Alianza launches LATAM anti-piracy ad campaign

DetailsJuan Fernandez Gonzalez | 10 May 2015

Alianza Contra la Piratería, the pan-American anti-piracy organisation, has launched its first advertising campaign across Latin American TV, encouraging viewers to choose legal operators over pirate signals.

The campaign focuses on the varying quality and signal stability, emphasising that pirate operators cannot guarantee the signal, which will eventually damage the entertainment experience.

The campaign has been created by La Mesa Publicidad and produced by Cinetiemo for Alianza and is being broadcast through DIRECTV's channels. It will gradually launch on other member networks such as FOX, HBO, Globosat, ESPN or Turner.

“Through this campaign we want to inform people about legal pay-TV's quality and security, supported by a customer service and a company behind the service,” pointed out Michael Hartman, senior VP for legal issues at DIRECTV Latin America.

During the past few years, pay-TV services have rocketed up across LATAM, a trend also experienced among pirate operators, which have developed set-top boxes (STB) able to capture premium signals and offer them for a lower price.

According to the latest report from Business Bureau, over 20% of pay-TV connections in Latin America are pirate, a percentage that dramatically grows in some countries such as Bolivia, where nearly half of connections are irregular.