iffro: Building bridges between creators and the digital generation
8th June 2011
As content is now just a click away, creators need to find a means of providing easy, legal access to their work. As many of you know, at IFRRO our remit is to do just that.
We facilitate easy access to copyrighted works to ensure that creators are rewarded. We believe in working across territories and sectors, forging partnerships wherever possible to provide access that is appropriate to individuals and organisations in a fast-changing digital and analogue world. CISAC shares these aims with us and that is why came together to start the dialogue and ask the digital generation what it wants and how it values creativity.
This film features young people from across the globe. I am delighted that we were able to achieve this film despite a number of reluctant participants whose alleged piracy habits may well have given them cause for concern...
Our participants told us that they are more than happy to recompense professional creators if they think they are getting value for money. They deserve a dynamic response from the Collective Management organisations to which we are committed to finding innovative solutions to make more content available to more people within a legal framework.
I am convinced we need to do more; we need to work faster to meet the challenges of the digital marketplace and IFRRO will be addressing these challenges, in depth, at our forthcoming Business Models Forum. http://bit.ly/mwvjeW
