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BPI ready for the long haul; press push is just first stage in fight.(Downloads)
BPI executive chairman Peter Jamieson says the organisation is digging in for a lengthy campaign after unleashing the first strike against the UK's millions of illegal music downloaders.
The campaign, launched last Thursday, aims to "put on notice" what BPI-commissioned research estimates are 7.4m people in the UK using illegal peer to-peer music sites. It will warn them via an instant messaging campaign that they could face legal action if they continue using the services.
Jamieson says be is encouraged by the media's initial response to the campaign, the first such move outside the RIAA's high-profile legal actions in the US, but warns it will be a long haul. "It's not a one-day story," he says. "I think it is going to he a story throughout the year, but we've got off to a good start. In football terms, we've scored a goal in the early minutes of a match, but it's not over"
Most of the national newspapers covered the campaign the day after its launch last Friday. The Times gave over most of p3 to the story and The Daily Mail half of p10. The BPI campaign was the front-page lead on the free newspaper Metro, with the headline "Web warning to pop pirates". ...
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