Indian film industry wants more awareness over film piracy

Ishara S. Kodikara | AFP | Getty Images Sri Lanka Prime Minister Ranil Wickremesinghe, center, speaks to supporters at the prime minister's official residence in Colombo on December 16, 2018, after he was reappointed as prime minister by Sri Lanka's president, the same man who fired him from the job nearly two months ago.

MUMBAI, August 22, 2010 (AFP) – Ashish is a senior executive in the financial sector in the home of Bollywood, Mumbai. He earns a good wage, lives in an upmarket neighbourhood and sees himself as a decent, law-abiding citizen. But like many Indians, the 49-year-old sees nothing wrong with buying the latest Hindi-language and Hollywood films for just a fraction of their market value — or nothing at all.

“A guy used to come to my house and sell DVDs which each had about four or five films on them. I used to get them for just 150 to 200 rupees (three to four dollars),” Ashish, who asked for his real name not to be used, told AFP.

“Then I found out from friends that they were getting films for a third of the price, so I stopped. Now I just download them from the Internet. Why should I pay for them if they’re available free of charge?”

The scale of the illicit trade in pirated films is a major cause for concern among leading figures in India’s entertainment industry, who say black market copies are hitting revenues as the sector looks to recover from a slump.

They want to change the attitudes of Ashish and people like him, who flock to roadside stalls or markets across India to buy the latest releases at a