MUMBAI: The Andhra Pradesh Film Chamber of Commerce (APFCC) and the Motion Picture Distributors Association (India) Pvt Ltd (MPDA) have come out with an initiative to address the growing content theft under the banner of Content Protection Alliance.

The alliance between the APFCC and MPDA (India) will work on initiatives to tackle
cam-cording, content theft online and on cable as well as to promote public awareness campaigns and education on the importance of content protection.

The Content Protection Alliance has received support from the Andhra Pradesh State Government. Chief Minister N Kiran Kumar Reddy has offered government support to further strengthen this alliance.
The Telugu film industry is one of the largest in south India. With the support of the Andhra Pradesh government and the APFCC, the Anti-Video Piracy Cell was instituted in 2005.

The cell has since put in place processes and systems to combat content theft and build awareness among government officials, police officials and the general public about the importance of content protection.