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MORE THAN ONE MILLION VCR HOUSEHOLDS IN THE UNITED KINGDOM COPY PRERECORDED VIDEOCASSETTES

 MORE THAN ONE MILLION VCR HOUSEHOLDS IN THE UNITED KINGDOM
 COPY PRERECORDED VIDEOCASSETTES
 MOUNTAIN VIEW, Calif., March 24 /PRNewswire/ -- In a study undertaken by the Harris Centre into the copying habits of VCR users in the United Kingdom, it was revealed that one in 14 VCR users admitted copying prerecorded videocassettes; this equates to more than one million copying households. This was one of a number of findings disclosed today at a press conference held at the BAFTA Centre, Piccadilly, hosted by Macrovision UK.
 Visiting from California, Joe Swyt, president of Macrovision Corp., said, "We wanted to find out the level of home copying of prerecorded videocassettes in the United Kingdom, and also to quantify the effect of this copying on the rental and sell-through markets. The survey was conducted by the Harris Research Centre, and I believe that the resultant study is the most comprehensive of its kind undertaken in the United Kingdom. It has certainly come up with some eye-opening facts and figures."
 Mike Watson, research director of the Harris Research Centre, presented the key findings in conjunction with Alistair Knox, managing director of Macrovision UK. At the beginning of the presentation Mike Watson explained, "Eighty-two percent of those we questioned knew it was illegal to copy prerecorded videos, so it is possible that the level of home copying disclosed to us was understated. Nevertheless 20 percent of VCR owners admitted having unauthorized copies of prerecorded videocassettes in their homes; in fact on average households with copies have 11.3 copies each."
 The study also revealed that one illegal copy is made by VCR users for every 4.2 prerecorded videocassettes purchased in the United Kingdom, and multiple VCR owners are almost four times as likely to copy as single VCR owners.
 Copiers do not discriminate between the types of product they copy. All genres are subject to home copying, with children's films (42 percent) and recent movies (42 percent) being the most popular, followed by cartoons (34 percent), old films (30 percent), music videos (29 percent), sports (25 percent) and exercise videos (12 percent).
 The research also revealed that, taken as an average, U.K. VCR households have 2.3 unauthorized copies in their libraries which means the total number of unauthorized copies in the United Kingdom exceeds 33 million videocassettes. This represents a considerable loss for home video distributors, video rental outlets and sell-through retailers.
 As far as the effect of copying is concerned, 44 percent of copiers said they would have rented the last video they copied, if they had not been able to copy it. Two thirds of copiers who thought they could have bought the last cassettes they copied would have bought it, if they could not have copied it.
 Problems in copying were reported by 36 percent of copiers, and 58 percent of those said that they are now less likely to try copying prerecorded videos again. Five hundred and one telephone interviews of around 20 minutes' duration were conducted amongst adult household members where there was a working VCR in the household.
 Speaking at the press conference, Norman Abbott, director general of the British Videogram Association said, "Copyright owners are naturally reluctant to investigate and prosecute amateur, non- commercial copiers who operate in their own homes. This makes it all the more important for the product to be protected from the activities of such infringers by technical means, like Macrovision Copy Protection."
 The Macrovision Copy Protection process in encoded onto prerecorded videocassettes at the duplication stage. It is the most effective way to deter back-to-back copying, and so is used by film distributors, special interest producers and organizations to protect copyrighted video material.
 Macrovision develops technologies for the protection of video information from unauthorized copying and unauthorized viewing. The company provides products and services for the home video, cable, satellite and corporate communications markets. Macrovision has field offices in New York, London and Tokyo, with corporate offices in Mountain View.
 -0- 3/24/92
 /CONTACT: Andy Pillsbury of Macrovision, 415-691-2951; or Alistair Knox, of Macrovision UK, 011-44-9895-251602/ CO: Macrovision ST: California IN: ENT SU: PDT


DG-JL -- SJ001 -- 0895 03/24/92 08:02 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 24, 1992
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