It is obvious that in order to create high quality media content, the producers have to spend a lot of time and effort on the work. Therefore, they are deserved to receive in return what is respective with their dedication, in terms of both materiality and mentality (Karaganis 2011).
Currently, media producers are struggling with a phenomenon when their products are being distributed in a massive amount, at a low cost and most importantly, without their awareness and permission. This is what is defined by Karaganis 2011 as ‘media piracy’. ‘Media piracy’ is more likely to happen in developing countries where policies against copyright infringement are not as effective as that in developed nations. Furthermore, even in developed countries, media piracy still exists in the form of consumer goods in grocery stores, especially those of immigrants. For example, in Australia, it is totally possible to buy un-authorized DVDs with a relatively low price in, for example, Asian or Indian grocery stores (Athique 2006).This notion is serious in the way that media content is made available at a much lower price than what the producers want and the money earned is not going into their accounts.
However, this situation can also have a bright side. According to Karaganis 2011, ‘high prices for media goods, low incomes and cheap digital technologies’ are the main reasons leading to media piracy. As mentioned before, media piracy is more popular in developing countries, where have lower living standard so people have to spend their little earnings on many expenses, which makes official, copyrighted media products something too luxurious. Therefore, the question is: “Do people have unequal right of consuming media content because of their different circumstances? “. In this way, media piracy brings about the ‘mentality’ return (mentioned above) to producers as it promotes media circulation and distribution by giving chances to more audiences to consume (Jenkins 2004). This argument is reasonable in the way that without exposure, or audiences, media content is just worthless regardless of the quality because no one realizes or even knows about it. Therefore, media piracy can be considered a trade-off for media producers.
On a whole, if media producers want to create high quality, not just ‘high grossing’ products, this is what they want to achieve. With a larger amount of audiences, media producers and their products are more likely to be known and recognized. This explains why nowadays more and more artists are choosing to distribute their products publicly on digital platforms for free. Latest hits or music videos with high quality are released online requiring no fees for audiences. In this way, media producers promote their reputation both in number and scale, which can earn them money in return from advertising activities or concert.
Athique, Adrian Mabbott 2006, ‘Bollywood and ‘grocery store’ video piracy in Australia’, Media international Australia, no. 121, pp. 41-51.
Karaganis, J 2011, Media Piracy in Emerging Economies, Social Science Research Council, United States of America.
Jenkins, H 2004, When Piracy Becomes Promotion, MIT Technology Review, viewed October 24th 2016, <https://www.technologyreview.com/s/402969/when-piracy-becomes-promotion/>.