Branding, curation, adapted content creation, educational programs and new promotion initiatives are some of the key factors for carving out space and profile in world’s online arena for films, a San Sebastian Fest suggested Monday.

Organized by distributors’ network Europa Distribution, event turned on new strategies to fight piracy and explore possible ways for films to have own legal room online. This was the fifth event included under the European Film Forum banner. Event was hosted by Michael Gubbins, founder of London-based film consultancy outfit SampoMedia.

“A more seductive legal offer and a better enforcement of rights are two sides of the same coin. These complementary aspects are both part of our Digital Single Market strategy,” Lucía Recalde Langarica, the European Commission’s MEDIA (Creative Europe Media) new head told Variety.

Competitive reduced prices for legal offers is one component to attract audiences to buy films legally. However it’s not enough. As content continues to move to different platforms and players, with more on demand availability, viewers need new filters to discover and experience video content online legally. A combination of discovery, ease of use, and attractive offers are the most essential key factors to take on piracy, said Kobi Shely, from Glasgow’s Distrify Media, an online promotional consultancy, active in 161 territories, specialized in monetizing content via VOD.

Shely told Variety that Distrify has recently secured a VOD deal with China’s state TV service CNTV. The landmark accord sees Distrify Media launching an international Chinese VOD portal to distribute locally produced films internationally. “An effective enforcement, in particular against commercial scale infringements of copyright, is central to investment in innovation and job creation,” Recalde said. “We also need to clarify the rules applicable to the activities of online intermediaries in relation to copyrighted material. Platforms and other new digital players need to be involved in the creative economy,” she added.

Audiovisual rules will be reviewed in order to find the most appropriate way to promote European works, particularly online.The good news for content providers is that in some countries, a legal digital market is growing. A 2015 U.K’.s Intellectual Property Office survey noted an increase of more than 10% in the takeup of legal services since 2013. However, 1 out of 5 U.K. Internet sers still accesses content illegally.

Emilio Mayorga