Hollywood, Bollywood launch anti-piracy drive

AACT debuts hotline for Mumbai area

NEW DELHI -- The recently formed coalition between Hollywood and Bollywood to battle piracy will now be known as the Alliance Against Copyright Theft, and Tuesday launched a toll-free anti-piracy hotline covering the Mumbai area.

The coalition was jointly launched in March by the Mumbai-based India office of the Motion Picture Association of America and top Indian banners and distribution companies such as Reliance Big Entertainment, UTV Motion Pictures, Yash Raj Films, Moser Baer Entertainment and Studio18.

The MPA said that AACT will launch a toll-free anti-piracy hotline to report piracy in Mumbai and the nearby Thane district. The AACT launch is in association with this Friday's latest Hindi release “I Hate Luv Storys” co-produced by UTV Motion Pictures and Dharma Productions. The film's lead actors Imran Khan and Sonam Kapoor will publicize the toll free number as part of the film’s promotional campaign across India.

The anti-piracy hotline will allow people in Mumbai and the nearby district of Thane to register their piracy complaints without revealing their identity by calling the toll-free number.

Enforcement agencies will be immediately notified of complaints. The statement adds that this year alone over a hundred anti-piracy raids have been conducted in Mumbai alone.

“AACT provides a platform for our industry to come together and curb piracy.  The launch of this toll free number will assist our efforts, as it engages consumers, retailers, and other responsible citizens,” MPA India CEO Rajiv Dalal said.

AACT will also launch its Web site -- www.aact.in -- to provide up to date information about all AACT campaigns and activities, as well as reports on piracy and the film industry.

AACT recently launched a comic book in Hindi, Marathi and English entitled “Escape from Terror Byte City,” which highlights the dangers of peer-to-peer file-sharing.