Apple’s iTunes service could be considered by many as a model that could be replicated by other entertainment companies because it made downloading convenient and easier than downloading through other (illegal) methods. But a Duke University study found that cost was the major factor that drives college students to illegally copy entertainment content. Researchers there found that the lower the students’ income, including their parents’ income, the more likely they were to opt for free, illegal options.

The study’s authors suggested that universities consider making licensing agreements to address the issue of cost, with services that sell entertainment content so that these young people could get a discount. In the other hand, some bands such as Radiohead are using their songs to build a following and entice people to pay to see them in concert and, once there, to buy their merchandise. The song becomes the advertisement. A movie on the small screen becomes the driving force for a line of merchandise or drives the wish to see it again on a big screen in 3-D or at a special theater event. A free clip from a TV show seen online draws viewers to the show. Music companies already take a cut of money made from concerts, merchandise and endorsements, so it can already be an offset of the cost of the recorded music to consumers, who’ve been increasingly willing to pay big prices to see artists live. Another possible approach: licensing agreement with online services. For instance, paying a fee to content-makers so they can provide it to consumers for free or for a monthly subscription fee. Well-known options, so far, include online music streaming services such as Spotify and Pandora. Others point to movie and TV services such as Netflix. Whatever happens, the entertainment industry has to realize that people aren’t likely to change their piracy habits, even with the threat of more serious punishments that Congress is considering. The Internet community in general have proven they can influence the entertainment industry, whether it likes it or not.
-Evan




