The US-based Motion Picture Association, Wednesday evening, announced the launch of the DVD Rewards Campaign in India. This is part of their drive to combat piracy in the Asia-Pacific region.

The campaign will financially reward those who provide information leading to successful raids on illegal DVD manufacturing units.

"The film industry is feeling the threat by these pirates. We need to take an active role to tackle this problem," said Indian Motion Picture Producers Association president Smita Thackeray.

Michael C Ellis, MPA vice president and regional director, Asia-Pacific, anti-piracy operations, said, "We need active participation in the DVD Rewards Campaign. If anyone in India comes to know about any factories or plants manufacturing pirated DVDs, he can call our number [011-51643707]. MPA will reward the individual."

MPA represents major United States motion picture companies in the international marketplace. It has also directed a comprehensive international anti-piracy programme in over 65 countries. MPA figures reveal that 87 per cent of the worldwide DVD seizures last year were from the Asia-Pacific region. MPA's worldwide anti-piracy seizures totalled over 6.1 million pirated DVD discs.

Vivek Oberoi, the only actor at the event, said, "We have to take the threat of piracy seriously. We have to unite against this growing menace. If we do not wake up now, I will be selling vada-pavs at Juhu beach [in suburban Mumbai] and you will be standing next to me selling channa."

Producer Bobby Bedi (Bandit Queen, Saathiya) said, "There is a basic difference between theft and piracy. Consumers do not feel they are the victims. Therefore, it is our duty to educate them that piracy is a theft. We also have to convince the police to take piracy seriously."

"I am glad to see many people are raising their voice against piracy," said filmmaker Vidhu Vinod Chopra. "At one point, I was the only person doing so. I am glad everyone has joined me. It is a question of our survival."

The total estimated loss to the film fraternity in India last year was $75 million whereas the global loss was an estimated $642 million.

Piracy raids in India have doubled in the last two years. In 2001, there were 108 raids on pirates; 2002 saw 206 raids.