation has managed to persuade Virgin Media to join forces with it on a new education campaign. IIt is expected to be the first of a series of initiatives the body is working on with other ISPs.
As part of the campaign customers whose accounts have been used to distribute illegal music will receive letters from Virgin Media and the BPI laying out practical advice on how to prevent internet account misuse, links to legitimate sites and the potential dangers - threats of viruses and spyware - of downloading files from illegal sites.
BPI chief executive Geoff Taylor says the industry needs to partner with ISPs to stop illegal activity and "this is the first illustration of this. IIt is significant".
Taylor concedes there is still a long way to go before the music industry and the ISP community can reach an accord on how to deal with illegal file-sharing, but this deal represents progress towards that. "Virgin Media is the first ISP to publicly address the problem. It is a socially responsible ISP and I think other ISPs will look at this and see progress," says Taylor. "I am very encouraged they have engaged with us. They understand the rights of musicians."
Taylor also believes this deal could be a sign that change is in the air and says it is only through partnerships with ISPs that companies can build new commercial services and make illegal file-sharing less attractive.
A spokesman for Virgin Media adds that Virgin's legacy in music means it is keen to ensure its customers do the right thing. "Our goal is to educate customers and trying to be responsible. These are steps and we feel they are appropriate," he says.
Culture Secretary Andy Burnham says, "This is a very welcome first step. Without creativity, we wouldn't have our unbeatable musical heritage and if artists don't get paid for what they do, they won't be able to keep working and producing, pushing the boundaries and creating new music. We need to better-educate people about the dangers we face if illegal file-sharing starves artsists of financial reward, and collaborative working between ISPs and rights holders is key to that."
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